| Acknowledgements | 第1-5页 |
| Abstract | 第5-7页 |
| 摘要 | 第7-10页 |
| Chapter One Introduction | 第10-13页 |
| ·Background of the Study | 第10页 |
| ·Objectives and Research Questions of This Study | 第10-11页 |
| ·Theoretical and Methodological Orientations of the Present Thesis | 第11-12页 |
| ·Data collection and Organization of the Present Thesis | 第12-13页 |
| Chapter Two Literature Review | 第13-18页 |
| ·The Nature of Advertising | 第13-14页 |
| ·Characters of Advertising Language | 第14-15页 |
| ·Previous Studies on the Intertextuality in Ads | 第15-18页 |
| Chapter Three Theoretical Foundation | 第18-25页 |
| ·Verschreren’s Adaptation Theory | 第18-23页 |
| ·A Brief Introduction of Adaptability | 第18-19页 |
| ·Three Fundamental Concepts of Adaptability | 第19-20页 |
| ·The Four Angles of Investigation | 第20-23页 |
| ·Maslow’s Hierarchy of Needs | 第23-24页 |
| ·Implications for the Present Studies | 第24-25页 |
| Chapter Four Adaption Approach to the Intertextuality of Advertising Text | 第25-64页 |
| ·Adaptation Model for the Intertextuality in Ads | 第25-27页 |
| ·A Data-based Analysis of the Intertextuality in Ads | 第27-40页 |
| ·The Adaptation-based Understanding of Intertectuality in Ads | 第28-37页 |
| ·Specific Intertextuality | 第28-30页 |
| ·Generic Intertextuality | 第30-33页 |
| ·Cultural Intertextuality | 第33-34页 |
| ·Media Intertextuality | 第34-37页 |
| ·The Relative Nature of Intertextuality | 第37-40页 |
| ·Adaptation Analysis to the Operating Mechanism of Intertextuality in Ads | 第40-59页 |
| ·Intertextuality Formation under the Framework of Adaptation Theory | 第40-55页 |
| ·Adaptation to the Contextual Elements | 第41-50页 |
| ·Adaptation to the Structural Elements | 第50-52页 |
| ·Dynamics of Adaptation | 第52-54页 |
| ·Salience of Adaptation Processes | 第54-55页 |
| ·The Interactions of the Factors Influencing the Generation and Interpretation of Intertextuality in Ads | 第55-56页 |
| ·The Interpreting Process of Ads Intertextuality | 第56-59页 |
| ·Pragmatic Effects of Ads Intertextuality under Adaptation Theory | 第59-64页 |
| ·Capturing the Consumer's Eyes More Quickly | 第60页 |
| ·Providing Added Value for Products | 第60-61页 |
| ·Enhancing the Potential Persuasive Power of Advertising Texts | 第61页 |
| ·Shouldering Social Responsibility | 第61-64页 |
| Chapter Five Conclusion | 第64-67页 |
| ·Main Findings of the Thesis | 第64-65页 |
| ·The Limitations of the Research | 第65-66页 |
| ·Further research | 第66-67页 |
| Bibliography | 第67-70页 |
| 攻读硕士期间所发表的论文 | 第70页 |
