封面
声明
英文摘要
中文摘要
目录
Chapter 1 Introduction
1.1 Research background
1.2 Research objective and significance
1.3 Data collection and methodology
1.4 Organization of the study
Chapter 2 Literature Review
2.1 Previous studies on intertextuality in advertising
2.2 Previous studies on intertextuality in public service advertising
2.3 Previous studies on intertextuality in advertising based on memetics
2.4 Limitations of previous researches
Chapter 3 Theoretical Basis
3.1 The memetic theory
3.2 Interrelation between language and meme
3.3 Interrelation between meme and Intertextuality
Chapter 4 Realization of Intertextuality in Chinese Public Service Advertisements through Memetic Genotype
4.1 Quotation of classic works
4.2 Allusion of historical stories or protagonists in classics
4.3 Imitation of memes
Chapter 5 Realization of Intertextuality in Chinese Public Service Advertisements through Memetic Phenotype
5.1 Replication and transmission of memes with the same structure but different contents
5.2 Replication and transmission of memes with the same or similar sound but different meanings
5.3 Replication and transmission of memes with the same written form but different associative meanings
Chapter 6 Conclusion
6.1 Major Findings
6.2 Limitations and Suggestions for Further Studies
参考文献
Main Websites Visited
Appendix
攻读硕士学位期间主要科研成果
致谢
湖南工业大学;