| Chapter 1 Introduction | 第1-24页 |
| 1．1 A General Introduction of Memetics | 第14-20页 |
| 1．1．1 Origin and Definition of the Term "Meme" | 第14-15页 |
| 1．1．2 Several Pairs of Concepts about Memes | 第15-17页 |
| 1．1．2．1 Genotype and Phenotype | 第15-16页 |
| 1．1．2．2 Meme and Memeplex | 第16页 |
| 1．1．2．3 Strong Memes and Weak Memes | 第16-17页 |
| 1．1．3 The Working Definition of "Strong Meme" | 第17页 |
| 1．1．4 Three Features of Strong Memes | 第17-18页 |
| 1．1．5 Four Stages of Meme Replication | 第18-19页 |
| 1．1．6 Development of Memetics Home and Abroad | 第19-20页 |
| 1．1．6．1 Memetic Study Abroad | 第19页 |
| 1．1．6．2 Memetic Study in China | 第19-20页 |
| 1．2 Introduction to the Thesis | 第20-24页 |
| 1．2．1 Motivation of the Present Study | 第20-21页 |
| 1．2．2 Research Questions | 第21页 |
| 1．2．3 Objective and Significance of the Present Study | 第21-22页 |
| 1．2．4 Data Collection and Research Methodology | 第22页 |
| 1．2．5 Organization of the Thesis | 第22-24页 |
| Chapter 2 Literature Review | 第24-36页 |
| 2．1 ABasic and Brief Overview of Advertising | 第24-26页 |
| 2．1．1 Definition of Advertising | 第24页 |
| 2．1．2 Classification of Advertising | 第24-25页 |
| 2．1．3 Components of Advertising | 第25-26页 |
| 2．1．4 Functions of Advertising | 第26页 |
| 2．2 A Brief Retrospect of Advertising Slogans | 第26-31页 |
| 2．2．1 The Definition of Ad Slogan | 第26-27页 |
| 2．2．2 Delimitation of Ad Slogan | 第27-29页 |
| 2．2．2．1 Different Terms of Ad slogan | 第27-28页 |
| 2．2．2．2 Slogans versus Brands | 第28页 |
| 2．2．2．3 Slogans versus Headlines | 第28-29页 |
| 2．2．3 Functions of Ad Slogans | 第29-30页 |
| 2．2．4 Types of Ad Slogans | 第30-31页 |
| 2．3 Memetic Study in the Field of Advertising | 第31-36页 |
| 2．3．1 Memes and Rapid Response Advertising | 第31-33页 |
| 2．3．1．1 Definition of Meme in Advertising | 第32页 |
| 2．3．1．2 Nature of Meme in Advertising | 第32-33页 |
| 2．3．1．3 Operation of Memes in Advertising | 第33页 |
| 2．3．2 Memes and Guerrilla Creativity in Advertising | 第33-34页 |
| 2．3．3 Memes and Branding | 第34-36页 |
| Chapter 3 Theoretical Framework | 第36-47页 |
| 3．1 Introduction | 第36页 |
| 3．2 Memes and Language | 第36-39页 |
| 3．2．1 The Relationship between Memes and Language | 第36-38页 |
| 3．2．1．1 Language is the Principal Medium to Transmit Memes | 第37页 |
| 3．2．1．2 Memes Influence the Vitality of Language | 第37-38页 |
| 3．2．2 The Strategy to Make a Weak Meme Strong | 第38-39页 |
| 3．2．2．1 Introduction | 第38页 |
| 3．2．2．2 Attaching to "a Strong Meme of Content" or "a Strong Meme of Form" | 第38-39页 |
| 3．3． Strong Meme Creation as a Process of Adaptation | 第39-47页 |
| 3．3．1 AGeneral Picture of Adaptation Theory | 第39-42页 |
| 3．3．2 Strong Meme Creation as a Process of Adaptation | 第42-47页 |
| 3．3．2．1 Strong Meme Creation as a Highly Conscious Process of Adaptation | 第42-43页 |
| 3．3．2．2 Primary Contextual Correlates of Adaptability for Memes | 第43-47页 |
| Chapter 4 The Process of Adaptation in Strong Meme Creation | 第47-71页 |
| 4．1 Negotiable Choices Made to Adapt to Cognitive Factors | 第47-59页 |
| 4．1．1 Adapting to the Constraints of Working Memory | 第48-50页 |
| 4．1．1．1 Constraints of Working Memory | 第48页 |
| 4．1．1．2 Adaptation to the Constraints of Working Memory | 第48-50页 |
| 4．1．2 Adapting to the Audience's Way of Understanding | 第50-52页 |
| 4．1．2．1 Introduction | 第50页 |
| 4．1．2．2 Adaptation to the Audience's Way of Understanding | 第50-52页 |
| 4．1．3 Adapting to the Audience's Way of Perceiving | 第52-59页 |
| 4．1．3．1 Rhetorical Devices as Strong Memes of Form | 第52-53页 |
| 4．1．3．2 Tropes | 第53-57页 |
| 4．1．3．3 Schemes | 第57-59页 |
| 4．2 Negotiable Choices Made to Adapt to Emotive Factors | 第59-64页 |
| 4．2．1 Introduction | 第59-60页 |
| 4．2．2 Identification and Application of Emotive Buttons | 第60-64页 |
| 4．3 Negotiable Choices Made to Adapt to Cultural Factors | 第64-69页 |
| 4．3．1 National Character | 第65-66页 |
| 4．3．2 National Psychology | 第66页 |
| 4．3．3 Value Orientations | 第66-68页 |
| 4．3．3．1 Meme of Collectivism | 第67页 |
| 4．3．3．2 Meme of Credibility | 第67-68页 |
| 4．3．3．3 Meme of Authority and Experience | 第68页 |
| 4．3．4 The Way of Thinking | 第68-69页 |
| 4．4 Summary | 第69-71页 |
| Chapter Five Conclusion | 第71-73页 |
| 5．1 Summary of Research Results | 第71页 |
| 5．1．1 Introducing Meme Theory to the Study of Ad Slogans | 第71页 |
| 5．1．2 Construction of a Conceptual Framework | 第71页 |
| 5．2 Limitations and Suggestions for Further Research | 第71-73页 |
| 5．2．1 Limitations | 第71-72页 |
| 5．2．2 Suggestions for Further Research | 第72-73页 |
| Bibliography | 第73-78页 |
| Appendix | 第78-79页 |
