| Acknowledgements | 第1-5页 |
| Abstract | 第5-8页 |
| 摘要 | 第8-10页 |
| Contents | 第10-13页 |
| Abbreviations | 第13-14页 |
| Figures | 第14-15页 |
| Chapter One Introduction | 第15-19页 |
| ·An overview of the development of memetics | 第15-16页 |
| ·Introduction to the thesis | 第16-19页 |
| ·Objective and significance of the present study | 第16页 |
| ·Research questions | 第16-17页 |
| ·Data collection and methodology | 第17页 |
| ·Organization of the thesis | 第17-19页 |
| Chapter Two Literature Review | 第19-26页 |
| ·Studies abroad | 第19-20页 |
| ·Studies at home | 第20-22页 |
| ·The same idea shared by both overseas and domestic scholars | 第22-24页 |
| ·Problems in current studies | 第24-25页 |
| ·Summary | 第25-26页 |
| Chapter Three Memetics and Translation Memetics | 第26-40页 |
| ·An overview of memetics | 第26-35页 |
| ·Relevant terminology | 第26-30页 |
| ·Meme and memetics | 第26-28页 |
| ·Memotype and memetic phenotype | 第28页 |
| ·Strong memes and weak memes | 第28-29页 |
| ·Host and vector | 第29页 |
| ·Memeplex and meme pool | 第29-30页 |
| ·Four stages of meme replication | 第30-31页 |
| ·General selection criteria for memes | 第31-33页 |
| ·Meme and language | 第33-35页 |
| ·Translation memetics | 第35-38页 |
| ·Description of translation in memetic field | 第35-36页 |
| ·Meme and translation | 第36-37页 |
| ·Meme transmission in translation | 第37-38页 |
| ·Translation meme pool | 第38页 |
| ·Some problems to be noted | 第38页 |
| ·Summary | 第38-40页 |
| Chapter Four Meme and Advertising | 第40-56页 |
| ·Definition of meme in advertising | 第40页 |
| ·Advertisement as replicator | 第40-43页 |
| ·Functions of advertising | 第40-42页 |
| ·Resemblance between advertisement and meme | 第42-43页 |
| ·Strong memes : the determinant factor for meme transmission in advertising | 第43-44页 |
| ·Prerequisites for creating strong memes | 第44-55页 |
| ·Knowledge about main characteristics of advertising language | 第44-54页 |
| ·The lexical features of advertising language | 第44-46页 |
| ·The syntactical features of advertising language | 第46-49页 |
| ·Rhetorical features in advertising | 第49-53页 |
| ·Differences of advertising language between English and Chinese | 第53-54页 |
| ·Knowledge about culture and advertising | 第54-55页 |
| ·Summary | 第55-56页 |
| Chapter Five A Memetic Approach to AT | 第56-90页 |
| ·The analysis of the strong meme in AT | 第57-78页 |
| ·Meme transmission through linguistic constraint | 第57-75页 |
| ·Meme transmission on lexical level | 第58-62页 |
| ·Meme transmission on syntactic level | 第62-65页 |
| ·Meme transmission of rhetorical devices | 第65-70页 |
| ·Meme transmission on discoursal level | 第70-74页 |
| ·Untranslatable linguistic meme | 第74-75页 |
| ·Meme transmission through cultural constraints | 第75-78页 |
| ·Meme pool of AT | 第78-87页 |
| ·The selection criteria of AT | 第78-80页 |
| ·AT Strategies in meme pool | 第80-84页 |
| ·Comprehensive strategies | 第81页 |
| ·Productive strategies | 第81-84页 |
| ·Demands for translators | 第84-85页 |
| ·AT Quality assessment | 第85-87页 |
| ·AT Process in a memetic approach | 第87-88页 |
| ·Summary | 第88-90页 |
| Chapter Six Conclusion | 第90-95页 |
| ·Major findings | 第90-92页 |
| ·Limitations | 第92-93页 |
| ·Suggestions for future studies | 第93-95页 |
| BIBLIOGRAPHY | 第95-101页 |
