| Abstract | 第1-6页 |
| 摘要 | 第6-10页 |
| Introduction | 第10-16页 |
| ·A Brief Introduction to Memetics | 第10-12页 |
| ·Rationale and Objective of the Present Study | 第12-13页 |
| ·Research Questions | 第13页 |
| ·Research Methodology and Data Collection | 第13-14页 |
| ·Outline of the Thesis | 第14-16页 |
| Chapter 1 Literature Review | 第16-34页 |
| ·Previous Research on Advertising and Advertising Slogan | 第16-25页 |
| ·A Brief Retrospect of Advertising | 第16-19页 |
| ·The Definition of Advertising | 第16-17页 |
| ·The Structure of Advertising | 第17-18页 |
| ·The Functions of Advertising | 第18-19页 |
| ·A Basic Overview of Advertising Slogan | 第19-23页 |
| ·The Definition and Features of Advertising Slogan | 第19-20页 |
| ·Classification of Advertising Slogan | 第20-23页 |
| ·Research on Advertising Translation | 第23-25页 |
| ·Traditional Chinese Theories for Translation | 第23-24页 |
| ·Equivalence-based Linguistic Theory | 第24页 |
| ·Functionalist Theory | 第24-25页 |
| ·Previous Research on Memetics | 第25-34页 |
| ·Research on Memetics Abroad | 第26页 |
| ·Research on Memetics in China | 第26-27页 |
| ·Memetic Study in Advertising | 第27-30页 |
| ·Memetic Study in Translation | 第30-34页 |
| Chapter 2 Theoretical Framework | 第34-50页 |
| ·Relative Concepts about Memes | 第34-38页 |
| ·Meme and Memeplex | 第34-35页 |
| ·Genotype and Phenotype | 第35-36页 |
| ·Strong Meme and Weak Meme | 第36-38页 |
| ·Host and Vector | 第38页 |
| ·The Lifecycle of Memes | 第38-40页 |
| ·Meme and Language | 第40-42页 |
| ·Language as the Principle Means to Spread Memes | 第40-41页 |
| ·Memes Influencing Language | 第41-42页 |
| ·Memetic Selection | 第42-43页 |
| ·Adaption Theory | 第43-50页 |
| Chapter 3 Advertising Slogan Translation:A Process of Strong Advertising Slogan Memes Creation | 第50-76页 |
| ·Strong Advertising Slogan Meme Creation in Translation | 第50-67页 |
| ·Adapting to Cognitive Factors | 第50-57页 |
| ·Constraints of Working Memory | 第51-52页 |
| ·Adapting to the Constraints of Working Memory | 第52-54页 |
| ·Adapting to the Target Language's Linguistic Features | 第54-57页 |
| ·Adapting to Cultural Factors | 第57-67页 |
| ·Core Value:Group Orientation vs. Individual Orientation | 第58-61页 |
| ·Consuming Tendency:Group Tendency vs.Individual Needs | 第61-64页 |
| ·Authority:Governmental Authority vs.Scientific Evidence | 第64-65页 |
| ·Mode of Thinking | 第65-67页 |
| ·Strategies to Make Strong Advertising Slogan Memes in the Process of Translation | 第67-76页 |
| ·Application of Phenotype of Memes | 第68-73页 |
| ·The associative meme transmission | 第68-70页 |
| ·Partially changed meme transmission | 第70-73页 |
| ·Application of Genotype of Memes | 第73-76页 |
| Conclusion | 第76-78页 |
| Bibliography | 第78-82页 |
| Appendix | 第82-84页 |
| Acknowledgements | 第84-86页 |
