| 摘要 | 第1-6页 |
| Abstract | 第6-11页 |
| Chapter One Introduction | 第11-16页 |
| ·Background Information | 第11-13页 |
| ·Purpose of the Thesis | 第13页 |
| ·Theoretical and Practical Significance of the Research | 第13-14页 |
| ·Structure of the Thesis | 第14-16页 |
| Chapter Two Literature Review | 第16-28页 |
| ·Researches on Memetic Theory | 第16-19页 |
| ·Some Core Concepts of Memetic Theory | 第16-17页 |
| ·Studies on Meme Overseas and in China | 第17-19页 |
| ·Researches on Advertising Language | 第19-24页 |
| ·Definitions of Advertising | 第20-21页 |
| ·Principles of Advertising | 第21-22页 |
| ·Studies on Advertising Language Overseas and in China | 第22-24页 |
| ·Researches on Advertising Language from the Memetic Perspective Overseas and in China | 第24-28页 |
| Chapter Three Research Methodology | 第28-30页 |
| ·Research Questions | 第28-29页 |
| ·Study Methods | 第29页 |
| ·Data Collection | 第29-30页 |
| Chapter Four Findings and Discussion | 第30-50页 |
| ·A Memetic Analysis of Chinese and English “Analogy” Advertising | 第30-45页 |
| ·Transmission Based on Similar Pronunciation Analogizing | 第30-39页 |
| ·Transmission Based on Similar Structure Analogizing | 第39-44页 |
| ·Summary | 第44-45页 |
| ·Findings of the Common Characteristics between English and Chinese Analogy Advertisings | 第45-47页 |
| ·Common Feature on Advertising Language | 第45-46页 |
| ·Common Feature on Advertising Design | 第46-47页 |
| ·Findings of the Differences between English and Chinese Analogy Advertisings | 第47-48页 |
| ·Two Main Differences | 第47页 |
| ·The Causes of the Differences | 第47-48页 |
| ·Summaries from a Memetic Perspective | 第48-50页 |
| Chapter Five Conclusions | 第50-53页 |
| ·Summaries of the Major Findings | 第50-51页 |
| ·Implications of the Research | 第51-52页 |
| ·Limitations of the Research and Suggestions for Further Research | 第52-53页 |
| References | 第53-56页 |
| Appendix | 第56-60页 |
| Acknowledgements | 第60-61页 |
| 作者简介 | 第61页 |
