| 摘要 | 第1-6页 |
| Abstract | 第6-14页 |
| Introduction | 第14-17页 |
| Chapter 1 A General Remark on Advertisement | 第17-34页 |
| ·Properties of Advertisement | 第17-22页 |
| ·Definition of Advertising | 第17-19页 |
| ·Classification of Advertising | 第19-20页 |
| ·Components of Advertising | 第20-22页 |
| ·Linguistic Features of Advertising | 第22-34页 |
| ·Linguistic Features of Advertising English | 第23-31页 |
| ·The Lexical Level | 第23-27页 |
| ·The Syntactic Level | 第27-30页 |
| ·The Rhetorical Level | 第30-31页 |
| ·Linguistic Features of Advertising Chinese | 第31-34页 |
| ·The Phonetic Feature | 第31-32页 |
| ·The Syntactic Feature | 第32-33页 |
| ·The Rhetorical Feature | 第33-34页 |
| Chapter 2 The Relationship Between Memetics and Advertising | 第34-50页 |
| ·The Research on Memetics | 第34-41页 |
| ·Genesis and Definition of the Term"Meme" | 第35-38页 |
| ·Features of Successful Memes | 第38-39页 |
| ·The Interaction Between Language and Meme | 第39-41页 |
| ·Language as an Effective Way of Transmitting Memes | 第40页 |
| ·Meme as a Motive Power for Language Evolution | 第40-41页 |
| ·Memetic Study in the Field of Advertising | 第41-43页 |
| ·Geoff Ayling's Viewpoints on Memes in Advertisement | 第41-42页 |
| ·Jay Conrad Levinson's Viewpoints on Memes in Advertisement | 第42-43页 |
| ·Paul Marsden's Viewpoints on Memes in Advertisement | 第43页 |
| ·Characteristics and Classification of Advertising Memes | 第43-50页 |
| ·Characteristics of Advertising Memes | 第44-47页 |
| ·Simplicity | 第44-45页 |
| ·Novelty | 第45页 |
| ·Distinctiveness | 第45-46页 |
| ·Conformity | 第46-47页 |
| ·Classification of Advertising Memes | 第47-50页 |
| ·Genotype of Advertising Memes | 第47-48页 |
| ·Phenotype of Advertising Memes | 第48-50页 |
| Chapter 3 The Application of Meme Lifecycle Theory to the Process of Advertising Translation | 第50-76页 |
| ·Basic Terms on Meme Lifecycle Theory | 第50-54页 |
| ·Memeplex | 第51-52页 |
| ·Memepool | 第52页 |
| ·Host | 第52-53页 |
| ·Vector | 第53-54页 |
| ·The Lifecycle of Memes Suggested by Henrik Bjarneskans | 第54-58页 |
| ·Transmission | 第55-56页 |
| ·Decoding | 第56-57页 |
| ·Infection | 第57页 |
| ·Coding | 第57-58页 |
| ·Four Stages of Meme Replication Suggested by Heylighen | 第58-62页 |
| ·Assimilation | 第59-60页 |
| ·Retention | 第60-61页 |
| ·Expression | 第61-62页 |
| ·Transmission | 第62页 |
| ·A Tentative Memetic Model for Advertising Translation Process | 第62-76页 |
| ·The Necessity for the Study of Translation Process | 第63-64页 |
| ·Five Phases in the Memetic Model for Advertising Translation Process | 第64-72页 |
| ·Hereditary Phase | 第67页 |
| ·Infecting and Decoding Phase | 第67-71页 |
| ·Encoding Phase | 第71-72页 |
| ·New Hereditary Phase | 第72页 |
| ·New Infecting and Decoding Phase | 第72页 |
| ·A Case Study of the Model | 第72-76页 |
| Chapter 4 The Enlightenment of Chesterman's Translation Memetics for Advertising Translation | 第76-111页 |
| ·Five Supermemes and Advertising Translation | 第76-82页 |
| ·The Source-target Supermeme | 第77-78页 |
| ·The Equivalence Supermeme | 第78-80页 |
| ·The Untranslatability Supermeme | 第80-81页 |
| ·The Free-vs-literal Translation Supermeme | 第81-82页 |
| ·The All-writing-is-translating Supermeme | 第82页 |
| ·Framework of Chesterman's Translation Memetics | 第82-97页 |
| ·Norm Memes | 第85-91页 |
| ·Expectancy Norm Memes | 第85-86页 |
| ·Professional Norm Memes | 第86-91页 |
| ·Value Memes | 第91-94页 |
| ·Clarity | 第91-92页 |
| ·Truth | 第92页 |
| ·Trust | 第92-93页 |
| ·Understanding | 第93-94页 |
| ·Strategy Memes | 第94-97页 |
| ·Syntactic Strategies at the Formal Level | 第95页 |
| ·Semantic Strategies at the Content Level | 第95-96页 |
| ·Pragmatic Strategies at the Message Level | 第96-97页 |
| ·Application of the Memetic Theory in Advertising Translation | 第97-111页 |
| ·The Translation of Brand Names | 第97-101页 |
| ·The Translation of Slogans | 第101-104页 |
| ·The Translation of Body Texts | 第104-111页 |
| Conclusion | 第111-114页 |
| Notes | 第114-116页 |
| Bibliography | 第116-124页 |
| Acknowledgements | 第124-125页 |
| 攻读学位期间主要的研究成果目录 | 第125页 |
