| 摘要 | 第6-7页 |
| Abstract | 第7页 |
| Contents | 第8-10页 |
| 1. Introduction | 第10-21页 |
| 1.1 Research Background | 第10-11页 |
| 1.2 Purpose and Significance | 第11-12页 |
| 1.3 Literature Review | 第12-18页 |
| 1.3.1 Previous Studies on Advertising Language | 第12-13页 |
| 1.3.2 Previous Studies on Memetics | 第13-16页 |
| 1.3.3 Previous Memetic Studies on Advertising Language | 第16-18页 |
| 1.4 Research Methodology | 第18-19页 |
| 1.5 Organization of the Thesis | 第19-21页 |
| 2. Theoretical Background | 第21-33页 |
| 2.1 Memes and Memetics | 第21-27页 |
| 2.1.1 Memes and Language | 第21-23页 |
| 2.1.2 Memetic Selection Criteria | 第23-26页 |
| 2.1.3 Strong Memes and Weak Memes | 第26-27页 |
| 2.2 Adaptation Theory | 第27-32页 |
| 2.2.1 Making Choices | 第27-29页 |
| 2.2.2 Three Main Concepts of Adaptation Theory | 第29页 |
| 2.2.3 Four Angles for Analysis of Adaptation Theory | 第29-32页 |
| 2.3 Adaptation Theory and Advertising Language | 第32页 |
| 2.4 Summary | 第32-33页 |
| 3. Strong Memes in Advertising Language | 第33-41页 |
| 3.1 Research on Advertising Language | 第33-34页 |
| 3.2 Strong Memes and Efficient Advertisements | 第34-35页 |
| 3.3 Creation Criteria for Strong Memes in Advertising Language | 第35-40页 |
| 3.3.1 Application of Novelty | 第35-36页 |
| 3.3.2 Application of Simplicity | 第36-37页 |
| 3.3.3 Application of Authority | 第37-39页 |
| 3.3.4 Application ofConformity | 第39-40页 |
| 3.4 Summary | 第40-41页 |
| 4. Strategies to Make Strong Advertising Memes by Applying Adaptation Theory | 第41-58页 |
| 4.1 Adaptation to Psychological Factors in Advertising Language | 第41-48页 |
| 4.1.1 Constrains of Working Memory | 第41-42页 |
| 4.1.2 Adapting to the Constrains of Working Memory | 第42-43页 |
| 4.1.3 Adaptingto the Emotive Elements of the Audiience | 第43-48页 |
| 4.2 Adaptation to Sociological Factors in Advertising Language | 第48-52页 |
| 4.2.1 Adapting to the National Culture of the Audience | 第49-51页 |
| 4.2.2 Adapting to the Social Environment and Institutions | 第51-52页 |
| 4.3 Adaptation to Physical Factors in Advertising Language | 第52-54页 |
| 4.3.1 Adapting to Temporal Factors | 第52-53页 |
| 4.3.2 Adapting to Spatial Factors | 第53-54页 |
| 4.4 Suggested Methods to Create Strong Memes in Advertising Language | 第54-57页 |
| 4.5 Summary | 第57-58页 |
| 5. Conclusion | 第58-60页 |
| 5.1 Findings | 第58-59页 |
| 5.2 Limitations and Suggestions | 第59-60页 |
| Bibliography | 第60-64页 |
| Acknowledgements | 第64-65页 |
| Publications While Registered with the MA Program | 第65页 |
