| Acknowledgements | 第1-5页 |
| Abstract | 第5-7页 |
| 摘要 | 第7-9页 |
| Contents | 第9-11页 |
| Chapter 1 Introduction | 第11-14页 |
| ·Necessity and Significance of the Study | 第11-12页 |
| ·Objectives of the Thesis | 第12页 |
| ·Organization of the Thesis | 第12-14页 |
| Chapter 2 Literature Review | 第14-21页 |
| ·Overview of the Meme and Memetic Study | 第14-17页 |
| ·The Definitions of Meme | 第14-15页 |
| ·Memetics and Memetic Study Abroad | 第15-17页 |
| ·Memetic Study in China | 第17页 |
| ·Studies on the Language of Advertising | 第17-21页 |
| ·Advertising Language Study Abroad | 第18-19页 |
| ·Advertising Language Study in China | 第19-21页 |
| Chapter 3 Theoretical Framework | 第21-34页 |
| ·Important Concepts | 第21-25页 |
| ·About Meme | 第21-22页 |
| ·About Memeplex | 第22-23页 |
| ·Meme and Gene | 第23-24页 |
| ·The Classification of Meme | 第24页 |
| ·The Phenotype and Genotype of Meme | 第24-25页 |
| ·The Evolution Process of Meme | 第25-30页 |
| ·Meme Replication | 第25-26页 |
| ·Meme Variation | 第26页 |
| ·Meme Selection | 第26-27页 |
| ·Meme Transmission | 第27-29页 |
| ·The Whole Process of Meme Evolution | 第29-30页 |
| ·Meme and Language | 第30-34页 |
| ·The Origin of Language | 第30-31页 |
| ·The Interactions Between Meme and Language | 第31-34页 |
| Chapter 4 Memetic Analysis of Advertising Slogans | 第34-50页 |
| ·From the Perspective of the Product & Service | 第34-37页 |
| ·The Basic Memes for the Products | 第35页 |
| ·Successful ad.Slogans with Product as Orientation | 第35-37页 |
| ·The Language Memes of Advertising Slogans | 第37-40页 |
| ·Figures of Speech as Language Memes | 第37-38页 |
| ·Quotation as Language Meme | 第38-39页 |
| ·The Adaptation of Language Meme to Meme of Product | 第39-40页 |
| ·Language Meme Adaptation to the Audience of AS | 第40-49页 |
| ·Adaptation to the Audiences' Physical Contexts | 第41-42页 |
| ·Adaptation to the Audiences' Cognitive Context | 第42-43页 |
| ·Adaptation to the Audjence Psychological Conext | 第43-46页 |
| ·The Adaptation to the Cultural Context | 第46-49页 |
| ·Summary | 第49-50页 |
| Chapter5 Conclusion | 第50-53页 |
| ·Major Findings | 第50-51页 |
| ·Implications | 第51页 |
| ·Limitations and Suggestions to Further Studies | 第51-53页 |
| Works Cited | 第53-56页 |
| Publication | 第56页 |
