| 摘要 | 第1-4页 |
| Abstract | 第4-7页 |
| Chapter One Introduction | 第7-15页 |
| ·A Brief Overview of Memetics | 第7-12页 |
| ·Origin and Definition of Meme | 第7-8页 |
| ·Several Terms Related to Meme | 第8-12页 |
| ·Introduction to the Thesis | 第12-15页 |
| ·Motivation and Significance of the Research | 第12-13页 |
| ·Data Collection and Research Methodology | 第13页 |
| ·Framework of the Thesis | 第13-15页 |
| Chapter Two Literature Review | 第15-29页 |
| ·A General Remark on Advertising | 第15-23页 |
| ·Definition of Advertising | 第15-16页 |
| ·Classification of Advertising | 第16-17页 |
| ·Features of Advertising Language | 第17-23页 |
| ·Development of Advertising Language at Home and Abroad | 第23-24页 |
| ·Studies on Advertising Language at Home | 第23页 |
| ·Studies on Advertising Language Abroad | 第23-24页 |
| ·Research of Memetics at Home and Abroad | 第24-25页 |
| ·Memetics Researches at Home | 第24-25页 |
| ·Memetics Researches Abroad | 第25页 |
| ·Memetic Study in the Advertising Field | 第25-29页 |
| Chapter Three The Study of Advertising Language from the Memetic Viewpoint | 第29-41页 |
| ·The Relationship between Meme and Language | 第29-30页 |
| ·Language: the Principle Medium to Spread Memes | 第29页 |
| ·Memes’Influences on the Vitality of Language | 第29-30页 |
| ·The Advertising Language Meme | 第30页 |
| ·Definition of Advertising Language Meme | 第30页 |
| ·Nature of Advertising Language Meme | 第30页 |
| ·The Characteristics of Successful Advertising Language Meme | 第30-34页 |
| ·Replication and Transmission of the Advertising Language Meme | 第34-40页 |
| ·Four Stages of Meme Replication in the Advertising Language | 第34-36页 |
| ·The Transmission Process of Advertising Language Meme | 第36-40页 |
| ·Summary | 第40-41页 |
| Chapter Four Memetic Study of Advertising Language Creation in Chinese Cultural Context | 第41-55页 |
| ·Introduction | 第41页 |
| ·Definitions of Culture | 第41-42页 |
| ·Culture and Advertising Language | 第42-44页 |
| ·The Relationship between Culture and Language | 第42-43页 |
| ·The Relationship between Culture and Advertising Language | 第43-44页 |
| ·The Creation of Advertising Language Memes in Chinese Cultural Context | 第44-54页 |
| ·National Unity and Interests | 第44-46页 |
| ·National Psychological Orientation | 第46-47页 |
| ·Value Orientations | 第47-51页 |
| ·Collectivism | 第47-48页 |
| ·Family Orientation | 第48-50页 |
| ·Authority | 第50-51页 |
| ·The Way of Thinking | 第51-54页 |
| ·Interaction between Thought and Language | 第51-52页 |
| ·The Way of Thinking | 第52-54页 |
| ·Summary | 第54-55页 |
| Chapter Five Conclusion | 第55-59页 |
| ·The General Conclusion of the Thesis | 第55-56页 |
| ·Limitations of the Thesis | 第56页 |
| ·Suggestions for Further Study | 第56-59页 |
| Acknowledgements | 第59-61页 |
| Bibliography | 第61-65页 |
| Publications | 第65-66页 |
