| 摘要 | 第4-6页 |
| Abstract | 第6-7页 |
| Introduction | 第10-12页 |
| Chapter One Literature Review | 第12-26页 |
| 1.1 General Introduction to English Proverbs | 第12-21页 |
| 1.1.1 Definitions of English Proverbs | 第12-14页 |
| 1.1.2 Origins of English Proverbs | 第14-18页 |
| 1.1.3 Features of English Proverbs | 第18-19页 |
| 1.1.4 Functions of English Proverbs | 第19-21页 |
| 1.2 General Introduction to Advertising Language | 第21-22页 |
| 1.2.1 Definitions of Advertising Language | 第21页 |
| 1.2.2 Features of Advertising Language | 第21-22页 |
| 1.3 Relevant Studies on English Proverbs | 第22-26页 |
| 1.3.1 Previous Foreign Studies on English Proverbs | 第22-24页 |
| 1.3.2 Previous Domestic Studies on English Proverbs | 第24-26页 |
| Chapter Two Theoretical Framework | 第26-38页 |
| 2.1 The Memetic Theory | 第26-35页 |
| 2.1.1 Origin and Definition of Meme | 第26-28页 |
| 2.1.2 Classification of Meme | 第28-31页 |
| 2.1.3 Relationship between Language and Me | 第31-33页 |
| 2.1.4 Four Stages of Meme Replication | 第33-34页 |
| 2.1.5 Selection Criteria for Meme to Be Strong Meme | 第34-35页 |
| 2.2 Relevant Studies on Meme and Memetics | 第35-38页 |
| Chapter Three An Analysis of English Proverbs in Advertising Language from the Perspective of Memetics | 第38-55页 |
| 3.1 Origins of English Proverb Memes | 第38页 |
| 3.2 Different Types of English Proverb Memes in Advertising Language | 第38-41页 |
| 3.2.1 Strong and Weak English Proverb Memes | 第39-40页 |
| 3.2.2 English Proverb Genotype Memes and English Proverb Phenotype Memes | 第40-41页 |
| 3.3 Selection Criteria for English Proverb Memes to be Strong Memes in Advertising Language | 第41-47页 |
| 3.3.1 Novelty, Simplicity and Affection | 第41-43页 |
| 3.3.2 Utility | 第43-44页 |
| 3.3.3 Expressivity | 第44-46页 |
| 3.3.4 Publicity | 第46-47页 |
| 3.4 Transmission Ways and Its Communicating Effects of English Proverb Memes in Advertising Language | 第47-55页 |
| 3.4.1 Direct Transmission | 第48-50页 |
| 3.4.2 Polysemy | 第50-51页 |
| 3.4.3 Analogy of the Same or Similar Sound | 第51页 |
| 3.4.4 Analogy of the Same Structure | 第51-55页 |
| Conclusion | 第55-57页 |
| Bibliography | 第57-61页 |
| Acknowledgements | 第61-62页 |
| 在校期间科研成果 | 第62页 |
