| Acknowledgements | 第1-8页 |
| Abstract | 第8-10页 |
| 内容摘要 | 第10-12页 |
| Chapter One Introduction | 第12-16页 |
| ·Back-round of the Study | 第12-13页 |
| ·Rationales and Significance of the Research | 第13-14页 |
| ·Data Collection and Research Methodology | 第14页 |
| ·Organization of the Thesis | 第14-16页 |
| Chapter Two Literature Review | 第16-30页 |
| ·Literature Review on Phonetic Metaphors | 第16-25页 |
| ·Rhetorical Studies on Phonetic Metaphors Abroad and at Home | 第16-20页 |
| ·Rhetorical Study Abroad--Puns | 第16-18页 |
| ·Rhetorical Study at Home--Xieyin | 第18-20页 |
| ·Cognitive Studies on Phonetic Metaphors Abroad and at Home | 第20-25页 |
| ·Cognitive Study on Phonetic Metaphors Abroad | 第20-21页 |
| ·Cognitive Study on Phonetic Metaphors at Home | 第21-25页 |
| ·Studies on Memetics Abroad and at Home | 第25-30页 |
| ·Memetics Study Abroad | 第25-28页 |
| ·Memetics Study At Home | 第28-30页 |
| Chapter Three Theoretical Foundation | 第30-43页 |
| ·Definition of Memes | 第30-33页 |
| ·Terms on Memes | 第33-35页 |
| ·Host and Vector | 第33页 |
| ·Strong Memes and Weak Memes | 第33-34页 |
| ·Genotype Memes and Phenotype Memes | 第34-35页 |
| ·Features and Selection Criteria for Sccessful Memes | 第35-37页 |
| ·Features of Successful Memes Proposed by Richard Dawkins | 第35-36页 |
| ·Selection Criteria Proposed by Francis Heylighen | 第36-37页 |
| ·Stages of Transmission and Replication of Memes | 第37-40页 |
| ·Assimilation | 第37-38页 |
| ·Retention | 第38页 |
| ·Expression | 第38-39页 |
| ·Transmission | 第39-40页 |
| ·Ways of Memetic Replication and Transmission | 第40-41页 |
| ·Memetic Genotype Transmission | 第40-41页 |
| ·Memetic Phenotype Transmission | 第41页 |
| ·Relationship Between Language and Memes | 第41-43页 |
| Chapter Four Application of Memetics to Phonetic Metaphors in Advertisements | 第43-68页 |
| ·Memetic Analysis to Elements of Phonetic Metaphors in Advertisements | 第43-46页 |
| ·Memetic Analysis to Manifestations of Phonetic Metaphors in Advertisements | 第46-48页 |
| ·Manifestation of Homophone Type | 第46-47页 |
| ·Manifestation of Perfect Homonym Type | 第47-48页 |
| ·Manifestation of Phonetic Parody Type | 第48页 |
| ·Memetic Analysis to Transmission Process of Phonetic Metaphors in Advertisements | 第48-57页 |
| ·Memetic Analysis to Assimilation | 第49-51页 |
| ·Memetic Analysis to Retention | 第51-52页 |
| ·Memetic Analysis to Expression | 第52-54页 |
| ·Motivation of Expression | 第52-53页 |
| ·Mechanism of Expression | 第53-54页 |
| ·Realization Ways of Expression | 第54页 |
| ·Memetic Analysis to Transmission | 第54-57页 |
| ·Memetic Analysis to Transmission Modes of Phonetic Metaphors in Advertisements | 第57-63页 |
| ·Memetic Genotype Transmission | 第57-58页 |
| ·Memetic Phenotype Transmission | 第58-63页 |
| ·Homophonetic Grafting | 第59-60页 |
| ·Pun Grafting | 第60-61页 |
| ·Grafting of Sound Rhymes or Alliterations | 第61-63页 |
| ·Memetic Analysis to the Features of Strong Phonetic Metaphors in Advertisements | 第63-68页 |
| ·Simplicity | 第63-64页 |
| ·Novelty | 第64-65页 |
| ·Coherence | 第65-66页 |
| ·Practicality | 第66-68页 |
| Chapter Five Conclusion | 第68-71页 |
| ·Major Findings | 第68-69页 |
| ·Limitations | 第69-70页 |
| ·Further Suggestions | 第70-71页 |
| References | 第71-76页 |
