| 摘要 | 第4-5页 |
| Abstract | 第5页 |
| Chapter 1 Introduction | 第6-10页 |
| 1.1 Motivation and Significance of the Research | 第6-7页 |
| 1.2 Research Methodology and Data Collection | 第7-8页 |
| 1.3 Framework of the Thesis | 第8-10页 |
| Chapter 2 Literature Review | 第10-33页 |
| 2.1 Overview of Culture | 第10-14页 |
| 2.1.1 Definition of Culture | 第10-12页 |
| 2.1.2 Relationship between Culture and Language | 第12-14页 |
| 2.2 Overview of Memetics | 第14-23页 |
| 2.2.1 Origin and Definition of Meme | 第17-19页 |
| 2.2.2 Meme and Memeplex | 第19页 |
| 2.2.3 Selection Criteria of Meme | 第19-21页 |
| 2.2.4 Process of Meme Replication | 第21-23页 |
| 2.3 Overview of Advertising | 第23-33页 |
| 2.3.1 Definition of Advertising | 第23-25页 |
| 2.3.2 Stylistic Features of Advertising | 第25-30页 |
| 2.3.2.1 Lexical Features | 第25-26页 |
| 2.3.2.2 Syntactic Features | 第26-28页 |
| 2.3.2.3 Rhetorical Features | 第28-30页 |
| 2.3.3 Functions of Advertising | 第30-33页 |
| Chapter 3 Interrelationship among Meme, Culture and Advertising | 第33-44页 |
| 3.1 Meme and Advertising | 第33-35页 |
| 3.2 Culture and Advertising | 第35-41页 |
| 3.2.1 Cultural Meanings Transmitted by Advertising | 第35-38页 |
| 3.2.2 Advertising as a Mirror of Culture | 第38-41页 |
| 3.2.2.1 Advertising as a Reflector of Value Orientation | 第38-39页 |
| 3.2.2.2 Advertising as a Reflector of National Psychology | 第39-40页 |
| 3.2.2.3 Advertising as a Reflector of Moral Notions | 第40-41页 |
| 3.3 Memetics and Culture | 第41-44页 |
| Chapter 4 Application of Cultural Memes in Advertising | 第44-51页 |
| 4.1 Memetic Genotype and Memetic Phenotype | 第44-45页 |
| 4.2 Application of Genotype Cultural Memes in Advertising | 第45-47页 |
| 4.2.1 Same Forms with Their Original Meaning | 第45-46页 |
| 4.2.2 Different Forms with the Same Core Meaning | 第46-47页 |
| 4.3 Application of Phenotype Cultural Memes in Advertising | 第47-51页 |
| 4.3.1 Memes of the Same or Similar Pronunciations but Different Meanings | 第47-48页 |
| 4.3.2 Memes of the Similar Structures and Different Meanings | 第48-50页 |
| 4.3.3 Same Forms with Different Meanings | 第50-51页 |
| Chapter 5 Conclusion | 第51-54页 |
| 5.1 Summary of Research Results | 第51-52页 |
| 5.2 Limitations of the Research | 第52-53页 |
| 5.3 Suggestions for Further Research | 第53-54页 |
| Bibliography | 第54-56页 |
| 攻硕期间取得的研究成果 | 第56-57页 |
| Acknowledgements | 第57-58页 |
