| Abstract | 第1-14页 |
| 摘要 | 第14-16页 |
| Chapter One Introduction | 第16-19页 |
| ·The purpose and the significance of this thesis | 第16页 |
| ·Research questions of this thesis | 第16-17页 |
| ·Methodology employed in the thesis | 第17-18页 |
| ·The organization of this thesis | 第18-19页 |
| Chapter Two Literature Review | 第19-31页 |
| ·A brief review of advertisement | 第19-25页 |
| ·Definition of advertisement | 第19-20页 |
| ·Classification of advertisement | 第20-21页 |
| ·The history of advertisement | 第21-23页 |
| ·Previous studies of advertising abroad and at home | 第23-25页 |
| ·The review of internet advertisement | 第25-31页 |
| ·The development of internet advertisement | 第25页 |
| ·The objectives of internet advertisement | 第25-26页 |
| ·The forms of internet advertisement | 第26-29页 |
| ·Previous studies of internet advertising language abroad and at home | 第29-31页 |
| Chapter Three Theoretical Background –Theory of Memetics | 第31-38页 |
| ·Definition of meme | 第31-32页 |
| ·Memetics research abroad and at home | 第32-34页 |
| ·Memetics research abroad | 第32-33页 |
| ·Memetics research in China | 第33-34页 |
| ·The features of successful memes | 第34-35页 |
| ·Memetic genotype and memetic phenotype | 第35页 |
| ·The lifecycle of memes | 第35-36页 |
| ·Meme and language | 第36-37页 |
| ·Memetic spread in times of internet | 第37-38页 |
| Chapter Four Analyses of Chinese Internet Advertisements from Three Levels | 第38-47页 |
| ·At the level of phonetics | 第38-40页 |
| ·Using figure homophones | 第38-39页 |
| ·Using Chinese character homophones | 第39页 |
| ·Using puns | 第39-40页 |
| ·At the level of vocabulary | 第40-42页 |
| ·Using semantic variations | 第40-41页 |
| ·Using hot words | 第41-42页 |
| ·Borrowing from other language | 第42页 |
| ·Using eye-catching words | 第42页 |
| ·At the level of sentence | 第42-46页 |
| ·Borrowing from sayings, proverbs or classic Chinese poems. | 第43-44页 |
| ·Borrowing from lyrics | 第44页 |
| ·Borrowing hot and special expressions | 第44-45页 |
| ·Using antithesis sentences | 第45-46页 |
| ·Using question sentences | 第46页 |
| ·Summary of this chapter | 第46-47页 |
| Chapter Five Analyses of Chinese Internet Advertisements from Four Stages | 第47-63页 |
| ·A lifecycle of a meme | 第47-48页 |
| ·Detailed analyses from four stages | 第48-62页 |
| ·Assimilation | 第48-52页 |
| ·Simplicity | 第49-50页 |
| ·Novelty | 第50-51页 |
| ·Humor | 第51-52页 |
| ·Retention | 第52-56页 |
| ·Practicality | 第52-53页 |
| ·Consistency | 第53-54页 |
| ·Comprehensibility | 第54-55页 |
| ·Interactivity | 第55-56页 |
| ·Repetition | 第56页 |
| ·Expression | 第56-61页 |
| ·Emotional factors | 第57-58页 |
| ·Authoritative | 第58-59页 |
| ·Harmony | 第59页 |
| ·Sincerity | 第59-60页 |
| ·Fashion | 第60-61页 |
| ·Transmission | 第61-62页 |
| ·Summary of this chapter | 第62-63页 |
| Chapter Six The Conclusion | 第63-65页 |
| ·The findings of this research | 第63-64页 |
| ·The limitations of the this thesis | 第64-65页 |
| References | 第65-69页 |
| Acknowledgements | 第69-71页 |
| Articles Published during the Study for M.A. Degree | 第71-72页 |
