| ABSTRACT | 第1-6页 |
| 摘要 | 第6-9页 |
| Introduction | 第9-13页 |
| Chapter 1 Literature Review | 第13-19页 |
| ·Previous Studies on Memetics | 第13-15页 |
| ·Previous Studies on Advertisements | 第15-17页 |
| ·Previous Studies on Memes in Advertisements | 第17页 |
| ·Comments on Previous studies | 第17-19页 |
| Chapter 2 Theoretical Framework for This Thesis | 第19-31页 |
| ·Introduction to Memetics | 第19-27页 |
| ·Theories of Contrastive Linguistics | 第27-31页 |
| Chapter 3 A Contrastive Study on Chinese and English Adverts from Memotypical Transmission Mode | 第31-43页 |
| ·Memes Transmitted with Same Forms and Same Meanings | 第32-36页 |
| ·Memes Transmitted with Varied Forms but Same Meanings | 第36-43页 |
| Chapter 4 A Contrastive Study on Chinese and English Adverts from Phenotypical Transmission Mode | 第43-61页 |
| ·Memes Transmitted with Homonyms but Varied Meanings | 第43-50页 |
| ·Memes Transmitted with Same Forms but Varied Meanings | 第50-55页 |
| ·Memes Transmitted with Similar Forms but Varied Meanings | 第55-61页 |
| Conclusion | 第61-63页 |
| Bibliography | 第63-67页 |
| Appendix | 第67-69页 |
| Acknowledgement | 第69-70页 |
