| Acknowledgements | 第1-8页 |
| Abstract | 第8-10页 |
| 内容摘要 | 第10-11页 |
| Chapter One Introduction | 第11-14页 |
| ·General description of the study | 第11-13页 |
| ·The overall structure of this thesis | 第13-14页 |
| Chapter Two Literature Review | 第14-20页 |
| ·Related research on Memetics | 第14-17页 |
| ·Memetic research on cultural and sociological phenomenon | 第14-15页 |
| ·Memetic research on linguistics | 第15-16页 |
| ·Reviewing of memetic research in China | 第16-17页 |
| ·Related researches on advertising language | 第17-18页 |
| ·Related research on culture | 第18-20页 |
| ·Stalin's viewpoint | 第18页 |
| ·Sapir-Whorf hypothesis | 第18-19页 |
| ·Franz Boas' viewpoint | 第19页 |
| ·The current view | 第19-20页 |
| Chapter Three Theoretical Framework of the Study | 第20-29页 |
| ·Memetic Theory | 第20-23页 |
| ·The definition of meme | 第20-21页 |
| ·Main concepts | 第21-22页 |
| ·Meme and imitation | 第21-22页 |
| ·Memeplex | 第22页 |
| ·Natural selection of meme | 第22-23页 |
| ·Adaptation Theory | 第23-27页 |
| ·Verschueren's pragmatic perspective | 第23-24页 |
| ·Making choice | 第24页 |
| ·Properties of language | 第24-25页 |
| ·Linguistic adaptation process | 第25-27页 |
| ·Memetic Adaptation | 第27-29页 |
| Chapter Four Cultural Selection of Advertising Language from Memetic Viewpoint | 第29-45页 |
| ·Memetic Theory in language and culture | 第29-37页 |
| ·Interactions between meme and language | 第29-31页 |
| ·Way of spreading memes in the device of language | 第29-30页 |
| ·Meme and the evolution of language | 第30-31页 |
| ·The originality of Memetic theory in language and culture | 第31-37页 |
| ·Memetic explanation on the appearance of culture and language | 第32-35页 |
| ·The role of language in spreading culture | 第35页 |
| ·The mutual competition of languages caused by culture | 第35-36页 |
| ·The selection of culture | 第36-37页 |
| ·Linguistic characteristics of advertising language | 第37-39页 |
| ·Definitions of advertising language | 第37-38页 |
| ·Features of advertising language | 第38-39页 |
| ·Analysis of advertising language selection | 第39-42页 |
| ·Memetic selection criteria of advertising language | 第39-40页 |
| ·Simplicity | 第40-41页 |
| ·Novelty | 第41页 |
| ·Expressivity and publicity | 第41-42页 |
| ·Memetic-adaptation processes in advertising langauge | 第42-45页 |
| ·Meme creation as a highly conscious process of adaptation | 第42页 |
| ·Primary contextual correlates of adaptability for memes | 第42-45页 |
| ·The role of "minds" in meme selection and propagation | 第43-44页 |
| ·The role of "other memes" in meme selection and propagation | 第44-45页 |
| Chapter Five The Influence of Cultural Elements on Advertising Language from Memetic-adaptation Viewpoint | 第45-58页 |
| ·Adaptation to social world | 第45-46页 |
| ·The influence of cultural elements on advertising language | 第46-58页 |
| ·Cultural values | 第46-47页 |
| ·Cultural psychology | 第47-50页 |
| ·National psychology and aspiration | 第48页 |
| ·Numbers and other symbols | 第48-50页 |
| ·Religion and moral/ethical standards | 第50-53页 |
| ·Religion | 第50-51页 |
| ·Moral and ethical standards | 第51-53页 |
| ·Modes of thinking | 第53-56页 |
| ·Thought and language | 第53-54页 |
| ·Patterns of thinking | 第54-56页 |
| ·Social customs | 第56-58页 |
| Chapter Six Conclusion | 第58-60页 |
| References | 第60-63页 |
