| 摘要 | 第4-5页 |
| Abstract | 第5页 |
| Chapter 1 Introduction | 第9-12页 |
| 1.1 Motivation of the Present Research | 第9-10页 |
| 1.2 Objective and Significance of the Research | 第10-11页 |
| 1.3 Organization of the Thesis | 第11-12页 |
| Chapter 2 Literature Review | 第12-21页 |
| 2.1 Advertising and Cosmetic Advertising | 第12-15页 |
| 2.1.1 What is Advertising | 第12-13页 |
| 2.1.2 Classification and Functions of Advertising | 第13-15页 |
| 2.2 Previous Studies of Advertising Language | 第15-18页 |
| 2.2.1 Studies of Advertising Language at Home | 第16-17页 |
| 2.2.2 Studies of Advertising Language Abroad | 第17-18页 |
| 2.3 Studies of Advertising Language in Memetic Field | 第18-21页 |
| Chapter 3 Theoretical Framework | 第21-34页 |
| 3.1 Memetics | 第21-30页 |
| 3.1.1 An Overview of Memetics | 第21-22页 |
| 3.1.2 Shift of Researching Focus in Memetics | 第22-23页 |
| 3.1.3 Working Definition of “Strong Meme” | 第23-24页 |
| 3.1.4 Characteristics of Strong Memes | 第24-26页 |
| 3.1.5 The Test of Four Stages for Meme Replication | 第26-29页 |
| 3.1.6 Cosmetic Advertising Language as a type of meme | 第29-30页 |
| 3.2 Adaptation Theory | 第30-32页 |
| 3.2.1 A General Picture of Adaptation Theory | 第30-31页 |
| 3.2.2 Primary Contextual Correlates of Adaptability for Memes | 第31-32页 |
| 3.3 Memetic Adaptation of Cosmetic Advertising | 第32-34页 |
| 3.3.1 Cosmetic Advertising Creation as a Highly Conscious Process of Adaptati | 第32-33页 |
| 3.3.2 Dynamic Adaptive Process of Cosmetic Advertising Memes | 第33-34页 |
| Chapter 4 Research Methodology | 第34-38页 |
| 4.1 Introduction | 第34页 |
| 4.2 Research Goal and Questions | 第34-35页 |
| 4.2.1 Goal of the research | 第34-35页 |
| 4.2.2 Research Questions | 第35页 |
| 4.3 Data Collection and Participants | 第35-36页 |
| 4.4 Methods of Data Analysis | 第36-38页 |
| Chapter 5 Analysis of Memetic Adaptation Process in Cosmetic Advertising Language Selection | 第38-70页 |
| 5.1 Selection Criteria in Popular Cosmetic Advertising Memes | 第39-52页 |
| 5.1.1 Novelty | 第40-42页 |
| 5.1.2 Simplicity | 第42-44页 |
| 5.1.3 Expressivity | 第44-47页 |
| 5.1.4 Authority | 第47-48页 |
| 5.1.5 Coherence | 第48-50页 |
| 5.1.6 Utility | 第50-52页 |
| 5.2 Analysis of Survey Results | 第52-54页 |
| 5.3 Adaptation Process in Strong Meme Creation | 第54-62页 |
| 5.3.1 Memetic Adaptation to Mental world | 第55-61页 |
| 5.3.1.1 Cognitive Adaptation in Cosmetic Advertising | 第55-57页 |
| 5.3.1.2 Emotional Adaptation in Cosmetic Advertising | 第57-61页 |
| 5.3.2 Memetic Adaptation to Social World | 第61-62页 |
| 5.3.3 Memetic Adaptation to Physical World | 第62页 |
| 5.4 The Strategies to Make a Weak Meme Strong | 第62-68页 |
| 5.4.1 Creating New Strong Memes | 第62-66页 |
| 5.4.2 Attaching to Existing Strong Memes | 第66-68页 |
| 5.5 Conceptual Framework of Memetic Adaption in Cosmetic Advertising | 第68-70页 |
| Chapter 6 Conclusion | 第70-73页 |
| 6.1 Summary of Research Results | 第70-71页 |
| 6.1.1 Memetics Applied in the Study of Cosmetic Advertising Slogans | 第70页 |
| 6.1.2 Construction of a Conceptual Framework | 第70-71页 |
| 6.1.3 Practical Use of Memetics | 第71页 |
| 6.2 Limitations of the Present Study | 第71页 |
| 6.3 Suggestions for Further Research | 第71-73页 |
| Acknowledgment | 第73-74页 |
| Bibliography | 第74-78页 |
| Appendix | 第78-79页 |
| 攻读硕士学位期间所取得的学术成果 | 第79-80页 |
