| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| Introduction | 第10-13页 |
| Chapter 1 Literature Review | 第13-31页 |
| ·General Introduction to Memetics | 第13-19页 |
| ·Origin and Definition of Meme | 第13-15页 |
| ·Three Features of Strong Memes | 第15-16页 |
| ·Four Stages of Meme Replication | 第16-17页 |
| ·Memes and Memeplexes | 第17-18页 |
| ·Memes and Genes | 第18-19页 |
| ·Previous Studies on Memetics | 第19-26页 |
| ·Richard Dawkins' The Selfish Gene | 第19-22页 |
| ·Susan Blackmore's The Meme Machine | 第22-23页 |
| ·Studies Conducted by Other Scholars | 第23-26页 |
| ·Previous Memetic Studies on Advertising | 第26-31页 |
| ·Geoff Ayling's Rapid Response Advertising | 第26-28页 |
| ·Levinson's Guerrilla Creativity | 第28-29页 |
| ·Studies Conducted by Other Scholars | 第29-31页 |
| Chapter 2 Theoretical Framework—Adaptation Theory | 第31-37页 |
| ·Verschueren's Pragmatic Perspective | 第31-32页 |
| ·Making Choices | 第32-34页 |
| ·Three Properties of Language | 第34-35页 |
| ·Four Angles of Investigation | 第35-37页 |
| Chapter 3 Language Memes in Food Advertisements | 第37-54页 |
| ·Manifestations of Language Memes in Food Advertisements | 第37-43页 |
| ·Repetition of Language Memes | 第38-41页 |
| ·Straight Transmission of the Same Form | 第39-40页 |
| ·The Same Form with Different Contents | 第40-41页 |
| ·Modification of Language Memes | 第41-43页 |
| ·Original Language Memes | 第43页 |
| ·Selection Criteria for Language Memes in Food Advertisements | 第43-54页 |
| ·Simplicity | 第44-46页 |
| ·Fashion | 第46-47页 |
| ·Authority | 第47-50页 |
| ·Emotional Drive | 第50-54页 |
| Chapter 4 Adaptive Process of Language Memes in Food Advertisements | 第54-77页 |
| ·Adaptation to the Mental World | 第54-65页 |
| ·Rational Appeal | 第55-61页 |
| ·Adaptation to Need for Food Security | 第56-57页 |
| ·Adaptation to Need for Low Price | 第57-59页 |
| ·Adaptation to Need for Desired Functions | 第59-61页 |
| ·Emotional Appeal | 第61-65页 |
| ·Adaptation to Need for Identity | 第61-63页 |
| ·Adaptation to Need for Self-respect | 第63-65页 |
| ·Adaptation to the Social World | 第65-72页 |
| ·Adaptation to the Way of Life | 第66-68页 |
| ·Adaptation to Value Orientations | 第68-70页 |
| ·Adaptation to Social Customs | 第70-72页 |
| ·Adaptation to the Physical World | 第72-75页 |
| ·Adaptation to Time | 第72-74页 |
| ·Adaptation to Space | 第74-75页 |
| ·Interadaptation of the Three Worlds | 第75-77页 |
| Conclusion | 第77-80页 |
| Notes | 第80-81页 |
| Bibliography | 第81-85页 |
| Acknowledgements | 第85-86页 |
| 攻读学位期间主要的研究成果 | 第86页 |
