| Abstract | 第1-6页 |
| 摘要 | 第6-9页 |
| Introduction | 第9-13页 |
| ·Motivation and Significance of the Research | 第9-10页 |
| ·Data Collection and the Research Methodology | 第10-11页 |
| ·Organization of the Thesis | 第11-13页 |
| Chapter One A Brief Review of Relevant Literature | 第13-23页 |
| ·Definition and Functions of Advertising | 第13-16页 |
| ·Definition of Advertising | 第13-14页 |
| ·Functions of Advertising | 第14-16页 |
| ·Development of Advertising Language at Home and Abroad | 第16-18页 |
| ·Advertising Language Study in China | 第16-17页 |
| ·Advertising Language Study Abroad | 第17-18页 |
| ·Memetics Research at Home and Abroad | 第18-19页 |
| ·Memetics Research in China | 第18页 |
| ·Memetics Research Abroad | 第18-19页 |
| ·Memetic Research in the Field of Advertising | 第19-23页 |
| Chapter Two Theoretical Foundation of the Present Study | 第23-29页 |
| ·Definition of Meme | 第23-24页 |
| ·Meme and Memeplex | 第24-25页 |
| ·The Features of Successful Memes | 第25-26页 |
| ·Memetic Genotype and Memetic Phenotype | 第26页 |
| ·Meme and Language | 第26-29页 |
| ·Memes Created by Language | 第26-27页 |
| ·Memes' Influence on the Vitality of Language | 第27-29页 |
| Chapter Three The Memetic Selection Criteria of Advertising Language | 第29-41页 |
| ·Simplicity | 第29-33页 |
| ·Novelty | 第33-37页 |
| ·Authority | 第37-38页 |
| ·Distinctiveness | 第38-41页 |
| Chapter Four Replication and Transmission of Meme to Enrich Advertising Language | 第41-71页 |
| ·Rhetorical Devices as Memes | 第41-54页 |
| ·Phonetic Rhetorical Devices | 第42-44页 |
| ·Lexical Rhetorical Devices | 第44-52页 |
| ·Syntactic Rhetorical Devices | 第52-54页 |
| ·Cognitive Memetic Mechanisms for Advertising Language Replication and Transmission | 第54-61页 |
| ·Constraints of Working Memory | 第54-58页 |
| ·TheAudience's Way of Understanding | 第58-60页 |
| ·Emotive Buttons | 第60-61页 |
| ·Cultural Factors as Memes in Advertising Language | 第61-71页 |
| ·National Interests | 第62-63页 |
| ·National Psychology | 第63-64页 |
| ·Value Orientations | 第64-68页 |
| ·Thinking Modes | 第68-71页 |
| Conclusion | 第71-75页 |
| Bibliography | 第75-79页 |
| Appendix | 第79-81页 |
| Acknowledgements | 第81-83页 |
