| 摘要 | 第4-5页 |
| ABSTRACT | 第5页 |
| Chapter One Introduction | 第8-12页 |
| 1.1 Motivation of this Thesis | 第8页 |
| 1.2 Purpose of this Thesis | 第8-9页 |
| 1.3 Significance of this Thesis | 第9-10页 |
| 1.4 Organization of the Present Research | 第10-12页 |
| Chapter Two Literature Review | 第12-17页 |
| 2.1 Overview of Memetics | 第12-13页 |
| 2.1.1 Definition of the Term“Meme” | 第12-13页 |
| 2.1.2 The Characteristics of Memes | 第13页 |
| 2.2 Overview of Advertising | 第13-14页 |
| 2.2.1 Definition of Advertising | 第13-14页 |
| 2.2.2 Definition of Advertising Language | 第14页 |
| 2.3 Previous Memetic Study in Advertising Field | 第14-17页 |
| 2.3.1 Previous Memetic Study in Advertising Field Abroad | 第14-16页 |
| 2.3.2 Previous Memetic Study in Advertising Field at Home | 第16-17页 |
| Chapter Three Theoretical Framework | 第17-24页 |
| 3.1 Advertising Language and Language Memes | 第17-18页 |
| 3.2 Characteristics of Advertising Language Memes | 第18-20页 |
| 3.2.1 Intentionality | 第18-19页 |
| 3.2.2 Infectivity | 第19-20页 |
| 3.2.3 Intervention | 第20页 |
| 3.3 Replication and Transmission of the Advertising language memes | 第20-24页 |
| 3.3.1 Presentation | 第21-22页 |
| 3.3.2 Transmission | 第22页 |
| 3.3.3 Assimilation | 第22页 |
| 3.3.4 Memory | 第22-24页 |
| Chapter Four The Explicit Imitation in Advertising Language | 第24-33页 |
| 4.1 The Explicit Imitation of Language Memes | 第24页 |
| 4.2 The Explicit Imitation of Advertising Language Memes | 第24-33页 |
| 4.2.1 Isomorphic Copy | 第25-30页 |
| 4.2.2 Isomorphic Substitution | 第30-33页 |
| Chapter Five The Recessive Imitation in Advertising Language | 第33-41页 |
| 5.1 The Recessive Imitation in Language Memes | 第33-34页 |
| 5.1.1 The Direct Imitation of Semantic Contents | 第33-34页 |
| 5.1.2 The Indirect Imitation of Semantic Contents | 第34页 |
| 5.2 The Recessive Imitation on Semantics in Advertising Language | 第34-37页 |
| 5.2.1 The Proximity Imitation in Advertising Language | 第35-36页 |
| 5.2.2 The Similarity Imitation in Advertising Language | 第36-37页 |
| 5.3 The Emotional Memes in Advertising Language | 第37-41页 |
| 5.3.1 Copying the Patriotic Memes from the Source Language | 第37-38页 |
| 5.3.2 Copying the Memes that Express the Love to the Old | 第38页 |
| 5.3.3 Copying the Family Harmony Memes | 第38-39页 |
| 5.3.4 Copying the Honest and Trustworthy Memes | 第39页 |
| 5.3.5 Copying the Memes of Best Wishes | 第39-40页 |
| 5.3.6 Copying the Harmony Memes | 第40-41页 |
| Chapter Six Conclusion | 第41-44页 |
| 6.1 Major Findings of the Present Research | 第41-42页 |
| 6.2 The Limitation of the Study and the Suggestions for the Further Study | 第42-44页 |
| Reference | 第44-47页 |
| Acknowledgements | 第47-48页 |
| 攻读学位期间的研究成果 | 第48页 |
