| Acknowledgements | 第1-8页 |
| Abstract | 第8-10页 |
| 摘要 | 第10-11页 |
| Chapter 1 Introduction | 第11-13页 |
| ·The Objectives and Significance of the Present Study | 第11页 |
| ·Data Collection and Research Questions. | 第11-12页 |
| ·Methodology and Achievements in the Thesis: | 第12-13页 |
| Chapter 2 Related Literature Review | 第13-35页 |
| ·Overview of Memetics | 第13-28页 |
| ·A Brief Introduction to Meme | 第13-14页 |
| ·Previous Studies of Memetics | 第14-16页 |
| ·The Birth and Definition of “Meme” | 第16-20页 |
| ·Some Terminologies Concerning Meme | 第20-25页 |
| ·Stages of Meme Replication | 第25-28页 |
| ·Selection Criteria for Successful Memes in Transmission | 第28页 |
| ·Overview of Advertising and Advertising Language | 第28-35页 |
| ·Previous Development of Advertising Language | 第29-31页 |
| ·The Working Definition of Advertising and Advertising Language | 第31-33页 |
| ·Categorization of Advertising | 第33页 |
| ·Functions of Advertising | 第33-35页 |
| Chapter 3 Theoretical Foundation of Memetic Study on Advertising Language | 第35-56页 |
| ·Memes and Language | 第35-37页 |
| ·Language Transmitting Memes | 第35-36页 |
| ·Meme Influencing Language | 第36-37页 |
| ·Memetic Study in Advertising | 第37-41页 |
| ·Memes and Rapid Response Advertising | 第37-39页 |
| ·Memes and Guerrilla Creativity | 第39-40页 |
| ·Memes and Branding Project in Advertising | 第40-41页 |
| ·Memes Transmission and Replication in Advertising Language | 第41-47页 |
| ·The Genotype Meme Transmission | 第42-44页 |
| ·The Phenotype Meme Transmission | 第44-47页 |
| ·Selection Criteria for Successful Advertising Language Meme | 第47-56页 |
| ·Briefness | 第48-51页 |
| ·Uniqueness | 第51-52页 |
| ·Attractiveness | 第52-56页 |
| Chapter 4 Creating Efficient Advertising Cross-Culturally | 第56-64页 |
| ·Culture and Advertising Language from the Perspective of Memetics | 第56页 |
| ·How to Create Advertising in the Context of Cross-Culture Communication | 第56-64页 |
| ·Collectivism Conception versus Individualism Conception | 第58-60页 |
| ·Emphasizing Facts versus. Emphasizing Authority | 第60-61页 |
| ·Dynamic Preference versus Static Preference | 第61-64页 |
| Chapter 5 Conclusion | 第64-67页 |
| ·Findings in the Thesis | 第64-65页 |
| ·Limitations in the Thesis | 第65页 |
| ·Suggestions for Further Research | 第65-67页 |
| Bibliography | 第67-69页 |
