| Acknowledgements | 第1-7页 |
| Abstract | 第7-9页 |
| 摘要 | 第9-13页 |
| Chapter 1 Introduction | 第13-17页 |
| ·Background of the Study | 第13-14页 |
| ·Purpose of the Study | 第14-15页 |
| ·Organization of the Thesis | 第15-17页 |
| Chapter 2 Literature Review | 第17-33页 |
| ·Introduction to Meme | 第17-24页 |
| ·A Brief Introduction to Meme | 第17-18页 |
| ·Meme and Memetics Study | 第18-20页 |
| ·Three Features of Meme | 第20-21页 |
| ·Four Stages of Meme Replication | 第21-24页 |
| ·Introduction to Advertising and Advertising Language | 第24-26页 |
| ·Classification of Advertising | 第24页 |
| ·Functions of Advertising | 第24-25页 |
| ·Influence of Advertising on Human Psychology | 第25-26页 |
| ·Memetics Study on Advertising Language | 第26-33页 |
| ·Memes and Language | 第26-28页 |
| ·Memetics Study in Advertising | 第28-31页 |
| ·Classification of Language Meme | 第31-33页 |
| Chapter 3 Research | 第33-36页 |
| ·Research Questions | 第33-34页 |
| ·Data Collection and Analysis | 第34-36页 |
| Chapter 4 The Analysis of Meme Phenomena in Advertising Language | 第36-69页 |
| ·The Analysis of Ways of Meme Replication and Transmission in Advertising Language | 第36-46页 |
| ·The Analysis of Genotype Meme | 第36-41页 |
| ·The Analysis of Phenotype Meme | 第41-46页 |
| ·Summary | 第46页 |
| ·The Analysis of Strong Meme in Advertising Language | 第46-61页 |
| ·Simplicity and Strong Meme | 第47-52页 |
| ·Authority and Strong Meme | 第52-54页 |
| ·Novelty and Strong Meme | 第54-56页 |
| ·Repetition and Strong Meme | 第56-58页 |
| ·Cultural Factors and Strong Meme | 第58-61页 |
| ·Idea and Strong Meme | 第59-60页 |
| ·Value Orientation and Strong Meme | 第60-61页 |
| ·Summary | 第61页 |
| ·The Functions of Meme in Advertising Language | 第61-69页 |
| ·Strengthening the Persuasiveness of Advertising Language | 第62-66页 |
| ·Encouraging Advertisers to Create Good Advertising Language | 第66-68页 |
| ·Summary | 第68-69页 |
| Chapter 5 Conclusion | 第69-72页 |
| ·Major Research Findings | 第69-70页 |
| ·Limitations of the Study | 第70页 |
| ·Suggestions for Further Research | 第70-72页 |
| References | 第72-74页 |
