| 摘要 | 第6-7页 |
| Abstract | 第7-8页 |
| Chapter 1 Introduction | 第11-24页 |
| 1.1 Previous Studies on Idiom Variation in Chinese and English Advertisements | 第11-19页 |
| 1.1.1 Definition of Idiom Variation | 第11-14页 |
| 1.1.2 Previous Studies | 第14-19页 |
| 1.2 Purpose and Significance of the Study | 第19-20页 |
| 1.3 Methodology | 第20-22页 |
| 1.4 Structure of the Thesis | 第22-24页 |
| Chapter 2 Theoretical Framework | 第24-35页 |
| 2.1 Memetics Theory:New Perspective and Future Trend of Pragmatics Studies | 第24-26页 |
| 2.2 Essence of Memetics Theory | 第26-31页 |
| 2.2.1 Essential Concepts | 第26-29页 |
| 2.2.2 Life Circle of Meme | 第29-30页 |
| 2.2.3 Replication and Transmission of Meme | 第30-31页 |
| 2.3 Cultural Influence on Language Interpreted in terms of Memetics | 第31-35页 |
| 2.3.1 Language as the Primary Medium for Spreading Culture | 第32-33页 |
| 2.3.2 Culture as the Facilitator of Language Variation | 第33-35页 |
| Chapter 3 Idiom Variation in Ads:Result of Replication and Transmission as Idiom Memes | 第35-62页 |
| 3.1 Idioms as Language Memes | 第35-38页 |
| 3.1.1 Variability | 第35-36页 |
| 3.1.2 Selectivity | 第36-37页 |
| 3.1.3 Heredity | 第37-38页 |
| 3.2 Generative Process of Idiom Variation | 第38-43页 |
| 3.2.1 Assimilation of Idiom Memes | 第38-39页 |
| 3.2.2 Retention of Idiom Memes | 第39-40页 |
| 3.2.3 Expression of Idiom Variation | 第40-41页 |
| 3.2.4 Transmission of Idiom Variation | 第41页 |
| 3.2.5 A Memetic Model of Idiom Variation in Ads | 第41-43页 |
| 3.3 Replication and Transmission Modes of Idiom Memes | 第43-60页 |
| 3.3.1 Phenotype Meme Spread | 第43-54页 |
| 3.3.2 Radiation Pattern and Chain Pattern of Meme Spread | 第54-60页 |
| 3.4 Summary | 第60-62页 |
| Chapter 4 Variation in Idiom Memes under Cultural Influence in Ads | 第62-78页 |
| 4.1 Idiom Memes as Influential Factors of Traditional Culture on Idiom Variation | 第62-69页 |
| 4.1.1 Influencing Factor of Values Orientation | 第62-65页 |
| 4.1.2 Influencing Factor of National Psychology and Beliefs | 第65-67页 |
| 4.1.3 Influercing Factor of Customs and Habits | 第67-69页 |
| 4.2 Idiom Variation as Communication Purpose Facilitation | 第69-77页 |
| 4.2.1 Changes to Suit Advertising and Marketing Strategies | 第69-71页 |
| 4.2.2 Variations to Cater to Popular Social Values | 第71-74页 |
| 4.2.3 Transmissions to Convey Enterprise Culture | 第74-77页 |
| 4.3 Summary | 第77-78页 |
| Chapter 5 Conclusion | 第78-82页 |
| 5.1 Major Findings | 第78-79页 |
| 5.2 Implications | 第79-80页 |
| 5.3 Limitations and Suggestions for Further Research | 第80-82页 |
| Acknowledgements | 第82-83页 |
| Bibliography | 第83-88页 |
| Appendix | 第88-93页 |
| Papers Published During MA Study | 第93页 |
