| Abstract | 第1-4页 |
| 摘要 | 第4-8页 |
| Chapter 1 Introduction | 第8-17页 |
| ·A Brief Introduction to Memetics | 第8-12页 |
| ·A Brief Introduction to Meme | 第8-9页 |
| ·Studies of Memetics | 第9-12页 |
| ·Introduction to the Thesis | 第12-17页 |
| ·Rationales of the Thesis | 第12-13页 |
| ·Research Questions | 第13-14页 |
| ·Goals and Significance of the Present Study | 第14-15页 |
| ·Data Collection and Research Methodology | 第15页 |
| ·Framework of the Present Thesis | 第15-17页 |
| Chapter 2 Literature Review | 第17-43页 |
| ·Overview of Advertising & Advertising Language | 第17-22页 |
| ·The Definition of Advertising & Advertising Language | 第17-19页 |
| ·Overview of the Studies on Advertising Language | 第19-22页 |
| ·Overview of Memetics | 第22-43页 |
| ·Origin and Definition of Meme | 第22-29页 |
| ·Several Terms Related to Meme | 第29-34页 |
| ·Selection Criteria of Meme | 第34-36页 |
| ·Process of Meme Replication | 第36-43页 |
| Chapter 3 Memetic Study on Advertising Language | 第43-60页 |
| ·Meme and Language | 第43-45页 |
| ·Language is the Primary Medium of Spreading Memes | 第43-44页 |
| ·Meme Influences the Vitality of Language | 第44-45页 |
| ·Memetic Study on Advertising Language | 第45-50页 |
| ·GeoffAyling's Research | 第46-48页 |
| ·Jay Conrad Levinson's Research | 第48-49页 |
| ·Paul Marsden's Research | 第49-50页 |
| ·Memes in the Transmission Process of Advertising Language | 第50-60页 |
| ·TheGenotypeMemeTransmission of Advertising Language | 第51-55页 |
| ·The Phenotype Meme Transmission of Advertising Language | 第55-60页 |
| Chapter 4 The Selection Criteria of Advertising Language Meme | 第60-70页 |
| ·Simplicity | 第60-62页 |
| ·Novelty | 第62-63页 |
| ·Expressivity | 第63-70页 |
| ·How to Attract Consumers' Attention | 第64-68页 |
| ·How to Obtain Consumers' Emotional Recognition | 第68-70页 |
| Chapter 5 Advertising Creation in Cross-cultural Context | 第70-84页 |
| ·The Relationship of Culture and Language from a Memetic Perspective | 第70页 |
| ·Advertising Creation in Cross-cultural Context from the Memetic Perspective | 第70-82页 |
| ·Individual Orientation versus Group Orientation | 第72-74页 |
| ·Fact Emphasis versus Authority Emphasis | 第74-76页 |
| ·Concrete Thought versus Abstract Thought | 第76-78页 |
| ·Direct Expression versus Devious Expression | 第78-80页 |
| ·Static Lifestyle versus Dynamic Lifestyle | 第80-82页 |
| ·Summary | 第82-84页 |
| Chapter 6 Conclusion | 第84-87页 |
| ·Major Findings | 第84-85页 |
| ·Limitations of This Thesis | 第85-86页 |
| ·Suggestions for Further Study | 第86-87页 |
| REFERENCES | 第87-95页 |
| ACKNOWLEDGEMENTS | 第95-97页 |
