| Abstract | 第1-7页 |
| 摘要 | 第7-8页 |
| List of Figures and Tables | 第8-12页 |
| Chapter One Introduction | 第12-16页 |
| ·Aims of the present research | 第12-13页 |
| ·Significance of the present research | 第13-14页 |
| ·Data collection and research methodology | 第14页 |
| ·Organization of the thesis | 第14-16页 |
| Chapter Two Literature Review | 第16-27页 |
| ·An overview of the cosmetic advertising | 第16-18页 |
| ·Definition of cosmetic advertising | 第16-17页 |
| ·Elements of the cosmetic advertising language | 第17-18页 |
| ·Functions of the cosmetic advertising | 第18页 |
| ·Previous studies on advertising | 第18-22页 |
| ·The semiotic approach | 第18-19页 |
| ·The linguistic approach | 第19-20页 |
| ·The pragmatic approach | 第20-21页 |
| ·A critique of previous studies on advertising | 第21-22页 |
| ·Previous memetic studies on advertising | 第22-27页 |
| ·Memetic studies in China and aboard | 第22-24页 |
| ·Memetic studies on advertising | 第24-25页 |
| ·A Critique of previous memetic studies on advertising | 第25-27页 |
| Chapter Three Theoretical Foundation | 第27-40页 |
| ·Memetics | 第27-33页 |
| ·Origin and definition of memes | 第27-28页 |
| ·The relationships between memes and language | 第28-30页 |
| ·Memetic selection criteria | 第30-33页 |
| ·Adaptation theory | 第33-36页 |
| ·Verschueren’s three properties of language | 第33-34页 |
| ·Verschueren’s four angles of pragmatic investigation | 第34-36页 |
| ·Memetic adaptation | 第36-40页 |
| ·The memetic selection criteria of Chinese cosmetic advertising language | 第36-37页 |
| ·Dynamic process of Chinese cosmetic advertising language adaptation | 第37-40页 |
| Chapter Four The memetic selection criteria for Chinese cosmetic advertising language | 第40-51页 |
| ·Novelty | 第40-42页 |
| ·Simplicity | 第42-44页 |
| ·Authority | 第44-46页 |
| ·Formality | 第46-47页 |
| ·Conformity | 第47-49页 |
| ·Publicity | 第49-51页 |
| Chapter Five Dynamic Process of Chinese Cosmetic Advertising Language Adaptation | 第51-73页 |
| ·Adaptation to mental world | 第51-63页 |
| ·Cognitive factors | 第51-59页 |
| ·Emotive factors | 第59-63页 |
| ·Adaptation to social world | 第63-69页 |
| ·Social institutions | 第63-65页 |
| ·Culture | 第65-69页 |
| ·Adaptation to physical world | 第69-73页 |
| ·Time | 第69-70页 |
| ·Space | 第70-73页 |
| Chapter Six Conclusion | 第73-77页 |
| ·Major findings | 第73-74页 |
| ·Limitations of the present study | 第74-75页 |
| ·Suggestions for further study | 第75-77页 |
| Bibliography | 第77-82页 |
| Acknowledgements | 第82-83页 |
| Academic Achievements | 第83页 |
