| 摘要 | 第1-5页 |
| Abstract | 第5-10页 |
| Chapter One Introduction | 第10-13页 |
| ·Motivation of the Present Study | 第10-11页 |
| ·Research Questions | 第11页 |
| ·Significance of the Present Study | 第11-12页 |
| ·Organization of the Present Research | 第12-13页 |
| Chapter Two Literature Review | 第13-24页 |
| ·Overview of Memetics | 第13-19页 |
| ·Definition of the Term “Meme” | 第13-15页 |
| ·Strong Memes and Weak Memes | 第15-16页 |
| ·Three Features of Strong Memes | 第16-17页 |
| ·Four Stages of Meme Replication | 第17-19页 |
| ·Overview of Advertising | 第19-20页 |
| ·Definition of Advertising | 第19-20页 |
| ·Definition of Advertising Language | 第20页 |
| ·Previous Memetic Study in Advertising Field | 第20-24页 |
| ·Previous Memetic Study in Advertising Field Abroad | 第20-22页 |
| ·Previous Memetic Study in Advertising Field at Home | 第22-24页 |
| Chapter Three Theoretical Framework and Research Methodology | 第24-30页 |
| ·Theoretical Foundation | 第24-29页 |
| ·Selection Criteria for Successful Memes | 第24-26页 |
| ·Two Ways of Replicating and Transmitting Memes | 第26-29页 |
| ·Research Methodology | 第29页 |
| ·Data Collection | 第29-30页 |
| Chapter Four Data Analysis and Research Discussions | 第30-53页 |
| ·The Working Definition of “Strong Memes” | 第30-32页 |
| ·Poem Memes in Chinese Advertising Language | 第32-40页 |
| ·Inheriting the Original Content | 第33-35页 |
| ·Inheriting Partial Content | 第35-37页 |
| ·Inheriting Poetry Form | 第37-38页 |
| ·The Cultural and Economic Effects Produced by Poem Memes | 第38-40页 |
| ·Idiom Memes in Chinese Advertising Language | 第40-45页 |
| ·Using the Original Content | 第40-42页 |
| ·Using Homophones to Substitute for the Original Characters | 第42-43页 |
| ·Using Negative Forms | 第43-44页 |
| ·The Humorous and Cultural Effects Produced by Idiom Memes | 第44-45页 |
| ·Proverb Meme | 第45-50页 |
| ·Inheriting the Original Content | 第46-47页 |
| ·Inheriting Partial Content | 第47-49页 |
| ·The Economic, Cultural and Humorous Effects Produced by Proverb Memes | 第49-50页 |
| ·Music Meme | 第50-53页 |
| ·Inheriting the Original Content | 第50-51页 |
| ·The Contagious and Humorous Effects Produced by Music Memes | 第51-53页 |
| Chapter Five Conclusion | 第53-55页 |
| ·Major Findings of the Present Research | 第53-54页 |
| ·Limitations and Suggestions for the Further Study | 第54-55页 |
| Bibliography | 第55-59页 |
| Acknowledgement | 第59-60页 |
| 作者简介 | 第60页 |
