| Abstract | 第1-7页 |
| 摘要 | 第7-13页 |
| Chapter One Introduction | 第13-17页 |
| ·Aims of the present study | 第13-14页 |
| ·Significance of the present study | 第14-15页 |
| ·Data collection and research methodology | 第15页 |
| ·Organization of the thesis | 第15-17页 |
| Chapter Two Literature Review | 第17-30页 |
| ·Previous studies on advertising | 第17-24页 |
| ·The semiotic approach | 第19-20页 |
| ·The linguistic approach | 第20-21页 |
| ·The rhetorical approach | 第21-22页 |
| ·The pragmatic approach | 第22-23页 |
| ·A critique of previous studies on advertising | 第23-24页 |
| ·Previous studies on idioms in advertising | 第24-25页 |
| ·The linguistic approach | 第24页 |
| ·The pragmatic approach | 第24-25页 |
| ·A critique of previous studies on idioms in advertising | 第25页 |
| ·Previous memetic studies on advertising | 第25-30页 |
| ·Memetic studies at home and abroad | 第25-28页 |
| ·Memetic studies on advertising | 第28-29页 |
| ·A critique of previous memetic studies on advertising | 第29-30页 |
| Chapter Three Theoretical Foundation | 第30-39页 |
| ·Memetics | 第30-33页 |
| ·Origin and definition of meme | 第30-31页 |
| ·Qualities of meme | 第31-32页 |
| ·Life circles of meme | 第32-33页 |
| ·Memetic transmission mode | 第33-35页 |
| ·Memetic selection criteria | 第35-36页 |
| ·Primary contextual correlates of adaptability | 第36-39页 |
| Chapter Four Memetic Transmission Mode | 第39-53页 |
| ·Language and meme | 第39-40页 |
| ·Language, a device to spread memes | 第39-40页 |
| ·Meme, an accelerant of language evolution | 第40页 |
| ·Memetic transmission of idioms in Chinese advertisement | 第40-53页 |
| ·Vertical-progressional transmission of idiom memes | 第41-45页 |
| ·Direct transmission of the same information | 第41-44页 |
| ·Unconventional transmission of the same information | 第44-45页 |
| ·Horizontal-extensional transmission of idiom memes | 第45-51页 |
| ·Horizontal engraftment of homophony | 第46-47页 |
| ·Associative engraftment of the same form | 第47-50页 |
| ·Horizontal engraftment of the same structure with different meaning | 第50-51页 |
| ·Sequential-changeable transmission of idiom memes | 第51-53页 |
| Chapter Five Memetic Properties of Idioms in Chinese Advertisement | 第53-61页 |
| ·Distinctiveness | 第53-54页 |
| ·Novelty | 第54-56页 |
| ·Simplicity | 第56-57页 |
| ·Coherence | 第57-59页 |
| ·Conformity | 第59-61页 |
| Chapter Six The Process of Adaptation for Idiom Memes | 第61-75页 |
| ·Adaptation to the cognitive factors | 第61-67页 |
| ·Working memory | 第61-63页 |
| ·The audiences’way of perceiving and understanding | 第63-67页 |
| ·Adaptation to the emotive factors | 第67-70页 |
| ·Primary-order feeling buttons | 第68-69页 |
| ·Second-order feeling buttons | 第69-70页 |
| ·Adaptation to the cultural factors | 第70-75页 |
| ·National psychology | 第71-72页 |
| ·Moral and ethical standards | 第72页 |
| ·Thinking modes | 第72-75页 |
| Chapter Seven Conclusion | 第75-78页 |
| ·Major findings | 第75-76页 |
| ·Limitations of the present study | 第76-77页 |
| ·Suggestions for further research | 第77-78页 |
| Bibliography | 第78-85页 |
| Appendix | 第85-89页 |
| Acknowledgements | 第89-90页 |
| Academic Achievements | 第90页 |
