| 摘要 | 第1-5页 |
| Abstract | 第5-8页 |
| 1 Introduction | 第8-11页 |
| ·Motivation of the Research | 第8页 |
| ·Significance of the Research | 第8-9页 |
| ·Research Questions | 第9页 |
| ·Research Methodology and Data Collection | 第9页 |
| ·Organization of this Thesis | 第9-11页 |
| 2 Literature Review | 第11-19页 |
| ·Study on Advertising at Home and Abroad | 第11-12页 |
| ·Definition of Advertising | 第11页 |
| ·Classification of Advertising | 第11-12页 |
| ·Characteristics of Advertising | 第12页 |
| ·Functions of Advertising | 第12页 |
| ·Study on Advertising Language at Home and Abroad | 第12-14页 |
| ·Study on Memetics at Home and Abroad | 第14-17页 |
| ·Study on Memetic Abroad | 第14-16页 |
| ·Study on Memetics in China | 第16-17页 |
| ·Study on Advertising Language Meme at Home and Abroad | 第17-19页 |
| 3 Theoretical Framework | 第19-27页 |
| ·Theory on Memetics | 第19-23页 |
| ·Brief Introduction of Memetics | 第19页 |
| ·Key Points of Meme | 第19-23页 |
| ·Language and Meme | 第23-27页 |
| ·Replication and Transmission of Language Meme | 第23-25页 |
| ·Classification of Language Meme（Genotype and Phenotype） | 第25-27页 |
| 4 Phenomenon and Analysis of Meme in Advertising Language | 第27-37页 |
| ·The Meme Phenomenon of Advertising Language | 第27页 |
| ·The Way of Replication and Transmission of Meme in Advertising Language | 第27-33页 |
| ·The Memetic Genotype in Advertising Language | 第28-30页 |
| ·The Memetic Phenotype in Advertising Language | 第30-33页 |
| ·The Selection of Strong Meme of Advertising Language | 第33-37页 |
| ·Simplicity | 第33-34页 |
| ·Novelty | 第34-35页 |
| ·Distinctiveness | 第35页 |
| ·Trendiness | 第35-36页 |
| ·Authority | 第36-37页 |
| 5 Strong Meme Strategies of Advertising Language | 第37-48页 |
| ·A Preliminary Survey | 第37-38页 |
| ·Introduction to the Survey | 第37页 |
| ·Results and Data Analysis | 第37-38页 |
| ·Strong Meme Strategies of Advertising Language | 第38-48页 |
| ·Rhetorical Strategy | 第38-44页 |
| ·Attachment Strategy | 第44-45页 |
| ·Adaptation Strategy | 第45-46页 |
| ·Emotion Strategy | 第46-48页 |
| 6 Conclusion | 第48-50页 |
| ·Findings of this Study | 第48页 |
| ·Limitations of this Study | 第48-49页 |
| ·Suggestions for Further Study | 第49-50页 |
| Bibliography | 第50-54页 |
| Appendix | 第54-55页 |
| Academic Achievements | 第55-56页 |
| Acknowledgements | 第56页 |
