| Acknowledgements | 第1-5页 |
| Abstract | 第5-6页 |
| 摘要 | 第6-10页 |
| Chapter 1 Introduction | 第10-15页 |
| ·Research Background | 第10-11页 |
| ·Objective and Significance of the Present Study | 第11-12页 |
| ·Research Questions | 第12页 |
| ·Research Methodology and Data Collection | 第12-13页 |
| ·Layout of the Thesis | 第13-15页 |
| Chapter 2 Literature Review | 第15-27页 |
| ·Research on Memes and Memetics | 第15-19页 |
| ·Origin and Definition of Meme | 第15-16页 |
| ·Genotype and Phenotype | 第16-17页 |
| ·Strong Memes and Weak Memes | 第17页 |
| ·Previous Studies of Memetics at Home and Abroad | 第17-19页 |
| ·Memetic Study Abroad | 第17-18页 |
| ·Memetic Study in China | 第18-19页 |
| ·Research on Advertising Language | 第19-24页 |
| ·Definition of Advertising and its Language | 第19-20页 |
| ·Features of Advertising Language | 第20-21页 |
| ·Functions of Advertising Language | 第21-22页 |
| ·Previous Studies of Advertising Language at Home and Abroad | 第22-24页 |
| ·Advertising Language Study Abroad | 第22-23页 |
| ·Advertising Language Study in China | 第23-24页 |
| ·Memetic Study in the Field of Advertising Language | 第24-26页 |
| ·Memetic Study in the Field of Advertising language Abroad | 第24-25页 |
| ·Memetic Study in the Field of Advertising language in China | 第25-26页 |
| ·Summary | 第26-27页 |
| Chapter 3 Theoretical Framework | 第27-34页 |
| ·Language and Memes | 第27-28页 |
| ·Language: Vector of Memes | 第27-28页 |
| ·Memes: Stimulus of Language | 第28页 |
| ·Memetic Selection | 第28-30页 |
| ·Stages of Memetic Selection | 第28-29页 |
| ·Memetic Selection Criteria | 第29-30页 |
| ·Memetic Adaptation | 第30-33页 |
| ·Adaptation Theory | 第30-31页 |
| ·Memetic Adaptation Frame in This Study | 第31-33页 |
| ·Summary | 第33-34页 |
| Chapter 4 Analysis and Creation of Strong Memes in Advertising Language | 第34-61页 |
| ·The Criteria for Strong Memes Selection in Advertising Language | 第34-39页 |
| ·Simplicity | 第34-36页 |
| ·Novelty | 第36-37页 |
| ·Authority | 第37-38页 |
| ·Conformity | 第38-39页 |
| ·The Process of Adaptation of Strong Memes in Advertising Language | 第39-53页 |
| ·Strong Memes Adapting to the Audience’s Mental World | 第39-47页 |
| ·Adapting to the Cognitive Elements | 第39-43页 |
| ·Adapting to the Emotive Elements | 第43-47页 |
| ·Strong Memes Adapting to the Audience’s Social World | 第47-52页 |
| ·Adapting to the National Cultures | 第48-51页 |
| ·Adapting to the Social Institutions | 第51-52页 |
| ·Strong Memes Adapting to the Physical World | 第52-53页 |
| ·Time | 第52页 |
| ·Space | 第52-53页 |
| ·Suggested Methods to Create Strong Memes of Advertising Language | 第53-60页 |
| ·Reiteration | 第53-54页 |
| ·Parody | 第54-56页 |
| ·Abuse of Words | 第56-57页 |
| ·Use of Digit and Color | 第57-58页 |
| ·In Fashion | 第58-59页 |
| ·Task-based Method | 第59-60页 |
| ·Summary | 第60-61页 |
| Chapter 5 Conclusion | 第61-64页 |
| ·Major Findings | 第61页 |
| ·Implications | 第61-62页 |
| ·Limitations | 第62-63页 |
| ·Suggestions for Further Study | 第63-64页 |
| Bibliography | 第64-68页 |
| Appendix | 第68-73页 |
| Paper Published During the Study for M. A. Degree | 第73-74页 |
