| Abstract | 第1-7页 |
| 摘要 | 第7-11页 |
| Chapter One Introduction | 第11-15页 |
| ·Enterprise Slogan | 第11页 |
| ·Research Background of the Study | 第11-12页 |
| ·The Aims of the Study | 第12-13页 |
| ·The Significance of the Study | 第13-14页 |
| ·Structure of the Thesis | 第14-15页 |
| Chapter Two Literature Review | 第15-25页 |
| ·Studies on Memetics | 第15-20页 |
| ·Previous Studies on Memetics Abroad | 第15-18页 |
| ·Previous Studies on Memetics at Home | 第18-20页 |
| ·Studies on Advertising Language | 第20-22页 |
| ·Studies on Advertising Language Abroad | 第21页 |
| ·Studies on Advertising Language at Home | 第21-22页 |
| ·Memetic Study on Advertising Language | 第22-24页 |
| ·Memetic Study on Advertising Language Abroad | 第22-24页 |
| ·Memetic Study on Advertising Language at Home | 第24页 |
| ·Summary | 第24-25页 |
| Chapter Three Theoretical Framework | 第25-38页 |
| ·Meme and Language | 第25-26页 |
| ·Language as Primary Medium of Transmitting Memes | 第25页 |
| ·Memes’ Influence on Survival and Evolution of language | 第25-26页 |
| ·The Memetic Theory | 第26-32页 |
| ·Relative Concepts about Meme | 第26-28页 |
| ·Qualities of Meme | 第28-29页 |
| ·Life Circles of Memes | 第29-30页 |
| ·Memetic Selection Criteria | 第30-32页 |
| ·The Advertising Language Meme | 第32-37页 |
| ·Definition of Advertising Language Meme | 第32-33页 |
| ·Nature of Advertising Language Meme | 第33页 |
| ·The Selection Criteria for Successful Advertising Language Meme | 第33-36页 |
| ·Construction of Memetic Framework of Enterprise Slogan | 第36-37页 |
| ·Summary | 第37-38页 |
| Chapter Four Research Methodology | 第38-41页 |
| ·Research Questions | 第38页 |
| ·Research Method | 第38-39页 |
| ·Data Collection | 第39页 |
| ·Data Analysis | 第39-41页 |
| Chapter Five Results and Discussion | 第41-62页 |
| ·The Core Concepts as the Original Sources of Slogan Memes | 第41-50页 |
| ·The Concept of “People Oriented” | 第42-43页 |
| ·The Concept of “Quality Oriented” | 第43-45页 |
| ·The Concept of “Power Oriented” | 第45页 |
| ·The Concept of “Future Oriented” | 第45-46页 |
| ·The Concept of “Philosophy Oriented” | 第46-47页 |
| ·The Concept of “Development Oriented” | 第47-49页 |
| ·Memeplex of Concepts among Enterprise Slogans | 第49-50页 |
| ·The Features of Language Memes in Enterprise Slogans | 第50-56页 |
| ·Simplicity of Enterprise Slogans | 第50-51页 |
| ·Novelty of Enterprise Slogans | 第51-53页 |
| ·Expressivity of Enterprise Slogans | 第53-54页 |
| ·Authority of Enterprise Slogans | 第54-56页 |
| ·Transmitting Ways of Slogan Memes | 第56-57页 |
| ·The Slogan Memes Transmitted in the Way of Memetic Genotype | 第56-57页 |
| ·The Slogan Memes Transmitted in the Way of Memetic Phenotype | 第57页 |
| ·Influence of External Factors on Enterprise Slogans | 第57-60页 |
| ·Cultural Environment in the Process of Meme Transmission | 第58-59页 |
| ·Realistic Environment in the Process of Meme Transmission | 第59-60页 |
| ·Customers Emotional Experience in the Process of Meme Transmission | 第60页 |
| ·Summary | 第60-62页 |
| Chapter Six Conclusion | 第62-65页 |
| ·Major Findings | 第62-63页 |
| ·Limitations of the Present Research | 第63页 |
| ·Suggestions for Further Study | 第63-65页 |
| Bibliography | 第65-69页 |
| Acknowledgement | 第69-70页 |
| Appendix A Paper Published during Postgraduate Study | 第70-71页 |
| Appendix B The Statistics of Words with High Frequency | 第71-73页 |
| Appendix C The Statistics of the Global 500 Enterprise Website slogans | 第73-89页 |
