模因论视角下公益广告的互文性研究

发布时间：2018-04-16 11:10

本文选题：互文性 + 模因　；参考：《成都理工大学》2013年硕士论文

【摘要】：互文性（intertextuality）这一术语源自于拉丁词intertexto，最初是由法国符号学家茱莉亚.克里斯蒂娃于20世纪60年代在ǎ符号学ǐ一书中提出来的它指某一文本与它前一文本之间的相互关系：每个文本的外形都是由用马赛克般的引文拼嵌而成的，每个文本都是对其他文本的吸收和转化自从这一概念诞生起，国内外就有不少学者对其进行了研究，将其广泛的运用于了文学评论领域然而，随着研究的深入发展，许多学者又对这一理论做了更深层次的阐释，并认为非文学文本同样具有互文现象这一观点也逐渐得到了验证，并被越来越多的人所接受但对于非文学文本中互文性产生的深层机制仍认识尚浅模因论的出现为解释这一问题提供了新的思路 1976年，道金斯基于达尔文进化论的观点解释了文化进化规律，从而提出了模因论这一新型理论，认为，模因是文化传播的基本单位，它像基因一样遵从适者生存的自然规律，只有那些强势的模因才能从激烈的竞争中幸免且任何形式的信息都可以成为模因，如流行旋律时髦用语谚语典故等都可作为模因的表现形式这一原理为我们分析互文性的产生提供了创新视角鉴于此，，本文从ǎ时代ǐ ǎ国家地理ǐ ǎ周报ǐ等有影响力的英语杂志，以及中国公益广告网谷歌等主要网站和搜索引擎中分别选取了30篇中文公益广告和30篇英文公益广告所选语料主题涵盖面广，包括保护环境，节约能源，关爱他人及保护野生动物等等；通过定性和定量相结合的分析方法，以模因论作为理论框架，通过分析互文性与模因的关系，来探究非文学文本中互文性的产生机制，并找出成功的强势模因，从而为公益广告的文本创作者提供有意义的指导通过研究，得出四个重要结论：首先，并非所有的公益广告都具有互文性，这一结论由第三章数据分析得出其次，引用暗指仿拟和假定是公益广告中最常见的四种互文形式；再次，模因为互文性的产生提供了基础；最后，通过引入文化因素来指出，模因的复制和传递实现了文化的传播，从而使得互文性在非文学文本中产生了；在公益广告中使用相应的强势模因，会加强其诉求功能，使广告更具有吸引力，更有效
[Abstract]:The term intertextualityoriginates from the Latin word intertexto. originally by the French semiotic Julia.Kristeva proposed it in semiotics in the 1960s, referring to the interrelationship between a text and its previous text: the shape of each text is embedded in a mosaic of quotations.Every text is the absorption and transformation of other texts since the birth of this concept, many scholars at home and abroad have studied it and applied it widely in the field of literary criticism. However, with the further development of the research,Many scholars have also made a deeper interpretation of this theory, and the view that non-literary texts also have intertextuality has been gradually verified.And it is accepted by more and more people, but the deep mechanism of intertextuality in non-literary texts is still recognized. The appearance of superficial memetics provides a new way of thinking to explain this problem.In 1976, Dawkins explained the law of cultural evolution based on Darwin's theory of evolution and put forward the new theory of memetics, which holds that memetics is the basic unit of cultural transmission and follows the natural laws of survival of the fittest like genes.Only those strong memes can survive the fierce competition and any form of information can become memes.For example, the popular melodic phrase, proverbs, allusions and so on can be used as expressions of memes. This principle provides an innovative perspective for us to analyze the emergence of intertextuality.In this paper, some influential English magazines, such as National Geographic and Weekly, are introduced.As well as China Public Service Advertising Network, Google and other major websites and search engines have selected 30 Chinese public service advertisements and 30 English public service advertisements to cover a wide range of topics, including protecting the environment and saving energy.Caring for others and protecting wild animals and so on, by combining qualitative and quantitative analysis, taking memetics as the theoretical framework and analyzing the relationship between intertextuality and meme, this paper explores the mechanism of intertextuality in non-literary texts.And find out the strong meme of success, so as to provide meaningful guidance for the text creator of public service advertisement.Through the research, four important conclusions are drawn: firstly, not all public service advertisements have intertextuality. This conclusion is drawn from the data analysis of the third chapter. Secondly, quoting allusions and hypotheses are the four most common intertextuality forms in public service advertising.Thirdly, the emergence of memes because of intertextuality provides the foundation; finally, through the introduction of cultural factors, the reproduction and transmission of memes realize the spread of culture, which makes the intertextuality appear in non-literary texts.The use of the corresponding strong memes in public service advertising will strengthen its appeal function and make the advertisement more attractive and effective.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H152;H315

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