互联网广告的模因研究

发布时间：2018-03-23 04:26

本文选题：互联网广告　切入点：模因　出处：《浙江理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：自1976年由英国学者道金斯1在其著作《自私的基因》中第一次提出“文化基因”“模因”的概念,模因理论不断受到国内外学者的持续关注,而对模因理论的扩充也从原先模糊的“文化基因”延伸到从语言学、翻译学、新闻学等多领域的借鉴研究。模因作为一种“文化基因”虽然和基因存在许多相似之处,具有“自私性”和“排他性”等特征,又和基因不同。模因的传播除了纵向时间轴上的传承性还有横向上的扩散,模因的传播更像是“病毒”式的传染,依据不同环境的变化,自身不断发生适应性改变以期能侵入“寄主”的大脑,同化其思想,左右其记忆,最终影响其为了模因进行二次传播2。尽管模因理论不断被完善也逐渐渗入到多种人文类学科的研究中,然而从广告学方向切入的模因研究却很少,广告本身的社会化行为和模因有很多共通之处,若能从模因角度分析强势广告的创设策略,寻找能为大众所广泛接受并愿意作为其“寄主”的广告强势模因规律,必定能为今后的广告设计有更多的理论参考。本文即以现下愈来愈受大众关注的互联网广告出发,力求探索模因论对互联网广告的影响。作为一种日益受到大众关注的数字媒体,互联网广告依托数字网络媒体,以BBS、关键词广告、横幅广告等多种形式发布在网络空间上,本文引入模因论的理论支持,探讨在创设强势互联网广告过程中,互联网广告中的广告语言的创设需要注意的因素。针对以上研究逻辑,本文共分为五个章节。第一章绪论包括研究背景,研究的目的意义,国内外研究现状,研究的方法结构以及提出研究问题与假设。第二章模因及其相关理论系统介绍了模因的起源,有关强势、弱势模因的辨识等。第三章及第四章,将语言模因论与互联网广告的结合,论述了互联网语言的特点以及人们在吸收与传播信息过程中的心理特征。通过文献资料辅助及多种广告案例证明了假设的正确性,在强势模因的三个特征中,由于互联网的传播环境特点,网民们求新求异等心理的作用,保真度相较于其它两个因素重要性最低。第五章,依据模因主体性、互联网广告复制与传播周期等理论结合七喜、耐克等广告案例提出,要创设强势模因可遵循语言简约策略、认知失谐策略、情感顺应策略、设计美感策略等。
[Abstract]:The concept of "cultural gene" "meme" has been put forward by British scholar Dawkins 1 for the first time since 1976 in his book "selfishness Gene", and the meme theory has been paid more and more attention to by scholars at home and abroad. And the expansion of meme theory from the original vague "cultural gene" to the study of linguistics, translation, journalism and other fields of reference. Meme as a "cultural gene" although there are many similarities with genes. It has the characteristics of selfishness and exclusiveness, and is different from genes. Besides the transmission of vertical time-axis and horizontal diffusion, the transmission of memes is more like "virus" transmission, depending on the changes of different environments. They constantly change their adaptations so that they can invade the host's brain, assimilate their thoughts, and influence their memory. 2. Although the meme theory has been perfected and gradually infiltrated into the study of various humanities disciplines, the research on memes cut into the direction of advertising is rare. There are many similarities between social behavior and meme of advertisement itself. If we can analyze the creation strategy of strong advertisement from the angle of meme, we can find out the law of strong meme that can be widely accepted by the public and willing to be its "host". It is sure to be more theoretical reference for the future advertising design. This article starts with the Internet advertising, which is attracting more and more attention from the public. Try to explore the influence of memetics on Internet advertising. As a kind of digital media with increasing public concern, Internet advertising relies on digital network media and is published in cyberspace in various forms, such as BBS, keyword ads, banners and so on. This paper introduces the theory of memetics to discuss the factors needing attention in the creation of advertising language in the process of creating strong Internet advertising. This paper is divided into five chapters. The first chapter includes the background of the research, the purpose and significance of the research, the current research situation at home and abroad. The second chapter introduces the origin of memes, the identification of strong and weak memes, and so on. Combining language memetics with Internet advertising, this paper discusses the characteristics of Internet language and the psychological characteristics of people in the process of absorbing and disseminating information. Among the three characteristics of strong memes, due to the characteristics of the communication environment of the Internet, the role of the psychology of Internet users seeking for novelty and difference, the fidelity is the least important compared with the other two factors. Chapter five, according to the meme subjectivity, Combined with the theories of Internet advertising replication and communication cycle, such as 7i, Nike and other advertising cases, it is proposed that the creation of strong memes can follow the simple strategy of language, the strategy of cognitive detuning, the strategy of emotional adaptation, the strategy of designing aesthetic feeling and so on.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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