模因论视阈下英文公益广告的互文性研究

发布时间：2018-07-27 16:18

【摘要】：1969年,茱莉亚?克里斯蒂娃提出“互文性”这一术语来表示文本之间的关系。此后,互文性被广泛应用于文学文本中。随着对其研究的不断深入,许多学者认为非文学文本,如广告,同样具有互文现象。探讨广告文本的互文性,对于广告的接受与创作具有非常积极的意义,它可以帮助公众更好地接受和理解广告所传达的信息。然而,在对广告文本的探究中仍存在一定的局限,之前的学者主要关注互文性在广告中的形式及其功能,却很少探讨其运行机制。因此,本文试图对此做进一步的探索让读者更好地了解互文性是如何在英文公益广告中实现的。庆幸的是,模因论的提出为解决这一问题提供了新思路。1976年,道金斯基于达尔文进化论的观点提出了模因论这一新型理论,旨在揭示文化传播的规律。他认为,模因是文化传播的基本单位,它像基因一样遵从“适者生存”的规则。广义而言,任何形式的信息都可以成为模因,如谚语、成语、流行旋律等。根据陈甜对模因和互文性关系的阐释,我们得知模因是互文性的基础。鉴于此,作者试图从模因论视角来探寻英文公益广告中的互文性。通过浏览互联网和阅读许多著名的杂志和报纸,如《华尔街日报》、《纽约时报》、《财富》和《国家地理》,本文收集了30条具有典型性的英文公益广告作为语料,其主题包含关怀他人、节能、环保、节水等。通过引用辛斌教授对互文性的分类以及对数据的定性分析发现,英文公益广告中的互文性是通过模因实现的。在实现过程中,通过采用不同的互文技巧如预设,体裁,引用、典故和戏仿,模因得以传播。而且,为了实现互文关系,广告设计者通常会选择在竞争中取胜的强势模因,例如经常使用公众熟悉的名人、流行歌曲、谚语、历史事件,以及容易被接受的体裁,如记叙文、诗歌、说明文、广告牌等。此外,这些强势模因具备长寿性、多产性和保真度这三大特征来实现良好的互文效果。本研究有助于从模因论和互文性的角度为中英文公益广告的创作和鉴赏提供一些启示。广告者可以选择简洁、新颖和适应性强的模因,关注大众文化,并且充分利用本族语的优势去设计公益广告。同时,本研究也有助于公众更好地了解英文公益广告中的互文性。
[Abstract]:1969, Julia? The term "intertextuality" is proposed by Cristina to denote the relationship between texts. Since then, intertextuality has been widely used in literary texts. With the deepening of its research, many scholars believe that non-literary texts, such as advertising, also have intertextuality. To explore the intertextuality of advertising texts is of great significance to the acceptance and creation of advertisements, which can help the public to better accept and understand the information conveyed by advertisements. However, there are still some limitations in the exploration of advertising texts. Previous scholars mainly focused on the form and function of intertextuality in advertising, but seldom discussed its operation mechanism. Therefore, this paper attempts to further explore how intertextuality is realized in English public service advertisements. Fortunately, memetics provides a new way to solve this problem. In 1976, Dawkins put forward the new theory of memetics based on Darwin's theory of evolution in order to reveal the law of cultural transmission. Memes, he argues, are the basic unit of cultural transmission, following the "survival of the fittest" rule like genes. In a broad sense, any form of information can become a meme, such as proverbs, idioms, popular melodies, etc. According to Chen Tian's explanation of meme and intertextuality, we know that meme is the basis of intertextuality. In view of this, the author tries to explore intertextuality in English public service advertisements from the perspective of memetics. By browsing the Internet and reading many famous magazines and newspapers, such as the Wall Street Journal, the New York Times, Fortune and National Geographic, this paper collected 30 typical English public service advertisements as corpus. Its themes include caring for others, energy conservation, environmental protection, water saving and so on. By quoting Professor Xin Bin's classification of intertextuality and qualitative analysis of data, it is found that intertextuality in English public service advertisements is realized by meme. In the process of implementation, the meme is propagated by adopting different intertextuality techniques such as presupposition, genre, citation, allusions and parody. Moreover, in order to achieve intertextuality, advertisers often choose strong memes to win the competition, such as frequent use of well-known celebrities, pop songs, proverbs, historical events, and accepted genres such as narratives. Poems, texts, billboards, etc. In addition, these strong memes are characterized by longevity, prolificacy and fidelity to achieve good intertextuality. This study is helpful to provide some enlightenment for the creation and appreciation of Chinese and English public service advertisements from the perspective of memetics and intertextuality. Advertisers can choose simple, novel and adaptable memes, pay attention to popular culture, and make full use of the advantages of the native language to design public service advertisements. At the same time, this study also helps the public to better understand the intertextuality in English public service advertising.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H313

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