商业广告标语的模因分析

发布时间：2018-03-01 09:52

本文关键词： 模因论强势模因广告标语　出处：《安徽大学》2011年硕士论文　论文类型：学位论文

【摘要】：模因理论是基于研究文化传播和文化进化的新型理论。“模因”这一新造词的意义可以等同于文化基因。1976年理查德.道金斯出版了《自私的基因》一书,在这本书中,他指出,文化的一代一代的传承和进化得益于模因的作用。从某种意义上说,我们可以把承载着文化信息的模因和承载着生物信息的基因做一个类比。基因需要面临激烈的自然选择和竞争的过程,与此类似,模因也需要经历一个优胜劣汰的选择过程,只有那些具有较强适应能力的强势模因才能在竞争中脱颖而出。这些竞争之中获胜的强势模因引领者文化传播和进化的方向。为了在模因之间的竞争之中获胜,它们必须能够同化并保存某种文化信息因子,并且在文化信息传播和表达的过程之中,模因也必须具有较强的耐受力以维持自身的生存。只有那些在竞争中获胜的模因才能推动文化的传播和进步。与此同时,模因和人类的自然语言有着天生的不解之缘。自然语言是人类文明和文化不可或缺的重要组成部分,借助于语言的功用,文化才有可能得以保存和传播。由此,可以清楚地看出模因和语言之间的密切联系。从另一个角度看,语言是人类交流最有效的工具和凭借,广告作为一种独特的人类信息交流活动,其目的在于传播信息从而达到促销商品和服务的主要目的。通常情况下广告标语创作主体总是遵循一定的标准,采取一定的创作手段,力图使广告标语变得更具吸引力并能够广为传诵。因此一则好的广告标语必须首先能够吸引潜在消费者的注意力,在此基础之上,广告标语必须能够为受众同化接受,保存在受众的长期记忆之中,唯有这样广告语才有可能进入表达和传播的阶段。在此层面之上,我们可以发现模因传播和进化和广告标语的传播过程有着天然的契合。本文着力于以模因理论剖析广告三元素(广告产品或服务、广告标语以及广告受众)的特点,尝试回答以下几个问题(1)什么样的强势模因可以用来凸显广告产品和服务的自身特点?(2)在广告语言自身的使用上应该注意的重要方面?(3)广告标语怎样在认知,情感和文化层面影响广告受众? 本文的研究方法思路如下：以广告作为模因理论分析的对象。为了便于研究,我们将广告切分成三大元素,即广告产品及服务,广告标语的语言以及广告受众,这三个要素构成了本文广告分析的一条横向链条。在纵向方向上,模因理论将会引入广告分析之中,重点谈论模因的进化和传播过程,这包括模因的同化过程,模因的储存,模因的变异与选择以及模因的传播过程。本文采取分析和综合的方法对所选取的广告标语进行具体分析和描述,在分析的基础上进行总结和归纳,得出广告设计过程中的一些规则和要点。这对于规范广告标语设计和广告设计从业者自身业务水平的提高有着深远的意义。
[Abstract]:Memetics is a new theory of cultural communication and cultural evolution. Based on the "meme" is a coined word that can be equated to the cultural gene.1976 Richard Dawkins published a Book The Selfish Gene < >, he pointed out that in this book, the culture from generation to generation and evolution thanks to the meme role. In a sense, we can put the carrying cultural information of memes and carrying biological information of the gene to make a comparison. The gene needs to face fierce competition and natural selection, similarly, meme also needs to undergo a process of survival of the fittest, only those strong memes with a strong ability to adapt to the competition for talent shows itself. Strong competition for the winning mode leads to cultural transmission and evolution direction. In order to win in the competition between memes, they must be able to Assimilation and save some cultural information factors, and in the process of cultural expression and dissemination of information, in order to maintain their own survival mode for must have strong tolerance. Only those who win in the competition of memes in order to promote the cultural communication and progress. At the same time, meme and the natural language of human beings have naturally indissoluble bound. Natural language is an important part of human civilization and culture, with the help of the function of language and culture can be preserved and transmitted. Thus, we can clearly see the close relation between meme and language.
From another perspective, language is the most effective tool for human communication and relies on advertising as a unique human communication activities, its purpose is to disseminate information so as to achieve the promotion of goods and services. Typically the advertising slogan creation subject will always follow a certain standard, take some creative means try to make advertising more attractive and popular. So a good slogan must be able to attract the attention of potential consumers, on this basis, must be able to accept the advertising slogan for the audience to assimilation, preserved in the long-term memory of the audience, but this advertisement is likely to enter the stage of expression and communication. From this angle, we can find that the propagation of memes and the evolution of advertising slogans and a natural fit.
This paper is devoted to the meme theory analysis of advertising three elements (advertising products or services of the advertising slogans) features, to answer the following questions: (1) what kind of strong memes can be used to highlight the characteristics of advertising products and services? (2) important aspects should be paid attention to in the use of advertising language on? (3) how advertising slogans in the cognitive, emotional and cultural influence of the audience?
The following ideas: the research methods of this paper to advertising as the target of memetic study. In order to facilitate the research, we will cut into three elements of advertising, advertising products and services, the language of advertisement slogans and advertising audience, these three elements constitute a horizontal chain this paper advertising analysis. In the longitudinal direction. Memetics will introduce advertising analysis, discusses the evolution and propagation of memes, this includes the assimilation of memetics, meme storage, meme mutation and selection as well as meme propagation. This paper adopts methods of analysis and synthesis for specific analysis and description of the selected advertising slogans, summary on the basis of the analysis, draw some rules and key points in the process of advertising design. This increase to standardize the advertising slogan design and advertising design practitioners have a deep level of their own business The far meaning.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H030

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