广告语言中的模因现象分析

发布时间：2018-04-23 07:57

本文选题：模因论 + 广告语言模因　；参考：《沈阳师范大学》2012年硕士论文

【摘要】：随着时代的进步和社会的发展，广告产业蓬勃发展，广告充斥于我们社会生活的每一个角落。在当今的信息时代，广告已演变成传播信息的媒介，并对人们日常生活产生了很大的影响，令人印象深刻的广告往往能说服消费者做出购买的决定，所以对广告的研究是非常有必要的。大部分广告是靠语言传播从而展现给消费者，所以我们针对广告语言进行研究。语言学家就广告语言本身进行研究，比如广告语言的修辞效应和广告语言的美学价值等。本文尝试从模因的角度来分析广告语言，为语言学研究提供一个崭新的视角。模因论相对来说是一个新的理论。道金斯于1976年在他的《自私的基因》一书的最后一章中首次提到模因论这个概念。模因是文化传播的基本单位，其核心是模仿。模因还具有传染性，本文认为传染性与广告的传播有一定的密切联系，因此有必要用模因论的方法对广告语言进行研究。随着语言学家对模因论研究的深入，发现在语言中存在大量的模因现象，它们有着自身的特点，规律上又有章可循，本文就从这方面入手，分析广告语言中的模因现象。首先，本文会分析广告语言中模因复制与传播的方式，主要研究广告语言模因的基因型和表现型。其次，广告语言模因中存在大量的强势模因，那些令人印象深刻且容易被人记住的模因可以称为强势模因，强势模因与广告策划者运用很多方法技巧密不可分，它们要有简洁、新颖等特点。文中这部分会分析广告语言强势模因的形成和它的这些特点。最后，本文将分析广告语中的模因的功能，并将要从模因在广告语言说服能力和激励广告创作者设计出好的广告这两方面中所起的作用进行阐释说明。
[Abstract]:With the progress of the times and the development of the society, the advertising industry is booming, advertising is full of every corner of our social life. In today's information age, advertising has evolved into a medium to disseminate information and has a great influence on people's daily life. Impressive advertising often persuades consumers to make a purchase. Therefore, it is necessary to study advertising. Most advertisements are spread by language to show to consumers, so we do research on advertising language. Linguists study the advertising language itself, such as the rhetorical effect of advertising language and the aesthetic value of advertising language. To analyze advertising language, and to provide a new perspective for linguistic research.
Memetics is relatively a new theory. In 1976, Dawkins first mentioned the concept of Memetics in the last chapter of his < selfish gene > a book. Meme is the basic unit of cultural communication. Its core is imitation. Meme is also contagious. This article believes that the communicability has a close relationship with the spread of advertising. It is necessary to study advertising language by means of memetics. With the study of memetics, many linguists have found that there are a lot of memes in language. They have their own characteristics and rules. This paper analyzes the meme phenomenon in advertising language from this aspect.
First, this paper will analyze the mode of meme replication and dissemination in advertising language, mainly study the genotypes and manifestations of memes of advertising language. Secondly, there are a lot of strong memes in the advertising language memes. The impressively and easily memorized memes can be called strong memes, and strong memes are used with advertising planners. This part will analyze the formation of strong memes of advertising language and its characteristics. Finally, this article will analyze the function of memes in the advertising language, and will design good advertising from the two aspects of meme's persuasion in advertising language and the creator of advertising. The role played in the process is explained.

【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H052

【参考文献】