广告语言中的谚语模因

发布时间：2018-05-07 23:30

本文选题：模因 + 广告话语　；参考：《广东外语外贸大学》2007年硕士论文

【摘要】： 广告无处不在，充斥着人们的生活。其中的语言文字的巧妙运用直接影响着广告的传播效果，字里行间隐藏着广告商的利益诉求。语言哲学家维特根斯坦认为，“语言是一种游戏”，语言使用者经常在广告中玩语言文字游戏，使得广告语言在特定的社会条件下成为了一种变体。本论文以模因论(Dawkins 1976，2007)为基础，着重探讨谚语作为一种模因在广告话语中的具体应用问题。模因是文化传递单位，或者说是文化复制因子，它的核心是模仿；它的复制、传播为丰富语言提供了便利的捷径。受模因论启发，本文指出语言本身就是模因，模因也蕴涵于语言之中。大脑就像是一个模因库，里面装满了各种各样的语言模因，话语理解过程就是大脑寻找、激活和调动模因的过程。广告是一种说服艺术，它简洁、通俗、生动、新奇。而谚语是民间集体创造、广为口传、言简意赅并较为定型的艺术语句，是人们丰富智慧和普遍经验的总结。恰当地运用谚语可使语言活泼风趣，增强文章的表现力。谚语作为语言模因由于复制能力强、传播范围广、存活时间长而被广泛复制。出现在广告中的谚语主要以其变异体为主。广告中谚语及其变异的应用既达到了文字游戏的造趣效果，又有机结合了广告的主题，从而达到“广告告之”的商业目的。有效广告的标志之一就是广告设计者充分顺应了受众对各种模因的需求。广告成功的基础就是能引起受众的注意，进入其记忆并使其受到感染，最终获得受众的接受和认同。本文以广告中的谚语为语料，分析并论证了设计者如何将各种利好模因嵌入广告话语并实施布控，对受众施加各种有形无形的压力来说服他们并努力达到获取利益的根本目的。
[Abstract]:Advertising is everywhere, full of people's lives. The skillful use of language and characters directly affects the spread of advertising, hidden between the lines of the interests of advertisers. According to Wittgenstein, a language philosopher, "language is a game". Language users often play language games in advertisements, which makes advertising language a variant under certain social conditions. Based on the theory of memetics Dawkins (1976-2007), this thesis focuses on the application of proverbs as a meme in advertising discourse. Meme is a unit of cultural transmission, or cultural replicator, whose core is imitation, and its reproduction provides a convenient shortcut for the enrichment of language. Inspired by memetics, this paper points out that language itself is meme, and meme is also contained in language. The brain is like a meme bank filled with all kinds of language memes. Advertising is a persuasive art, it is simple, popular, vivid, novel. Proverbs, which are created by folk collectives, are widely spoken, concise and stereotyped, are a summary of people's rich wisdom and universal experience. The proper use of proverbs can make the language lively and interesting and enhance the expressive power of the article. As a language meme, proverbs are widely copied because of their strong reproduction ability, wide spread range and long survival time. The proverbs appearing in advertisements are mainly its variants. The application of proverbs and their variations in advertisements not only achieves the interesting effect of word games, but also organically combines the themes of advertisements, thus achieving the commercial purpose of "telling them by advertisements". One of the signs of effective advertising is that the advertising designer fully meets the needs of the audience for various memes. The basis of successful advertising is to attract the attention of the audience, enter its memory and make it infected, and finally get the acceptance and approval of the audience. Based on the proverbs in advertisements, this paper analyzes and demonstrates how the designers embed good memes into advertising discourse and put all kinds of tangible and intangible pressure on the audience to persuade them and strive to achieve the fundamental goal of obtaining benefits.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H33

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