广告语言的认知与模因解读

发布时间：2018-08-12 14:23

【摘要】：本文从两个角度对广告语言进行论述：认知角度和模因角度。首先,本文运用概念隐喻理论和概念合成理论分析广告语言的认知思维方式及其在线意义构建过程。其次,本文在模因理论的基础上阐释广告语言是如何被广泛传播并被受众接受的。本文采用了定性研究的方法。作者以图书馆的资源为资料主要来源,收集了有关广告的文献资料,主要包括图书馆收录的书籍和报纸,以及数据库收录的期刊,从中随机选取了一些受欢迎的中英文广告。通过定性研究,作者使用分析综合以及归纳演绎的方法探索出广告语言的潜在规则,并使得读者能够在理论水平上更好地认识广告语言。研究表明概念隐喻理论和概念合成理论对于广告语言的在线意义构建具有重要作用。在广告语言的设计中,广告设计者总是有意识或无意识地运用隐喻和概念合成来增加广告的信息含量,精简广告的语言,提高广告的吸引力,从而达到提高产品知名度和促进产品销售额的目的。广告语言作为文化的一种,模因理论多角度地阐释了其传播和接受的过程。研究表明,符合强势模因特征的广告语言更能取得成功。因此,作者建议在广告语言的设计中,设计者应注重认知理论和模因理论的应用,并根据所述理论组织广告语言。
[Abstract]:This paper discusses advertising language from two angles: cognitive perspective and meme angle. First of all, this paper analyzes the cognitive thinking mode of advertising language and its online meaning construction process by using conceptual metaphor theory and conceptual synthesis theory. Secondly, on the basis of meme theory, this paper explains how advertising language is widely spread and accepted by the audience. This paper adopts the method of qualitative research. Taking the resources of the library as the main source, the author collects the literature about advertisements, including the books and newspapers collected in the library, and the periodicals in the database. Some popular advertisements in both Chinese and English are randomly selected from them. Through qualitative research, the author explores the potential rules of advertising language by means of analysis, synthesis and inductive deduction, and enables readers to better understand advertising language at the theoretical level. The study shows that conceptual metaphor theory and conceptual synthesis theory play an important role in the online meaning construction of advertising language. In the design of advertising language, advertising designers always consciously or unconsciously use metaphor and conceptual composition to increase the information content of advertising, to streamline the language of advertising, to improve the attractiveness of advertising. In order to achieve the purpose of improving product popularity and promoting product sales. As a kind of culture, the theory of meme explains the process of its spread and acceptance. The research shows that advertising language with strong meme features is more successful. Therefore, the author suggests that in the design of advertising language, the designer should pay attention to the application of cognitive theory and meme theory, and organize the advertising language according to the theory.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：H05

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