模因论视角下英汉类推式广告的对比研究
发布时间：2019-05-29 00:09
【摘要】：进入二十一世纪，随着商品经济的迅猛发展以及国内外交流的日益增多，大量进口外国商品的汉译广告和出口中国产品的英译广告也随之越来越多。广告作为连接消费者与产品之间的桥梁，其作用日益显著。人们把广告比作信息传播的使者、促销的催化剂、企业的“介绍信”、产品的“敲门砖”，甚至有人认为在今后的社会里，没有广告就没有产品，没有广告就没有效益，没有广告的企业将寸步难行。在广告的重要性被广泛接受的情况下，如何让其在众多同类广告中脱颖而出成为了最受关注的问题。这个问题同样引起了作者的兴趣，经过长期观察，作者发现目前流行的众多英汉广告有一个共同的特点，就是将广告中已出现或消费者熟知的字、词、句读音改变，与产品的信息包括名称或特点等相结合，巧妙的连接一语双关；或套用广为流传的成语，谚语，诗词，习惯搭配等熟语结构，在对产品的宣传中引起消费者的共鸣。无论是套用读音还是套用结构，这类广告都让人既觉似曾相识，又有眼前一亮的新鲜感，在现代快节奏生活中，惜时如金的消费者往往被这种熟悉又陌生的广告深深吸引，这成为一个很值得关注的语言现象。 国内外的外语学界对广告语问题开展了一系列丰富的研究，早期的研究涉及翻译，修辞，语用，语篇，文体，文化等领域，运用的理论多为功能对等理论，目的论，，关联理论，归化异化理论，言语行为理论和顺应论等。（廖桂蓉,2008）而随着模因理论，一个从生物学领域应用到社会科学领域的新理论逐渐得到传播和重视。越来越多的外语学界研究开始与模因理论相结合，但此类模因视角下的广告语研究目前多集中在以产品类别划分的一类产品的广告语言研究，以广告设计方式为标准的更广泛的研究还没有，而在此基础上的英汉广告语言的对比分析更是少之又少。作者受启发于何自然先生2008年的《语言模因及其修辞效应》一文，将上述已注意到的一类英汉广告统称类推式广告,即模仿或套用文中已出现或消费者熟知的字、词、句的读音或结构，从类推传播的角度出发设计而成的一类英汉广告。因此本研究主要探讨以下两个问题：第一，从模因论角度，英汉类推式广告为何收到较好的效果？第二，英汉类推式广告的异同点是什么？产生原因又是什么？ 本研究的理论基础是模因理论。该理论为语言学界特别是社会语言学界的研究打开了新的视野。模因理论(memetics)是基于达尔文进化论的观点解释文化进化规律的一种新理论。它试图从历时和共时的视角对事物之间的普遍联系以及文化具有传承性这种本质特征的进化规律进行诠释。(何自然，2005:30)模因论中最核心的概念是模因(meme)，它作为文化基因，靠复制、传播而生存，语言是它的载体之一。从模因论的角度看，语言模因解释了话语流传和语言传播的规律，更进一步说，语言本身就是模因，它可以在字、词、句乃至篇章的层面上表现出来。（何自然，2005:45）广告作为一种特殊的文化传播活动，其语言必然与模因有着密切的联系。（陈琳霞，2006）广告要想夺人眼球，引人购买，其语言必须符合模因发展的规律及强势模因的要求。而英汉类推式广告设计上独有的特点，更是成为运用模因理论的典型。 作者从三本收录丰富的广告书籍中摘取英语和汉语类推式广告各三十条，再按照其类推依据的方式将英汉各三十条广告划分为同音类推和同构类推两类，逐一进行简要分析，最后对比英汉两类类推广告各自的异同点及产生原因。因此本文的研究方法以对比分析和实例研究为主，辅以定性研究和归纳法研究。 本研究结果显示如下：（1）英汉类推式广告之所以取得成功，主要是因为其通过套用发音或结构，利用消费者头脑中已有的强势模因，引起消费者共鸣，加深记忆，吸引其购买。（2）英汉类推式广告的相同点主要体现在广告语言上简洁，新颖，句式和修辞的多样；设计特点上的同音类推数量多于同构类推数量。不同点主要体现在同音类推广告中，汉语主要采用同音异形异义词而英语由于是拼音文字多改变拼写创造新词;在同构类推广告中，汉语主要是套用古诗词和四字成语，注重平仄押韵和神形兼似，而英语则主要模仿著名的谚语俗语，形式自由，注重神似。
[Abstract]:In the twenty-first century, with the rapid development of the commodity economy and the increasing number of domestic and foreign exchange, there are more and more advertisements for Chinese translation of foreign goods and the translation of Chinese products. As a bridge between the consumer and the product, the advertisement is becoming more and more significant. People compare the advertisement to the messenger of the information transmission, the catalyst of the promotion, the "a letter of a letter" of the enterprise, the "knock-on brick" of the product, and even the view that in the future society, there is no advertisement in the absence of the product, there is no product in the advertisement, and the enterprise without the advertisement will be hard to move. In the event that the importance of advertising is widely accepted, how to make it stand out among many of the same types of advertising has become the most common concern. This problem has also caused the author's interest, through the long-term observation, the author finds that the current popular English and Chinese advertisements have a common characteristic, namely, the words, words and sentences which have appeared in the advertisement or well-known in the consumer are changed, and the information of the product is combined with the information of the product, It's a clever connection to a pun, or a familiar structure such as an idiom, proverbs, poetry, and habit, which is widely used in the spread of the product, which causes the consumer's resonance in the promotion of the product. Whether to apply the pronunciation or to apply the structure, this kind of advertisement can make people feel familiar, and have a bright new feeling, in the modern fast-paced life, the consumer of the gold in the time of the modern fast-paced life is often attracted by this familiar and unfamiliar advertisement, This is a very interesting language phenomenon. The foreign language academic circles at home and abroad have carried out a series of studies on the issue of advertising language. The early research involved in the fields of translation, rhetoric, pragmatics, discourse, style, culture and so on. On the Theory of Speech Act and the Adaptation Theory (Liao, Rong,2008), with the theory of the model, a new theory applied to the field of social science from the field of biology has gradually been spread and weighed As a result, more and more foreign language studies have begun to be combined with the model theory, but the research of the advertising language in the perspective of this kind of model is mainly focused on the research of the advertising language of a class of products divided by the product category, and the more extensive research on the standard of the advertising design is not In addition, the comparative analysis of the English and Chinese advertising language on this basis is less The author is inspired by the text of Mr. He's language model and its rhetoric effect in 2008, and a class of English and Chinese advertisements, which have been noted above, are referred to as an analogy ad, that is, the pronunciation or junction of words, words and sentences that have appeared or are well known in the text. A class of English and Chinese from the point of view of the propagation of the analogy Therefore, this study mainly discusses the following two questions: First, from the point of view of the model, why the analogy advertisement of English and Chinese received better effect Fruit? Second, the similarities and differences of the analogy between English and Chinese are the same Is that why? It's the reason. ? The theoretical basis of this study is the model Because of the theory, this theory has opened a new research on the study of the linguistic circle, especially the social language field. The theory of theory (memtics) is one of the principles of the evolution of culture based on the theory of Darwinian theory of evolution. The new theory, which tries to get the universal relation between things from the perspective of diachronic and common, and the evolution of the essential characteristics of the inheritance of the culture. (He Nature,2005:30) The most core of the theory of the model is the meme, which, as a cultural gene, is living by copying and spreading, and the language is its carrier. From the point of view of the theory of the model, the language model explains the law of the spread of the discourse and the communication of the language, and further, the language itself is the model, and it can be in the form of words, words, sentences and even chapters. Now comes out. (He Nature,2005:45) Advertising as a special cultural communication activity, its language must be closely related to the model (Chen Linxia,2006) The advertisement is to capture the eye of the person, to buy, the language must conform to the law of the development of the model and the strong model It is a unique feature in the design of the analogy between English and Chinese, and it is the application of the model of the model. The author, from three books with abundant advertisement books, extracts thirty-one of English and Chinese-like advertisements, and then divides thirty-one advertisements into two categories, such as homophonic analogy and isomorphism, according to the basis of analogy, one by one. In the end, the similarities and differences between the two types of analogy ads in English and Chinese are compared. The research methods of this paper are mainly based on the comparative analysis and the case study, and the qualitative research is supported. The results of this study are as follows: (1) The result of this study is as follows: (1) The success of the analogy-based advertisement in English and Chinese is mainly because it uses the strong model of the consumer's head, which causes the consumer to resonance and to deepen the recording by applying the pronunciation or structure. (2) The similarities of the analogy between English and Chinese are mainly reflected in the simple, novel, sentence and rhetoric of the advertising language, and the number of homophones on the design features is much. On the basis of the number of isomorphisms, the different points are mainly embodied in the same-tone analogy advertisement. Chinese mainly adopts the same-tone and abnormal-sense words, and the English is the new word due to the multi-change spelling of the pinyin characters; in the homogeneous analogy advertisement, the Chinese mainly applies the ancient poetry and the four-character idiom, and pays attention to the level of analogy The rhyming and the form of a god, while the English is a major imitation of the well-known proverbs, the form of the proverbs,
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H313
本文编号：2487478
[Abstract]:In the twenty-first century, with the rapid development of the commodity economy and the increasing number of domestic and foreign exchange, there are more and more advertisements for Chinese translation of foreign goods and the translation of Chinese products. As a bridge between the consumer and the product, the advertisement is becoming more and more significant. People compare the advertisement to the messenger of the information transmission, the catalyst of the promotion, the "a letter of a letter" of the enterprise, the "knock-on brick" of the product, and even the view that in the future society, there is no advertisement in the absence of the product, there is no product in the advertisement, and the enterprise without the advertisement will be hard to move. In the event that the importance of advertising is widely accepted, how to make it stand out among many of the same types of advertising has become the most common concern. This problem has also caused the author's interest, through the long-term observation, the author finds that the current popular English and Chinese advertisements have a common characteristic, namely, the words, words and sentences which have appeared in the advertisement or well-known in the consumer are changed, and the information of the product is combined with the information of the product, It's a clever connection to a pun, or a familiar structure such as an idiom, proverbs, poetry, and habit, which is widely used in the spread of the product, which causes the consumer's resonance in the promotion of the product. Whether to apply the pronunciation or to apply the structure, this kind of advertisement can make people feel familiar, and have a bright new feeling, in the modern fast-paced life, the consumer of the gold in the time of the modern fast-paced life is often attracted by this familiar and unfamiliar advertisement, This is a very interesting language phenomenon. The foreign language academic circles at home and abroad have carried out a series of studies on the issue of advertising language. The early research involved in the fields of translation, rhetoric, pragmatics, discourse, style, culture and so on. On the Theory of Speech Act and the Adaptation Theory (Liao, Rong,2008), with the theory of the model, a new theory applied to the field of social science from the field of biology has gradually been spread and weighed As a result, more and more foreign language studies have begun to be combined with the model theory, but the research of the advertising language in the perspective of this kind of model is mainly focused on the research of the advertising language of a class of products divided by the product category, and the more extensive research on the standard of the advertising design is not In addition, the comparative analysis of the English and Chinese advertising language on this basis is less The author is inspired by the text of Mr. He's language model and its rhetoric effect in 2008, and a class of English and Chinese advertisements, which have been noted above, are referred to as an analogy ad, that is, the pronunciation or junction of words, words and sentences that have appeared or are well known in the text. A class of English and Chinese from the point of view of the propagation of the analogy Therefore, this study mainly discusses the following two questions: First, from the point of view of the model, why the analogy advertisement of English and Chinese received better effect Fruit? Second, the similarities and differences of the analogy between English and Chinese are the same Is that why? It's the reason. ? The theoretical basis of this study is the model Because of the theory, this theory has opened a new research on the study of the linguistic circle, especially the social language field. The theory of theory (memtics) is one of the principles of the evolution of culture based on the theory of Darwinian theory of evolution. The new theory, which tries to get the universal relation between things from the perspective of diachronic and common, and the evolution of the essential characteristics of the inheritance of the culture. (He Nature,2005:30) The most core of the theory of the model is the meme, which, as a cultural gene, is living by copying and spreading, and the language is its carrier. From the point of view of the theory of the model, the language model explains the law of the spread of the discourse and the communication of the language, and further, the language itself is the model, and it can be in the form of words, words, sentences and even chapters. Now comes out. (He Nature,2005:45) Advertising as a special cultural communication activity, its language must be closely related to the model (Chen Linxia,2006) The advertisement is to capture the eye of the person, to buy, the language must conform to the law of the development of the model and the strong model It is a unique feature in the design of the analogy between English and Chinese, and it is the application of the model of the model. The author, from three books with abundant advertisement books, extracts thirty-one of English and Chinese-like advertisements, and then divides thirty-one advertisements into two categories, such as homophonic analogy and isomorphism, according to the basis of analogy, one by one. In the end, the similarities and differences between the two types of analogy ads in English and Chinese are compared. The research methods of this paper are mainly based on the comparative analysis and the case study, and the qualitative research is supported. The results of this study are as follows: (1) The result of this study is as follows: (1) The success of the analogy-based advertisement in English and Chinese is mainly because it uses the strong model of the consumer's head, which causes the consumer to resonance and to deepen the recording by applying the pronunciation or structure. (2) The similarities of the analogy between English and Chinese are mainly reflected in the simple, novel, sentence and rhetoric of the advertising language, and the number of homophones on the design features is much. On the basis of the number of isomorphisms, the different points are mainly embodied in the same-tone analogy advertisement. Chinese mainly adopts the same-tone and abnormal-sense words, and the English is the new word due to the multi-change spelling of the pinyin characters; in the homogeneous analogy advertisement, the Chinese mainly applies the ancient poetry and the four-character idiom, and pays attention to the level of analogy The rhyming and the form of a god, while the English is a major imitation of the well-known proverbs, the form of the proverbs,
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H313
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