模因论视角下的广告语言探析

发布时间：2018-05-14 14:54

本文选题：广告语言 + 模因　；参考：《青海师范大学》2012年硕士论文

【摘要】：广告语言在现代商业广告中具有极为重要的作用，它是整则广告的灵魂与精髓，是广告信息传播的重要载体。本文结合语言学、广告学、心理学、美学、传播学等学科的相关知识，以模因论为主要理论依据，，深入探讨广告语言的复制与传播特点，对广告语言中传统意义上的引用、仿拟、隐喻、转喻等修辞概念进行模因学上的重新解读，分析广告语言中的文化因素，指出强势模因在广告语言传播中的优势，力求避免运用弱势模因。本文主要采用定性研究的方法，对搜集到的广告语言进行筛选、归类，选出具有代表性的广告语言，并根据语言模因模仿的显隐、语言模因变异的程度等标准把广告语言归类。然后运用语言模因理论具体分析广告语言的特点，概括广告语言的创作类型。全文包括五部分内容：绪论部分对广告语言的国内研究现状、模因理论的国内外研究现状进行了文献综述，指出研究所取得的成就与存在的问题。第一章探讨了语言模因的性质与类型，广告语言模因的特点及其传播的生命周期。第二章探讨了以模仿语音形式为特点的显性模仿在广告语言中的体现，指出同形复制与同构替换是显性模仿的两种主要表现形式。第三章探讨了以复制语义内容为特点的隐性模仿，讨论了广告语言中的隐喻与转喻、广告语言中蕴含的文化情感因素。第四章总结了强势广告语言的创作策略。本文初步分析了广告语言模因传播的生命周期，详细探讨了广告语言复制语言模因的各种表现形式。但本文中广告语言对语义内容模仿的分析不够全面与深入，探讨的范围比较狭窄，这是本文的不足，同时也是以后研究的重要课题。本文的研究既充实了语言模因理论，又为广告语言创作人员拟写广告语言提供了理论上的指导，同时还为广大受众解读和欣赏广告语言提供了方法论上的帮助。
[Abstract]:Advertising language plays an important role in modern commercial advertising . It is the soul and essence of advertising information , and it is an important carrier of advertising information dissemination . In this paper , based on the relevant knowledge of linguistics , advertising , psychology , aesthetics , communication , etc .

This paper mainly uses qualitative research method to screen , classify and select representative advertisement language , and classify the advertisement language according to the language model ' s explicit implicit and language model ' s degree of variation . Then , the paper analyzes the characteristics of advertisement language by using language model theory , and summarizes the creation type of advertisement language .

The thesis includes five parts : the introduction part analyzes the present situation of the domestic research of the advertisement language , the research situation at home and abroad , and points out the achievements and problems of the research institute . The first chapter discusses the characters and types of the language model , the characteristics of the advertisement language model and the life cycle of the propagation .

This paper first analyzes the life cycle of advertisement language model propagation , discusses the various forms of advertisement language copying language model in detail . But the analysis of semantic content imitation in this paper is not thorough and thorough , the scope of discussion is narrow , this is not enough , it is also the important subject of future research .

The research of this paper not only enriched the theory of language modeling , but also provided theoretical guidance for the advertising language of advertising language , and also provided methodological help for the audience interpretation and appreciation of the advertising language .

【学位授予单位】：青海师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15

【参考文献】