世界500强企业标语的模因顺应研究

发布时间：2018-07-02 08:59

本文选题：强势模因 + 语言顺应论　；参考：《大连海事大学》2012年硕士论文

【摘要】：随着市场经济不断发展,消费水平不断上升,人们的消费行为也发生了相应的转化。消费者对商品的判断不再依赖于他们对商品的实证性具体分辨,而是转向依赖于他们对企业及其商品的信誉和形象的认同。而在广告诸内容中,最能简洁有力地展现并丰富企业形象的就是企业标语。模因是文化传播的基本单位,它像基因一样被继承,像病毒一样被传播。就是这种传染性使其与广告传播有一种天然的联系。本文基于Richard Dawkins等人的模因理论并结合Jef Verschueren提出的语言顺应论,采用定性和定量相结合的分析方法,对从世界500强企业官方网站收集到的企业标语从词汇及句子结构两个层面进行具体分析和研究。本文拟研究的主要问题有：一、语言与模因之间是什么关系,为什么有必要从模因论的角度来研究企业标语；二、企业标语能否被创造成强势模进而在受众中长久而广泛地流传；三、企业标语需要顺应哪些因素才能成为强势模因。分析过程借助AntConc及Monoconc语料分析软件进行语料和词频分析以确保研究结果的可靠性。研究发现语言模因对人们认识外部世界的影响深刻,企业标语强势模因的形成是因为顺应了受众的三个世界的需求,即心理世界、社交世界和物理世界。在此基础上之,本论文提出了新奇性和表达性两点标语创作标准,以及运用比喻与双关、重复表达以及活用头韵三种标语创作策略,希望能为广告标语创作提供新的启示,为推动模因论和语言顺应论的应用性发展尽绵薄之力。
[Abstract]:With the development of market economy and the rising of consumption level, people's consumption behavior has been transformed accordingly. Consumers' judgment of goods is no longer dependent on their concrete discrimination of goods, but on their recognition of the reputation and image of enterprises and their commodities. In the advertising content, the most concise and powerful way to show and enrich the corporate image is the corporate slogan. Meme is the basic unit of cultural transmission. It is inherited like a gene and transmitted like a virus. It is this contagion that makes it a natural link to advertising. Based on Richard Dawkins' meme theory and Jef Verschueren's linguistic adaptation theory, the qualitative and quantitative analysis method is used in this paper. The corporate slogans collected from the official website of the top 500 companies in the world are analyzed and studied from the lexical and sentence structure levels. The main problems of this thesis are as follows: first, what is the relationship between language and meme, and why it is necessary to study corporate slogans from the perspective of memetics; Whether corporate slogan can be created into a strong meme and then be widely circulated in the audience for a long time; third, what factors corporate slogan needs to adapt to become a strong meme. In order to ensure the reliability of the research results, the data and word frequency are analyzed with the help of AntConc and Monoconc corpus analysis software. The study found that language memes have a profound impact on people's understanding of the external world. The formation of strong memes of corporate slogans is due to the needs of the three worlds of the audience, that is, the psychological world, the social world and the physical world. On this basis, this paper puts forward two standards of slogan creation, namely novelty and expressiveness, as well as three strategies of slogan creation using metaphor and pun, repeated expression and active alliteration, in the hope of providing new inspiration for advertising slogan creation. In order to promote the application of memetics and language adaptation theory development.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030

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