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模因论视角下的英汉广告语对比研究

发布时间:2018-07-28 18:33
【摘要】:随着经济的发展,社会的繁荣,广告已经渗入到人们生活的方方面面。广告的终极目标是为了在人们心目中塑造一个生动的形象并以此激起人们心中购买的欲望。因此,对于广告人来说,如何寻找一个吸引人们眼球的广告变得至关重要。随着中国进入世界贸易组织,外国产品进口和本地产品出口逐渐得到了普及。所以,对于如何通过广告将出口产品国际化和进口产品本土化,成为广告设计者在设计进出口商品广告过程中考虑的主要因素之一。基于以上种种原因,本文将对汉语和英语广告进行详细的研究。 关于广告的研究,国内外均有不少学者进行过深入的探讨,但是很少有学者从模因角度入手研究广告。至于从该角度着手进行汉英语广告对比研究的学者则更是少之又少。所以本文着手从模因角度对比英汉广告语,以填补这一空白。 模因论是一门解释文化进化的新兴理论。模因论的核心即为模因,模因是文化进化的单位,能够和基因一样发生突变和遗传。作为一门新兴的学科,自提出之日起,模因的研究便深深地吸引着不同领域的研究者。目前,模因的研究已经同语言,翻译,广告,销售等等领域相结合,并且在相应的领域中发挥了一定的启发作用。另一方面,对比语言学一直被公认为是分析两种语言最有效的方法之一。因此,通过模因论和对比研究的结合,我们能够强化本文对英汉广告语的解释。在已经收集到的上千条英汉广告中,我们对其进行选择并分别根据模因不同的传播方式将其进行分类。在文章的核心部分,本文试从模因论应用的角度出发,对我们收集到并已经进行分类的汉语和英语广告进行研究,通过不同广告的描述以寻找两种不同语言中广告的特点。此外,文中每节末段通过对比寻找汉语和英语广告的相同点和不同点,发掘其产生的深层原因,并以此来建立如何创造成功广告模因的根据。 本文旨在为广告设计者在设计广告的过程中提供一些启示,同时也希望能为丰富模因论的研究内容做一些贡献,并为将来模因论在广告领域的应用和研究提供可行的借鉴。
[Abstract]:With the development of economy and the prosperity of society, advertisement has penetrated into every aspect of people's life. The ultimate goal of advertising is to create a vivid image in people's minds and thus arouse people's desire to buy. Therefore, for advertisers, how to find an eye-catching advertising has become crucial. With China's entry into the World Trade Organization (WTO), the import of foreign products and the export of local products have gradually gained popularity. Therefore, how to internationalize the export products and localize the imported products through advertising has become one of the main factors considered by the advertising designers in the process of designing the advertisements for import and export commodities. For the above reasons, this paper will study Chinese and English advertisements in detail. There are a lot of scholars at home and abroad have done in-depth research on advertising, but few scholars study advertising from the perspective of meme. There are few scholars who carry out the contrastive study of Chinese and English advertising from this angle. So this paper begins to contrast English and Chinese advertising language from the meme angle to fill this gap. Memetics is a new theory to explain cultural evolution. The core of memetics is meme, which is the unit of cultural evolution and can mutate and inherit as genes. As a new subject, the study of memes has attracted researchers in different fields since it was put forward. At present, the study of meme has been combined with language, translation, advertising, sales and other fields, and has played a certain role in inspiration. On the other hand, contrastive linguistics has been recognized as one of the most effective ways to analyze two languages. Therefore, through the combination of memetics and contrastive study, we can strengthen the interpretation of English and Chinese advertising language. Among the thousands of English and Chinese advertisements we have collected, we choose them and classify them according to different modes of transmission of memes. In the core part of the thesis, this paper attempts to study the Chinese and English advertisements that we have collected and classified from the perspective of the application of memetics, and to find out the characteristics of advertisements in the two different languages through the description of different advertisements. In addition, by comparing the similarities and differences between Chinese and English advertisements, the author explores the underlying causes and establishes the basis of how to create successful advertising memes. The purpose of this paper is to provide some enlightenments for advertising designers in the process of designing advertisements, at the same time, we hope to make some contributions to enrich the research content of memetics, and to provide a feasible reference for the application and research of memetics in the field of advertising in the future.
【学位授予单位】:浙江财经学院
【学位级别】:硕士
【学位授予年份】:2012
【分类号】:H315;H15

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