汉语广告语言中模因现象分析

发布时间：2018-03-26 21:26

本文选题：广告语　切入点：模因论　出处：《吉林大学》2013年硕士论文

【摘要】：在如今这个信息时代，广告已经深入到社会生活的各个方面，它用简练、生动的语言，集中而形象地表现商品的特色和性格，表达消费者的愿望和要求，它用富有感情色彩的语言来吸引群众、感染群众，不仅是使人们了解到商品、信任其商品的重要营销策略，同时也成为一种社会文化。广告语言作为广告语的灵魂和核心内容，受到越来越多学者的关注。模因论是解释文化进化的新理论。模因是其核心概念。牛津英语词典将模因定义为“文化的基本单位，通过非遗传的方式，特别是通过模仿而得到传播”。模因像基因那样得以继承，像病毒那样得以传播，它的这种复制和传播性与广告语的传播有一种天然的内在联系。因此，作者将从模因论视角分析汉语广告语言中的模因现象。本论文中的广告语言模因尤指“强势模因”，，即诗歌模因、成语模因、谚语模因和音乐模因。本文涉及的语料主要来源于日常生活中的总结摘录、广告语言研究的书本杂志、广告牌、电视以及网络上所总结出的经典广告语。作者以强势模因的保真性、多产性、长寿性的三个特点及模因复制和传播方式为基础对以上汉语广告标语中的诗歌模因、成语模因、谚语模因和音乐模因进行实例分析。研究结果表明，汉语广告标语中的诗歌模因、成语模因、谚语模因和音乐模因皆符合成功的强势模因的特点，并且遵循模因的复制和传播方式，即基因型和表现型两种方式。此外，通过对汉语广告语言中的模因现象分析，本文总结出以上强势模因对广告语所产生的效果，即经济效益、文化传播以及幽默效果。希望本研究能对广告语的研究和广告标语的设计有借鉴作用。
[Abstract]:In this information age, advertising has penetrated into all aspects of social life. It expresses the characteristics and character of commodities in a concise and vivid language, and expresses the wishes and demands of consumers. It is not only an important marketing strategy to make people understand commodities and trust their commodities, but also become a kind of social culture. Advertising language is the soul and core content of advertising language. More and more scholars pay attention to it. Memetics is a new theory to explain the evolution of culture. Meme is its core concept. The Oxford English Dictionary defines meme as "the basic unit of culture, in a non-genetic way." In particular, through imitation, "... memes are inherited like genes and transmitted like viruses, and its reproduction and transmission have a natural intrinsic connection with the spread of advertising... The author will analyze the meme phenomenon in Chinese advertising language from the perspective of memetics. In this thesis, the memes of advertising language refer to "strong memes", that is, poetry memes, idiom memes, proverbial memes and musical memes. The corpus involved in this paper mainly comes from the summary excerpts from daily life, the books, magazines, billboards, television and the internet from the advertising language research. The author uses the strong meme to be true and productive. Based on the three characteristics of longevity and the modes of meme reproduction and dissemination, this paper analyzes the poetic memes, idiom memes, proverbial memes and musical memes in Chinese advertising banners. The results show that the poetic memes, idiom memes, proverbial memes and musical memes in Chinese advertising slogans are consistent with the characteristics of successful strong memes, and follow the modes of reproduction and dissemination of memes. In addition, by analyzing the meme phenomenon in Chinese advertising language, this paper summarizes the effect of the above strong memes on advertising language, that is, economic benefits. It is hoped that this study can be used for reference in the study of advertising language and the design of advertising slogans.
【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】：H136

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