论模因论视角下中文公益广告互文性的实现

发布时间：2018-04-09 14:40

本文选题：公益广告　切入点：模因论　出处：《湖南工业大学》2013年硕士论文

【摘要】：互文性是由法国符号学家Julia Kristeva于20世纪六十年代末在《符号学》中提出，是指当前文本与它的前文本之间的相互关系。起初互文性主要是应用于文学批评和翻译领域，随着研究的进一步深入，学者发现非文学文本（比如广告文本）中互文性同样极其普遍。探讨广告文本的互文性，对于广告创作与接受具有非常积极的意义，它使得广告创作者在广告创作时能考虑如何更好地让社会公众理解和接受广告所传递的信息。之前对广告文本互文性的研究主要体现在互文性的分类及其功能，对其实现的研究很少涉及，而了解广告文本互文性的实现是广告创作和接受的关键。模因论的提出为研究这一问题提供了新的视角，本文以模因论为理论基础，研究中文公益广告中互文性的实现。通过百度等搜索引擎搜索和日常收集，本文共选取了52条中文公益广告为语料，内容涉及社会文明、社会焦点、健康、政治政策等方面，具有一定的典型性和代表性。通过语料分析发现，公益广告中互文性的实现是以一个语篇吸收、化用或改写另一个语篇的某一部分为基础，而这个部分就是一个或若干个模因。当然，并非所有的模因都可以用于帮助实现中文公益广告的互文性，公益广告创作者所选择的往往是那些在激烈生存竞争中胜出的强势模因，如经典名句、历史故事、历史名人、流行歌曲名等，因为这些模因在内容和形式上都为社会公众所熟悉，，并且传递着正能量，能较好地实现公益广告提高人们承担社会责任的意识、呼吁对社会有益的行为、营造和谐的社会氛围等功能。中文公益广告互文性的实现源于语言模因的复制和传播。一是通过基因型模因的复制和传播来实现，主要有三种方式：引用经典名句、引用历史故事和人物名、模仿相同来源不同表现形式的模因。二是通过表现型模因的复制和传播来实现，主要也有三种方式：同构异义横向嫁接、同音异义横向嫁接、同形联想嫁接。同构异义横向嫁接通常是通过重组经典巨著中的名句，流行歌曲的歌词及著名的熟语来实现；同音异义横向嫁接通常是通过模仿读语，成语及词语的发音来实现；同形联想嫁接通常是通过运用双关的词组及四字短语搭配来实现。希望通过本研究，读者对互文性有更进一步的认识，也希望本研究能为公益广告的创作与接受提供些许有益启示。
[Abstract]:Intertextuality was put forward by French semiotics Julia Kristeva in the late 1960s. It refers to the interrelation between the current text and its former texts.At first, intertextuality was mainly applied to literary criticism and translation. With the further development of the research, scholars found that intertextuality is also very common in non-literary texts (such as advertising texts).Discussing the intertextuality of advertising texts has a very positive significance for advertising creation and acceptance. It enables the advertisement creators to consider how to better make the public understand and accept the information conveyed by the advertisement.The previous researches on the intertextuality of advertising texts are mainly reflected in the classification and function of intertextuality, but the research on its realization is seldom involved, and understanding the realization of intertextuality in advertising texts is the key to the creation and acceptance of advertisements.The theory of memetics provides a new perspective for the study of this problem. Based on the theory of memetics, this paper studies the realization of intertextuality in Chinese public service advertisements.Through Baidu search engine search and daily collection, this paper selects 52 Chinese public service advertisements as the corpus, which involves social civilization, social focus, health, political policy and so on, and has certain typicality and representativeness.Through corpus analysis, it is found that the realization of intertextuality in public service advertisements is based on one text absorbing, converting or rewriting one part of another text, and this part is one or more memes.Of course, not all memes can be used to help realize the intertextuality of Chinese public service advertisements.Historical celebrities, pop song titles, etc., because these memes are familiar to the public in content and form, and transmit positive energy, which can better achieve public service advertising to raise people's awareness of social responsibility.Calls for socially beneficial behavior, creates harmonious social atmosphere and so on function.The realization of intertextuality in Chinese public service advertising originates from the reproduction and dissemination of language memes.There are three main ways: quoting classical famous sentences, quoting historical stories and characters' names, imitating memes from the same sources and different forms of expression.The second is the reproduction and propagation of expressive memes, which are mainly divided into three ways: transverse grafting of isomorphism, transversal grafting of synonymy and association grafting of synonym.Isomorphic horizontal grafting is usually realized by reorganizing the famous sentences, the lyrics of popular songs and famous idioms, while the horizontal grafting of homonyms is usually realized by imitating the pronunciation of reading words, idioms and words.Homotypic associative grafting is usually achieved by using puns and four-word phrase collocations.It is hoped that through this study readers will have a better understanding of intertextuality and that this study can provide some useful enlightenment for the creation and acceptance of public service advertisements.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15

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