基于模因论的商业广告语显隐性分析

发布时间：2018-04-13 13:03

本文选题：商业广告语 + 模因论　；参考：《河南科技大学》2015年硕士论文

【摘要】：商业广告在现代人的生活中有着重要的位置,它是人们了解产品信息的重要途径。一方面商业广告承载着传播信息的重要使命,另一方面商业广告也是一种文化现象。模因论是揭示语言模因产生、复制和传播的规律,为研究广告语提供一个新角度。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,以模因论为主要依据,深入探讨广告语言的复制与传播特点。本文分析了广告语言,模因论,广告语言模因等一些基本的概念。并采用定性的研究方法,通过大量的语料,重点分析了广告语言模因的显性模仿和隐性模仿。本文的研究发现有三点:1.广告语言模因的特点,即目的性,感染性,干预性;广告语言模因的传播规律,即表达,同化,传输和记忆。2.详细阐述了广告语言模因的显性模仿,即同形复制和同构替换。3.详细阐述了广告语言模因的隐性模仿,即广告语言层面的隐性模仿;对情感价值模因的隐性模仿。通过研究,本文初步分析了广告语言的传播方式,并通过大量的语料具体分析了广告语言模仿复制语言模因的各种方式。但本文没有进行广告语言模因显隐性的对比分析,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,又为广告创作人员撰写广告语提供了理论上的指导,同时可以引导受众从模因论的角度来欣赏广告语言,同时文中对广告语的剖析可以起到示范作用。
[Abstract]:Commercial advertising plays an important role in modern people's life. It is an important way for people to understand product information.On the one hand, commercial advertising carries the important mission of spreading information, on the other hand, commercial advertising is also a cultural phenomenon.Memetics is to reveal the rules of language meme production, reproduction and dissemination, and to provide a new perspective for the study of advertising language.Based on the knowledge of linguistics, advertising, psychology, aesthetics, communication and so on, this paper probes into the characteristics of advertising language reproduction and communication based on the theory of memetics.This paper analyzes some basic concepts such as advertising language, memetics, advertising language meme and so on.The qualitative research method is used to analyze the explicit and implicit imitation of advertising language memes through a large amount of data.The study of this paper finds that there are three points: 1.The characteristics of advertising language memes, that is, purposiveness, infective, interventionality, and the propagation law of advertising language memes, I. E. expression, assimilation, transmission and memory.The dominant imitation of advertising language memes, I. e., homomorphic replication and isomorphic substitution. 3.The recessive imitation of advertising language meme, that is, the implicit imitation of advertising language level and the implicit imitation of affective value meme, is elaborated in detail.Through the research, this paper analyzes the communication mode of advertising language, and analyzes the various ways of copying language memes through a large number of data.But this paper does not carry on the advertisement language meme explicit recessive contrast analysis, this is this article insufficiency, also is the later research important topic.The research in this paper not only enriches the theory of language meme, but also provides theoretical guidance for advertisement writers to write advertising language. At the same time, it can guide the audience to appreciate the advertising language from the perspective of memetics.At the same time, the analysis of advertising language can play an exemplary role.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H030

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