模因顺应视角下的广告语言研究

发布时间：2018-06-27 00:31

本文选题：广告 + 广告语言　；参考：《中国海洋大学》2013年硕士论文

【摘要】：在日常生活中随处可见的广告，在潜移默化地影响着人们的生活。与此同时，广告也在通过电视，网络，报纸杂志等其他媒体影响着人们的消费态度和价值观。任何一则广告都要通过语言来表现其主题，并架起商品和消费者之间沟通的桥梁。为此，广告语言已经吸引了众多学者对其从不同的角度进行研究，，并且取得了丰硕的成果。本文基于前人研究的基础，从模因论的角度对广告语言进行探讨研究。模因论是研究文化进化规律的新理论。自提出以来已经被广泛的应用到社会学，文化学，心理学及语言学等多个学科。语言是文化的载体，也是文化的一部分。我国著名学者何自然曾提出语言即是模因。因此从这个角度说广告语言也是一种模因。Heylighen认为,模因在复制和传播过程中经历四个阶段，其间模因需要满足一定的选择标准。在众多的广告语言中，一个广告语言之所以在成千上万的广告语言中脱颖而出，其原因是这些广告语言模因满足了一定的选择标准，即简约性，新颖性，连贯性，权威性和一致性的选择标准，而这些选择标准又可以视作是广告语言的属性。本文就是结合顺应论的基本观点来论证广告语言模因这些标准的可取性。根据顺应论，广告作为一种交际活动，其语言要做出一定的选择。广告语言作为一项单向的交际活动，要顺应一定的交际语境（心理世界,社交世界和物理世界）。这些交际语境正是广告语言模因的生存环境。作者通过论证得出广告语言模因是受心理世界的认知和情感因素以及社交界的社会文化的影响的；成功的广告语言模因是顺应这两个世界的结果，而新颖性，简约性和连贯性则是对心理世界中认知因素的顺应；权威性是对心理世界中情感因素的顺应，而一致性又是广告语言模因对社交世界中社会文化的顺应。本文从一个新的角度去研究广告语言，同时也提升了模因理论的说服力。另外，作者希望通过该篇文章的论述使人们从模因复制和传播的角度去更好地去了解和欣赏广告语言。最后该篇文章能够帮助广告撰写者在广告的创作过程中考虑到广告语言模因对心理世界和社交世界的顺应，以便创造出更优秀的广告语言。
[Abstract]:Advertisement, which can be seen everywhere in daily life, is influencing people's life imperceptibly. At the same time, advertisements influence people's attitudes and values through TV, internet, newspapers and magazines. Any advertisement should express its theme through language and build a bridge between goods and consumers. Therefore, advertising language has attracted many scholars to study it from different angles, and has achieved fruitful results. Based on the previous studies, this paper studies advertising language from the perspective of memetics. Memetics is a new theory to study the law of cultural evolution. Since its introduction, it has been widely used in sociology, culture, psychology and linguistics. Language is the carrier and part of culture. Chinese famous scholar he nature once proposed that language is a meme. Therefore, from this point of view, advertising language is also a kind of meme. Heylighen thinks that meme goes through four stages in the process of replication and transmission, in which meme needs to meet certain selection criteria. Among the many advertising languages, one advertising language stands out among thousands of advertising languages because these advertising language memes meet certain selection criteria, namely simplicity, novelty, coherence, etc. Authoritative and consistent selection criteria, which can be regarded as attributes of advertising language. This paper demonstrates the desirability of advertising language memes by combining the basic viewpoints of adaptation theory. According to adaptation theory, advertising as a communicative activity, its language must make a certain choice. As a unidirectional communicative activity, advertising language should conform to certain communicative context (psychological world, social world and physical world). These communicative context is the living environment of advertising language meme. The author concludes that the advertising language meme is influenced by the cognitive and emotional factors of the psychological world and the social culture of the social world, and that the successful advertising language meme is the result of adapting to these two worlds and novelty. Conciseness and coherence are the adaptations to cognitive factors in the psychological world, to emotional factors in the psychological world, and to the social culture in the social world of advertising language memes. This paper studies advertising language from a new perspective and enhances the persuasive power of meme theory. In addition, the author hopes to make people better understand and appreciate advertising language from the perspective of meme reproduction and transmission. Finally, this article can help advertisers to consider the adaptation of advertising language meme to the psychological and social world in the process of advertisement creation, so as to create a better advertising language.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H05

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