从模因论的视角分析中国白酒的广告标语

发布时间：2019-03-04 14:52

【摘要】：英国著名的生物学家和行为生态学家Dawkins1976年在《自私的基因》一书中提出了一个重要的术语，，即模因。从此，越来越多的国内外学者开始致力于对模因的不懈研究和解释。模因论也随之应运而生。模因论是研究文化进化规律和信息传播机制的一种新理论，它以达尔文的进化论为基础，对各种各样的社会文化现象的产生、传播和发展做出了准确而合理的解释，对社会文化的进化规律进行了初步却深富影响的探索。如今，模因论已经逐渐发展成为隶属于语用学的一门独立学科（何自然，2003），渗透到语言学、教育学、翻译学、经济学、社会学、心理学等众多领域，为研究和解释这些领域内的许多现象提供了全新的视角，注入了强大的活力，具有很高的指导意义。随着以数字信息技术为基础，以互动传播为特点的新媒体的不断诞生和日益更新，广告已经成为了人们日常生活中不可或缺的一部分，可以说“广告无处不在”，“广告无时不有”。而随着经济全球化进程的不断加快，国际贸易得以迅猛发展，广告宣传也相应成为了推销商品和占领国际市场的一种重要手段。广告可以吸引消费者的注意力，激发消费者的购买欲望，从而实现其宣传产品或服务的成功销售，对实现企业利润的最大化起着着举足轻重作用，它关系着企业的生死存亡和消费者的切身利益。因此，如何制作成功的广告已经成为广告商和企业都非常关心的一件大事。作为社会上一种常见的经济现象，广告有形无形地无不处处体现和应用着模因论。因此，从模因论这一全新的理论视角来解读中国白酒广告具有较高的必要性和可行性。本文将以模因论为理论框架，对模因论在白酒广告语言中的运用以及制作强势广告的成功策略做出深入的分析。此外，本文搜集了大量的经典国内白酒广告语料，通过仔细的观察和粗略的总结，归纳出中国白酒广告模因的几个主要来源。通过模因论研究和解释中国白酒广告，本文旨在加深人们对模因论这一新理论的理解和认识，引起更多学者对模因论研究的兴趣进而促进模因论的不断完善和发展，同时，为广告商和企业设计和制作成功的广告提供一些有益的启示和指导。总之，本文具有较高的理论意义和实践价值。
[Abstract]:The famous British biologist and behavioral ecologist, Dawkins, put forward an important term in the book of the . With the rapid development of the process of economic globalization, the rapid development of international trade and the corresponding advertising have become an important hand in the promotion of goods and the occupation of the international market The advertisement can attract the attention of the consumer, stimulate the consumer's purchase desire, thus realize the successful sales of the product or service of the consumer, play an important role in realizing the maximization of the enterprise's profit, and it is related to the life and death of the enterprise and the cut-off of the consumer. So, how to make successful advertising has become a big concern for advertisers and businesses As a kind of common economic phenomenon in society, the advertisement is invisible and invisible everywhere and applied. Therefore, from the new theoretical perspective of the model, it is necessary to interpret the Chinese liquor advertising. The feasibility of this paper is to make an in-depth study on the application of the model-based theory in the advertising language of the white spirit and the successful strategy of making the strong advertisement by using the mode of theory as the theoretical frame. In addition, the paper has collected a lot of classical Chinese liquor advertising materials, and through careful observation and cursory summary, the paper sums up some of the main reasons of Chinese liquor advertising model. The purpose of this paper is to deepen the understanding and understanding of the new theory of the model-related theory, and to promote the continuous improvement of the model-related theory. Development, while offering a number of benefits for advertisers and enterprise design and production of successful advertising Inspirations and guidance. In short, this paper has a higher theoretical significance.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H15

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