On Cultural Elements in Chinese and English Advertising Lang

发布时间：2024-03-14 00:11

　　本文旨在从模因论角度对蕴含文化因子的广告语进行分析,从而为广大广告语创作者创作出更具文化内涵、更吸引消费者、更有效的广告语提供一定的参考。 随着社会的进步,市场经济随之高速发展,市场竞争也日趋激烈,媒体对人们日常生活的影响也越来越明显。商家为了扩大产品或服务的知名度和影响力并促进销售,通常利用广告进行宣传。可以说,我们生活在广告的海洋中,广告的身影无处不在,电视、网络、报纸、杂志等都是广告的载体。每个国家,每个地区都有自己独特的文化习俗。因此,要制作出吸引消费者眼球的广告就必须考虑到影响消费者消费行为的文化因素。 本文主要是从模因论角度分析广告语中的文化因子。模因论是基于达尔文进化论的观点解释文化进化规律的一种新理论。1模因是文化进化的基本单位,模因为文化进化提供了机制,人类可以用模因来阐释文化进化的规律。它是指文化领域内人与人之间相互模仿、散播出来的思想代代相传。文中通过对模因和模因论相关术语的介绍以及对模因的特点、选择标准、传播过程和广告的特点、功能的阐释,展示了模因、文化与广告三者之间的关系。通过模仿获得并加以传播的任何信息和行为几乎都可以称之为模因。而广告的最终目的也是为了被广...

【文章页数】：58 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Chapter 1 Introduction
    1.1 Motivation and Significance of the Research
    1.2 Research Methodology and Data Collection
    1.3 Framework of the Thesis
Chapter 2 Literature Review
    2.1 Overview of Culture
        2.1.1 Definition of Culture
        2.1.2 Relationship between Culture and Language
    2.2 Overview of Memetics
        2.2.1 Origin and Definition of Meme
        2.2.2 Meme and Memeplex
        2.2.3 Selection Criteria of Meme
        2.2.4 Process of Meme Replication
    2.3 Overview of Advertising
        2.3.1 Definition of Advertising
        2.3.2 Stylistic Features of Advertising
            2.3.2.1 Lexical Features
            2.3.2.2 Syntactic Features
            2.3.2.3 Rhetorical Features
        2.3.3 Functions of Advertising
Chapter 3 Interrelationship among Meme, Culture and Advertising
    3.1 Meme and Advertising
    3.2 Culture and Advertising
        3.2.1 Cultural Meanings Transmitted by Advertising
        3.2.2 Advertising as a Mirror of Culture
            3.2.2.1 Advertising as a Reflector of Value Orientation
            3.2.2.2 Advertising as a Reflector of National Psychology
            3.2.2.3 Advertising as a Reflector of Moral Notions
    3.3 Memetics and Culture
Chapter 4 Application of Cultural Memes in Advertising
    4.1 Memetic Genotype and Memetic Phenotype
    4.2 Application of Genotype Cultural Memes in Advertising
        4.2.1 Same Forms with Their Original Meaning
        4.2.2 Different Forms with the Same Core Meaning
    4.3 Application of Phenotype Cultural Memes in Advertising
        4.3.1 Memes of the Same or Similar Pronunciations but Different Meanings
        4.3.2 Memes of the Similar Structures and Different Meanings
        4.3.3 Same Forms with Different Meanings
Chapter 5 Conclusion
    5.1 Summary of Research Results
    5.2 Limitations of the Research
    5.3 Suggestions for Further Research
Bibliography
攻硕期间取得的研究成果
Acknowledgements



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