本文關(guān)鍵詞： 模因論 強(qiáng)勢(shì)模因 廣告標(biāo)語　出處：《安徽大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：模因理論是基于研究文化傳播和文化進(jìn)化的新型理論�！澳Ｒ颉边@一新造詞的意義可以等同于文化基因。1976年理查德.道金斯出版了《自私的基因》一書,在這本書中,他指出,文化的一代一代的傳承和進(jìn)化得益于模因的作用。從某種意義上說,我們可以把承載著文化信息的模因和承載著生物信息的基因做一個(gè)類比�；蛐枰媾R激烈的自然選擇和競(jìng)爭(zhēng)的過程,與此類似,模因也需要經(jīng)歷一個(gè)優(yōu)勝劣汰的選擇過程,只有那些具有較強(qiáng)適應(yīng)能力的強(qiáng)勢(shì)模因才能在競(jìng)爭(zhēng)中脫穎而出。這些競(jìng)爭(zhēng)之中獲勝的強(qiáng)勢(shì)模因引領(lǐng)者文化傳播和進(jìn)化的方向。為了在模因之間的競(jìng)爭(zhēng)之中獲勝,它們必須能夠同化并保存某種文化信息因子,并且在文化信息傳播和表達(dá)的過程之中,模因也必須具有較強(qiáng)的耐受力以維持自身的生存。只有那些在競(jìng)爭(zhēng)中獲勝的模因才能推動(dòng)文化的傳播和進(jìn)步。與此同時(shí),模因和人類的自然語言有著天生的不解之緣。自然語言是人類文明和文化不可或缺的重要組成部分,借助于語言的功用,文化才有可能得以保存和傳播。由此,可以清楚地看出模因和語言之間的密切聯(lián)系。 從另一個(gè)角度看,語言是人類交流最有效的工具和憑借,廣告作為一種獨(dú)特的人類信息交流活動(dòng),其目的在于傳播信息從而達(dá)到促銷商品和服務(wù)的主要目的。通常情況下廣告標(biāo)語創(chuàng)作主體總是遵循一定的標(biāo)準(zhǔn),采取一定的創(chuàng)作手段,力圖使廣告標(biāo)語變得更具吸引力并能夠廣為傳誦。因此一則好的廣告標(biāo)語必須首先能夠吸引潛在消費(fèi)者的注意力,在此基礎(chǔ)之上,廣告標(biāo)語必須能夠?yàn)槭鼙娡邮?保存在受眾的長(zhǎng)期記憶之中,唯有這樣廣告語才有可能進(jìn)入表達(dá)和傳播的階段。在此層面之上,我們可以發(fā)現(xiàn)模因傳播和進(jìn)化和廣告標(biāo)語的傳播過程有著天然的契合。 本文著力于以模因理論剖析廣告三元素(廣告產(chǎn)品或服務(wù)、廣告標(biāo)語以及廣告受眾)的特點(diǎn),嘗試回答以下幾個(gè)問題(1)什么樣的強(qiáng)勢(shì)模因可以用來凸顯廣告產(chǎn)品和服務(wù)的自身特點(diǎn)?(2)在廣告語言自身的使用上應(yīng)該注意的重要方面?(3)廣告標(biāo)語怎樣在認(rèn)知,情感和文化層面影響廣告受眾? 本文的研究方法思路如下：以廣告作為模因理論分析的對(duì)象。為了便于研究,我們將廣告切分成三大元素,即廣告產(chǎn)品及服務(wù),廣告標(biāo)語的語言以及廣告受眾,這三個(gè)要素構(gòu)成了本文廣告分析的一條橫向鏈條。在縱向方向上,模因理論將會(huì)引入廣告分析之中,重點(diǎn)談?wù)撃Ｒ虻倪M(jìn)化和傳播過程,這包括模因的同化過程,模因的儲(chǔ)存,模因的變異與選擇以及模因的傳播過程。本文采取分析和綜合的方法對(duì)所選取的廣告標(biāo)語進(jìn)行具體分析和描述,在分析的基礎(chǔ)上進(jìn)行總結(jié)和歸納,得出廣告設(shè)計(jì)過程中的一些規(guī)則和要點(diǎn)。這對(duì)于規(guī)范廣告標(biāo)語設(shè)計(jì)和廣告設(shè)計(jì)從業(yè)者自身業(yè)務(wù)水平的提高有著深遠(yuǎn)的意義。
[Abstract]:Memetics is a new theory of cultural communication and cultural evolution. Based on the "meme" is a coined word that can be equated to the cultural gene.1976 Richard Dawkins published a Book The Selfish Gene < >, he pointed out that in this book, the culture from generation to generation and evolution thanks to the meme role. In a sense, we can put the carrying cultural information of memes and carrying biological information of the gene to make a comparison. The gene needs to face fierce competition and natural selection, similarly, meme also needs to undergo a process of survival of the fittest, only those strong memes with a strong ability to adapt to the competition for talent shows itself. Strong competition for the winning mode leads to cultural transmission and evolution direction. In order to win in the competition between memes, they must be able to Assimilation and save some cultural information factors, and in the process of cultural expression and dissemination of information, in order to maintain their own survival mode for must have strong tolerance. Only those who win in the competition of memes in order to promote the cultural communication and progress. At the same time, meme and the natural language of human beings have naturally indissoluble bound. Natural language is an important part of human civilization and culture, with the help of the function of language and culture can be preserved and transmitted. Thus, we can clearly see the close relation between meme and language.
From another perspective, language is the most effective tool for human communication and relies on advertising as a unique human communication activities, its purpose is to disseminate information so as to achieve the promotion of goods and services. Typically the advertising slogan creation subject will always follow a certain standard, take some creative means try to make advertising more attractive and popular. So a good slogan must be able to attract the attention of potential consumers, on this basis, must be able to accept the advertising slogan for the audience to assimilation, preserved in the long-term memory of the audience, but this advertisement is likely to enter the stage of expression and communication. From this angle, we can find that the propagation of memes and the evolution of advertising slogans and a natural fit.
This paper is devoted to the meme theory analysis of advertising three elements (advertising products or services of the advertising slogans) features, to answer the following questions: (1) what kind of strong memes can be used to highlight the characteristics of advertising products and services? (2) important aspects should be paid attention to in the use of advertising language on? (3) how advertising slogans in the cognitive, emotional and cultural influence of the audience?
The following ideas: the research methods of this paper to advertising as the target of memetic study. In order to facilitate the research, we will cut into three elements of advertising, advertising products and services, the language of advertisement slogans and advertising audience, these three elements constitute a horizontal chain this paper advertising analysis. In the longitudinal direction. Memetics will introduce advertising analysis, discusses the evolution and propagation of memes, this includes the assimilation of memetics, meme storage, meme mutation and selection as well as meme propagation. This paper adopts methods of analysis and synthesis for specific analysis and description of the selected advertising slogans, summary on the basis of the analysis, draw some rules and key points in the process of advertising design. This increase to standardize the advertising slogan design and advertising design practitioners have a deep level of their own business The far meaning.

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：H030

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