本文選題：模因論 + 廣告語(yǔ)言模因��； 參考：《沈陽(yáng)師范大學(xué)》2012年碩士論文

【摘要】：隨著時(shí)代的進(jìn)步和社會(huì)的發(fā)展，廣告產(chǎn)業(yè)蓬勃發(fā)展，廣告充斥于我們社會(huì)生活的每一個(gè)角落。在當(dāng)今的信息時(shí)代，廣告已演變成傳播信息的媒介，并對(duì)人們?nèi)粘Ｉ町a(chǎn)生了很大的影響，令人印象深刻的廣告往往能說(shuō)服消費(fèi)者做出購(gòu)買的決定，所以對(duì)廣告的研究是非常有必要的。大部分廣告是靠語(yǔ)言傳播從而展現(xiàn)給消費(fèi)者，所以我們針對(duì)廣告語(yǔ)言進(jìn)行研究。語(yǔ)言學(xué)家就廣告語(yǔ)言本身進(jìn)行研究，比如廣告語(yǔ)言的修辭效應(yīng)和廣告語(yǔ)言的美學(xué)價(jià)值等。本文嘗試從模因的角度來(lái)分析廣告語(yǔ)言，為語(yǔ)言學(xué)研究提供一個(gè)嶄新的視角。 模因論相對(duì)來(lái)說(shuō)是一個(gè)新的理論。道金斯于1976年在他的《自私的基因》一書(shū)的最后一章中首次提到模因論這個(gè)概念。模因是文化傳播的基本單位，其核心是模仿。模因還具有傳染性，本文認(rèn)為傳染性與廣告的傳播有一定的密切聯(lián)系，因此有必要用模因論的方法對(duì)廣告語(yǔ)言進(jìn)行研究。隨著語(yǔ)言學(xué)家對(duì)模因論研究的深入，發(fā)現(xiàn)在語(yǔ)言中存在大量的模因現(xiàn)象，它們有著自身的特點(diǎn)，規(guī)律上又有章可循，本文就從這方面入手，分析廣告語(yǔ)言中的模因現(xiàn)象。 首先，本文會(huì)分析廣告語(yǔ)言中模因復(fù)制與傳播的方式，主要研究廣告語(yǔ)言模因的基因型和表現(xiàn)型。其次，廣告語(yǔ)言模因中存在大量的強(qiáng)勢(shì)模因，那些令人印象深刻且容易被人記住的模因可以稱為強(qiáng)勢(shì)模因，強(qiáng)勢(shì)模因與廣告策劃者運(yùn)用很多方法技巧密不可分，它們要有簡(jiǎn)潔、新穎等特點(diǎn)。文中這部分會(huì)分析廣告語(yǔ)言強(qiáng)勢(shì)模因的形成和它的這些特點(diǎn)。最后，本文將分析廣告語(yǔ)中的模因的功能，并將要從模因在廣告語(yǔ)言說(shuō)服能力和激勵(lì)廣告創(chuàng)作者設(shè)計(jì)出好的廣告這兩方面中所起的作用進(jìn)行闡釋說(shuō)明。
[Abstract]:With the progress of the times and the development of the society, the advertising industry is booming, advertising is full of every corner of our social life. In today's information age, advertising has evolved into a medium to disseminate information and has a great influence on people's daily life. Impressive advertising often persuades consumers to make a purchase. Therefore, it is necessary to study advertising. Most advertisements are spread by language to show to consumers, so we do research on advertising language. Linguists study the advertising language itself, such as the rhetorical effect of advertising language and the aesthetic value of advertising language. To analyze advertising language, and to provide a new perspective for linguistic research.
Memetics is relatively a new theory. In 1976, Dawkins first mentioned the concept of Memetics in the last chapter of his < selfish gene > a book. Meme is the basic unit of cultural communication. Its core is imitation. Meme is also contagious. This article believes that the communicability has a close relationship with the spread of advertising. It is necessary to study advertising language by means of memetics. With the study of memetics, many linguists have found that there are a lot of memes in language. They have their own characteristics and rules. This paper analyzes the meme phenomenon in advertising language from this aspect.
First, this paper will analyze the mode of meme replication and dissemination in advertising language, mainly study the genotypes and manifestations of memes of advertising language. Secondly, there are a lot of strong memes in the advertising language memes. The impressively and easily memorized memes can be called strong memes, and strong memes are used with advertising planners. This part will analyze the formation of strong memes of advertising language and its characteristics. Finally, this article will analyze the function of memes in the advertising language, and will design good advertising from the two aspects of meme's persuasion in advertising language and the creator of advertising. The role played in the process is explained.

【學(xué)位授予單位】：沈陽(yáng)師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H052

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本文編號(hào)：1791095