本文選題：模因 + 廣告話語��； 參考：《廣東外語外貿(mào)大學(xué)》2007年碩士論文

【摘要】： 廣告無處不在，充斥著人們的生活。其中的語言文字的巧妙運(yùn)用直接影響著廣告的傳播效果，字里行間隱藏著廣告商的利益訴求。語言哲學(xué)家維特根斯坦認(rèn)為，“語言是一種游戲”，語言使用者經(jīng)常在廣告中玩語言文字游戲，使得廣告語言在特定的社會條件下成為了一種變體。本論文以模因論(Dawkins 1976，2007)為基礎(chǔ)，著重探討諺語作為一種模因在廣告話語中的具體應(yīng)用問題。 模因是文化傳遞單位，或者說是文化復(fù)制因子，它的核心是模仿；它的復(fù)制、傳播為豐富語言提供了便利的捷徑。受模因論啟發(fā)，本文指出語言本身就是模因，模因也蘊(yùn)涵于語言之中。大腦就像是一個模因庫，里面裝滿了各種各樣的語言模因，話語理解過程就是大腦尋找、激活和調(diào)動模因的過程。 廣告是一種說服藝術(shù)，它簡潔、通俗、生動、新奇。而諺語是民間集體創(chuàng)造、廣為口傳、言簡意賅并較為定型的藝術(shù)語句，是人們豐富智慧和普遍經(jīng)驗的總結(jié)。恰當(dāng)?shù)剡\(yùn)用諺語可使語言活潑風(fēng)趣，增強(qiáng)文章的表現(xiàn)力。諺語作為語言模因由于復(fù)制能力強(qiáng)、傳播范圍廣、存活時間長而被廣泛復(fù)制。出現(xiàn)在廣告中的諺語主要以其變異體為主。廣告中諺語及其變異的應(yīng)用既達(dá)到了文字游戲的造趣效果，又有機(jī)結(jié)合了廣告的主題，從而達(dá)到“廣告告之”的商業(yè)目的。 有效廣告的標(biāo)志之一就是廣告設(shè)計者充分順應(yīng)了受眾對各種模因的需求。廣告成功的基礎(chǔ)就是能引起受眾的注意，進(jìn)入其記憶并使其受到感染，最終獲得受眾的接受和認(rèn)同。本文以廣告中的諺語為語料，分析并論證了設(shè)計者如何將各種利好模因嵌入廣告話語并實施布控，對受眾施加各種有形無形的壓力來說服他們并努力達(dá)到獲取利益的根本目的。
[Abstract]:Advertising is everywhere, full of people's lives. The skillful use of language and characters directly affects the spread of advertising, hidden between the lines of the interests of advertisers. According to Wittgenstein, a language philosopher, "language is a game". Language users often play language games in advertisements, which makes advertising language a variant under certain social conditions. Based on the theory of memetics Dawkins (1976-2007), this thesis focuses on the application of proverbs as a meme in advertising discourse. Meme is a unit of cultural transmission, or cultural replicator, whose core is imitation, and its reproduction provides a convenient shortcut for the enrichment of language. Inspired by memetics, this paper points out that language itself is meme, and meme is also contained in language. The brain is like a meme bank filled with all kinds of language memes. Advertising is a persuasive art, it is simple, popular, vivid, novel. Proverbs, which are created by folk collectives, are widely spoken, concise and stereotyped, are a summary of people's rich wisdom and universal experience. The proper use of proverbs can make the language lively and interesting and enhance the expressive power of the article. As a language meme, proverbs are widely copied because of their strong reproduction ability, wide spread range and long survival time. The proverbs appearing in advertisements are mainly its variants. The application of proverbs and their variations in advertisements not only achieves the interesting effect of word games, but also organically combines the themes of advertisements, thus achieving the commercial purpose of "telling them by advertisements". One of the signs of effective advertising is that the advertising designer fully meets the needs of the audience for various memes. The basis of successful advertising is to attract the attention of the audience, enter its memory and make it infected, and finally get the acceptance and approval of the audience. Based on the proverbs in advertisements, this paper analyzes and demonstrates how the designers embed good memes into advertising discourse and put all kinds of tangible and intangible pressure on the audience to persuade them and strive to achieve the fundamental goal of obtaining benefits.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：H33

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相關(guān)期刊論文 前1條

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本文編號：1858962