【摘要】：本文從兩個角度對廣告語言進(jìn)行論述：認(rèn)知角度和模因角度。首先,本文運用概念隱喻理論和概念合成理論分析廣告語言的認(rèn)知思維方式及其在線意義構(gòu)建過程。其次,本文在模因理論的基礎(chǔ)上闡釋廣告語言是如何被廣泛傳播并被受眾接受的。本文采用了定性研究的方法。作者以圖書館的資源為資料主要來源,收集了有關(guān)廣告的文獻(xiàn)資料,主要包括圖書館收錄的書籍和報紙,以及數(shù)據(jù)庫收錄的期刊,從中隨機選取了一些受歡迎的中英文廣告。通過定性研究,作者使用分析綜合以及歸納演繹的方法探索出廣告語言的潛在規(guī)則,并使得讀者能夠在理論水平上更好地認(rèn)識廣告語言。 研究表明概念隱喻理論和概念合成理論對于廣告語言的在線意義構(gòu)建具有重要作用。在廣告語言的設(shè)計中,廣告設(shè)計者總是有意識或無意識地運用隱喻和概念合成來增加廣告的信息含量,精簡廣告的語言,提高廣告的吸引力,從而達(dá)到提高產(chǎn)品知名度和促進(jìn)產(chǎn)品銷售額的目的。廣告語言作為文化的一種,模因理論多角度地闡釋了其傳播和接受的過程。研究表明,符合強勢模因特征的廣告語言更能取得成功。因此,作者建議在廣告語言的設(shè)計中,設(shè)計者應(yīng)注重認(rèn)知理論和模因理論的應(yīng)用,并根據(jù)所述理論組織廣告語言。
[Abstract]:This paper discusses advertising language from two angles: cognitive perspective and meme angle. First of all, this paper analyzes the cognitive thinking mode of advertising language and its online meaning construction process by using conceptual metaphor theory and conceptual synthesis theory. Secondly, on the basis of meme theory, this paper explains how advertising language is widely spread and accepted by the audience. This paper adopts the method of qualitative research. Taking the resources of the library as the main source, the author collects the literature about advertisements, including the books and newspapers collected in the library, and the periodicals in the database. Some popular advertisements in both Chinese and English are randomly selected from them. Through qualitative research, the author explores the potential rules of advertising language by means of analysis, synthesis and inductive deduction, and enables readers to better understand advertising language at the theoretical level. The study shows that conceptual metaphor theory and conceptual synthesis theory play an important role in the online meaning construction of advertising language. In the design of advertising language, advertising designers always consciously or unconsciously use metaphor and conceptual composition to increase the information content of advertising, to streamline the language of advertising, to improve the attractiveness of advertising. In order to achieve the purpose of improving product popularity and promoting product sales. As a kind of culture, the theory of meme explains the process of its spread and acceptance. The research shows that advertising language with strong meme features is more successful. Therefore, the author suggests that in the design of advertising language, the designer should pay attention to the application of cognitive theory and meme theory, and organize the advertising language according to the theory.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：H05

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