模因論視角下英漢類(lèi)推式廣告的對(duì)比研究
發(fā)布時(shí)間：2019-05-29 00:09
【摘要】：進(jìn)入二十一世紀(jì)，隨著商品經(jīng)濟(jì)的迅猛發(fā)展以及國(guó)內(nèi)外交流的日益增多，大量進(jìn)口外國(guó)商品的漢譯廣告和出口中國(guó)產(chǎn)品的英譯廣告也隨之越來(lái)越多。廣告作為連接消費(fèi)者與產(chǎn)品之間的橋梁，其作用日益顯著。人們把廣告比作信息傳播的使者、促銷(xiāo)的催化劑、企業(yè)的“介紹信”、產(chǎn)品的“敲門(mén)磚”，甚至有人認(rèn)為在今后的社會(huì)里，沒(méi)有廣告就沒(méi)有產(chǎn)品，沒(méi)有廣告就沒(méi)有效益，沒(méi)有廣告的企業(yè)將寸步難行。在廣告的重要性被廣泛接受的情況下，如何讓其在眾多同類(lèi)廣告中脫穎而出成為了最受關(guān)注的問(wèn)題。這個(gè)問(wèn)題同樣引起了作者的興趣，經(jīng)過(guò)長(zhǎng)期觀察，作者發(fā)現(xiàn)目前流行的眾多英漢廣告有一個(gè)共同的特點(diǎn)，就是將廣告中已出現(xiàn)或消費(fèi)者熟知的字、詞、句讀音改變，與產(chǎn)品的信息包括名稱(chēng)或特點(diǎn)等相結(jié)合，巧妙的連接一語(yǔ)雙關(guān)；或套用廣為流傳的成語(yǔ)，諺語(yǔ)，詩(shī)詞，習(xí)慣搭配等熟語(yǔ)結(jié)構(gòu)，在對(duì)產(chǎn)品的宣傳中引起消費(fèi)者的共鳴。無(wú)論是套用讀音還是套用結(jié)構(gòu)，這類(lèi)廣告都讓人既覺(jué)似曾相識(shí)，又有眼前一亮的新鮮感，在現(xiàn)代快節(jié)奏生活中，惜時(shí)如金的消費(fèi)者往往被這種熟悉又陌生的廣告深深吸引，這成為一個(gè)很值得關(guān)注的語(yǔ)言現(xiàn)象。 國(guó)內(nèi)外的外語(yǔ)學(xué)界對(duì)廣告語(yǔ)問(wèn)題開(kāi)展了一系列豐富的研究，早期的研究涉及翻譯，修辭，語(yǔ)用，語(yǔ)篇，文體，文化等領(lǐng)域，運(yùn)用的理論多為功能對(duì)等理論，目的論，，關(guān)聯(lián)理論，歸化異化理論，言語(yǔ)行為理論和順應(yīng)論等。（廖桂蓉,2008）而隨著模因理論，一個(gè)從生物學(xué)領(lǐng)域應(yīng)用到社會(huì)科學(xué)領(lǐng)域的新理論逐漸得到傳播和重視。越來(lái)越多的外語(yǔ)學(xué)界研究開(kāi)始與模因理論相結(jié)合，但此類(lèi)模因視角下的廣告語(yǔ)研究目前多集中在以產(chǎn)品類(lèi)別劃分的一類(lèi)產(chǎn)品的廣告語(yǔ)言研究，以廣告設(shè)計(jì)方式為標(biāo)準(zhǔn)的更廣泛的研究還沒(méi)有，而在此基礎(chǔ)上的英漢廣告語(yǔ)言的對(duì)比分析更是少之又少。作者受啟發(fā)于何自然先生2008年的《語(yǔ)言模因及其修辭效應(yīng)》一文，將上述已注意到的一類(lèi)英漢廣告統(tǒng)稱(chēng)類(lèi)推式廣告,即模仿或套用文中已出現(xiàn)或消費(fèi)者熟知的字、詞、句的讀音或結(jié)構(gòu)，從類(lèi)推傳播的角度出發(fā)設(shè)計(jì)而成的一類(lèi)英漢廣告。因此本研究主要探討以下兩個(gè)問(wèn)題：第一，從模因論角度，英漢類(lèi)推式廣告為何收到較好的效果？第二，英漢類(lèi)推式廣告的異同點(diǎn)是什么？產(chǎn)生原因又是什么？ 本研究的理論基礎(chǔ)是模因理論。該理論為語(yǔ)言學(xué)界特別是社會(huì)語(yǔ)言學(xué)界的研究打開(kāi)了新的視野。模因理論(memetics)是基于達(dá)爾文進(jìn)化論的觀點(diǎn)解釋文化進(jìn)化規(guī)律的一種新理論。它試圖從歷時(shí)和共時(shí)的視角對(duì)事物之間的普遍聯(lián)系以及文化具有傳承性這種本質(zhì)特征的進(jìn)化規(guī)律進(jìn)行詮釋。(何自然，2005:30)模因論中最核心的概念是模因(meme)，它作為文化基因，靠復(fù)制、傳播而生存，語(yǔ)言是它的載體之一。從模因論的角度看，語(yǔ)言模因解釋了話語(yǔ)流傳和語(yǔ)言傳播的規(guī)律，更進(jìn)一步說(shuō)，語(yǔ)言本身就是模因，它可以在字、詞、句乃至篇章的層面上表現(xiàn)出來(lái)。（何自然，2005:45）廣告作為一種特殊的文化傳播活動(dòng)，其語(yǔ)言必然與模因有著密切的聯(lián)系。（陳琳霞，2006）廣告要想奪人眼球，引人購(gòu)買(mǎi)，其語(yǔ)言必須符合模因發(fā)展的規(guī)律及強(qiáng)勢(shì)模因的要求。而英漢類(lèi)推式廣告設(shè)計(jì)上獨(dú)有的特點(diǎn)，更是成為運(yùn)用模因理論的典型。 作者從三本收錄豐富的廣告書(shū)籍中摘取英語(yǔ)和漢語(yǔ)類(lèi)推式廣告各三十條，再按照其類(lèi)推依據(jù)的方式將英漢各三十條廣告劃分為同音類(lèi)推和同構(gòu)類(lèi)推兩類(lèi)，逐一進(jìn)行簡(jiǎn)要分析，最后對(duì)比英漢兩類(lèi)類(lèi)推廣告各自的異同點(diǎn)及產(chǎn)生原因。因此本文的研究方法以對(duì)比分析和實(shí)例研究為主，輔以定性研究和歸納法研究。 本研究結(jié)果顯示如下：（1）英漢類(lèi)推式廣告之所以取得成功，主要是因?yàn)槠渫ㄟ^(guò)套用發(fā)音或結(jié)構(gòu)，利用消費(fèi)者頭腦中已有的強(qiáng)勢(shì)模因，引起消費(fèi)者共鳴，加深記憶，吸引其購(gòu)買(mǎi)。（2）英漢類(lèi)推式廣告的相同點(diǎn)主要體現(xiàn)在廣告語(yǔ)言上簡(jiǎn)潔，新穎，句式和修辭的多樣；設(shè)計(jì)特點(diǎn)上的同音類(lèi)推數(shù)量多于同構(gòu)類(lèi)推數(shù)量。不同點(diǎn)主要體現(xiàn)在同音類(lèi)推廣告中，漢語(yǔ)主要采用同音異形異義詞而英語(yǔ)由于是拼音文字多改變拼寫(xiě)創(chuàng)造新詞;在同構(gòu)類(lèi)推廣告中，漢語(yǔ)主要是套用古詩(shī)詞和四字成語(yǔ)，注重平仄押韻和神形兼似，而英語(yǔ)則主要模仿著名的諺語(yǔ)俗語(yǔ)，形式自由，注重神似。
[Abstract]:In the twenty-first century, with the rapid development of the commodity economy and the increasing number of domestic and foreign exchange, there are more and more advertisements for Chinese translation of foreign goods and the translation of Chinese products. As a bridge between the consumer and the product, the advertisement is becoming more and more significant. People compare the advertisement to the messenger of the information transmission, the catalyst of the promotion, the "a letter of a letter" of the enterprise, the "knock-on brick" of the product, and even the view that in the future society, there is no advertisement in the absence of the product, there is no product in the advertisement, and the enterprise without the advertisement will be hard to move. In the event that the importance of advertising is widely accepted, how to make it stand out among many of the same types of advertising has become the most common concern. This problem has also caused the author's interest, through the long-term observation, the author finds that the current popular English and Chinese advertisements have a common characteristic, namely, the words, words and sentences which have appeared in the advertisement or well-known in the consumer are changed, and the information of the product is combined with the information of the product, It's a clever connection to a pun, or a familiar structure such as an idiom, proverbs, poetry, and habit, which is widely used in the spread of the product, which causes the consumer's resonance in the promotion of the product. Whether to apply the pronunciation or to apply the structure, this kind of advertisement can make people feel familiar, and have a bright new feeling, in the modern fast-paced life, the consumer of the gold in the time of the modern fast-paced life is often attracted by this familiar and unfamiliar advertisement, This is a very interesting language phenomenon. The foreign language academic circles at home and abroad have carried out a series of studies on the issue of advertising language. The early research involved in the fields of translation, rhetoric, pragmatics, discourse, style, culture and so on. On the Theory of Speech Act and the Adaptation Theory (Liao, Rong,2008), with the theory of the model, a new theory applied to the field of social science from the field of biology has gradually been spread and weighed As a result, more and more foreign language studies have begun to be combined with the model theory, but the research of the advertising language in the perspective of this kind of model is mainly focused on the research of the advertising language of a class of products divided by the product category, and the more extensive research on the standard of the advertising design is not In addition, the comparative analysis of the English and Chinese advertising language on this basis is less The author is inspired by the text of Mr. He's language model and its rhetoric effect in 2008, and a class of English and Chinese advertisements, which have been noted above, are referred to as an analogy ad, that is, the pronunciation or junction of words, words and sentences that have appeared or are well known in the text. A class of English and Chinese from the point of view of the propagation of the analogy Therefore, this study mainly discusses the following two questions: First, from the point of view of the model, why the analogy advertisement of English and Chinese received better effect Fruit? Second, the similarities and differences of the analogy between English and Chinese are the same Is that why? It's the reason. ? The theoretical basis of this study is the model Because of the theory, this theory has opened a new research on the study of the linguistic circle, especially the social language field. The theory of theory (memtics) is one of the principles of the evolution of culture based on the theory of Darwinian theory of evolution. The new theory, which tries to get the universal relation between things from the perspective of diachronic and common, and the evolution of the essential characteristics of the inheritance of the culture. (He Nature,2005:30) The most core of the theory of the model is the meme, which, as a cultural gene, is living by copying and spreading, and the language is its carrier. From the point of view of the theory of the model, the language model explains the law of the spread of the discourse and the communication of the language, and further, the language itself is the model, and it can be in the form of words, words, sentences and even chapters. Now comes out. (He Nature,2005:45) Advertising as a special cultural communication activity, its language must be closely related to the model (Chen Linxia,2006) The advertisement is to capture the eye of the person, to buy, the language must conform to the law of the development of the model and the strong model It is a unique feature in the design of the analogy between English and Chinese, and it is the application of the model of the model. The author, from three books with abundant advertisement books, extracts thirty-one of English and Chinese-like advertisements, and then divides thirty-one advertisements into two categories, such as homophonic analogy and isomorphism, according to the basis of analogy, one by one. In the end, the similarities and differences between the two types of analogy ads in English and Chinese are compared. The research methods of this paper are mainly based on the comparative analysis and the case study, and the qualitative research is supported. The results of this study are as follows: (1) The result of this study is as follows: (1) The success of the analogy-based advertisement in English and Chinese is mainly because it uses the strong model of the consumer's head, which causes the consumer to resonance and to deepen the recording by applying the pronunciation or structure. (2) The similarities of the analogy between English and Chinese are mainly reflected in the simple, novel, sentence and rhetoric of the advertising language, and the number of homophones on the design features is much. On the basis of the number of isomorphisms, the different points are mainly embodied in the same-tone analogy advertisement. Chinese mainly adopts the same-tone and abnormal-sense words, and the English is the new word due to the multi-change spelling of the pinyin characters; in the homogeneous analogy advertisement, the Chinese mainly applies the ancient poetry and the four-character idiom, and pays attention to the level of analogy The rhyming and the form of a god, while the English is a major imitation of the well-known proverbs, the form of the proverbs,
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：H313
本文編號(hào)：2487478
[Abstract]:In the twenty-first century, with the rapid development of the commodity economy and the increasing number of domestic and foreign exchange, there are more and more advertisements for Chinese translation of foreign goods and the translation of Chinese products. As a bridge between the consumer and the product, the advertisement is becoming more and more significant. People compare the advertisement to the messenger of the information transmission, the catalyst of the promotion, the "a letter of a letter" of the enterprise, the "knock-on brick" of the product, and even the view that in the future society, there is no advertisement in the absence of the product, there is no product in the advertisement, and the enterprise without the advertisement will be hard to move. In the event that the importance of advertising is widely accepted, how to make it stand out among many of the same types of advertising has become the most common concern. This problem has also caused the author's interest, through the long-term observation, the author finds that the current popular English and Chinese advertisements have a common characteristic, namely, the words, words and sentences which have appeared in the advertisement or well-known in the consumer are changed, and the information of the product is combined with the information of the product, It's a clever connection to a pun, or a familiar structure such as an idiom, proverbs, poetry, and habit, which is widely used in the spread of the product, which causes the consumer's resonance in the promotion of the product. Whether to apply the pronunciation or to apply the structure, this kind of advertisement can make people feel familiar, and have a bright new feeling, in the modern fast-paced life, the consumer of the gold in the time of the modern fast-paced life is often attracted by this familiar and unfamiliar advertisement, This is a very interesting language phenomenon. The foreign language academic circles at home and abroad have carried out a series of studies on the issue of advertising language. The early research involved in the fields of translation, rhetoric, pragmatics, discourse, style, culture and so on. On the Theory of Speech Act and the Adaptation Theory (Liao, Rong,2008), with the theory of the model, a new theory applied to the field of social science from the field of biology has gradually been spread and weighed As a result, more and more foreign language studies have begun to be combined with the model theory, but the research of the advertising language in the perspective of this kind of model is mainly focused on the research of the advertising language of a class of products divided by the product category, and the more extensive research on the standard of the advertising design is not In addition, the comparative analysis of the English and Chinese advertising language on this basis is less The author is inspired by the text of Mr. He's language model and its rhetoric effect in 2008, and a class of English and Chinese advertisements, which have been noted above, are referred to as an analogy ad, that is, the pronunciation or junction of words, words and sentences that have appeared or are well known in the text. A class of English and Chinese from the point of view of the propagation of the analogy Therefore, this study mainly discusses the following two questions: First, from the point of view of the model, why the analogy advertisement of English and Chinese received better effect Fruit? Second, the similarities and differences of the analogy between English and Chinese are the same Is that why? It's the reason. ? The theoretical basis of this study is the model Because of the theory, this theory has opened a new research on the study of the linguistic circle, especially the social language field. The theory of theory (memtics) is one of the principles of the evolution of culture based on the theory of Darwinian theory of evolution. The new theory, which tries to get the universal relation between things from the perspective of diachronic and common, and the evolution of the essential characteristics of the inheritance of the culture. (He Nature,2005:30) The most core of the theory of the model is the meme, which, as a cultural gene, is living by copying and spreading, and the language is its carrier. From the point of view of the theory of the model, the language model explains the law of the spread of the discourse and the communication of the language, and further, the language itself is the model, and it can be in the form of words, words, sentences and even chapters. Now comes out. (He Nature,2005:45) Advertising as a special cultural communication activity, its language must be closely related to the model (Chen Linxia,2006) The advertisement is to capture the eye of the person, to buy, the language must conform to the law of the development of the model and the strong model It is a unique feature in the design of the analogy between English and Chinese, and it is the application of the model of the model. The author, from three books with abundant advertisement books, extracts thirty-one of English and Chinese-like advertisements, and then divides thirty-one advertisements into two categories, such as homophonic analogy and isomorphism, according to the basis of analogy, one by one. In the end, the similarities and differences between the two types of analogy ads in English and Chinese are compared. The research methods of this paper are mainly based on the comparative analysis and the case study, and the qualitative research is supported. The results of this study are as follows: (1) The result of this study is as follows: (1) The success of the analogy-based advertisement in English and Chinese is mainly because it uses the strong model of the consumer's head, which causes the consumer to resonance and to deepen the recording by applying the pronunciation or structure. (2) The similarities of the analogy between English and Chinese are mainly reflected in the simple, novel, sentence and rhetoric of the advertising language, and the number of homophones on the design features is much. On the basis of the number of isomorphisms, the different points are mainly embodied in the same-tone analogy advertisement. Chinese mainly adopts the same-tone and abnormal-sense words, and the English is the new word due to the multi-change spelling of the pinyin characters; in the homogeneous analogy advertisement, the Chinese mainly applies the ancient poetry and the four-character idiom, and pays attention to the level of analogy The rhyming and the form of a god, while the English is a major imitation of the well-known proverbs, the form of the proverbs,
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：H313
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