【摘要】：隨著經濟的發(fā)展,社會的繁榮,廣告已經滲入到人們生活的方方面面。廣告的終極目標是為了在人們心目中塑造一個生動的形象并以此激起人們心中購買的欲望。因此,對于廣告人來說,如何尋找一個吸引人們眼球的廣告變得至關重要。隨著中國進入世界貿易組織,外國產品進口和本地產品出口逐漸得到了普及。所以,對于如何通過廣告將出口產品國際化和進口產品本土化,成為廣告設計者在設計進出口商品廣告過程中考慮的主要因素之一�；谝陨戏N種原因,本文將對漢語和英語廣告進行詳細的研究。 關于廣告的研究,國內外均有不少學者進行過深入的探討,但是很少有學者從模因角度入手研究廣告。至于從該角度著手進行漢英語廣告對比研究的學者則更是少之又少。所以本文著手從模因角度對比英漢廣告語,以填補這一空白。 模因論是一門解釋文化進化的新興理論。模因論的核心即為模因,模因是文化進化的單位,能夠和基因一樣發(fā)生突變和遺傳。作為一門新興的學科,自提出之日起,模因的研究便深深地吸引著不同領域的研究者。目前,模因的研究已經同語言,翻譯,廣告,銷售等等領域相結合,并且在相應的領域中發(fā)揮了一定的啟發(fā)作用。另一方面,對比語言學一直被公認為是分析兩種語言最有效的方法之一。因此,通過模因論和對比研究的結合,我們能夠強化本文對英漢廣告語的解釋。在已經收集到的上千條英漢廣告中,我們對其進行選擇并分別根據(jù)模因不同的傳播方式將其進行分類。在文章的核心部分,本文試從模因論應用的角度出發(fā),對我們收集到并已經進行分類的漢語和英語廣告進行研究,通過不同廣告的描述以尋找兩種不同語言中廣告的特點。此外,文中每節(jié)末段通過對比尋找漢語和英語廣告的相同點和不同點,發(fā)掘其產生的深層原因,并以此來建立如何創(chuàng)造成功廣告模因的根據(jù)。 本文旨在為廣告設計者在設計廣告的過程中提供一些啟示,同時也希望能為豐富模因論的研究內容做一些貢獻,并為將來模因論在廣告領域的應用和研究提供可行的借鑒。
[Abstract]:With the development of economy and the prosperity of society, advertisement has penetrated into every aspect of people's life. The ultimate goal of advertising is to create a vivid image in people's minds and thus arouse people's desire to buy. Therefore, for advertisers, how to find an eye-catching advertising has become crucial. With China's entry into the World Trade Organization (WTO), the import of foreign products and the export of local products have gradually gained popularity. Therefore, how to internationalize the export products and localize the imported products through advertising has become one of the main factors considered by the advertising designers in the process of designing the advertisements for import and export commodities. For the above reasons, this paper will study Chinese and English advertisements in detail. There are a lot of scholars at home and abroad have done in-depth research on advertising, but few scholars study advertising from the perspective of meme. There are few scholars who carry out the contrastive study of Chinese and English advertising from this angle. So this paper begins to contrast English and Chinese advertising language from the meme angle to fill this gap. Memetics is a new theory to explain cultural evolution. The core of memetics is meme, which is the unit of cultural evolution and can mutate and inherit as genes. As a new subject, the study of memes has attracted researchers in different fields since it was put forward. At present, the study of meme has been combined with language, translation, advertising, sales and other fields, and has played a certain role in inspiration. On the other hand, contrastive linguistics has been recognized as one of the most effective ways to analyze two languages. Therefore, through the combination of memetics and contrastive study, we can strengthen the interpretation of English and Chinese advertising language. Among the thousands of English and Chinese advertisements we have collected, we choose them and classify them according to different modes of transmission of memes. In the core part of the thesis, this paper attempts to study the Chinese and English advertisements that we have collected and classified from the perspective of the application of memetics, and to find out the characteristics of advertisements in the two different languages through the description of different advertisements. In addition, by comparing the similarities and differences between Chinese and English advertisements, the author explores the underlying causes and establishes the basis of how to create successful advertising memes. The purpose of this paper is to provide some enlightenments for advertising designers in the process of designing advertisements, at the same time, we hope to make some contributions to enrich the research content of memetics, and to provide a feasible reference for the application and research of memetics in the field of advertising in the future.
【學位授予單位】：浙江財經學院
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：H315;H15

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