發(fā)布時間：2018-01-23 15:04

  本文關(guān)鍵詞： 互文性 模因 公益廣告 文化　出處：《曲阜師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：互文性指的是所有文本都是對其它文本的吸收和轉(zhuǎn)化，它涉及的是一個文本與前文本的關(guān)系。互文性自從產(chǎn)生以來，受到各個領(lǐng)域?qū)＜覍W(xué)者極大的關(guān)注，對其研究甚為廣泛。其中大多數(shù)是從社會和文學(xué)批評角度進(jìn)行的，從語言學(xué)方向進(jìn)行研究相對較分散。 模因論是英國學(xué)者Richard Dawkins提出來的一個概念，，用以說明文化的傳播，即認(rèn)為文化傳播是通過模因的自我復(fù)制得以實現(xiàn)的。公益廣告的互文性研究可以從多種理論進(jìn)行探討，模因論可以是其中一種可供考慮的選擇。根據(jù)這一理論，模因可以看作是公益廣告互文性發(fā)生的一種“酶源”。本文試以我國公益廣告為例，以模因論為視角，探究公益廣告中互文性產(chǎn)生的機(jī)制。 本文從CNTV和CCTV隨機(jī)選取了100條公益廣告為研究對象，采用定性的研究方法對數(shù)據(jù)進(jìn)行分析。首先，用計算出公益廣告中使用互文性的比率。然后，對使用引用、典故和仿擬的公益廣告進(jìn)行個案分析，來探究互文和模因的關(guān)系。 對公益廣告的研究得出三個結(jié)論：第一，不是所有的公益廣告都使用互文性，這一結(jié)論將基于第四章的分析得出。第二，互文性的基礎(chǔ)是模因。這一點(diǎn)通過對三種互文性的分析得出。第三，互文性的形成源于作為文化傳播單位的模因的傳遞。研究者在公益廣告中發(fā)現(xiàn)了互文性與模因的共同面，文化。使用互文性的公益廣告是對前文本的一種模仿，前文本中必然有一定的文化因素�；ノ男院湍Ｒ蛑卸加形幕膫鞑�。此外，模因是文化傳播的載體，文化傳播通過模因的傳播得以實現(xiàn)。因此，模因的傳播是公益廣告文本和前文本之間互文性得以實現(xiàn)的根源。換句話說，模因的傳播產(chǎn)生互文性，這是互文性產(chǎn)生的機(jī)制。 本研究有一定的理論和實踐意義。首先，互文性研究從一定程度上得到豐富。此外，為公益廣告撰寫者提供了一種新的寫作技巧。同時，觀眾可以從新的角度解讀公益廣告。
[Abstract]:Intertextuality refers to the absorption and transformation of all texts to other texts, which involves the relationship between a text and a pre-text. Intertextuality has attracted great attention from experts and scholars in various fields since its emergence. Most of them are carried out from the angle of social and literary criticism, and the study is relatively scattered from the perspective of linguistics. Memetics is a concept put forward by Richard Dawkins, an English scholar, to illustrate the spread of culture. That is to say, cultural communication is realized through the self-reproduction of memes. The study of intertextuality of public service advertising can be discussed from a variety of theories, and memetics can be one of the options for consideration. According to this theory. Meme can be regarded as an "enzyme source" for the occurrence of intertextuality in public service advertising. This paper attempts to explore the mechanism of intertextuality in public service advertising from the perspective of memetics and taking our country's public service advertisement as an example. This paper selects 100 public service advertisements randomly from CNTV and CCTV, and uses qualitative research methods to analyze the data. First of all. By calculating the ratio of intertextuality in public service advertising, and then analyzing the case of using quotation, allusions and imitation of public service advertising, the paper explores the relationship between intertextuality and meme. The study of public service advertising draws three conclusions: first, not all public service advertising use intertextuality, this conclusion will be based on the analysis of chapter 4th. Second. The basis of intertextuality is meme. This is obtained from the analysis of three intertextualities. Third. The formation of intertextuality originates from the transmission of memes as a unit of cultural communication. In public service advertisements, researchers have found the common side of intertextuality and meme. The use of intertextuality in public service advertising is a kind of imitation of the previous text. There must be certain cultural factors in the former text. Intertextuality and meme have cultural communication. In addition, meme is the carrier of cultural communication, and cultural communication can be realized through meme. The transmission of memes is the root of the intertextuality between the text of public service advertisement and the former text. In other words, the transmission of memes produces intertextuality, which is the mechanism of intertextuality. This study has some theoretical and practical significance. Firstly, the intertextuality research is enriched to some extent. In addition, it provides a new writing skill for public service advertisement writers. At the same time. Viewers can interpret public service advertisements from a new perspective.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H15

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 于鳳靜;公益廣告語言的感情策略探析[J];鞍山鋼鐵學(xué)院學(xué)報;1996年03期

2 潘大鈞;發(fā)展公益廣告事業(yè)的若干思考[J];北京商學(xué)院學(xué)報;1997年01期

3 張明新,余明陽;我國公益廣告探究[J];當(dāng)代傳播;2004年01期

4 李子先;電視公益廣告具備六種特性[J];電視研究;1996年12期

5 史萍;;電視公益廣告的語言特征[J];電視研究;2004年07期

6 王瀘生,古龍鋒;當(dāng)前我國電視公益廣告狀況分析——以中央電視臺綜合頻道(CCTV-1)為例[J];廣州大學(xué)學(xué)報(社會科學(xué)版);2005年08期

7 李執(zhí)桃;;熟語模因:廣告文化的守望者[J];北京第二外國語學(xué)院學(xué)報;2007年02期

8 徐盛桓;冪姆與文學(xué)作品互文性研究[J];暨南大學(xué)華文學(xué)院學(xué)報;2005年01期

9 辛斌;語篇互文性的語用分析[J];外語研究;2000年03期

10 辛斌;體裁互文性的社會語用學(xué)分析[J];外語學(xué)刊;2002年02期

本文編號：1457809