本文選題：公益廣告　切入點：模因論　出處：《湖南工業(yè)大學》2013年碩士論文

【摘要】：互文性是由法國符號學家Julia Kristeva于20世紀六十年代末在《符號學》中提出，是指當前文本與它的前文本之間的相互關(guān)系。起初互文性主要是應用于文學批評和翻譯領(lǐng)域，隨著研究的進一步深入，學者發(fā)現(xiàn)非文學文本（比如廣告文本）中互文性同樣極其普遍。探討廣告文本的互文性，對于廣告創(chuàng)作與接受具有非常積極的意義，它使得廣告創(chuàng)作者在廣告創(chuàng)作時能考慮如何更好地讓社會公眾理解和接受廣告所傳遞的信息。之前對廣告文本互文性的研究主要體現(xiàn)在互文性的分類及其功能，對其實現(xiàn)的研究很少涉及，而了解廣告文本互文性的實現(xiàn)是廣告創(chuàng)作和接受的關(guān)鍵。模因論的提出為研究這一問題提供了新的視角，本文以模因論為理論基礎(chǔ)，研究中文公益廣告中互文性的實現(xiàn)。 通過百度等搜索引擎搜索和日常收集，本文共選取了52條中文公益廣告為語料，內(nèi)容涉及社會文明、社會焦點、健康、政治政策等方面，具有一定的典型性和代表性。通過語料分析發(fā)現(xiàn)，公益廣告中互文性的實現(xiàn)是以一個語篇吸收、化用或改寫另一個語篇的某一部分為基礎(chǔ)，而這個部分就是一個或若干個模因。當然，并非所有的模因都可以用于幫助實現(xiàn)中文公益廣告的互文性，公益廣告創(chuàng)作者所選擇的往往是那些在激烈生存競爭中勝出的強勢模因，如經(jīng)典名句、歷史故事、歷史名人、流行歌曲名等，因為這些模因在內(nèi)容和形式上都為社會公眾所熟悉，，并且傳遞著正能量，能較好地實現(xiàn)公益廣告提高人們承擔社會責任的意識、呼吁對社會有益的行為、營造和諧的社會氛圍等功能。 中文公益廣告互文性的實現(xiàn)源于語言模因的復制和傳播。一是通過基因型模因的復制和傳播來實現(xiàn)，主要有三種方式：引用經(jīng)典名句、引用歷史故事和人物名、模仿相同來源不同表現(xiàn)形式的模因。二是通過表現(xiàn)型模因的復制和傳播來實現(xiàn)，主要也有三種方式：同構(gòu)異義橫向嫁接、同音異義橫向嫁接、同形聯(lián)想嫁接。同構(gòu)異義橫向嫁接通常是通過重組經(jīng)典巨著中的名句，流行歌曲的歌詞及著名的熟語來實現(xiàn)；同音異義橫向嫁接通常是通過模仿讀語，成語及詞語的發(fā)音來實現(xiàn)；同形聯(lián)想嫁接通常是通過運用雙關(guān)的詞組及四字短語搭配來實現(xiàn)。 希望通過本研究，讀者對互文性有更進一步的認識，也希望本研究能為公益廣告的創(chuàng)作與接受提供些許有益啟示。
[Abstract]:Intertextuality was put forward by French semiotics Julia Kristeva in the late 1960s. It refers to the interrelation between the current text and its former texts.At first, intertextuality was mainly applied to literary criticism and translation. With the further development of the research, scholars found that intertextuality is also very common in non-literary texts (such as advertising texts).Discussing the intertextuality of advertising texts has a very positive significance for advertising creation and acceptance. It enables the advertisement creators to consider how to better make the public understand and accept the information conveyed by the advertisement.The previous researches on the intertextuality of advertising texts are mainly reflected in the classification and function of intertextuality, but the research on its realization is seldom involved, and understanding the realization of intertextuality in advertising texts is the key to the creation and acceptance of advertisements.The theory of memetics provides a new perspective for the study of this problem. Based on the theory of memetics, this paper studies the realization of intertextuality in Chinese public service advertisements.Through Baidu search engine search and daily collection, this paper selects 52 Chinese public service advertisements as the corpus, which involves social civilization, social focus, health, political policy and so on, and has certain typicality and representativeness.Through corpus analysis, it is found that the realization of intertextuality in public service advertisements is based on one text absorbing, converting or rewriting one part of another text, and this part is one or more memes.Of course, not all memes can be used to help realize the intertextuality of Chinese public service advertisements.Historical celebrities, pop song titles, etc., because these memes are familiar to the public in content and form, and transmit positive energy, which can better achieve public service advertising to raise people's awareness of social responsibility.Calls for socially beneficial behavior, creates harmonious social atmosphere and so on function.The realization of intertextuality in Chinese public service advertising originates from the reproduction and dissemination of language memes.There are three main ways: quoting classical famous sentences, quoting historical stories and characters' names, imitating memes from the same sources and different forms of expression.The second is the reproduction and propagation of expressive memes, which are mainly divided into three ways: transverse grafting of isomorphism, transversal grafting of synonymy and association grafting of synonym.Isomorphic horizontal grafting is usually realized by reorganizing the famous sentences, the lyrics of popular songs and famous idioms, while the horizontal grafting of homonyms is usually realized by imitating the pronunciation of reading words, idioms and words.Homotypic associative grafting is usually achieved by using puns and four-word phrase collocations.It is hoped that through this study readers will have a better understanding of intertextuality and that this study can provide some useful enlightenment for the creation and acceptance of public service advertisements.
【學位授予單位】：湖南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：H15

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本文編號：1726852