發(fā)布時間：2018-04-13 13:03

  本文選題：商業(yè)廣告語 + 模因論��； 參考：《河南科技大學(xué)》2015年碩士論文

【摘要】：商業(yè)廣告在現(xiàn)代人的生活中有著重要的位置,它是人們了解產(chǎn)品信息的重要途徑。一方面商業(yè)廣告承載著傳播信息的重要使命,另一方面商業(yè)廣告也是一種文化現(xiàn)象。模因論是揭示語言模因產(chǎn)生、復(fù)制和傳播的規(guī)律,為研究廣告語提供一個新角度。本文結(jié)合語言學(xué)、廣告學(xué)、心理學(xué)、美學(xué)、傳播學(xué)等學(xué)科的相關(guān)知識,以模因論為主要依據(jù),深入探討廣告語言的復(fù)制與傳播特點。本文分析了廣告語言,模因論,廣告語言模因等一些基本的概念。并采用定性的研究方法,通過大量的語料,重點分析了廣告語言模因的顯性模仿和隱性模仿。本文的研究發(fā)現(xiàn)有三點:1.廣告語言模因的特點,即目的性,感染性,干預(yù)性;廣告語言模因的傳播規(guī)律,即表達(dá),同化,傳輸和記憶。2.詳細(xì)闡述了廣告語言模因的顯性模仿,即同形復(fù)制和同構(gòu)替換。3.詳細(xì)闡述了廣告語言模因的隱性模仿,即廣告語言層面的隱性模仿;對情感價值模因的隱性模仿。通過研究,本文初步分析了廣告語言的傳播方式,并通過大量的語料具體分析了廣告語言模仿復(fù)制語言模因的各種方式。但本文沒有進(jìn)行廣告語言模因顯隱性的對比分析,這是本文的不足,同時也是以后研究的重要課題。本文的研究既充實了語言模因理論,又為廣告創(chuàng)作人員撰寫廣告語提供了理論上的指導(dǎo),同時可以引導(dǎo)受眾從模因論的角度來欣賞廣告語言,同時文中對廣告語的剖析可以起到示范作用。
[Abstract]:Commercial advertising plays an important role in modern people's life. It is an important way for people to understand product information.On the one hand, commercial advertising carries the important mission of spreading information, on the other hand, commercial advertising is also a cultural phenomenon.Memetics is to reveal the rules of language meme production, reproduction and dissemination, and to provide a new perspective for the study of advertising language.Based on the knowledge of linguistics, advertising, psychology, aesthetics, communication and so on, this paper probes into the characteristics of advertising language reproduction and communication based on the theory of memetics.This paper analyzes some basic concepts such as advertising language, memetics, advertising language meme and so on.The qualitative research method is used to analyze the explicit and implicit imitation of advertising language memes through a large amount of data.The study of this paper finds that there are three points: 1.The characteristics of advertising language memes, that is, purposiveness, infective, interventionality, and the propagation law of advertising language memes, I. E. expression, assimilation, transmission and memory.The dominant imitation of advertising language memes, I. e., homomorphic replication and isomorphic substitution. 3.The recessive imitation of advertising language meme, that is, the implicit imitation of advertising language level and the implicit imitation of affective value meme, is elaborated in detail.Through the research, this paper analyzes the communication mode of advertising language, and analyzes the various ways of copying language memes through a large number of data.But this paper does not carry on the advertisement language meme explicit recessive contrast analysis, this is this article insufficiency, also is the later research important topic.The research in this paper not only enriches the theory of language meme, but also provides theoretical guidance for advertisement writers to write advertising language. At the same time, it can guide the audience to appreciate the advertising language from the perspective of memetics.At the same time, the analysis of advertising language can play an exemplary role.
【學(xué)位授予單位】：河南科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：H030

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相關(guān)期刊論文 前4條

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本文編號：1744607