本文選題：廣告 + 廣告語言�。� 參考：《中國海洋大學(xué)》2013年碩士論文

【摘要】：在日常生活中隨處可見的廣告，在潛移默化地影響著人們的生活。與此同時，廣告也在通過電視，網(wǎng)絡(luò)，報紙雜志等其他媒體影響著人們的消費態(tài)度和價值觀。任何一則廣告都要通過語言來表現(xiàn)其主題，并架起商品和消費者之間溝通的橋梁。為此，廣告語言已經(jīng)吸引了眾多學(xué)者對其從不同的角度進(jìn)行研究，，并且取得了豐碩的成果。本文基于前人研究的基礎(chǔ)，從模因論的角度對廣告語言進(jìn)行探討研究。模因論是研究文化進(jìn)化規(guī)律的新理論。自提出以來已經(jīng)被廣泛的應(yīng)用到社會學(xué)，文化學(xué)，心理學(xué)及語言學(xué)等多個學(xué)科。 語言是文化的載體，也是文化的一部分。我國著名學(xué)者何自然曾提出語言即是模因。因此從這個角度說廣告語言也是一種模因。Heylighen認(rèn)為,模因在復(fù)制和傳播過程中經(jīng)歷四個階段，其間模因需要滿足一定的選擇標(biāo)準(zhǔn)。在眾多的廣告語言中，一個廣告語言之所以在成千上萬的廣告語言中脫穎而出，其原因是這些廣告語言模因滿足了一定的選擇標(biāo)準(zhǔn)，即簡約性，新穎性，連貫性，權(quán)威性和一致性的選擇標(biāo)準(zhǔn)，而這些選擇標(biāo)準(zhǔn)又可以視作是廣告語言的屬性。本文就是結(jié)合順應(yīng)論的基本觀點來論證廣告語言模因這些標(biāo)準(zhǔn)的可取性。根據(jù)順應(yīng)論，廣告作為一種交際活動，其語言要做出一定的選擇。廣告語言作為一項單向的交際活動，要順應(yīng)一定的交際語境（心理世界,社交世界和物理世界）。這些交際語境正是廣告語言模因的生存環(huán)境。 作者通過論證得出廣告語言模因是受心理世界的認(rèn)知和情感因素以及社交界的社會文化的影響的；成功的廣告語言模因是順應(yīng)這兩個世界的結(jié)果，而新穎性，簡約性和連貫性則是對心理世界中認(rèn)知因素的順應(yīng)；權(quán)威性是對心理世界中情感因素的順應(yīng)，而一致性又是廣告語言模因?qū)ι缃皇澜缰猩鐣幕捻槕?yīng)。 本文從一個新的角度去研究廣告語言，同時也提升了模因理論的說服力。另外，作者希望通過該篇文章的論述使人們從模因復(fù)制和傳播的角度去更好地去了解和欣賞廣告語言。最后該篇文章能夠幫助廣告撰寫者在廣告的創(chuàng)作過程中考慮到廣告語言模因?qū)π睦硎澜绾蜕缃皇澜绲捻槕?yīng)，以便創(chuàng)造出更優(yōu)秀的廣告語言。
[Abstract]:Advertisement, which can be seen everywhere in daily life, is influencing people's life imperceptibly. At the same time, advertisements influence people's attitudes and values through TV, internet, newspapers and magazines. Any advertisement should express its theme through language and build a bridge between goods and consumers. Therefore, advertising language has attracted many scholars to study it from different angles, and has achieved fruitful results. Based on the previous studies, this paper studies advertising language from the perspective of memetics. Memetics is a new theory to study the law of cultural evolution. Since its introduction, it has been widely used in sociology, culture, psychology and linguistics. Language is the carrier and part of culture. Chinese famous scholar he nature once proposed that language is a meme. Therefore, from this point of view, advertising language is also a kind of meme. Heylighen thinks that meme goes through four stages in the process of replication and transmission, in which meme needs to meet certain selection criteria. Among the many advertising languages, one advertising language stands out among thousands of advertising languages because these advertising language memes meet certain selection criteria, namely simplicity, novelty, coherence, etc. Authoritative and consistent selection criteria, which can be regarded as attributes of advertising language. This paper demonstrates the desirability of advertising language memes by combining the basic viewpoints of adaptation theory. According to adaptation theory, advertising as a communicative activity, its language must make a certain choice. As a unidirectional communicative activity, advertising language should conform to certain communicative context (psychological world, social world and physical world). These communicative context is the living environment of advertising language meme. The author concludes that the advertising language meme is influenced by the cognitive and emotional factors of the psychological world and the social culture of the social world, and that the successful advertising language meme is the result of adapting to these two worlds and novelty. Conciseness and coherence are the adaptations to cognitive factors in the psychological world, to emotional factors in the psychological world, and to the social culture in the social world of advertising language memes. This paper studies advertising language from a new perspective and enhances the persuasive power of meme theory. In addition, the author hopes to make people better understand and appreciate advertising language from the perspective of meme reproduction and transmission. Finally, this article can help advertisers to consider the adaptation of advertising language meme to the psychological and social world in the process of advertisement creation, so as to create a better advertising language.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：H05

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10 曹晉英;陳永e

本文編號：2071996