本文在順應(yīng)論的基礎(chǔ)上研究了食品廣告中的語(yǔ)言模因。模因通過(guò)模仿而傳播,是文化的基本單位。考慮到食品廣告中的語(yǔ)言模因的特殊性,可將其表現(xiàn)形式分為三種,即語(yǔ)言模因的復(fù)制,語(yǔ)言模因的改裝和原創(chuàng)語(yǔ)言模因。作者把食品廣告中的語(yǔ)言模因的選擇標(biāo)準(zhǔn)歸納為簡(jiǎn)易性、時(shí)尚性、權(quán)威性和情感驅(qū)動(dòng)。本文從順應(yīng)論的角度探討了食品廣告中的語(yǔ)言模因是怎樣通過(guò)順應(yīng)潛在消費(fèi)者的心理世界、社交世界和物理世界來(lái)說(shuō)服他們購(gòu)買相應(yīng)產(chǎn)品的。從理性訴求和感性訴求這兩個(gè)方面闡釋了食品廣告中的語(yǔ)言模因?qū)οM(fèi)者心理世界的順應(yīng)。理性訴求包括消費(fèi)者對(duì)安全、低價(jià)格和功效好的食品的需求；而感性訴求則包括消費(fèi)者對(duì)身份和自尊的需求。對(duì)社交世界的順應(yīng)則是從生活方式、價(jià)值觀念和社會(huì)習(xí)俗三方面進(jìn)行說(shuō)明的。對(duì)物理世界的順應(yīng)是從時(shí)間和空間兩個(gè)方面進(jìn)行探討的。食品廣告中的語(yǔ)言模因正因?yàn)閷?shí)現(xiàn)了對(duì)這三個(gè)世界的順應(yīng)才得到廣泛傳播。本文希望通過(guò)對(duì)食品廣告中的語(yǔ)言模因的順應(yīng)性分析,提高人們對(duì)食品廣告語(yǔ)言的關(guān)注和理解。其研究結(jié)果一方面可以檢驗(yàn)順應(yīng)論的解釋力,另一方面也能對(duì)食品廣告語(yǔ)言的創(chuàng)作提供一定的指導(dǎo)作用。 

【文章來(lái)源】：中南大學(xué)湖南省 211工程院校 985工程院校 教育部直屬院校

【文章頁(yè)數(shù)】：86 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
Introduction
Chapter 1 Literature Review
    1.1 General Introduction to Memetics
        1.1.1 Origin and Definition of Meme
        1.1.2 Three Features of Strong Memes
        1.1.3 Four Stages of Meme Replication
        1.1.4 Memes and Memeplexes
        1.1.5 Memes and Genes
    1.2 Previous Studies on Memetics
        1.2.1 Richard Dawkins' The Selfish Gene
        1.2.2 Susan Blackmore's The Meme Machine
        1.2.3 Studies Conducted by Other Scholars
    1.3 Previous Memetic Studies on Advertising
        1.3.1 Geoff Ayling's Rapid Response Advertising
        1.3.2 Levinson's Guerrilla Creativity
        1.3.3 Studies Conducted by Other Scholars
Chapter 2 Theoretical Framework—Adaptation Theory
    2.1 Verschueren's Pragmatic Perspective
    2.2 Making Choices
    2.3 Three Properties of Language
    2.4 Four Angles of Investigation
Chapter 3 Language Memes in Food Advertisements
    3.1 Manifestations of Language Memes in Food Advertisements
        3.1.1 Repetition of Language Memes
            3.1.1.1 Straight Transmission of the Same Form
            3.1.1.2 The Same Form with Different Contents
        3.1.2 Modification of Language Memes
        3.1.3 Original Language Memes
    3.2 Selection Criteria for Language Memes in Food Advertisements
        3.2.1 Simplicity
        3.2.2 Fashion
        3.2.3 Authority
        3.2.4 Emotional Drive
Chapter 4 Adaptive Process of Language Memes in Food Advertisements
    4.1 Adaptation to the Mental World
        4.1.1 Rational Appeal
            4.1.1.1 Adaptation to Need for Food Security
            4.1.1.2 Adaptation to Need for Low Price
            4.1.1.3 Adaptation to Need for Desired Functions
        4.1.2 Emotional Appeal
            4.1.2.1 Adaptation to Need for Identity
            4.1.2.2 Adaptation to Need for Self-respect
    4.2 Adaptation to the Social World
        4.2.1 Adaptation to the Way of Life
        4.2.2 Adaptation to Value Orientations
        4.2.3 Adaptation to Social Customs
    4.3 Adaptation to the Physical World
        4.3.1 Adaptation to Time
        4.3.2 Adaptation to Space
    4.4 Interadaptation of the Three Worlds
Conclusion
Notes
Bibliography
Acknowledgements
攻讀學(xué)位期間主要的研究成果


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