本文旨在從模因論角度對(duì)蘊(yùn)含文化因子的廣告語(yǔ)進(jìn)行分析,從而為廣大廣告語(yǔ)創(chuàng)作者創(chuàng)作出更具文化內(nèi)涵、更吸引消費(fèi)者、更有效的廣告語(yǔ)提供一定的參考。 隨著社會(huì)的進(jìn)步,市場(chǎng)經(jīng)濟(jì)隨之高速發(fā)展,市場(chǎng)競(jìng)爭(zhēng)也日趨激烈,媒體對(duì)人們?nèi)粘Ｉ畹挠绊懸苍絹?lái)越明顯。商家為了擴(kuò)大產(chǎn)品或服務(wù)的知名度和影響力并促進(jìn)銷售,通常利用廣告進(jìn)行宣傳�？梢哉f(shuō),我們生活在廣告的海洋中,廣告的身影無(wú)處不在,電視、網(wǎng)絡(luò)、報(bào)紙、雜志等都是廣告的載體。每個(gè)國(guó)家,每個(gè)地區(qū)都有自己獨(dú)特的文化習(xí)俗。因此,要制作出吸引消費(fèi)者眼球的廣告就必須考慮到影響消費(fèi)者消費(fèi)行為的文化因素。 本文主要是從模因論角度分析廣告語(yǔ)中的文化因子。模因論是基于達(dá)爾文進(jìn)化論的觀點(diǎn)解釋文化進(jìn)化規(guī)律的一種新理論。1模因是文化進(jìn)化的基本單位,模因?yàn)槲幕M(jìn)化提供了機(jī)制,人類可以用模因來(lái)闡釋文化進(jìn)化的規(guī)律。它是指文化領(lǐng)域內(nèi)人與人之間相互模仿、散播出來(lái)的思想代代相傳。文中通過(guò)對(duì)模因和模因論相關(guān)術(shù)語(yǔ)的介紹以及對(duì)模因的特點(diǎn)、選擇標(biāo)準(zhǔn)、傳播過(guò)程和廣告的特點(diǎn)、功能的闡釋,展示了模因、文化與廣告三者之間的關(guān)系。通過(guò)模仿獲得并加以傳播的任何信息和行為幾乎都可以稱之為模因。而廣告的最終目的也是為了被廣...

【文章頁(yè)數(shù)】：58 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
摘要
Abstract
Chapter 1 Introduction
    1.1 Motivation and Significance of the Research
    1.2 Research Methodology and Data Collection
    1.3 Framework of the Thesis
Chapter 2 Literature Review
    2.1 Overview of Culture
        2.1.1 Definition of Culture
        2.1.2 Relationship between Culture and Language
    2.2 Overview of Memetics
        2.2.1 Origin and Definition of Meme
        2.2.2 Meme and Memeplex
        2.2.3 Selection Criteria of Meme
        2.2.4 Process of Meme Replication
    2.3 Overview of Advertising
        2.3.1 Definition of Advertising
        2.3.2 Stylistic Features of Advertising
            2.3.2.1 Lexical Features
            2.3.2.2 Syntactic Features
            2.3.2.3 Rhetorical Features
        2.3.3 Functions of Advertising
Chapter 3 Interrelationship among Meme, Culture and Advertising
    3.1 Meme and Advertising
    3.2 Culture and Advertising
        3.2.1 Cultural Meanings Transmitted by Advertising
        3.2.2 Advertising as a Mirror of Culture
            3.2.2.1 Advertising as a Reflector of Value Orientation
            3.2.2.2 Advertising as a Reflector of National Psychology
            3.2.2.3 Advertising as a Reflector of Moral Notions
    3.3 Memetics and Culture
Chapter 4 Application of Cultural Memes in Advertising
    4.1 Memetic Genotype and Memetic Phenotype
    4.2 Application of Genotype Cultural Memes in Advertising
        4.2.1 Same Forms with Their Original Meaning
        4.2.2 Different Forms with the Same Core Meaning
    4.3 Application of Phenotype Cultural Memes in Advertising
        4.3.1 Memes of the Same or Similar Pronunciations but Different Meanings
        4.3.2 Memes of the Similar Structures and Different Meanings
        4.3.3 Same Forms with Different Meanings
Chapter 5 Conclusion
    5.1 Summary of Research Results
    5.2 Limitations of the Research
    5.3 Suggestions for Further Research
Bibliography
攻碩期間取得的研究成果
Acknowledgements



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