模因顺应视角下的中文化妆品广告语言研究

发布时间：2018-04-06 06:01

本文选题：中国化妆品广告语言　切入点：模因论　出处：《河北师范大学》2012年硕士论文

【摘要】：广告是一门语言艺术，它生动、简洁、新奇。从化妆品诞生之日起便与广告结下了不解之缘，化妆品广告以优美的图片、动听的音乐、如花的语言吸引了亿万观众的眼光。2006年研究报告显示：化妆品广告的数量居于各类广告之首，中国是亚洲第二，世界第八的化妆品广告市场，可见化妆品广告在社会和人们生活中占有举足轻重的地位。因此国内有许多学者对化妆品广告语言从不同的角度进行了研究，在前人研究的基础上，本文试图从模因顺应视角分析化妆品广告语言，探讨成功的中文化妆品广告语言所具有的属性。模因论是基于达尔文进化论的观点解释文化进化规律的新理论。模因如同基因一样，它遵从“适者生存”的自然规律，并不是所有的模因都能于激烈的竞争中获胜。从模因论的角度而言，语言就是模因，也就是说中文化妆品广告语言也是一种模因，那么如何能让化妆品广告模因在万千的模因中脱颖而出，获得成功传播的机会呢？实际上成功的化妆品广告具有如下属性：新颖性、简易性、权威性、明确性、一致性和广泛性。经过证明，拥有上述属性的中文化妆品广告语言在公众中获得了广泛的传播。本文在模因论和顺应论的基础上提出模因顺应的理论来论证中国化妆品广告所具有的属性。该研究从中文化妆品广告语言环境：心理世界、社会世界和物理世界出发，得出：顺应心理世界包括顺应受众的记忆规律和感知方式，简易性和新颖性是顺应心理世界的结果；顺应社会世界包括顺应社会制度、规范和文化，遵守社会制度和规范的中文化妆品广告语言具有明晰性和权威性的特点，而顺应文化因素使化妆品广告语言具有一致性；顺应物理世界的两大要素——时间和空间会提高化妆品广告语言模因的广泛性。以上研究结果显示：中文化妆品广告语言受到心理世界、社会世界和物理世界的影响，成功的中文化妆品语言所具有的属性正是对这三个世界顺应的结果。本文在理论上拓宽了模因论的研究范围，丰富了化妆品广告语言研究；在实践上，为化妆品广告的创作提供借鉴和参考，并帮助化妆品广告人打造强势的模因广告语言。
[Abstract]:Advertising is a language art, it is vivid, concise, novel.Ever since the birth of cosmetics, they have been inextricably related to advertisements. Cosmetics advertisements have beautiful pictures and beautiful music.Ruhua's language has attracted millions of viewers. According to a 2006 study, cosmetic advertising ranks first among all kinds of advertisements, with China being the second largest in Asia and eighth in the world's cosmetics advertising market.It can be seen that cosmetics advertising plays a pivotal role in society and people's life.Therefore, many domestic scholars have studied cosmetics advertising language from different angles. On the basis of previous studies, this paper attempts to analyze cosmetic advertising language from the perspective of meme adaptation.To explore the characteristics of successful Chinese cosmetic advertising language.Memetics is a new theory of explaining the law of cultural evolution based on Darwin's theory of evolution.Like genes, memes follow the natural laws of survival of the fittest, and not all memes win in fierce competition.From the perspective of memetics, language is meme, that is, Chinese cosmetic advertising language is also a meme, so how to make cosmetics advertising memes stand out among thousands of memes and obtain the chance of successful transmission?In fact, successful cosmetics advertising has the following attributes: novelty, simplicity, authority, clarity, consistency and extensiveness.It has been proved that the Chinese cosmetic advertising language with these attributes has been widely spread among the public.On the basis of memetics and adaptation theory, this paper puts forward the theory of meme adaptation to demonstrate the attributes of Chinese cosmetics advertising.Starting from the linguistic environment of Chinese cosmetics advertising: psychological world, social world and physical world, the study concludes that the adaptation psychological world includes the memory law and perception mode of adapting the audience, simplicity and novelty are the result of adapting to the psychological world;Adapting to the social world includes adapting to social system, norms and culture, complying with social system and norms, and complying with social system and norms. Chinese cosmetic advertising language has the characteristics of clarity and authority, while conforming to cultural factors makes cosmetic advertising language consistent.Adapting to the two major elements of the physical world-time and space will improve the extensiveness of linguistic memes in cosmetic advertising.The results show that the Chinese cosmetic advertising language is influenced by the psychological world, social world and physical world, and the successful Chinese cosmetic language is the result of adaptation to these three worlds.This paper theoretically broadens the research scope of memetics and enriches the study of cosmetic advertising language. In practice, it provides reference for the creation of cosmetics advertisements and helps cosmetics advertisers to create strong meme advertising language.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H15

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