中国文化背景下汉语广告语言的模因研究

发布时间：2021-02-09 07:00

　　广告词历来受到许多语言学家的关注,对此的研究成果也相当丰富。很多语言学家都曾对广告本身的一些语言特点等进行过深入的研究,且注意到文化在广告中的作用。鉴于文化在广告中的重要功能,本文立足于前人研究的基础上,试图从模因论的视角对这一问题进行深入研究,希望能从这一全新的角度来阐释汉语广告语言。模因论是基于达尔文进化论的观点解释文化进化规律的一种新理论。模因一词最早是由英国牛津大学著名动物学家和行为生态学家道金斯提出的,它是文化的基本单位,通过非遗传的方式,特别是通过模仿而得到传播。任何一个信息,只要它能够通过模仿而被复制并得到传播,就可以称作模因。模因靠复制而生存,它像基因一样得以复制,像病毒一样得以传播,而它的这种传播性使它与广告词有着一种天然的联系。本文采用了模因的分析方法,首先对模因论进行了阐释,包括模因的起源、定义及相关术语,并阐述了本研究的动机,意义,数据收集及研究方法。其次,对广告语言及其国内外研究进行了阐述,且对模因论的研究及其在广告领域的应用进行了概述。文章分析了模因论视角下的广告语言研究,包括语言与模因的关系,广告语言模因的定义及特性,成功广告语言模因的特点,最后阐述了广告... 

【文章来源】：西安电子科技大学陕西省 211工程院校 教育部直属院校

【文章页数】：66 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Chapter One Introduction
    1.1 A Brief Overview of Memetics
        1.1.1 Origin and Definition of Meme
        1.1.2 Several Terms Related to Meme
    1.2 Introduction to the Thesis
        1.2.1 Motivation and Significance of the Research
        1.2.2 Data Collection and Research Methodology
        1.2.3 Framework of the Thesis
Chapter Two Literature Review
    2.1 A General Remark on Advertising
        2.1.1 Definition of Advertising
        2.1.2 Classification of Advertising
        2.1.3 Features of Advertising Language
    2.2 Development of Advertising Language at Home and Abroad
        2.2.1 Studies on Advertising Language at Home
        2.2.2 Studies on Advertising Language Abroad
    2.3 Research of Memetics at Home and Abroad
        2.3.1 Memetics Researches at Home
        2.3.2 Memetics Researches Abroad
    2.4 Memetic Study in the Advertising Field
Chapter Three The Study of Advertising Language from the Memetic Viewpoint
    3.1 The Relationship between Meme and Language
        3.1.1 Language: the Principle Medium to Spread Memes
        3.1.2 Memes’Influences on the Vitality of Language
    3.2 The Advertising Language Meme
        3.2.1 Definition of Advertising Language Meme
        3.2.2 Nature of Advertising Language Meme
    3.3 The Characteristics of Successful Advertising Language Meme
    3.4 Replication and Transmission of the Advertising Language Meme
        3.4.1 Four Stages of Meme Replication in the Advertising Language
        3.4.2 The Transmission Process of Advertising Language Meme
    3.5 Summary
Chapter Four Memetic Study of Advertising Language Creation in Chinese Cultural Context
    4.1 Introduction
    4.2 Definitions of Culture
    4.3 Culture and Advertising Language
        4.3.1 The Relationship between Culture and Language
        4.3.2 The Relationship between Culture and Advertising Language
    4.4 The Creation of Advertising Language Memes in Chinese Cultural Context
        4.4.1 National Unity and Interests
        4.4.2 National Psychological Orientation
        4.4.3 Value Orientations
            4.4.3.1 Collectivism
            4.4.3.2 Family Orientation
            4.4.3.3 Authority
        4.4.4 The Way of Thinking
            4.4.4.1 Interaction between Thought and Language
            4.4.4.2 The Way of Thinking
    4.5 Summary
Chapter Five Conclusion
    5.1 The General Conclusion of the Thesis
    5.2 Limitations of the Thesis
    5.3 Suggestions for Further Study
Acknowledgements
Bibliography
Publications


【参考文献】：
期刊论文
[1]试论广告语言的特色[J]. 蔡朝晖.  岳阳职业技术学院学报. 2007(03)
[2]广告语言中的模因[J]. 陈琳霞.  外语教学. 2006(04)
[3]语言中的模因[J]. 何自然.  语言科学. 2005(06)
[4]模因论与人文社会科学——生物基因理论在语言上的应用[J]. 夏家驷,时汶.  科技进步与对策. 2003(12)
[5]模因论与社会语用[J]. 何自然,何雪林.  现代外语. 2003(02)

硕士论文
[1]从模因论分析商业广告中的互文性[D]. 熊晓灿.西南大学 2007
[2]广告口号中的强势模因[D]. 庄美英.广东外语外贸大学 2005



本文编号：3025249