汉语广告语言中模因现象分析

要 汉语广告语言中模因现象分析 在如今这个信息时代，广告已经深入到社会生活的各个方面，它用简练、生动的语言，集中而形象地表现商品的特色和性格，表达消费者的愿望和要求，它用富有感情色彩的语言来吸引群众、感染群众，不仅是使人们了解到商品、信任其商品的重要营销策略，同时也成为一种社会文化。广告语言作为广告语的灵魂和核心内容，受到越来越多学者的关注。 模因论是解释文化进化的新理论。模因是其核心概念。牛津英语词典将模因定义为“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” 。模因像基因那样得以继承，像病毒那样得以传播，它的这种复制和传播性与广告语的传播有一种天然的内在联系。因此，作者将从模因论视角分析汉语广告语言中的模因现象。本论文中的广告语言模因尤指“强势模因” ，即诗歌模因、成语模因、谚语模因和音乐模因。 本文涉及的语料主要来源于日常生活中的总结摘录、 广告语言研究的书本杂志、 广告牌、 电视以及网络上所总结出的经典广告语。 作者以强势模因的保真性、多产性、 长寿性的三个特点及模因复制和传播方式为基础对以上汉语广告标语中的诗歌模因、成语模因、谚语模因和音乐模因进行实例分析。 研究结果表明，汉语广告标语中的诗歌模因、成语模因、谚语模因和音乐模因皆符合成功的强势模因的特点，并且遵循模因的复制和传播方式，即基因型和表现型两种方式。此外，通过对汉语广告语言中的模因现象分析，本文总结出以上强势模因对广告语所产生的效果，即经济效益、文化传播以及幽默效果。希望本研究能对广告语的研究和广告标语的设计有借鉴作用。 关键词 ： 广告语，模因论，模因，强势模因 I n of is a of as of it to of so as to of to as of to is a to of is an of be to be on by as it be of is to in of to be in as as in in on of TV on of II of to of by of by of on of a I . 1 of . 1 . 2 of . 2 of . 3 . 4 . 4 of . 4 . 6 . 7 . 8 . 10 . 10 . 11 . 11 . 11 . 13 . 15 . 15 . 15 . 17 . 20 . 20 . 21 . 21 . 23 . 24 . 26 . 28 . 29 . 31 . 31 3 . 34 . 35 . 36 . 37 . 38 . 40 . 41 . 41 . 42 . 44 of . 44 . 45 . 46 . 50 作者简介 . 51 1 of to we on we at we in or we we on or of As a to to by of or as of of to to In to we as as we V. to by as to an to to of in As an of to at A of to of as on in 2 a is on of is a a in in of at to of in 005 to 68 6 of to to by to 1. to be 2. do of of by of in of a in In as an of of at a of to of of of of is of to 000. to 3 to on of to is to of in a in of on on to be to of of in to by of Ad on on in of s of of of ne is of In of of wo is of It a of an of as as in is of in of is of It is to of of is a of 4in of to of on A of in as be to 980s. In a 983 “as In 991 of to of of In of of is a of on an s 1976 It to be an to of ). on 999, or of is to be as of 1990). In to a of of of of of is on 5 It is by in 1976) as a in is to in of in of To ( to be of of or of is to 1999). e e 003 (of 200 be of of of of of of as an in a s be to s of of as an by to of in of as a in is in of on of as a or to be as a of a by to a by NA of a a is NA a is a to a is an or 6to a A as a or be to or of as to in to ). of it as an of be to be on by to