On Cultural Elements in Chinese and English Advertising Language from the Perspective of Memetics

论文摘要

本文旨在从模因论角度对蕴含文化因子的广告语进行分析,从而为广大广告语创作者创作出更具文化内涵、更吸引消费者、更有效的广告语提供一定的参考。随着社会的进步,市场经济随之高速发展,市场竞争也日趋激烈,媒体对人们日常生活的影响也越来越明显。商家为了扩大产品或服务的知名度和影响力并促进销售,通常利用广告进行宣传。可以说,我们生活在广告的海洋中,广告的身影无处不在,电视、网络、报纸、杂志等都是广告的载体。每个国家,每个地区都有自己独特的文化习俗。因此,要制作出吸引消费者眼球的广告就必须考虑到影响消费者消费行为的文化因素。本文主要是从模因论角度分析广告语中的文化因子。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。1模因是文化进化的基本单位,模因为文化进化提供了机制,人类可以用模因来阐释文化进化的规律。它是指文化领域内人与人之间相互模仿、散播出来的思想代代相传。文中通过对模因和模因论相关术语的介绍以及对模因的特点、选择标准、传播过程和广告的特点、功能的阐释,展示了模因、文化与广告三者之间的关系。通过模仿获得并加以传播的任何信息和行为几乎都可以称之为模因。而广告的最终目的也是为了被广泛传播,从而扩大其所宣传产品的知名度,由此可见它们之间存在着密切的联系。通过分析含有文化信息的广告语,我们可以看出广告语是反映文化的一面镜子,同时它在体现一个国家或地区的文化背景的同时,其宣传效果也受到文化因素的影响。Ayling (1998: 4)把广告中的模因定义为:在广告中,模因是这样的一个想法或观念,它经过提炼、浓缩,是存留的精华,然后用最简单的方法使人人都能且毫不费力地掌握其意义。广告语利用模因的特点融入文化信息使消费者更容易记忆、接受,从而扩大产品的宣传力度。模因可分为两大类:基因型和表现型。其中基因型又可分为相同的信息直接传递和相同的信息异形传递;表现型又可分为同音近音异义、同构异义和同形联想。本文通过对携带以上各类模因的广告语进行分析,为广告语的创作提供一定的实践意义。

论文目录

• 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
• 攻硕期间取得的研究成果
• Acknowledgements