论文题目: 广告口号中的强势模因——语言的语用与模因分析
论文类型: 硕士论文
论文专业: 外国语言学及应用语言学
作者: 庄美英
导师: 何自然
关键词: 模因,模因论,强势模因,顺应,广告口号
文献来源: 广东外语外贸大学
发表年度: 2005
论文摘要: 广告口号又被称为广告标语、广告词,它是广告者从长远销售利益出发,在一定时期内反复使用的特定宣传语句,被称为“文稿的商标”。随着生活节奏的不断加快,信息的不断膨胀,广告口号在现代社会中发挥着越来越重要的作用,一句简短而有力的神来之笔,往往会吸引住人们稍纵即逝的注意力,使某一企业或某一品牌牢驻在消费者心中。然而,遗憾的是,目前人们对广告口号的研究还不够深入和全面,还没有予以足够的重视。 模因论是解释文化进化的新理论。模因是“文化传播的基本单位”(道金斯,1976),它像基因那样得到继承,像病毒那样传播。美国韦氏词典把它释义为“在文化领域内人与人之间相互散播开来的思想、行为、格调或习惯”。模因的传染性使它与广告传播有一种天然的联系,目前,国外有许多学者运用模因理论进行广告研究。受他们的启发,本文试图结合模因论来探讨广告口号创作,中心议题是广告人如何把一个广告口号打造成一个“强势模因”,使它具有自我传播的效应。“强势模因”在本文中包括:1.从古流传至今的一些思想,习俗,传说,谚语等;2.在过去某一时期曾一度非常盛行,但现在已经消失的思想,口号,流行语等;3.当前正在流行并有可能持续下去的思想,歌曲,网络语言等。 本文在Verschueren(2000)提供的语言顺应论的基础上,结合模因的有关理论,尝试构建了一个理论框架,用以分析“强势模因”的形成。作为复制因子,模因像基因一样遵从“适者生存”的自然选择规律。形形色色的模因为自身的生存而激烈的斗争,只有那些适应自己的生存坏境,在保真度,多产性,长寿性三方面表现值均比较高的模因才有可能获胜。大多学者认为模因的选择是以人脑和整个模因库中的其他模因为背景进行的,在此基础上,我们归结出模因的生存坏境中影响其复制的三大因素,即:认知,情感和文化因素;并选取一些成功的广告口号作为“强势模因”的典范,详细讨论了广告人如何通过对语言的精心选择使广告口号顺应这些因素,从而增强他们成为“强势模因”的可能性。广告人不但要对语言做出选择,还要选择策略。在设计“强势模因”的过程中,广告人可采用的重要策略是借助其他的强势模因,即内容上的强势模因(强势的情感模因、文化模因等)或形式上的强势模因(成功的语言表达方式),来传递新模因或弱模因,以增强其生命力。 本研究希望能够给广告人一些有益的启示,为帮助他们提高广告口号的有效性和生命力尽一点绵薄之力。
论文目录:
Chapter 1 Introduction
1．1 A General Introduction of Memetics
1．1．1 Origin and Definition of the Term "Meme"
1．1．2 Several Pairs of Concepts about Memes
1．1．2．1 Genotype and Phenotype
1．1．2．2 Meme and Memeplex
1．1．2．3 Strong Memes and Weak Memes
1．1．3 The Working Definition of "Strong Meme"
1．1．4 Three Features of Strong Memes
1．1．5 Four Stages of Meme Replication
1．1．6 Development of Memetics Home and Abroad
1．1．6．1 Memetic Study Abroad
1．1．6．2 Memetic Study in China
1．2 Introduction to the Thesis
1．2．1 Motivation of the Present Study
1．2．2 Research Questions
1．2．3 Objective and Significance of the Present Study
1．2．4 Data Collection and Research Methodology
1．2．5 Organization of the Thesis
Chapter 2 Literature Review
2．1 ABasic and Brief Overview of Advertising
2．1．1 Definition of Advertising
2．1．2 Classification of Advertising
2．1．3 Components of Advertising
2．1．4 Functions of Advertising
2．2 A Brief Retrospect of Advertising Slogans
2．2．1 The Definition of Ad Slogan
2．2．2 Delimitation of Ad Slogan
2．2．2．1 Different Terms of Ad slogan
2．2．2．2 Slogans versus Brands
2．2．2．3 Slogans versus Headlines
2．2．3 Functions of Ad Slogans
2．2．4 Types of Ad Slogans
2．3 Memetic Study in the Field of Advertising
2．3．1 Memes and Rapid Response Advertising
2．3．1．1 Definition of Meme in Advertising
2．3．1．2 Nature of Meme in Advertising
2．3．1．3 Operation of Memes in Advertising
2．3．2 Memes and Guerrilla Creativity in Advertising
2．3．3 Memes and Branding
Chapter 3 Theoretical Framework
3．1 Introduction
3．2 Memes and Language
3．2．1 The Relationship between Memes and Language
3．2．1．1 Language is the Principal Medium to Transmit Memes
3．2．1．2 Memes Influence the Vitality of Language
3．2．2 The Strategy to Make a Weak Meme Strong
3．2．2．1 Introduction
3．2．2．2 Attaching to "a Strong Meme of Content" or "a Strong Meme of Form"
3．3． Strong Meme Creation as a Process of Adaptation
3．3．1 AGeneral Picture of Adaptation Theory
3．3．2 Strong Meme Creation as a Process of Adaptation
3．3．2．1 Strong Meme Creation as a Highly Conscious Process of Adaptation
3．3．2．2 Primary Contextual Correlates of Adaptability for Memes
Chapter 4 The Process of Adaptation in Strong Meme Creation
4．1 Negotiable Choices Made to Adapt to Cognitive Factors
4．1．1 Adapting to the Constraints of Working Memory
4．1．1．1 Constraints of Working Memory
4．1．1．2 Adaptation to the Constraints of Working Memory
4．1．2 Adapting to the Audience's Way of Understanding
4．1．2．1 Introduction
4．1．2．2 Adaptation to the Audience's Way of Understanding
4．1．3 Adapting to the Audience's Way of Perceiving
4．1．3．1 Rhetorical Devices as Strong Memes of Form
4．1．3．2 Tropes
4．1．3．3 Schemes
4．2 Negotiable Choices Made to Adapt to Emotive Factors
4．2．1 Introduction
4．2．2 Identification and Application of Emotive Buttons
4．3 Negotiable Choices Made to Adapt to Cultural Factors
4．3．1 National Character
4．3．2 National Psychology
4．3．3 Value Orientations
4．3．3．1 Meme of Collectivism
4．3．3．2 Meme of Credibility
4．3．3．3 Meme of Authority and Experience
4．3．4 The Way of Thinking
4．4 Summary
Chapter Five Conclusion
5．1 Summary of Research Results
5．1．1 Introducing Meme Theory to the Study of Ad Slogans
5．1．2 Construction of a Conceptual Framework
5．2 Limitations and Suggestions for Further Research
5．2．1 Limitations
5．2．2 Suggestions for Further Research
Bibliography
Appendix
发布时间: 2005-07-15
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