模因论视角下的广告互文现象探析

论文摘要

模因论是解释文化进化的新理论,对各种文化现象有很强的阐释力。本文试图从模因论的角度入手,探讨广告互文性的实现过程。通过对一系列广告实例的分析,本文认为正是由于模因的复制和演化才促成了互文性的实现。在Verschueren(2000)的语言顺应论基础上,本文结合模因的相关理论,构建了一个分析互文性形成过程的理论框架。作者认为,作为一种语篇之间,或语篇与各种文化形象、思维模式之间的关系,互文性的实现必然是以一个语篇化用、改写或吸收另一个语篇的某一部分为基础的,而这个部分就是一个或若干个模因。当然,并非所有的模因都可以用于帮助实现广告的互文性。只有那些在激烈的生存竞争中胜出,在保真度、多产性、长寿性三方面表现值均较高的强势模因才有可能被广告者选择,用以创造良好的互文效果。从顺应论的角度看,这些模因都能够很好的顺应语境关系和语言结构。广告者通过引用、另铸、移置三种模式对模因进行利用和改造,使得消费者把广告产品和他们所熟悉的概念或观念联系起来,因而降低了其对广告的排斥,增加了产品宣传的有效性。希望通过本研究,我们能够对互文性有进一步的认识。也希望本研究能为广告人的广告创作及消费者的广告欣赏提供些许有益的启示。

论文目录

• 摘要
• Abstract
• Contents
• Figures
• Chapter 1 Introduction
• 1.1 Preview
• 1.2 Rationale and Significance of the Study
• 1.3 Research Questions
• 1.4 Methodology and Data Collection
• 1.5 Organization of the Thesis
• Chapter 2 Literature Review
• 2.1 Historical Overview of Intertextuality
• 2.1.1 M.M.Bakhtin:the Social Word and Dialogism
• 2.1.2 Julia Kristeva:Dialogism to Intertextuality
• 2.1.3 Roland Barthes:the Text Unbound
• 2.1.4 Other Researches on Intertextuality
• 2.2 Previous Studies on Intertextuality in Advertising
• 2.2.1 Studies Conducted by Foreign Scholars
• 2.2.2 Studies Conducted by Chinese Scholars
• 2.3 General Introduction to Memetics
• 2.3.1 Historical Overview of Meme and Memetics
• 2.3.2 Several Basic Concepts in Memetics
• 2.3.3 Memetic Studies in China
• 2.4 Memetic Studies in the Field of Advertising
• 2.5 Summary
• Chapter 3 Theoretical Framework
• 3.1 Basic Notions of Advertising
• 3.2 Intertextuality in Advertisement
• 3.2.1 Classification of Intertextuality
• 3.2.2 Intertextuality and Meme
• 3.3 Meme in Advertisement
• 3.4 Framework for Intertextuality Realization
• 3.4.1 Brief Introduction to Adaptation Theory
• 3.4.2 Framework
• Chapter 4 Memetic Analysis ofIntertextuality in Advertisements
• 4.1 The Realization of Intertextuality as a Process of Memetic Adaptation
• 4.1.1 Adaptation to Cognitive Structure
• 4.1.2 Adaptation to Emotive Factors
• 4.1.3 Adaptation to Cultural Factors
• 4.1.4 Adaptation to Structural Patterns
• 4.2 Forms and Functions of Intertextuality in Advertisements
• 4.2.1 Specific Intertextuality
• 4.2.2 Generic Intertextuality
• 4.2.3 Cultural Intertextuality
• 4.2.4 Summary
• Chapter 5 Conclusion
• 5.1 Major Findings
• 5.2 Limitation of the Study
• 5.3 Suggestions for Further Studies
• Bibliography
• Acknowledgements