顺应论视角下的广告语言强势模因分析
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摘要
在现代社会,广告渗入了我们生活的方方面面,并对我们产生了很大的影响。近年来,很多语言学家都在研究广告语言。随着语言学的发展,广告语言的研究也从原来的纯语言层面转向语境研究。本文在前人研究的基础上,尝试用一种新的理论模因论与顺应论相结合,对广告语言中强势模因的创建方法进行探索研究。
作者根据道金斯提出的强势模因的三个特点搜集了大量的广告语言强势模因来进行分析。并在维索尔伦的顺应论的基础上,结合模因的相关理论构建了本文的理论框架来分析强势模因的的形成过程。本文首先在海拉恩的强势模因选择标准和前人研究的基础上,提出了广告语言强势模因的四个标准,即简洁性,新颖性,权威性和一致性。一个模因满足越多标准,就越容易成为强势模因。作者指出强势模因的选择过程其实就是语境顺应过程,而强势模因的选择标准其实就是对语境的顺应,即对人们的心理世界、社会世界和物质世界顺应的结果。心理世界包括认知和感情因素,社会世界包括民族文化和社会条例,而对物质世界的顺应本文则是从时间和空间两个方面来分析。
另外,在对强势模因的选择标准和它们对语境顺应分析的基础上,作者尝试提出了一些创建广告语言强势模因的方法,如重复,仿化,词的故意错用,数字和颜色词的使用,求时尚和目标指向型的方法。这些方法可以帮助广告制作者创造出符合广告语言强势模因标准的广告语言强势模因。
In current society, advertising has entered every aspect of human life, and has been influencing us greatly. In recent years, many linguists have already been studying the advertising language. With the development of linguistics, the study of advertising language moves from pure linguistic analysis to the contextual study. On the basis of previous studies, this thesis tries to employ memetics--a new rising theory, related with adaptation theory, to explore the methods of creating strong memes in advertising language.
According to the three features of strong memes summarized by Dawkins, the author collects a large number of strong memes in advertising language to make analysis. This thesis constructs a framework relating adaptation theory proposed by Verschueren with meme-related theory to analyze the process of strong meme creation. Based on Heylighen’s meme selection criteria and previous related researches, four criteria are suggested for strong meme selection in advertising language, i.e. simplicity, novelty, authority and conformity. The more criteria a meme satisfies, the stronger and more popular the meme becomes. It is argued that the process of strong meme selection is the process of contextual adaptability, and that strong meme selection criteria are the result of contextual adaptability—adapting to mental world, social world and physical world of the public. The mental world consists of cognitive and emotive elements. The social world includes the national culture and social institutions. Adaptation to the physical world is analyzed from two perspectives of time and space.
What is more, based on analysis of selection criteria and adaptation, the author attempts to explore several methods of creating strong memes, namely, reiteration, parody, abuse of words, use of digit and color, in fashion and task-based method. These methods can help advertisers create strong memes satisfying the strong meme selection criteria in advertising language.
作者根据道金斯提出的强势模因的三个特点搜集了大量的广告语言强势模因来进行分析。并在维索尔伦的顺应论的基础上,结合模因的相关理论构建了本文的理论框架来分析强势模因的的形成过程。本文首先在海拉恩的强势模因选择标准和前人研究的基础上,提出了广告语言强势模因的四个标准,即简洁性,新颖性,权威性和一致性。一个模因满足越多标准,就越容易成为强势模因。作者指出强势模因的选择过程其实就是语境顺应过程,而强势模因的选择标准其实就是对语境的顺应,即对人们的心理世界、社会世界和物质世界顺应的结果。心理世界包括认知和感情因素,社会世界包括民族文化和社会条例,而对物质世界的顺应本文则是从时间和空间两个方面来分析。
另外,在对强势模因的选择标准和它们对语境顺应分析的基础上,作者尝试提出了一些创建广告语言强势模因的方法,如重复,仿化,词的故意错用,数字和颜色词的使用,求时尚和目标指向型的方法。这些方法可以帮助广告制作者创造出符合广告语言强势模因标准的广告语言强势模因。
In current society, advertising has entered every aspect of human life, and has been influencing us greatly. In recent years, many linguists have already been studying the advertising language. With the development of linguistics, the study of advertising language moves from pure linguistic analysis to the contextual study. On the basis of previous studies, this thesis tries to employ memetics--a new rising theory, related with adaptation theory, to explore the methods of creating strong memes in advertising language.
According to the three features of strong memes summarized by Dawkins, the author collects a large number of strong memes in advertising language to make analysis. This thesis constructs a framework relating adaptation theory proposed by Verschueren with meme-related theory to analyze the process of strong meme creation. Based on Heylighen’s meme selection criteria and previous related researches, four criteria are suggested for strong meme selection in advertising language, i.e. simplicity, novelty, authority and conformity. The more criteria a meme satisfies, the stronger and more popular the meme becomes. It is argued that the process of strong meme selection is the process of contextual adaptability, and that strong meme selection criteria are the result of contextual adaptability—adapting to mental world, social world and physical world of the public. The mental world consists of cognitive and emotive elements. The social world includes the national culture and social institutions. Adaptation to the physical world is analyzed from two perspectives of time and space.
What is more, based on analysis of selection criteria and adaptation, the author attempts to explore several methods of creating strong memes, namely, reiteration, parody, abuse of words, use of digit and color, in fashion and task-based method. These methods can help advertisers create strong memes satisfying the strong meme selection criteria in advertising language.
引文
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