模因论视角下的汉语广告语研究
论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2017-05-17编辑:lgg点击率:5934
论文字数:39587论文编号:org201705142108139867语种:英语 English地区:中国价格:$ 66
关键词:英语毕业论文广告语广告语言模因生成机制
摘要:本文是英语毕业论文,本文试图从模因论的角度阐释中国广告中的广告语言模因,尤其是其产生机制。我们采用的主要方法是定性分析,包括描述和解释广告语言模因在中国的广告。
Chapter One Introduction
1.1 Motivation and Objective of the Study
With the flourishing development of advertisements, studies of
advertising slogans have aroused many scholars’ interest. There are mainly two schools studying advertising slogans: one is the advertising field; the other the linguistic field. The former pays much attention to advertising strategies, creation, means, market research and information reaction. The latter goes through a process of gradually taking serious of the research, of its research content from simple to complex, of its research means from single to diverse (Wu Xuehui, 2007). As a kind of popular artistic language, advertising slogans are seen everywhere in our daily life. Due to their prevalence and special effects in advertisements, advertising slogans have attracted many scholars’ attention. Their studies include monographs, theses, and journal articles, which mainly cover rhetoric, pragmatics, grammar and semantics, and psychology. However, through examining the previous studies, we find that analysis of advertising slogans only from their grammatical features, advertising strategies or rhetorical effects and so on is far from enough and convincing. Especially, when memetics is making progress in explaining linguistic phenomena, a memetic study of changing advertising slogans is necessary and essential. From a pragmatic perspective, language and memes have a close relationship and they interact with each other. The function of language is to spread memes and the vitality of the whole language or a certain linguistic unit partly relies on the replication ability of the meme it conveys and language development was thus an evolutionary process (Blackmore, 1999:99-104). He Ziran&Li Jie (2014) hold that language is the most effective transmission
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1.2 Significance of the Study
The main function of advertisements is conveying information of products or services and language is an important means of spreading information. Therefore, advertisers endeavor to make a fuss about advertising slogans in order to attract people’s attention, tempt them to buy the product or service and profit consequently. As a result, various kinds of advertising slogans appear and even “mismatches” are used in advertisements sometimes. Employing all kinds of linguistic memes and making use of their memetic effects is a case
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