模因论视角下的汉语广告语研究 [3]
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:6103
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。
p;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. But how should we choose them in such a circumstance? Actually, this is also what advertisers have to think about. Usually advertisers will employ many advertising strategies to make their advertisements novel, attractive, and memorable. Using linguistic memes is a case in point. Luckily, with the development of society, nowadays people are more open-minded and ready to explore and accept this kind of linguistic phenomenon. Although studies on advertising slogans from different perspectives are productive, they are never flawless and far from perfect. Here the author will firstly do a retrospective study on advertising slogans and then memes in advertising slogans and her conclusion in this section.
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2.2 Previous Studies of Advertising Slogans
With the flourishing development of advertisements, researches on advertising language grow rapidly these days. There are mainly two schools studying advertising language: 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. As for researches on advertising slogans, 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). Studies on advertising slogans abroad began sixty years ago while at home it only has more than twenty years of
history since 1980s. There are roughly two periods in which studies on advertising slogans begin to grow: the first period is preliminary exploration from 1980s to the early 1990s; and the second period is from the middle 1990s to the present day. During the first period, there appeared a batch of comparatively systemic, complete research works. These works studied linguistic structures including many kinds of linguistic means (speech sounds, characters, words, grammar and so on) and rhetoric to see how they serve advertising propaganda. Besides, researchers also studied advertising slogans from perspectives of sociolinguistics, psycholinguistics, communicative linguistics and cultural linguistics and published a number of influential works. But the second period is a new, mature era which is essentially different fro
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