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。
m the first period in theories, methods, scopes and angles. People realize that researches on advertising slogans must broaden their horizon and connect with Advertising,
Marketing, Promotion and Corporate Management, making advertising linguistic study a new, comprehensive applied subject. By arranging representative works of previous studies, we classify them as the following perspectives.
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Chapter Three Theoretical Framework ............. 27
3.1 Introduction to Memetics .... 27
3.2 Features of Strong Memes .............. 29
3.3 Classification of Memes ...... 30
3.4 Four Stages of Replication of memes........ 32
3.5 Factors in the Generation Process of Linguistic Memes ............ 34
3.6 Generation Means of Linguistic Memes .............. 36
Chapter Four Generation of Advertising Linguistic Memes ............. 39
4.1 Introduction .............. 39
4.2 Classification of Advertising Linguistic Memes ............. 40
4.3 Factors in the Generation Mechanism of Advertising Linguistic Memes ........ 48
4.4 Generation Means of Advertising Linguistic Memes ..... 55
4.5 Four Stages of Generation of Advertising Linguistic Memes .... 58
4.6 Pragmatic Functions of Advertising Linguistic Memes ............. 61
4.7 Summary ....... 66
Chapter Five Conclusion .... 69
5.1 Major Findings ......... 69
5.2 Limitations and Suggestions for Further Studies ............ 71
Chapter Four Generation of Advertising Linguistic Memes
4.1 Introduction
Due to the fact that language itself is a kind of meme, advertising slogans, in principle, also has specific memes. The fact is that there are many kinds of linguistic memes or linguemes in advertising field. As a subtype of linguistic memes, advertising linguistic memes are formed by transmission of advertising slogans. The generation mechanism of advertising linguistic memes, in essential, is in accordance with that of any kind of linguistic memes. To be specific, advertising linguistic memes also can be classified as genotype and phenotype ones with subtypes respectively. The former type refers to a phenomenon that advertising slogans quote original idioms, proverbs, common sayings, logions, aphorisms, poems and so on and keep them wholly intact. For example, “山外青山楼外楼” is an advertisement selling houses. It replicates a line of a famous poem to show the beautiful scenery around the house and deepens its cultural connotation, which is persuasive and achieves better advertising effects. Phenotype of advertising linguistic memes refers to a phenomenon that advertisers change the element
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