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【摘要】 模因论是一种用于解释文化发展的新理论,其核心概念是模因。模因可以看作是复制因子,也可以看作是文化传递的单位,它通过模仿而传播,那些不断得到复制而传播的语言,文化习俗,社会行为或观念等都属于模因。语言作为人类表达思想、交流感情的工具,其本身就是模因,并寓于模因之中。它是模因传播的载体之一,它的功能就在于传播模因,它们之间的作用也是相互的。模因作为文化信息单位,有利于语言的发展,在人类语言的发展过程中有着重要作用,而模因本身也得靠语言得以自我复制和传播,语言传播的过程就是模因不断复制传播的过程。随着商品经济的快速发展,广告已经渗透到人们生活的各个方面。广告是一种文化传播活动,模因具有传染性,广告语言的社会化就是模因作用的结果,模因理论的发展也引起了许多广告人的注意,模因成为广告设计者们频频运用的手段,因此广告语言和模因有着密切的联系。本文将尝试着从模因论的视角来研究英语广告语,采用归纳总结和演绎推理相结合的研究方法,对英语广告语言模因进行分类,分析和总结英语广告语言模因的来源及其言语运用特点。最终得出结论,找出英语广告语言中模因论应用的方法和一般规律,以便为英语广告创新者提供有力的广告创作的理论依据。同时,为我们更深刻的了解西方民族文化内涵提供帮助,为英语教学打下广泛而坚实的基础。
【关键词】 模因论； 模因； 广告语言模因；
Abstract 6
摘要 7-8
Contents 8-10
Chapter One Introduction 10-15
1.1 Research Background 10-13
1.2 Purpose and Significance of the Present Study 13
1.3 Research Methods and Data Collection 13
1.4 Organization of the Paper 13-15
Chapter Two Literature Review 15-23
2.1 Memetics Studies in Western Countries 15-19
2.2 Memetics Studies in China 19-21
2.3 Previous Research on English Advertising 21-23
Chapter Three Related Theories 23-35
3.1 Overview of Memetics 23-26
3.2 The Relation between Language and Meme 26-29
3.3 Advertising Language Meme 29-35
Chapter Four English Advertising Language Meme 35-65
4.1 The Classification of English Advertising Language Meme 36-42
4.1.1 The Genotype English Advertising Language Meme 37-39
4.1.2 The Phenotype English Advertising Language Meme 39-42
4.2 The Source of English Advertising Language Meme 42-54
4.2.1 Derived from the Proper Noun——Name and Geographical Name 42-45
4.2.1.1 Derived from the Name 42-43
4.2.1.2 Derived from the Geographical Name 43-45
4.2.2 Derived from the Film and Television Program 45-47
4.2.2.1 Derived from the Name of the Film and Television Program 45-46
4.2.2.2 Derived from the Lines and Plot of the Film and Television Program37 46-47
4.2.3 Derived from the Literary Works 47-49
4.2.3.1 Derived from the Name of Literary Works 47-48
4.2.3.2 Derived from the Words of Literary Works 48-49
4.2.4 Derived from the Set Pattern in Language 49-53
4.2.4.1 Derived from the Idiom, Proverb and Vulgarism 49-51
4.2.4.2 Derived from the Famous Quote and Aphorism 51-52
4.2.4.3 Derived from the Slogans 52-53
4.2.5 Derived from the Classic Tales 53
4.2.6 Derived from the Classic Songs 53-54
4.3 The Characteristics of English Advertising Language Meme 54-65
4.3.1 The Lexical Characteristics of English Advertising Language Meme 55-59
4.3.1.1 Using Repetition of Key Words 55-56
4.3.1.2 Using the Onomatopoeic Words 56
4.3.1.3 Using the Foreign Words 56-57
4.3.1.4 Using the Descriptive Words 57
4.3.1.5 Using the Oral English 57-58
4.3.1.6 Using the Numeral 58
4.3.1.7 Using the Acronyms 58-59
4.3.2 The Grammatical Characteristics of English Advertising Language Meme 59-61
4.3.2.1 Using Many Simple Sentences 59-60
4.3.2.2 Using Many Elliptical Sentences 60
4.3.2.3 Using Many Imperative Sentences 60-61
4.3.2.4 Using Many Exclamatory Sentences 61
4.3.3 The Rhetorical Characteristics of English Advertising Language Meme 61-65
4.3.3.1 Pun 61-62
4.3.3.2 Trope 62
4.3.3.3 Hyperbole 62-63
4.3.3.4 Personification 63-65
Chapter Five Conclusion 65-68
Bibliography 68-72
Acknowledgements 72
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