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顺应论为语用学提供了一个崭新的研究视角,本文在顺应论的基础上研究了广告语言模因。广告语言模因的表现形式有语言模因的复制,语言模因的改装和原创语言模因,在此基础上本文探讨了广告语言模因的选择标准,即简易性,时尚性,权威性和情感驱动。接着本文从顺应论的角度对广告语言模因进行了分析,探讨了广告语言模因是怎么样通过顺应广告受众的心理世界、社交世界或物理世界来达到广泛复制和传播的。
Adaptation Theory provides a brand new research perspective for pragmatics. This paper studies the memetics of advertising language on the basis of adaptation theory. On the basis of this, this paper explores the selection criteria of advertising language memes, namely, simplicity, fashion, authority, and Emotionally driven. Then, this article analyzes the memetics of advertising language from the perspective of adaptation theory, and explores how advertising language memes can be widely copied and disseminated through conforming to the psychological, social or physical world of advertising audiences.