汉语广告中的熟语模因

The Memetic Use of Idioms in Chinese Advertisements

广告作为一种宣传和传播文化载体,目的是通过这种载体让其内容(广告词)在读者心中产生更好的关联与顺应,从而达到理解、接受、记忆与消费产品的效果。从模因、关联与顺应理论角度出发,对一些汉语广告中熟语模因现象进行分析讨论,从而帮助语言学习者更好地了解广告词的语言模因。

As one of the carriers of culture publicity and diffusion, the ad intends to create relevance and adaptability to the target readers so that its effects of being comprehensible, acceptable, unforgettable and purchasable are ensured. The paper analyzes some idiomatic meme phenomena in Chinese ads from the perspective of Meme and Adaptation Theory, and description of some concrete ads examples will be conducive to the learners further understanding of linguistic memes in Chinese slogans.