中国广告语中模因的顺应性

模因论是解释文化进化规律的新理论。模因是根据基因理论而得名,它指一些思想或观念通过人类文化加以散播,并一代一代地相传下来。模因实际上指文化基因,它靠模仿而生存,语言是它的载体之一。模因有利于语言的发展,而且在广告语言的发展过中起着重要的作用。它们的复制、传播为丰富广告语言提供了一条快捷、有效的途径。本文以Verschueren(2000)为基础,提出了成功的广告语是广告人为顺应观众即宿主的认知、情感与文化而进行的选择,而只有这样广告模因才能在观众中广为流传。

Memetics is a new theory for explaining cultural evolution. Based on genetics, memes refer to thoughts and concepts spreading through human culture and passing down from one generation to another. In fact, memes are cultural genes dependent on imitation; language is one form of their carriers. Therefore, they are good for the development of language and play an important role in the circulation of slogans, In the process of replicating and transmitting slogans, they provide an efficient and speedy way. According to Verschueren （2000）, the paper advocates the idea that successful slogans are made up through adapting to the audience＇s recognition, emotion and culture, in which the slogans can prevail among audience.