摘要
本文从语用顺应论出发,着重分析了顺应论视角下的广告语言模因现象以及广告模因如何顺应认知,情感和文化来进行模因复制和传播,实现广告的商业和社会效应。因此语言顺应论不仅可以帮助我们更好地理解广告语言,还可以帮助我们摸索出一些广告语言创作的基本原则,借助语用学的理论对广告创作进行研究,也将是今后的发展趋势。
The present study attempts to analyze advertising linguistic meme from the pragmatic approach-- Verschueren＇s Adaptation Theory. Through exploiting the theory of adaptation, memetics and relevant knowledge on advertising,the author applies them to the analysis of print adverts to display how adaptation is realized in the creation and transmission of advertising linguistic meme in terms of cognitive,emotional and cultural factors.
出处
《中国西部科技》
2009年第28期78-79,69,共3页
Science and Technology of West China
关键词
广告语言模因
模因论
顺应
Advertising linguistic meme
Memetics
Adaptation
