广告语言模因的顺应性分析

An Adaptation-based Analysis of Advertising Language Memes

广告语言模因作为广告文化的复制因子同样遵循自然选择,适者生存的规律,其在复制传播过程中会出现变异,这些特征和顺应论的变异性、商讨性和顺应性特征相符,故此,本文结合模因论和顺应论分析广告语言的传播,认为成功的广告语是以语言模因的形式存在的一个不断选择与顺应的模因变异的产物,即广告语言模因是为达到交际效果而顺应交际宿主的物理世界、社交世界和心智世界的结果。

Language memes of ads, as the cultural replicators, operate under the principles of natural selection and the survival of the fittest. They will display features of deviation in the process of memetic replication and transmission, which conforms to the three characteristics of Adaptation theory, namely Variability, Negotiability and Adaptability. Through combing the theory of Memefies and Adapta- tion, this paper is intended to analyze the transmission of advertising language, thus finding that successful adverting language is the products experiencing ceaseless selection and adaptation in the form of language memes. That is to say, in order-to gain communication effects, language memes have to adapt to the physical, social and psychological worlds of the targeted hosts.