谐音广告的模因考论

On Assonant Idioms in Advertising From the Memetic Prospective

模因是一种文化复制因子,语言是它的载体之一。作为一种语言模因的谐音广告成功地经历了模因复制和传播的四个阶段:同化、记忆、表达和传递。它促进了广告语言的发展,带来明显的经济效益。但模因的自私性和危险性可能会使谐音广告对社会的和谐发展造成危害。文章认为,在深入了解模因的特点和复制传播规律的基础上采取科学的应对策略,有助于降低谐音广告模因带来的负面影响。

Memes are cultural replicators with language as one form of their carriers. To be replicated,advertising assonant idiom, a kind of language meme, has successfully passed the four subsequent stages ： assimilation, retention, expression, and transmission. The meme pro- motes the development of advertising language and obviously helps to achieve significant eco- nomic benefits. However, the selfishness and dangerousness of meme may render advertising as- sonant idioms harmful to the harmonious development of society. Based on comprehensive study of the features of meme and laws governing its replication and spread, scientific countermeas- ures-taking may contribute to minimizing the negative impact from the advertising assonant idi-om meme.