模因策略在广告中的运用及其效果评价

On the approaches and effects of memes in advertising discourses

从语用学和模因理论视角,探讨模因策略在广告中的运用及其效果评价。运用解构——建构——重构的结构思维方法,通过分析广告语篇中的模因价值、模因策略和传播效果,讨论弱势模因成为强势模因的途径和模因的生成选择。广告语篇中的模因策略和思维的合理利用可以使传播效果最大化。

From the perspectives of pragmatics and memes,this paper attempts to reveal the approaches and effects of memes in advertisements. Specifically,it analyzes the value of memes,the approaches of memes and the effects of memes by using the ＂Interpret—Construct—Reconstruct＂thinking method,and explores different choices and ways in turning a weak meme into a strong one. The right use of the approaches of memes may greatly maximize the effect of an advertisement.