基于模因-顺应模式的广告模糊语研究

A Study of Fuzzy Language in Advertisements from the Prospective of Memetic- Adaptation Model

模糊性是一种基本的语言现象,存在于自然语言的各个方面。模糊语凭借其幽默含蓄、灵活简洁等语用功能被广泛的应用于广告语言创作中。本文结合模因论和顺应论,论证广告模糊语是以模因的形式存在、在不断选择与顺应的过程中幸存下来的语言模因产物,具体的说,广告模糊语得以广泛的流传是因为其凭借自身的模因属性有效地顺应广告受众的交际语境(心理世界、社交世界、物理世界),从而不断的被选择、复制及传播,最终形成模因。

Fuzziness, an objective attribute of language Language has been applied to the composition of advertising exists in language almost all aspects of natural language. Fuzzy due to its multi- functional effects,such as making the language brief and more humorous. Integrating Memetics and Adaptation Theory into a Memetic - adatation model. This thesis explores that fuzzy language in advertisements which exists in the form of meme survive in the process of continual choice and adaptation. That is to say, the popularity of the fuzzy language in advertisements is due to the fact that fuzzy language in advertisements,thanks to their memetic properties,adapt effectively to the communicative contexts including the mental world, the ly chosen,imitated and transmitted, and finally form a social world, and the physical world, so they are continuouslanguage meme.