模因论视阈下的川酒外宣用语研究

Research on Language Used in the Publicity of Sichuan Baijiu(Liquor) from the Perspective of Memetics

在文化进化中,模因是一种与基因在生物进化过程中所起的作用相类似的复制因子,是文化传播单位。能通过模仿而得到传播的任何语言单位都是语言模因。稳定的强势语言模因稳定性最强、使用率最高、存活的时间最长。川酒的外宣用语是川酒文化传播的主要载体,基于模因论的视阈,研究一些著名川酒企业在企业精神、文化理念、电视广告中所使用的语言,为塑造稳定的强势语言模因提供借鉴,促进川酒文化的传播。

In cultural evolution, meme is a replicator and a unit of cultural transmission, playing a role similar to the gene in the process of bio-logical evolution. Any linguistic unit which could be imitated and transmitted is a linguistic meme. Stable strong linguistic memes are the most stable linguistic memes, with the highest usage rate and the longest survival time. Language used in the publicity of Sichuan Baijiu（liquor） is the main carrier for the transmission of Sichuan liquor culture. From the point view of memetics, the language used in the interpretation of the enterprise spirit, the culture idea and TV advertisement by some famous Sichuan distilleries was studied in order to provide useful reference for creating stable strong linguistic meme and promoting the transmission of Sichuan liquor culture.