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模因论是解释文化进化规律的一种新理论。任何能够通过“模仿”而被“复制”并得以传播的东西,我们都可以称之为模因,所以语言本身也是一种模因现象。成功的广告语也是通过模仿、复制而传播的语言模因。本文在已有研究的基础上,以汉俄广告语为研究对象,采取语料分析的方法,将描述与说明相结合,分析并归纳出汉俄广告语言模因的几种形成方式,即基因型广告语音模因(根据“熟语”与广告宣传内容的关系,可进一步划分为直接引用型广告语言模因和间接引用型广告语言模因)和表现型广告语言模因(按照语音、语义和句型结构特点,又可分为同音型、谐音型、同义型、反义型、祈使句型和回环句型广告语言模因)。并从语言属性及构词法的角度对汉俄广告语言模因的形成特点及差异进行概括总结。
Memetics is a new theory to explain the law of cultural evolution. Anything that can be “copied” and propagated through “imitation ” can be called meme, so language itself is also a meme. Successful slogans are also the language memes propagated through imitation, copying and copying. Based on the existing researches, we use Chinese-Russian advertisements as the research object and adopt the method of corpus analysis. Combining the description with the description, this paper analyzes and summarizes several ways of forming the advertisement language memes in the Russian-Russian genre The advertising memes (which can be further divided into memo of direct reference advertisement language and indirect reference advertisement language meme) (according to the relationship between “idiom” and advertisement content) and memetic advertisement language (in terms of voice and semantics And sentence structure characteristics, and can be divided into homophones, homophonic, synonymous, antisense, imperative sentence and loop sentence ad language memes). From the perspective of linguistic attributes and word formation, this paper summarizes the formation characteristics and differences of advertising memes in Chinese and Russian languages.