论文部分内容阅读
模因论是解释文化进化的新理论。模因在广告语言的发展过程中有着重要作用。它们的复制、传播为丰富广告语言提供了一条快捷、有效的途径。俄罗斯广告在经历了苏联解体后全盘复制西方广告的浪潮后,正在逐步形成自身特色的广告,俄语广告语言呈多元化发展态势。本文以模因论为基础分析了俄语广告语中的模因现象。广告模因在本文中包括:1.第一类是来源于谚语、俗语和成语;2.第二类来源于各类文学作品;3.第三类是来源于电影、流行歌曲等。通过对俄语广告语言中的模因现象的探析,为俄语的研究学习打开一个新视角,同时也为人们打造广告语言中的强势模因提供一些有益的启示和借鉴。
Memetics is a new theory to explain the evolution of culture. Memetics play an important role in the development of advertising language. Their replication and dissemination provide a quick and effective way to enrich the advertising language. Russian advertising is gradually forming its own characteristic advertisements after it has undergone a complete copy of Western advertising after the disintegration of the Soviet Union. The Russian advertising language has shown a diversified development trend. Based on memetics, this article analyzes the memetics in Russian slogans. Advertising memes in this article include: 1. The first category is derived from proverbs, slang and idioms; 2. The second category comes from all kinds of literary works; 3. The third category is derived from movies, popular songs and so on. Through the analysis of the meme phenomenon in the Russian advertising language, a new perspective is opened up for the study of Russian language. At the same time, it also provides some useful inspiration and reference for people to build strong memes in advertising language.