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模因论是基于达尔文进化论、研究文化进化规律的新型理论,为研究广告文案提供了新的视角。它具有长久性、多产性和保真性三大特点,对成功广告的创作具有很强的指导意义。本文旨在从模因论的角度出发对英汉广告语进行解读,从内容和形式两方面对模因与广告语的结合进行探讨,为广大消费者更好地解读广告语以及广告设计者更有效地创作广告提供积极参考。
Memetics is based on Darwin’s theory of evolution, the evolution of the theory of cultural theory of a new type of research, advertising copy provides a new perspective. It has long-term, prolific and fidelity of the three major characteristics of the success of creative advertising has a strong guiding significance. The purpose of this paper is to interpret the advertising slogans of English and Chinese from the perspective of memetics and to explore the combination of memetics and advertisements in terms of content and form so as to make it more effective for consumers to interpret slogans and advertisements designers better Creative advertising to provide a positive reference.