诉求广告的模因现象分析.PDFVIP

9 6 () Vol9, o6 2009 6 Journal of Kunming University of Science andTechnology Jun2009 1 2 王云燕 , 袁永华 ( 1 , 650201; 2 , 650201) : 模 论是基于新达尔文进化论观点解释文化进化规律的新理论它借用生物进化模式探讨 模 的复制传播和进化, 对事物之间的普遍联系以及文化中出现的诸多一脉相承的相似现象进行诠释 广告是以诉求 ( appea1) 为目的的艺术化符号本文以模 论为切入点, 尝试从新的角度剖析诉求广告 语言的模 传播现象, 包括诉求广告的模 类型及其语用功能 : 模 ; 诉求策略; 情感诉求 : T 93- 94 : A : 1671- 1254 ( 2009) 06- 0005- 07 An Analy sis of the M em etic Phenom ena in Appealing A dvertising Slogans 1 2 W ANGY un- yan , YUA N Y ong - hua ( Foreign Language School ofYunnan AgriculturalUniversity, Kunm ing 650201, Yunnan) Abs tract: The replication and transm ission of thememe is of great mi portance in the development of ap pealing advertising slogans. The paper introduces the idea ofm emes, explains the reason why idioms, proverbs, common sayings, famous remarks and classicpoems become successfulmem es in advertising slogans according to the life cycle ofmemes. It also analyzes genotype and phenotype of the strategy of appealing advertising slogans and its pragmaticmeaning. K ey words: m em etic; appealing tactics; memes Richard Dawkins 1976The SelfishGene ( ) gene ( , ) m eme m mi em e ( 2003 , ) , m mi em em mi ma, , m mi eisthai, , ( appea1) , , mem