| 诉求广告的模因现象分析 |
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| 引用本文： | 王云燕,袁永华.诉求广告的模因现象分析[J].昆明理工大学学报(社会科学),2009,9(6):5-11. |
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| 作者姓名： | 王云燕 袁永华 |
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| 作者单位： | 王云燕,WANG Yun-yan(云南农业大学,外语学院,云南,昆明,650201);袁永华,YUAN Yong-hua(云南农业大学,教务处,云南,昆明,650201)
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| 摘 要： | 模因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因的复制、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（appeal）为目的的艺术化符号。本文以模因论为切入点，尝试从新的角度剖析诉求广告语言的模因传播现象，包括诉求广告的模因类型及其语用功能。
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| 关 键 词： | 模因 诉求策略 情感诉求 |
An Analysis of the Memetic Phenomena in Appealing Advertising Slogans |
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| WANGYun-yan,YUAN Yong-hua.An Analysis of the Memetic Phenomena in Appealing Advertising Slogans[J].Journal of Kunming University of Science and Technology(Social Sciences),2009,9(6):5-11. |
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| Authors: | WANGYun-yan YUAN Yong-hua |
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| Institution: | Foreign Language School of Yunnan Agricultural University;Kunming 650201;Yunnan |
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| Abstract: | The replication and transmission of the meme is of great importance in the development of appealing advertising slogans.The paper introduces the idea of memes,explains the reason why idioms,proverbs,common sayings,famous remarks and classic poems become successful memes in advertising slogans according to the life cycle of memes.It also analyzes genotype and phenotype of the strategy of appealing advertising slogans and its pragmatic meaning. |
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| Keywords: | memetic appealing tactics memes |
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