摘要

近年来,随着商品经济的高速发展,人们每天接触到大量的广告,广告已深入到社会经济和文化生活的各个方面,它正以某种方式影响着整个社会。如何使广告夺人眼球并随之产生购买欲望是广告人关注的核心问题，模因论为广告人提供了一个新的角度。本文以模因论为指导，分析语言模因的复制传播，探讨强势模因所具有的特征，并以商业广告为例，以模因论的视角揭示了商业广告强势模因独具的六个特征，即句式的简洁性、语言内涵的情感性、表达的新奇性、复制传播的忠实性、内容的趣味性和信息的权威性。
 
关键词：模因论；广告语；语言模因；强势模因；语言特征
 
Abstract

In recent years, with the high-speed growth of commodity economy, people are exposed to a great number of advertisements everyday. Advertising is deep into all aspects of social economic and cultural life, and it is influencing the whole society in one way or anther. How to catch customers’ eyeballs and arouse their purchasing desires are the core issues that advertisers focus on. The theory of memes has provided a new theoretical perspective for the advertising creators. Guided by memetics, the thesis analyzes the replication and transmission of language memes and explores the features they have. Then it takes the commercial advertising for instance to reveal six distinct features of strong memes in English advertisements from the angle of memetics. They are brevity of slogan, affectivity of linguistic connotation, novelty of expression, fidelity of replication and transmission, interestingness of content and authority of information.

Key words: Memetics; advertising language; language memes; strong memes; linguistic features