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近年来,一种新兴的模因论渐入学者们的视线。众所周知,基因是传递生物信息的单位。而模因,作为一种文化传播单位,模因现象已遍布我们文化传播领域的方方面面,现也被借鉴到语言研究中。另外,模糊语现也被普遍的运用到各种语言模因中,如广告,新闻,网络等,以达到传播,醒目,审美等效果。本文以模因论为基础,探讨模糊语在广告语言模因中的各种表现方式及其在语言模因中产生的语用功能,从而为人们从事语言广告工作提供一条新途径。
In recent years, a new theory of memetics has gradually drawn the attention of scholars. It is well-known that genes are units that convey biological information. Memetics, as a unit of cultural transmission, has been used in all aspects of the field of cultural communication and has also been borrowed from linguistic research. In addition, fuzzy language is also commonly used in various language memes, such as advertising, news, Internet, etc., in order to achieve the dissemination, eye-catching, aesthetic and other effects. Based on memetics, this paper explores the various expressions of vague language in advertising memes and their pragmatic functions in language memes, thus providing a new way for people to engage in language advertising.