模因理论是有关信息传播、文化进化的新理论,它已逐渐发展成为一门独立的学科。“模因”概念是牛津大学生物学家理查德·道金斯于1976年在其作品《自私的基因》中首次提出来的。它被看作是一个文化复制因子,是文化进化的基本单位,其性质类似于遗传学中的基因。而“模因理论”(也可简称为“模因论”或“模因学”)则是阐述“模因”概念的一种新学说,是专门探讨“模因”的一种科学理论,它是基于达尔文进化论的观点解释文化进化规律的一种新理论。它试图从历时和共时的视角来解释事物之间的普遍联系、文化的传承性和文化进化的规律。模因论的核心概念是模因,而模因的核心概念是模仿。模因主要通过模仿得到复制、传播与发展。可以说,任何能够通过“模仿”而被“复制”并得以传播的东西,我们都可以称之为模因。模因论也可以简单地理解为是一种文化进化的科学略论措施。语言在交际中也是不断地被复制和传播的,所以语言也是一种模因现象。语言是模因的载体之一,模因也可以促进语言的发展。从模因论的角度看,语言模因揭示了话语流传和语言传播的规律。模因论作为文化进化的新理论,可以揭示语言发展的规律,尤其是广告语中模因的传播规律。广告宣传也是一种文化传播活动,而模因具有传染性,这使它与广告传播之间建立了一种天然的联系。广告语言同模因一样必须通过广泛传播得以生存。本文尝试从模因论的角度来略论探讨俄语广告语言。探讨目的在于,试图对俄语广告语言模因进行科学的分类,找出俄语广告语言模因的主要来源,总结俄语广告语言模因的运用规律。本论文由引言、三个章节和结语共五个部分组成。主要内容如下:引言部分提出模因概念和模因理论,引出本论文的探讨对象和探讨目的,指出本论文探讨的依据、意义及探讨措施和理论。第一章主要介绍了“模因”概念和模因理论的起源及其发展过程和探讨状况。第二章对语言和模因的关系加以阐述,从而引出广告语言模因的概念,略论广告语和模因的关系。第三章首先对俄语广告语言模因的分类和来源进行探讨,并通过列举大量的事例加以证明,通过认真的略论探讨,初步揭示了模因理论在俄语广告语中应用的措施和规律。然后,简单介绍了俄语广告语言模因中言语应用的特点。从词汇、语法和修辞三个方面加以论述。这一部分的内容是本论文的重点内容。在结语部分,本人对本论文的内容进行总结,阐述探讨俄语广告语言模因的意义。
Memetics is a newly developed theory concerning Information Transmission and cultural evolutionism, which is beginning to become an unattached subject. The concept Memetics? is firstly proposed in the work《The Selfish Gene》, which is written by the biologist of Oxford Richard Dawkins in 1976. It is regarded as a replicator of culture that is a basic unit in cultural evolutionism, similar to the gene of genetics. While Memetics focuses on the theory of meme, which is a new theory to explain the law of cultural evolutionism based on Darwin Evolutionism. The relations between things can be explained from the point of Horizontal and vertical view, and the law of inheritance of culture and cultural evolutionism can also be interpreted. The core concept of Memetics is meme, while the key concept of meme is imitation. Meme is copied, spreaded and developed by imitation. Memetics, as a new theory of cultural evolutionism, can reveal the law of language development, especially advertising language. Advertising campaign is also an activity of culture propagation, which has a natural relation with meme. In this paper, we attempt to analyse the language of Russian advertisement based on Memetics and try to find the source of Russian advertisement and the law of application.This thesis is divided into five parts, the preface, three chapters, and conclusion, and the main contents are as following:The introduction mainly introduces the concept of meme and Memetics, the research object and the aims, and points out the methods, grounds and the significance of the study.In the first chapter, the meme concept, the origin of Memetics and its development and Research Situation are presented.In the second chapter, the relation between language and meme is expatiated, thus the concept of advertisement language is drawed. So we analyse the relation between advertisement language and Memetics.In the third chapter, the classification of advertisement language meme and source are investigated and proved carefully by listing lots of cases, and we reveal the methods and laws of Memetics in Russian advertisement. In the second place, meme traits are brief introduced in the language of Russian advertisement in terms of lexical, grammatical and rhetoric dimensions, which is the important content of this paper.The end in the text summarizes the main points in this paper and make a further discussion of meaning of studying the Russian advertisement Memetics. ，俄语论文题目，俄语毕业论文 |
