摘要
成语模因在广告语创作中起着重要作用,其复制、变异和传播不但极大地丰富了广告语言,而且加强了广告语的诉求效果,促进广告语在激烈的竞争中取胜。强势广告语的创作主要是通过语音路径、语义路径和语法路径使成语模因复制时发生变异而创作的。成语模因不仅对广告语的创作有重要作用,而且对于广告语的传播有着强有力的效应,是值得研究的一种语言现象。希望能够为广告语创作者创作出妙趣横生、吸引大众的强势广告语提供一个新的视角。
Idiom meme plays an important role in the creation of advertising language. Its reproduction, variation and dissemination not only greatly enrich the advertising language, but also strengthen the appeal effect of advertising language, and promote the advertising language to win in the fierce competition. The creation of strong advertising language is mainly through the phonetic way, semantic way and grammatical way to make idiom meme variation when copying. Idiom meme not only plays an important role in the creation of advertising language, but also has a strong effect on the spread of advertising language, which is a language phenomenon worthy of study. It is hoped that it can provide a new perspective for advertising language producers to create funny and attractive strong advertising language to attract the public.
作者
张丽
ZHANG Li(Foreign Language School,Guangzhou College of Commerce,Guangzhou 511363,China)
出处
《湖北第二师范学院学报》
2022年第6期33-37,共5页
Journal of Hubei University of Education
基金
2020年度广东省教育科学“十三五”规划研究项目(2020GXJK107)
广东省高等教育教学改革项目(2019SJJXGG01)
广州市哲学社会科学发展“十三五”规划项目(2019GZJ196)
广州商学院校级重点课题(2018XJZD005)。
关键词
广告语
成语模因
创作路径
变异
advertisement
idiom meme
creation path
variation
