The Study Of Advertising Language From The Perspective Of Memetic Approach

The advertising language processes very important function in the modernbusiness advertisement, which is the ad’s soul and pith and the important carrier inthe spread of the advertisement. Combine with the knowledge of the linguistics,advertisement, psychology, aesthetics, communication, this article discusses theadvertising language’s characteristic of the replication and the transmission. Thearticle explains some conception of the rhetoric anew such as quote, parody,metaphor and metonymy in the view of memetics. To analyze the culture elementof the adverting language, the article points out mighty meme has the superiority inthe advertisement spread and avoid weak meme.The article uses the determination of the nature method to sift and classify andelect the typical of the advertising language. On the basis of the standard for theimitation’s obvious or dormant and the variation, the article classifies for theadvertising language, then analyzes the characteristic and summarizes the type of theadvertising language.The article includes of five parts: The part of the introduction mainlysummarizes domestic and overseas research actuality in the advertising language andthe memetics. Meanwhile point out achievement and the question. The first chapterdiscusses the nature and the type of the language meme, the characteristic and thelife circle of the advertising language memes. The second chapter discusses obviousimitation which imitates the language’s pronunciation, points out the same formcopy and the same construction displace is the main way in the obvious imitation.The third chapter discusses dormant imitation which imitates the language’s meaningand discusses the metaphor and the metonymy and the emotion element in theadvertising language. The fourth chapter summarizes the strategy to create themighty advertising language.The article analyzes the life cycle to spread the advertising language memes anddiscuss all kinds of expression to copy other language memes. But the article hassome shortage. For instance, the article analyzes the advertising language imitate the language’s meaning but is not comprehensive and deep enough. The article’s scopeof the discussion is stricture. These are the important tasks and we hopes someonecan break through them.The research not only enriches the language memes theory, but also supplies thestaff that creates the advertising language some theoretical guides. The research canoffer some help to person who unscramble and appreciate the advertising language.