Analysis Of The Explicit Imitation And Recessive Imitation Of Commercial Advertising Language Based On Memetics

Commercial advertising language plays an important role in the modern life and it is a critical way that pe ople learn its products. On the one hand, the commercial ads bear the important work to transmit information; on the other hand, the commercial ad is also a kind of cultural phenomenon. While memetics is a theory to reveal the rules of producing,replicating and transm itting memes, which provides a new angle o f studying advertising language. This thesis uses the knowledge of linguisti cs, advertisement, psychology, aesthetics and m ass transmission to dee ply study t he characteristics of advertising language memes based on memetics.In this thesis, we anal yze the ba sic knowledge about advertising language, memetics and advertising language memes etc. And adopti ng the qualitative research method, we stress the explicit imitation and recessive imitating of advertising language memes through mass advertising language. By studying, this thesis found three points: 1. the characteristics of advertising language memes that include t he intentionality, infectivity and intervention; the replication and transmission of advertising language, which include the presentation, transmission, assimilation and memory. 2. This the sis elaborates on the explicit i mitation of advertising language: the isomorphic copy and the isomorphic substitution. 3. Thi s thesis elaborates on the recessive i mitation of advertising language: the recessive imitation on the level of advertising language and the recessive imitation on the emotional values.This thesis prelim inarily analyzes the communicating way of advertisi ng language through m ass research. However, this thesis doesn’t include the contrast analysis between the implicit imitation and recessive imitation. And it is the shortage of my thesis, but also the important issue of the future research.This study not onl y enriches the me metics, but also pr ovides the advertising designers with theoreti cal guidance. At th e same time, this th esis can make the audience appreciate the advertising language based on memetics.