国际中文开源期刊平台

商业广告中企业修辞人格建构的价值观模因

Value Memes in the Construction of Corporate Ethos by Commercial Advertisements

译道 / 2024,4(1)：9-17 / 2024-05-20 141 185

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• 作者： 冯曼      杨兴怡     
• 单位：

  中南财经政法大学外国语学院，武汉

• 关键词： 商业广告；修辞人格；模因论；价值观模因
• Commercial advertisements; Ethos; Memetics; Value memes
• 摘要： 商业广告作为企业营销的重要宣传手段，在传递产品信息、塑造企业形象、说服受众购买、开拓市场等方面起着重要作用。在技术高度发展、商品质量多能满足人们功能需求的时代，在竞争激烈、市场存在信任危机的时代，商业广告构建的企业修辞人格成为消费者对产品和企业进行区分、选择的最重要因素。本文从模因论的视角出发，基于广泛收集的商业广告案例，分析了广告中最能体现企业修辞人格建构的价值观因素，提炼出企业修辞人格建构的价值观模因：中、西方文化价值观模因、普世价值观模因、哲学思辨价值观模因、企业自身和特定消费群体价值观模因。掌握了这些模因，企业在宣传中就能配合整体形象战略，根据具体情境进行选择、调适，以达到最佳宣传效果。
• Commercial advertisements play a pivotal role in modern marketing, serving as a vital tool fordisseminating product information, shaping corporate identity, influencing consumer purchasing behaviors, andfostering market expansion. In an era of rapid technology advancement, when products are increasingly producedwith high quality to meet consumers’ functional needs, and where the market is facing fierce competition andtrust issues, corporate ethos becomes critical for customers to differentiate between products and companies.From the perspective of memetics, based on a diverse range of commercial ad cases, this paper examines thevalues that effectively embody corporate ethos. The study identifies and categorizes the memes associated withfoundational values utilized in corporate ethos construction, including Chinese and Western cultural values,universal values, philosophical values, corporate values, and values specific to targeted consumer groups. Bystrategically aligning these value memes with an overall image strategy, companies can optimize their advertisingimpact and make nuanced adjustments tailored to specific contextual scenarios.
• DOI： https://doi.org/10.35534/wtt.0401002
• 引用： 冯曼，杨兴怡．商业广告中企业修辞人格建构的价值观模因［J］．译道，2024，4（1）：9-17．