The Meme Phenomenon And Strong Meme Strategy In Advertising Language

Advertising means publicizing widely. With the rapid development of economy, there are advertisements everywhere. Memetic theory, analogous to genetics and based on Darwin's theory of evolution, is a new theory to explain how culture evolves. There is an internal relation between the transmission of memes and the transmission of advertisings.It is better to explain language phenomenon from the memetic perspective. This thesis introduces the memetic theory, the origin, characteristics and types of memes. The author wants to interpret advertising languages from the memetic angle and tries to show that memetics is significant in academia as well as application of linguistics. Based on a large amount of advertising languages (Chinese advertising languages and English advertising languages), the author will analyze the meme phenomenon of advertising languages and conclude the laws and finally direct the creation and development of advertising languages by the strong meme strategies.Firstly, the thesis makes a brief introduction on memetics, the significance, the motivation and the methodology of the research. The author then states the literature review and theory background in detail, introduces the studies on memetics and advertising fields, the definition, related terms, selection criteria of memes as well as the relationship between meme and language. Next, this thesis analyzes the meme phenomenon of advertising languages based on a large amount instances. Here proposes two types of advertising language memes——memetic genotype and memetic phenotype. Through a questionnaire, the author points out that it is significant to use strong meme strategies to create successful advertising languages. Finally it offers us a conclusion to present the findings and limitations of this research as well as providing some suggestions for further study. The thesis explains advertising languages from the memetic perspective, it is hoped that this research can provide some useful hints and references for the fields of memetics and advertising.