An Adaptation Approach To Analysis Of Strong Memes In Commercial Advertising Language

With the development of global economy, the competition among commercial markets is more and more intense. To improve the competitive power among commercial markets, all businesses are trying to improve the quality of commodity and enterprise management effectiveness. But above all, many businesses have realized that a successful commercial advertisement plays an important role in improving the brand awareness and influence, and it can make the brand capture the market quickly, win the market, and obtain the biggest economic benefits. The thesis has made a comprehensive study on commercial advertisements research status by using some research methods such as literature study, mathematics statistics and example analysis and put forward some research disadvantages such as no deep study on consumers, no rich contents, and no new research perspectives. Based on the pattern and process of meme’s replication and transmission and meme’s selection criteria and the features of strong memes and successful commercial advertisement cases, six criteria are suggested for strong meme selection in advertising language, i.e. simplicity, emotionality, novelty, fidelity, interest, and authority. It is argued that the process of strong meme selection is the result of adaptation---adapting to cognitive competence such as memory, understanding and perceiving, adapting to emotional needs such as money pursuit, health and beauty pursuit and spiritual fulfillment pursuit, and adapting to cultural orientation such as moral value, politeness culture, patriotic feelings, value orientation and thinking model. What’s more, based on analysis of selection criteria and adaptation, the author attempts to explore several methods of creating strong memes, namely, interpreting existing information of commodity and service, describing its brand, and revealing efficacy and subliming aesthetic value. This thesis hopes to provide normal forms for successful commercial advertisements in a new perspective to give some hints to the advertiser on the creation of successful commercial advertising language and to offer help to market economy development.