An Analysis Of Advertising Slogans Of Chinese Liquors From The Perspective Of Memetics

Just in1976, Professor Richard Dawkins, the advocator of Neo-Darwinism aswell as the well-known British zoologist and behavioral ecologist from OxfordUniversity, put forward for the first time an epoch-making concept, namely, meme inhis academic works The Selfish Gene. Since then, more and more scholars at homeand abroad began to devote themselves to the endless research and explanation ofMeme. Not before long, memetics was given birth to subsequently. Memetics is aquite fresh theory of explicating the evolutionary laws of culture and transmissionmechanisms of information, which provides relatively reasonable and accurateexplanation for the emergence, transmission and development of a variety of socialand cultural phenomena based on the evolution theory of Darwin. It also undertakesthe initial but influential probe into the evolutionary laws of society and culture.Nowadays, memetics has developed gradually into an independent disciplineaffiliated to pragmatics (He Ziran,2003) and penetrated into many fields such as,linguistics, education, translation, economics, sociology and so forth, providing acompletely fresh perspective and infusing great vigor into researching and accountingfor many phenomena of these fields. In a word, it is of highly guiding significance.With the advent and renewal of new media which are based on the digitalinformation technology and featured as interactive communication, advertising hasbecome an indispensable part of people’s daily life. It can be said that advertisingexists everywhere and all the time. Besides, international trade develops rapidly alongwith the acceleration of the economic globalization. Accordingly, advertising turnsout to be an important medium to promote products and occupy the internationalmarket. Able to attract the customers’ attention, arouse their desire to buy and thussell successfully the promoted products or service, advertising plays a vital role inrealizing the maximum profit for companies and thus is closely associated with thesurvival of enterprises and immediate interests of customers. On this account, how to design and understand a successful advertisement becomes an albatross around necksof both enterprises and customers.As a highly common economic phenomenon, advertising embodies and appliesmemetics everywhere, in tangible or intangible ways. Hence, it is highly necessaryand feasible to interpret advertising slogans of Chinese liquors from the brand-newtheoretical perspective of memetics. In view of this, this thesis, applying memetics asits theoretical framework, makes an in-depth analysis of the embodiment of memeticsin advertising slogans of Chinese liquors and proposes feasible strategies of designingsuccessful advertising slogans for Chinese liquors. What is more, this thesis collectsmuch data, specifically, classic advertising slogans of Chinese liquors andsummarizes through careful observation and rough generalization several mainsources from where advertising memes of Chinese liquors derive.Interpreting advertising slogans of Chinese liquors by memetics, this thesis aimsat deepening people’s knowledge of the fresh but influential theory, provoking theinterests of more scholars to research memetics and thereby promoting the continuousimprovement and development of memetics. At the same time, this thesis is alsodedicated to provide some valuable enlightenment and guidance for both enterprisesand customers to design or comprehend the successful advertising slogans of Chineseliquors. To sum up, this thesis is of relatively high significance, both theoretical andpractical.