On The Generation Of Chinese Automobile Advertising Language From The Perspective Of Memetics

With the development of economy and society, car has became a tool nowadays rather than a symbol of dignity as it was in the past years. The booming demand of cars in the market urged the development of automobile industry and there arouse various kinds of new automobile brands. And the emerging new brand of the car intensified the competition in automobile industry. Therefore, manufacturers should not only produce high performance cars, but also draw support from the attractive advertising to promote their sales so as to achieve success in the fierce competition market.The theory of meme or memetics is a new theory which is based on Darwin's evolutionary theory to reveal the law of cultural transmission. The "Meme" was originally put forward by Richard Dawkins in his work, The Selfish Gene in 1976. Later many scholars have research on it to explain different linguistic phenomena. Strong memes refer to those memes with longevity, fecundity and fidelity, which existing in the human brains and various media, and affect human's decision making.This thesis begins with the introduction of the theoretical background of memetics, followed by the detailed analysis of the factors that affect Chinese automobile advertising creation from three aspects of host's memes, automobile market and social culture. Later with the guidance of memetics, exploring the creation of Chinese automobile advertising from three aspects. Firstly, the Chinese automobile advertising should conform to the creation criteria of an effective advertisement. That is to say, it should conform to adaptability, simplicity and creativity. Secondly, with the guidance of strong memes, the Chinese automobile advertising should adapt consumer's consumption concept, copywriters should integrate factors involved in automobile market and their works should conform to our social culture. Finally, according to the transmission of meme and appealing of advertisement, we have analyzed the collected 313 items of Chinese automobile advertising as supporting materials, and in the end, provide suggestions for the creation of Chinese automobile advertising.Theoretically, the thesis enriched the theory of memetics and practically, it will not only provide references for creating Chinese automobile advertising, but also provide a new way for people to appreciate and unscramble of Chinese automobile advertising language.