A Memetic Analysis Of Internet Advertising

Since 1976,the biologist of Oxford Richard Dawkins firstly proposed the concept meme in his book?The Selfish Gene?,memetics attracts experts' interets all over the world.Memetics now is not just refer to a “replicator of culture”,but include many other disciplines.As for a“replicator of culture”,meme has many same points as gene,such as “selfish”and“exclusive”.Meanwhile,meme's spread like virus and can be inherited and developed like gene.It can change itself wherever and whenever according to the surroundings.At the same time,they are trying to be accepted and spread by the host(those who can accept the meme)in order to complete the second spread.Actually,there is a multi-angle research on memetics,still much less studies on advertising language from the perspective of memetics.It will be much helpful that if we can analyze the meme on advertising language,find out the law that how to design strong advertising language meme.This paper focus on the popular advertising type——the internet advertising,hoping to find out some laws of the way internet meme spread.As for a new digital media,the popularize of internet has changed our life,people can get much more news from the internet than before.This paper focus on memetic in order to offer some help for design stronge internet advertising meme.The first chapter mainly includes the introduction portion introduces the background,the aim and the significance of the paper.The second chapter introduces the concept of meme and memetics,told the methods how to classify the stronge meme and the weak one.The forth and fifth chapters are the key-chapters of this paper,in this part,the concept of internet advertising and memetics are combined.The writer will prove the result through plenty data that in todays' internet,memes' quality of reproduction is less important.The last chapter,combined the theories got before with the examples of 7-ups and nike's,summarize the strategy to create the mighty internet advertising language,such as the simple strategy,the adjustment strategy,the beauty strategy and so on.