期刊论文

On the Prerequisites of Contagious Advertising Language Memes

中文

南华大学学报(社会科学版)

1673-0755

2010

11

3

94-97

10.3969/j.issn.1673-0755.2010.03.027

本校为第一机构

在模因论中,模因学家将广告这一不断在人们大脑之间复制传播的复制因子视为一种模因。而那些能够在激烈的竞争中脱颖而出,成为经典的广告往往被认为是强势广告模因。文章以模因理论为基础,从强势模因的特点和传播的过程这两方面来探讨成为强势广告语言模因的形成要素,希望能够为广告人如何设计成功的广告提供一条新的思路。

In terms of memetics,the ad,a replicator which is replicating and transmitting between man＇s brain,is regarded as a meme.And the ads which stand out of the severe ad competition and become the models are often defined as contagious advertising meme.Based on memetics,this paper delves the prerequisites for an advertisement to be a contagious advertising meme from the aspects of the prerequisites and transmitting course of contagious meme.The author hopes to...