Abstract: Meme plays an important role in the development of advertising language. Given the fact that memes are easy to get copied and spread, it provides an efficient way in designing advertising language. Yet in its creation people can not ignore its social effect. Consideration should be given to the differences among audience. Under the framework of meme theory, this paper first makes a review of previous research, and then analyzes respectively the rhetorical effects and social effects of memes in television broadcasting and such mass media as newspaper and magazine. The aim is to provide a new perspective for the design of advertising language .

Key words: meme ; advertisement; rhetoric effect; social effect

CONTENTS

Abstract

摘要

1. Introduction1

2. Literature Review and Theoretical Framework.2

2.1 Meme Theory

2.2 Literature review

  2.2.1 Research Abroad

  2.2.2 Research at Home

3. Meme in Advertisements5

3.1 Meme in Advertisement and Its Effects

  3.1.1 Two Types of Meme in TV Advertisements

  3.1.2 Rhetorical Effects

  3.1.3 Social Effect 

3.2 Meme in Periodical Advertisement and Its Effects

  3.2.1 Two Types of Meme in Periodical Advertisement

    3.2.2 Rhetorical Effects

  3.2.3 Social Effect 

4. Conclusion10

Bibliography.13

Acknowledgements14