一、理论基础模因论,顾名思义即复制,但语言模因并不是一种纯粹的对原始数据内容和形式上的复制。因此,从这个角度讲,何自然教授提出了语言模因的两种传播方式:内容相同形式各异传播、形式相同内容各异传播。在此理论基础上,本文探索性的分析了汉语广告中成语模因的 First, the theoretical basis Memetics, as the name suggests is the copy, but the language memes are not a pure copy of the original data content and form. Therefore, from this perspective, Professor He Zi proposed two modes of transmission of the language memes: the same content is transmitted in the same form and the same content is transmitted in the same form. Based on this theory, this article explores the idioms of idioms in Chinese advertisements