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一个模因的成功复制需要经过同化、记忆、表达和传播四个阶段。弱势模因可以通过一些传播策略而变成强势模因。模因的生命周期和传播策略在广告中也有所体现。近年来出现并蓬勃发展的微电影广告之所以取得巨大的成功,一个重要原因就在于对强势模因的使用和传播。在益达《酸甜苦辣》微电影广告中,强势模因的传播策略主要有三种:重复策略、情感顺应策略和认知失谐策略。这些策略的运用使得广告中的一些强势模因得以被受众牢记,从而达到广告主的营销目的。
Successful replication of a meme requires four stages of assimilation, memory, expression and dissemination. Weak memes can become strong memes through some communication strategies. Memetic life cycle and communication strategies are also reflected in the ads. One of the important reasons for the tremendous success of the micro-film advertisements that have emerged and flourished in recent years lies in the use and dissemination of strong memes. In the benefit of “bittersweet” micro-film ads, there are three main modes of transmission of memes: repetition strategy, emotional adaptation strategy and cognitive mismatch strategy. The use of these strategies makes some of the strong advertising memes to be remembered by the audience, so as to achieve the advertisers marketing purposes.