The Application of Memetics in Creating Effective Advertising Language Under the Context of Cross-Cultural Communication

Jingkun ZHAO


Memetics, first categorized by Richard Dawkins in 1976 in his best-selling book The Selfish Gene, is a new theory explaining the cultural evolution. The core of it is meme, which is a unit of cultural information, mutating and inheriting like a gene and spreads like a virus from one person to another. Memes have the characteristics of self-contagion and self-reproduction, thus bearing a natural similarity with advertising language in view of its propagating nature. This paper was intended to explore the application of Memetics in advertising language to figure out some effective suggestions for the creation of successful advertising language under the context of cross-culture communication.


Advertising language; Memetics; Cross-culture context

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