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2016 | 57 | 33-41
Article title

Creative Use of Internet Memes in Advertising

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EN
Abstracts
EN
This study focuses on the creativity of Internet memes used in advertising campaigns. A random selection of memes is analysed. It is argued that the creation of Internet memes involves amusing juxtaposition of phrases and pictures. Advertisers have taken advantage of this Internet phenomenon. They use familiar ideas and background knowledge in order to make new and surprising combinations of Internet memes. Advertisers’ aim is to play creatively with memetic elements. To conclude, being able to skilfully and cleverly alter the original meme and create the humourous effect are the main goals of marketers.
Year
Volume
57
Pages
33-41
Physical description
References
  • [1] A. A. T. Kariko, Analysis of Internet Memes Using Semiotics, http://english.binus.ac.id/2013/06/24/analysis‐on‐internet‐memes‐using‐semiotics/
  • [2] C. Lankshear and M. Knobel (2007). Sampling “the new” in new literacies, [in:] C. Lankshear and M. Knobel (Eds.) A New Literacies Sampler. New York: Peter Lang
  • [3] D. Gauntlett, Making is Connecting. Cambridge: Polity Press, 2011, pp. 4-10. Retrieved from www.makingisconnecting.org, accessed 14.07.2016
  • [4] D. Quaranta, Reality is Overrated. When Media Go Beyond Simulation, Artpulse Magazine 3 (2010) 3.
  • [5] I. Brink, The gist of creativity, [in:] A. E. Anderson & N. E. Sahlin (Eds.), The complexity of creativity, Synthese Library, Dordrecht: Kluwer Academic Publisher, 2010, pp. 5-16
  • [6] J. C. Levinson, Guerilla Creativity, New York: Houghton Mifflin Company, 2001
  • [7] M. Kamińska, Niecne Memy. Dwanaście wykładów o kulturze internetu, Poznań: Galeria Miejska Arsenał, 2011, pp. 61-64.
  • [8] M.A. Boden, The constraints of knowledge, [in:] A. E. Anderson & N. E. Sahlin (Eds.), The complexity of creativity, Synthese Library, Dordrecht: Kluwer Academic Publisher, 2010, pp. 1-4.
  • [9] N. Murray, A. Manrai, & L. Manrai. Memes, memetics and marketing, [in:] Louis Moutinho, Enrique Bigné, and Ajay K. Manrai (Eds.), The Routledge Companion to the Future of Marketing, New York, NY: Routledge, 2014, pp. 331-347.
  • [10] P. Davidson, The Language of Internet Memes, [in:] M. Mandiberg (ed.), The Social Media Reader, New York, 2012, p. 122.
  • [11] R. Dawkins, Samolubny gen, Warszawa: PWN, 2007, p. 244.
Document Type
article
Publication order reference
YADDA identifier
bwmeta1.element.psjd-c8e30ace-20dd-47e7-b7f7-8971009f2f6d
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