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2016 | 57 | 33-41
Article title

Creative Use of Internet Memes in Advertising

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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.
Physical description
  • Philological School of Higher Education, Sienkiewicza Street 32, 50-335 Wroclaw, Poland
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  • [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.
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