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1、第17页TheMemesinAdvertisingSlogansI.IntroductionCulturalevolution,includingtheevolutionofknowledge,canbemodelledthroughthesamebasicprinciplesofvariationandselectionthatunderliebiologicalevolution.Thisimpliesashiftfromgenesas(replicating)unitsofbiologica
2、linformationtoanewtypeof(replicating)unitsofculturalinformation:memes.Memeticsisanewtheoryforinterpretingculturalevolution.Ameme,inventedtosuggestastronganalogywithgenes,isaunitofculturalimitation,aself-propagatingideamuchlikeabiologicalorcomputerviru
3、s.Thecontagiousnatureofmemeshassuchanaturalaffinitywithadvertisingthatitdrivesmanymarketerstoconducttheiradvertisingresearchfromtheperspectiveofmemes.Inordertouselanguageeffectivelyandstrategically,advertisersmayresorttodifferentdevices,suchasidioms,p
4、roverbs,commonsayings,famousremarksandclassicpoemsandsoon.Thosesuccessfuladslogansaremostlytheresultoftheoperationofmemes.II.TheBasicConceptsandRelevantTheoriesofMemes2.1TheDefinitionofMemesIn1976,RichardDawkins,aneminentOxfordzoologist,firstcoinedthe
5、word“meme”inhisbest-sellingbookTheSelfishGene.Attheendofthebook,heradicallyproposesthatbiologyisnottheonlyfieldwhereevolutionisatwork;humanculturealsoevolvesandchanges.Geneisthebiologicalreplicator,sobyanalogy,“meme”istheculturalreplicatorwhichdrivest
6、hecultureevolution.Dawkinsinventstheword“meme”formtheGreek“Mimeme”whichmeansimitation,butshortensittosoundlike“gene”.Inthisbook,Dawkinsfurtherelaboratesitasfollows:Examplesofmemesaretunes,ideas,catch-phrases,clothesfashions,waysofmakingpotsorofbuildin
7、garches.Justasgenespropagatethemselvesinthegenepoolbyleadingfrombodytobodyviaspermoreggs,somemespropagatethemselvesinthememepoolbyleapingfrombraintobrainviaaprocesswhich,inthebroadsense,canbecalledimitation.(Dawkins1976:206)Nowseveralauthoritativedict
8、ionarieshaveembodiedtheterm:accordingto第17页OxfordEnglishDictionary,memeisanelementofculturethatmaybeconsideredtobepassedonbynon-geneticmeans,esp.imitation,whiletheAmericanWebsterDictionarydefinesitasanidea,behavior,style,orusagethatspreadsfrom
