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A Survey of Strong Memes in Cosmetic Advertising Language

Author: LuoJuan
Tutor: WangAiHua
School: University of Electronic Science and Technology
Course: Foreign Linguistics and Applied Linguistics
Keywords: Cosmetic Advertising Memetic Theory Adaptation Theory Strong Memes
CLC: H315
Type: Master's thesis
Year: 2011
Downloads: 159
Quote: 0
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Abstract


As a type of commercial advertisement, cosmetic advertising plays an important role throughout the cosmetic marketing business. A successful advertisement provides information for potential customers and influences their purchasing behavior unconsciously; in this way the advertisement can create huge profit for companies, accelerate the entire marketing program, thus promoting the positive and sustainable development of the whole marketing system.Cosmetic advertising is prevalent in our daily life, some scholars have done researches on it, which cover the fields of psychology, sociology, marketing, lexics and so on, but there are few researches conducted from the angle of memetics. As a brand new pragmatic theory, memetics has very strong explanatory power; application researches of memetics and other subjects may produce abundant outcomes. Thus, in this thesis, the author adopts the methodology of qualitative research assisted by quantitative analysis, conducts the research from a memetic view cooperated with adaptation theory and lots of data, analyzes the subjective selection criteria and adaptation factors on the side of advertising subjects. Through the questionnaire and the sample survey, the author confirms that the selection criteria in cosmetic advertising memes can be ranked according to their importance. Besides, the author constructs a theoretical conceptual framework to explain the characteristics and producing of strong cosmetic advertising memes; their processes of fighting,prosperity and perishing as well as circulation in language are all taken into consideration. In the end, the author proposes some suggestions on how to create strong cosmetic advertising memes.

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