微电影广告中的模因策略探析

Memetic Strategies in Micro-movie Advertisements

一个模因的成功复制需要经过同化、记忆、表达和传播四个阶段。弱势模因可以通过一些传播策略而变成强势模因。模因的生命周期和传播策略在广告中也有所体现。近年来出现并蓬勃发展的微电影广告之所以取得巨大的成功,一个重要原因就在于对强势模因的使用和传播。在益达《酸甜苦辣》微电影广告中,强势模因的传播策略主要有三种:重复策略、情感顺应策略和认知失谐策略。这些策略的运用使得广告中的一些强势模因得以被受众牢记,从而达到广告主的营销目的。

The replication of a meme goes through such stages as assimilation,retention,expression and transmission.Some transmission strategies can help build a powerful meme.The replication and transmission of memes are also reflected in advertising.One of the factors that contribute to the success of the newlyemerged micro-movie advertisements,to some extent,is the use and transmission of powerful memes.In the micro-movie advertisements named 'Sour,Sweet,Bitter and Spicy',which are made to promote the sugar-free chewing gum of Extra,there are three major strategies of transmitting the powerful memes,namely the strategy of repetition,the strategy of emotional adaptation,and the strategy of cognitive dissonance.The use of these strategies helps people remember deeply some powerful memes in these micro-movie advertisements.