从模因的角度看比较广告

On Comparative Advertisement From the Perspective of Meme

模因论是解释文化进化规律的一种新理论。广告作为一种文化现象,在当今的信息时代充斥于社会生活的每一个角落。而比较广告,作为一种特别的商业广告形式,更是备受青睐。介绍了模因的概念和特征,并以模因论为基础,从广告形式、类型及策略等方面对比较广告进行了剖析,以期比较广告能在广告活动中得到应有的一席之地,立法上能得到应有的支持。

Memetics is a new theory for interpreting cultural evolution.Advertisement,as a cultural phenomenon,abounds in the society of today's information age.Comparative advertisement,as a special commercial advertising form,is more appreciated.This paper first introduces the concept and characteristics of meme,then based on the concept of memetics,it analyzes the comparative advertisement in such aspects as advertising form,its types and strategies,hoping to gain a proper position and legal support in advertising activities.