Authors:
M. V. Lukyanchikova,
Candidate of historical Sciences, associate Professor, Deputy Department head for research,
Saint Petersburg University of the Humanities and Social Sciences,
e-mail: lukksor@gmail.com
15, St. Fuchika, Saint Petersburg, 192238, Russian Federation
E. N. Berdnikovа,
Candidate of Culturology, associate Professor, head of Department of advertising and public relations,
e-mail: 6401040@mail.ru
Saint Petersburg University of the Humanities and Social Sciences
15, St. Fuchika, Saint Petersburg, 192238, Russian Federation
Abstract:
The aim of the paper is to analyze the effectiveness of using internet memes in advertising texts. Mem is as a kind of creolized text, which is a unity of non-verbal and verbal elements, considered as an integrated whole. The authors focused on traditional methods of philological research: comparative-comparative and composite analysis, scientific objectivity, systemic. Analysis, synthesis and comparison were used as general scientific methods. Leading for us is the culturological approach, in which advertising texts using memes are regarded as texts that are built on the sociocultural premises of society as part of mass culture, while recog-nizing their direct purpose: to induce the consumer to buy an advertised product. We can distinguish the main types of memes: text meme, meme-image, media-meme, gif, creolized meme. In modern marketing the authors distinguish the notion of advertising meme as information in one form or another (media object, phrase, concept, character), spontaneously gaining popularity, which can be used to solve marketing prob-lems of the brand. Most often for promotional purposes a creolized meme is used. There are some risks by using memes in advertising communications: meme’s inactivity, inappropriate use, inadequate target audi-ence or brand values and unpredictability of the communication effect.
Keywords:
Creolized text, meme, Internet meme, advertising, advertising text, marketing, mass culture.
