ABSTRACT
This study focuses on the creativity of Internet memes used in advertising campaigns. A random selection of memes is analysed. It is argued that the creation of Internet memes involves amusing juxtaposition of phrases and pictures. Advertisers have taken advantage of this Internet phenomenon. They use familiar ideas and background knowledge in order to make new and surprising combinations of Internet memes. Advertisers’ aim is to play creatively with memetic elements. To conclude, being able to skilfully and cleverly alter the original meme and create the humourous effect are the main goals of marketers.
References
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