VIRAL ADVERTISING AT ITS BEST: INTERNET MEMES ON A RHETORICAL PATH

Autori

  • Ioana-Maria COZMA Universitatea „Al. I. Cuza” Iaşi.

Cuvinte cheie:

internet memes, viral advertising, computer-mediated communication, rhetorical figures

Rezumat

As the world evolves, so do the practices that define mankind. With the transformation of individuals follows the altering of people’s preferences regarding different forms of interpersonal communication and subsequently a different appetency to advertising. As a result viral advertising becomes more prominent as it learns to use a new language, that of Internet memes. And if persuasion is an important function of rhetoric, then Internet memes in viral advertising should be studied from a rhetorical perspective. This paper opens various topics and although it does not fully cover them, it emphasizes the existing connection between them and claims a strong need for more studies on this matter.

Referințe

AUNGER, R. 2006. What’s the Matter with Memes?. Retrieved August 26, 2013, from HygeneCentral Web site http://www.hygienecentral.org.uk/pdf/Aunger%20Grafen%20paper.pdf

BARAN, A. 2012. Visual Humour on the Internet. Retrieved August 18, 2013, from Eesti folkloristide Web page: http://www.folklore.ee/pubte/eraamat/eestipoola/baran.pdf

BAUCKHAGE, C. 2011. Insights into Internet Memes. Retrieved August 26, 2013, from AAAI Publications, Fifth International AAAI Conference on Weblogs and Social Media Web site: https://www.aaai.org/ocs/index.php/ICWSM/ICWSM11/paper/view/ 2757/3304

BLACKMORE, S. 1999. The Meme Machine. New York: Oxford University Press.

CHAUDURI, A. 2006. Emotion and Reason in Consumer Behavior. Oxford (UK): Elsevier Press

COLLINS TIDEWELL, L. and WALTHER, J.B. 2002. “Computer-Mediated Communication Effects on Disclosure, Impressions, and Interpersonal Evaluations. Getting to Know One Another a Bit at a Time”. Human Communication Research 28 (3), 317-48. Retrieved August 19, 2013 from Many to Many Web site: http://www.etchouse.com/mcma503/readings/tidwell-2002.pdf

CUTRIGHT, K. M., WU E. C., BANFIELD J. C., KAY A. C. and FITZSIMONS G. J. (2011). “When Your World Must Be Defended: Choosing Products to Justify the System”. Journal of Consumer Research 38 (1), 62-77. Retrieved August 12, 2013.

DAWKINS, R. 2006. The Selfish Gene (3rd ed). New York: Oxford University Press.

HAROLD, C. 2004. “Pranking rhetoric: ‘culture jamming’ as media activism”. Critical Studies in Media Communication 21 (3), 189-211. Retrieved August 30, 2013 from Taylor & Francis Online Web site: http://www.tandfonline.com/doi/pdf/10.1080/0739318042000212693

KARBER, G. 2013. Abercrombie & Fitch Gets a Brand Readjustment #FitchTheHomeless. Retrieved August 22, 2013 from: http://www.youtube.com/watch?feature=player_embedded&v=O95DBxnXiSo

KITTAY, E. F. Metaphor. Retrieved August 19, 2013 from Stony Brook University Web site: http://www.stonybrook.edu/commcms/philosophy/people/faculty_pages/docs/Kittay_Metaphor.pdf

LEIGH, J. H. 1994. “The Use of Figures of Speech in Print Ad Headlines”. Journal of Advertising 22 (2), 17-33.

LUEG, J. E., FINNEY, R. Z. 2007. “Interpersonal Communication in the Consumer Socialization Process: Scale Development and Validation”. Journal of Marketing Theory and Practice 15 (I), 25-39.

LUTZ, A. 2013. “Abercrombie & Fitch Refuses To Make Clothes For Large Women”.  Business Insider. Retrieved August 30, 2013, from Business Insider Web site: http://www.businessinsider.com/abercrombie-wants-thin-customers-2013-5

MARSHALL, G. 1998. The Internet and Memetics. School of Computing Science, Middlesex University. Retrieved August 22, 2013, from Principia Cybernetica Web Web site: http://pespmc1.vub.ac.be/Conf/MemePap/Marshall.html

MARTIN, B. A. S., LANG, B. and WONG, S. 2004. “Conclusion Explicitness in Advertising. The Moderating Role of Need for Cognition (NFC) and Argument Quality (AQ) on Persuasion”. Journal of Advertising 32 (4), 57-65.

McQUARRIE, E. F. and MICK, D. G. 1996. “Figures of Rhetoric in Advertising Language”. The Journal of Consumer Research 22 (4), 424-38.

McQUARRIE, E. F. and MICK, D. G. 2003. “Visual and Verbal Rhetorical Figures. Under Directed Processing versus Incidental Exposure to Advertising”. Retrieved August 19, 2013, from Social Science Research Network Web site: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=342340

O'DONOHOE, S. 2001. “Living with ambivalence: attitudes to advertising in postmodern times”. Marketing Theory 1, 91-108.

PERCY, L. and ROSSITER, J. R. 1992. “A Model of Brand Awareness and Brand Attitude Advertising Strategies”. Psychology and Marketing 9(4), 263-74. Retrieved August 19, 2013, from Scribd Web site:http://www.scribd.com/doc/29081251/A-Model-of-Brand-Awareness-Brand-Attitude-Advertising-Strategies

PHILIPS B. J. and McQUARRIE, E. F. 2004. “Beyond visual metaphor: A new typology of visual rhetoric in advertising”. Marketing Theory 4(1/2), 113-36.

REYNOLDS, F. D. and DARDEN, W. R. 1971. “Mutually Adaptive Effects of Interpersonal Communication”. Journal of Marketing Research 8, 449-54.

RINTEL, S. 2013. Crisis Memes: The Importance of Templatability to Internet Culture and Freedom of Expression. Retrieved August 20, 2013 from Academia Edu Web site: http://www.academia.edu/2439613/Crisis_Memes_The_Importance_of_Templatability_to_Internet_Culture_and_Freedom_of_Expression

SIMMONS J. P., NELSON L. D., GALAK J. and FREDERICK S. 2011. “Intuitive Biases in Choice versus Estimation: Implications for the Wisdom of Crowds”. Journal of Consumer Research 38 (1), 1-15.

TOM, G., EVES, A. 1999. The Use of Rhetorical Devices in Advertising. Journal of Advertising Research, 39 (4), 39-43. Retrieved August 17, 2013, from G&R Research and Consulting Web site: http://www.gandrllc.com/reprints/useofrhetoricaldevicesinadvertising.pdf

TONG, S. T. and WALTHER, J. B. 2011. “Relational maintenance and computer-mediated communication”. In Computer-mediated communication in personal relationships, edited by B. Wright & L. M. Webb, 98-118. New York: Peter Lang Publishing.

TSOTSIS, A. (n.d.). Y U NO HAVE LAME BILLBOARD HIPCHAT? TechCrunch RSS. Retrieved September 02, 2013, from TechCrunch Web Site: http://techcrunch.com/2011/04/22/y-u-no-have-lame-billboard-hipchat/

WALTHER, J. B. 2011. “Theories of computer-mediated communication and interpersonal relations”. In The handbook of interpersonal communication, edited by M. L. Knapp & J. A. Daly, 443-79. Thousand Oaks, CA: Sage.

YANNOPOULOU, N. and ELLIOTT, R. 2008. “Open versus Closed Advertising Texts and Interpretive Communities”. International Journal of Advertising 27(1), 9-36.

YOO, C., MacINNIS, D. 2005. “The Brand Attitude Formation Proccess of Emotional and Informational Ads”. Journal of Business Research 58, 1397-1406.

#FitchtheHomeless is a campaign to give your A&F clothes to the homeless and show the CEO who's boss. (2013). Retrieved August 22, 2013 from http://www.reddit.com/r/offbeat/comments/1edtzv/fitchthehomeless_is_a_campaign_to_give_your_af/http://www.reddit.com/search?q=mike+jeffries Retrieved August 22, 2013

http://www.reddit.com/r/nokia Retrieved August 22, 2013 TIL The CEO of Abercrombie & Fitch went on record as saying he does not want fat or unattractive people wearing his clothes or employed at his company. (2013). Retrieved August 22, 2013, from http://www.reddit.com/r/todayilearned/comments/1dw6zn/til_the_ceo_of_abercrombie_fitch_went_on_record/

Whenever there is an MLP image with no downvotes on Imgur. (2013). Retrieved September 02, 2013, from http://imgur.com/DiEdUYnb

Descărcări

Publicat

2015-05-22

Număr

Secțiune

PROVOCĂRI CONTEMPORANE ÎN ŞTIINŢELE COMUNICĂRII