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

Ioana-Maria COZMA

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.

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