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Memetic analysis of parody in advertisements


Liu, J and Nguyen, HB, Memetic analysis of parody in advertisements, Linguistics and language education in new horizons: The link between theory, research and pedagogy, Nova Science Publishers, S Fan, T Le & Q Le (ed), New York, pp. 23-32. ISBN 978-1-63482-800-0 (2015) [Research Book Chapter]

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Copyright 2015 Nova Science Publishers, Inc.

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In Memetic Theory, a meme is treated as a unit of imitation. Every piece of information can be called a meme if it is replicated through imitation. The forms of memes are tunes, ideas, and catch-phrases. Memetic Theory analyses parody in advertisements. Parody is widely referring to linguistic phenomena of imitating other‘s words. From the perspective of memetics, parody is the sequence of imitating existing memes with partial changes. The formation of parody is because of the spreading of memes. By memetic analysis, this chapter shows that parody in advertisements is mainly the imitation of idioms, proverbs, phrases, sayings, literary texts, famous slogans and some common types of texts.

Item Details

Item Type:Research Book Chapter
Keywords:advertisements, imitation, memetics, parody
Research Division:Education
Research Group:Curriculum and pedagogy
Research Field:LOTE, ESL and TESOL curriculum and pedagogy
Objective Division:Education and Training
Objective Group:Learner and learning
Objective Field:Learner and learning not elsewhere classified
UTAS Author:Nguyen, HB (Dr Hoang Nguyen)
ID Code:103535
Year Published:2015
Deposited By:Education
Deposited On:2015-10-15
Last Modified:2018-04-05

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