An Adaptive Study On The Language Memes In Food Advertisements

In light of Adaptation Theory, this thesis probes into the language memes in food advertisements. Meme is transmitted by imitation. It is a basic unit of cultural evolution. Regarding the particularity of language memes in food advertisements, their manifestations can be classified into the following three types:repetition of language memes, modification of language memes and original language memes. The author argues that the selection criteria for the language memes in food advertisements are simplicity, fashion, authority and emotional drive. Based on Adaptation Theory, this thesis explores how the language memes in food advertisements adapt to potential customers'mental world, social world and physical world in order to persuade them to purchase the relative products. The adaptation of language memes in food advertisements to customers'mental world is analyzed from the perspective of rational appeal (customers'needs for food security, low price and desired functions) and emotional appeal (customers'needs for identity and self-respect). The adaptation to the social world mainly consists of three aspects:the way of life, value orientations and social customs. The adaptation to the physical world is investigated from the aspects of time and space. Just because of the adaptation to these three worlds, language memes in food advertisements become widely transmitted.The author hopes that through the analysis of language memes in food advertisements, the present study can draw people's attention and improve their understanding of food advertising language. On the one hand, this study can validate the explanatory power of Adaptation Theory; on the other hand, it can provide some guidelines for the design of food advertisements.