| As the market economic developing, purchasing power is increasing and consuming behaviors have changed accordingly to some extent. Consumers’ judgment to goods has depended on their recognition to the reputation and images of the corporations instead of their specific empirical recognition to goods. Among the various advertisements or slogans, the most succinct, powerful and effective ones are the corporate slogans.The thesis studies the corporate slogans (CS) of the Fortune Global500Corporations in a collection of slogan samples from some of the official websites, adopting Memetics combined with the theory of Adaption. The analysis is conducted from two levels, the lexical level and the level of sentence structure, combining qualitative and quantitative methods. The research questions are, firstly, why is there the necessity to study CS from the memetic perspective; secondly, can CS be created as strong memes to be still widely spread among audiences for long; finally, what factors the corporate slogans shall adapt to in order to be strong memes?The author finds the replication and transmission of memes are associated with people, namely, the audiences. The strong memes of CS are formed for the reason that they have adapted to the needs of audiences in their mental world, social world and physical world. Based on the analysis, the author comes up with the two selection criteria of novelty and expressivity as well as three strategies for strong meme creation in CS, namely, the use of metaphor and pun, repetition, and the flexible application of alliteration. It is hoped that the present study offers a new point of view of slogans studies and creation and serves the purpose of promoting the application and development of the theory of Adaption. |
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