The Study Of The Meme Construction Based On The Global500Enterprise Website Slogans

With the rapid development of economic globalization and information technology,Enterprise Website has become a platform for the enterprise to carry out internalcommunication and offers a way to display its image, to create its culture and to improveits competitiveness. So the well-designed enterprise slogan in the website is more like aname card of enterprise to draw the viewers’ attention at once. As an advertisingexpression, to have researches on the enterprise slogans can not only help us tounderstand the development orientation and the competitive priority of the enterprise butalso can make people pay more attention to the construction of such successful campaignslogans. This thesis takes the slogans from the enterprise websites of the Fortune Global500in2011as the study objects to analyze the generative mechanism of enterpriseslogans based on Memetics.The present thesis consists of six chapters. Chapter One gives a brief introduction tothe entire thesis. It presents readers with important background information aboutenterprise slogan, research aims and significance. Chapter Two is the literature review ofrelated researches both at home and abroad, which includes the previous study onadvertising slogans, and the meme theory as well as advertising language with memetics.Chapter Three intends to put forward a theoretical framework of construction enterpriseslogans based on memetics. Chapter Four is the research design and it explains theconcrete procedures of research and data collection. Chapter Five is devoted to unveil thefeasibility of the theoretical framework on constructing enterprise slogan based on dataanalysis. To begin with, a core meme should be established from the storage of existingmemes. During the competition of meme selection, the winning meme sets andmemeplexes come into being. Secondly, the replication and transmission of an establishedmeme should be governed by the criteria of meme selection. Thirdly, the language memesin enterprise slogans withstanding the test of meme selection criteria also meet thequalities of meme and they are transmitted in the way of genotype and phenotype. In theend, the enterprise slogans will never remain invariable under the influence of some external factors such as cultural environment, realistic environment and customers’emotional experience. In a word, a successful enterprise slogan can be created until it hasgone through the whole flow path. Chapter six brings all the study into a conclusion. Inthis regard, major findings and achievements of the research are summarized andlimitations of this research and suggestions for further study are also presented.This thesis extends the scope of memetic research, makes a close connection ofmemetics and enterprise slogans, provides broader advertising space for the advertisers,and enhances people’s comprehension for enterprise slogans. In addition, theestablishment of constructive framework in enterprise slogans makes a powerfulcomplement to systematic study of Memetics.