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Meme marketing has become a common media practice in the advertising industry. Many companies advertise on social media using memes to generate attention for their brands, products and services and to signal that they are part of the digital media culture. However, the use of memes is fraught with risk. If advertisers are not aware of the media practices of memeing, they run the risk of using memes incorrectly and being ridiculed or excluded by their target group. Subcultures on platforms such as Reddit are meticulous about protecting their media culture from outsiders. Advertisers there are suspected of only exploiting memes for profit. So how does the anti-commercial production, circulation and reception of memes in social media relate to the visual use of memes in advertising? Kevin Pauliks answers this question in eight media praxeographic samples that examine the difference between memeing and meme marketing and show how memes are used in advertising using different brands such as IKEA, Gucci, Siemens and Sixt.
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Keywords
- Advertising
- branded content
- Copyright
- corporate memes
- Marshall McLuhan
- Media Philosophy
- meme marketing
- Memes
- online marketing
- Praxeology
- Social media
- thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies::JBCT1 Media studies: internet, digital media and society
- thema EDItEUR::J Society and Social Sciences::JB Society and culture: general::JBC Cultural and media studies::JBCT Media studies::JBCT3 Media studies: advertising and society
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing
- thema EDItEUR::K Economics, Finance, Business and Management::KJ Business and Management::KJS Sales and marketing::KJSG Online marketing / Social media marketing
- trademark law
Links
DOI: 10.14631/978-3-96317-928-0Editions