关键词: 微电影广告, 模因, 益达

Abstract: The replication of a meme goes through such stages as assimilation, retention, expression and transmission. Some transmission strategies can help build a powerful meme. The replication and transmission of memes are also reflected in advertising. One of the factors that contribute to the success of the newly-emerged micro-movie advertisements, to some extent, is the use and transmission of powerful memes. In the micro-movie advertisements named “Sour, Sweet, Bitter and Spicy”, which are made to promote the sugar-free chewing gum of Extra^®, there are three major strategies of transmitting the powerful memes, namely the strategy of repetition, the strategy of emotional adaptation, and the strategy of cognitive dissonance. The use of these strategies helps people remember deeply some powerful memes in these micro-movie advertisements.