Internet Memes in Advertising: a Way to Create Universal Cross-Culture Language or a Cause of Degradation?
The author gives a description of actual present-day phenomenon of memes by repeating their positive and negative attributes on a new level of generalization. Articulating the concept of “Internet memes”, considering its history and its different kinds the author defines Internet memes propagation medium and analyzes their impact on contemporary public conscience. In order to draw attention to this phenomenon the author did show Internet memes general characteristics and peculiarities, did reveal benefits and drawbacks of such information unit’s use in advertising sphere. Affirming that Internet memes universality considerably widens users’ audience the author also studies the causes of memes’ unpopularity outside of Internet environment finding out that universality contradicts individuality.