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2 results

  • 2 - Memes and Multimodal Figuration

  • Barbara Dancygier, University of British Columbia, Vancouver, Lieven Vandelanotte, University of Namur, Belgium
  • Book:
    The Language of Memes
    Published online:
    12 September 2025
    Print publication:
    11 September 2025, pp 11-25

  • Summary

    This chapter first considers some correlations between memetic constructions and select figurative meanings, showing how our approach differs from existing multimodal metaphor approaches. As a case in point, the chapter presents an analysis of when-memes as relying on similative patterns of meaning, and also extends this discussion to include the family of If 2020 Was X memes.

  • 11 - Memes and Advertising

  • Barbara Dancygier, University of British Columbia, Vancouver, Lieven Vandelanotte, University of Namur, Belgium
  • Book:
    The Language of Memes
    Published online:
    12 September 2025
    Print publication:
    11 September 2025, pp 202-216

  • Summary

    This chapter consider advertising strategies based on, or inspired by, meme genres. Our most interesting examples don’t so much directly borrow a fully-formed, recognizable meme to reuse it in an ad (though this, too, is sometimes done). Instead, really successful memetically inspired ads partly borrow from existing meme codes, such as when-memes or the ‘Sections of’ meme, and adapt these creatively to suit the persuasive goals identified. This suggests that aspects of the grammar of memes are affecting other forms of communication.