Communication Through Memes

Advertising can be found everywhere these days: TV, internet, on billboards, transit, digital boards, smartphones, video games, apps… the list is endless. Now advertisements are using trends as a way of connecting with consumers through highly recognized images that relay certain messages (memes). Memes can be found everywhere, but the specific memes I am referring to are the ones found online. Typically, they are amusing and are highly identifiable: Success Kid, Grumpy Cat, and even Ryan Gosling's "Hey Girl" memes.

Recently, advertisers have begun utilizing well-known characters and their personalities/messages to reach more consumers through humour and recognition. This unique content breaks away from the clutter of everyday advertisements. Immediately, someone who knows of Success Kid would do a double take of this billboard to see why a trending meme is up there. It's an attention grabber as mentioned in my previous post, which is all too important.

Virgin Mobile using Success Kid

Success Kid

Memes can be found anywhere representing a variety of companies, opinions and ideas. They can relate to college or university, which most of them tend to do, trying to find a job, or even work experience as demonstrated by the Success Kid meme to the left. Most meme personalities or messages are relatable through experiences or lifestyles. They may even remind you of someone you know. Either way, these memes have yet to go out of style. In fact, more are being created each day. It only makes sense that advertisers start using memes as a way of connecting with consumers.

At Western University, I once took a class regarding the importance of communicating through memes. Memes portray everyday messages. A meme is more than a picture with a personality. As I've mentioned, these images have a meaning. For example, a stop sign is a meme. When you see a stop sign, you recognize it and what the image represents; therefore, you know you must come to a stop, so you do not break the law. The same goes for any other meme. An image of Success Kid will provide an internalized meaning that whatever is written beside him will lead to a successful or profitable outcome that is likely to be relatable with the audience. When pairing this knowledge with a brand, the association will be immediate: Success Kid will lead to a successful outcome that Virgin Mobile can provide for you.

There are even memes about advertising as "dumb" or "evil". Advertising is not always seen as a positive industry in the minds of consumers. Keeping tabs on memes related to advertising will allow you to better understand why your advertisements may not be appealing to your target market. Why not use these insights to your benefit? Or create a meme associated with your business to increase awareness and demonstrate humour or better yet, an understanding of your audience.

You get them. You understand how they feel about advertising. You understand what these images mean to them. And those can be used to develop a more positive position with your audience that can ultimately benefit your consumers as well as your brand.

Dumb and Dumber

Dr. Evil