Meme, is a word that is no stranger to today’s digital culture. It was first coined by Richard Dawkins in his book The Selfish Gene. He compared a meme to genes and evolution. It is very similar due to how a gene can imitate itself. Dawkins was inspired by the Greek word Enthymeme, which means an argument in which one premise is not explicitly stated.

Arguments usually have :

• Major Premise
• Minor Premise
• Hidden Premise
• Conclusion

The classic Enthymeme example is

1. All men are mortal
2. Socrates is man
3. Therefore, Socrates is mortal

Enthymemes can be persuasive and less persuasive, it helps makes arguments readable.  Often premises are hidden. A hidden premise is not actually stated when an argument is presented. They are not mentioned but assumed. But in order to get to the conclusion. When the hidden premise is verbally expressed it confirms the argument.

Our culture is changing. And just like Enthymemes, memes use premises and a conclusion, but with images. The audience determines the conclusion based on the culture. Depending on the culture or society you are apart of determines if you will understand or can relate to the meme.

Memes help understand digital culture.

Just like this Arthur fist meme:

If you do not know of Arthur then you would not know that this is an image of Arthurs fist. Arthur is a children’s television series. But even though someone may not have ever watched Arthur before you can relate this image to frustration or a specific situation when one has been infuriated. And most of the time this meme is accompanied by words that give a conclusion that this is how you feel.

Memes are participatory, meaning anyone can change it or repackage/remix it in a way they want to and it could eventually go viral!

Here is a Meme that I created.

Advertisements have always used rhetorical appeals to lure in certain audiences. And without even paying much attention advertisements have changed over time. Take the #1 selling carbonated beverage Coca-Cola for example, if you analyze some the first advertisements up until their latest advertisements you can see the change in rhetorical trends over time.

Coca-Cola is an American carbonated drink invented in the late 19^th century by pharmacist John Pemberton in Atlanta Georgia, originally intended for medicinal usage.

This was one of the earliest ads by Coca-Cola . Printed in the late 19th century, it advertised the product being sold as a patent medicine for 5 cents per glass at all fountains.

It was known as a healthful carbonated beverage to relieve fatigue and exhaustion. Coca-Cola soon began to become a beverage to refresh you after a long day, or just to relax because of the prohibition era. And was very popular during WW1.

Coca- Cola evolved as time changed so did the the advertisements. It became popular and depicted happiness and wellness and people could relate when drinking a “Coke”. It was a brand that reflected a good time.

Her is a commercial from the 1950s:

During the 50s living the American Life was ideal. Coca-Cola advertisements and commercials began to show wholesome families in leisure, relaxing, and being comfortable. And began to gain popularity globally. The advertisement of this product was not merely in newspapers but grew to radio, posters, and television.

Then skipping to the 90s  on of my favorite Coca-Cola commercials to date is the one that launched singer Tyrese Gibsons career. Playing just another person riding public transportation bus, he busted out singing. Thats when he became known as the “Coca-Cola Boy.”

As of recently in 2016 Coca-Cola launched their global advertising campaign in seven years. This campaign unites all trademarks of Coke brands and brings everyone around the world together, incorporating diversity, new products and the health and well being. As the world went through major changes Coca-Cola remained the same quality while making sure to change with the trends to appeal to the audience  and different eras. It will forever be the brand that exudes happiness.

I have personally assembled  a video ! Enjoy!