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p;buy  the  product  or  service  and  profit  consequently.  As  a  result,  various  kinds  of advertising slogans appear and even “mismatches” are used in advertisements sometimes. But how  should  we  choose  them  in  such  a  circumstance?  Actually,  this  is  also  what  advertisers have to think about. Usually advertisers will employ many advertising strategies to make their advertisements  novel,  attractive,  and  memorable.  Using  linguistic  memes  is  a  case  in  point. Luckily, with the development of society, nowadays people are more open-minded and ready to  explore  and  accept  this  kind  of  linguistic  phenomenon.  Although  studies  on  advertising slogans  from  different  perspectives  are  productive,  they  are  never  flawless  and  far  from perfect.  Here  the  author  will  firstly  do  a  retrospective  study  on  advertising  slogans  and  then memes in advertising slogans and her conclusion in this section. 
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2.2 Previous Studies of Advertising Slogans 
With the flourishing development of advertisements, researches on advertising language grow rapidly these days. There are mainly two schools studying advertising language: one is the  advertising  field;  the  other  the  linguistic  field.  The  former  pays  much  attention  to advertising  strategies,  creation,  means,  market  research  and  information  reaction.  As  for researches on advertising slogans, the latter goes through a process of gradually taking serious of  the  research,  of  its research  content  from  simple  to  complex,  of  its  research  means  from single to diverse (Wu Xuehui, 2007).  Studies  on  advertising  slogans  abroad  began  sixty  years  ago  while  at  home  it  only  has more than twenty years of history since 1980s. There are roughly two periods in which studies on advertising slogans begin to grow: the first period is preliminary exploration from 1980s to the early 1990s; and the second period is from the middle 1990s to the present day. During the first  period,  there  appeared  a  batch  of  comparatively  systemic,  complete  research  works. These  works  studied  linguistic  structures  including  many  kinds  of  linguistic  means  (speech sounds, characters, words, grammar and so on) and rhetoric to see how they serve advertising propaganda.  Besides,  researchers  also  studied  advertising  slogans  from  perspectives  of sociolinguistics, psycholinguistics, communicative  linguistics  and  cultural  linguistics  and published a number of influential works. But the second period is a new, mature era which is essentially  different  fro本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。