This study focuses on the creativity of Internet memes used in advertising campaigns. A random selection of memes is analysed. Itis argued that the creation of Internet memes involves amusing juxta position of phrases and pictures. Advertisers have taken advantage of this Internet phenomenon. Theyuse familiar ideas and background knowledge in order to make new and surprising combinations of Internet memes. Advertisers’aim is to play creatively with memetic elements. To conclude, being able to skilfully and cleverly alter the original meme and create the humourous effect are the main goals of marketers
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1st INTERNATIONAL SCIENTIFIC CONFERENCE, dilemmas of scientific research in various fields of science: natural sciences, science and technology, economic and social sciences, humanistic sciences, 10th October, 2016, Cracow, Poland