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Citation

Esteves V (2024) Online culture spaces in offline commercial places. In: MacRury I & Manika D (eds.) Digital Advertising Evolution. 1 ed. London: Routledge, pp. 108-120. https://doi.org/10.4324/9781003168485-10

Abstract
Chapter 8, by Victoria Esteves, analyses the integration of digital culture and advertising through memes. Esteves examines the role of memes in bridging online and offline promotional content, highlighting challenges in decoding meme-based advertising due to generational differences in digital literacy. The chapter discusses legal and intellectual property issues surrounding meme usage, referencing resources like Know Your Meme. Esteves’s work challenges traditional advertising definitions and underscores the hurdles brands and audiences face in fast-moving, culturally diverse spaces. The analysis emphasises the ongoing dialogue between commercial efforts and organic cultural values, especially when engaging with digitally diverse audiences.

Keywords
advertising; memes; internet; remix