Abstract: With the rapid development of economy, advertisements, especially Public Service Advertisements, play an important role in modern life. As a non-profit advertisement, Public Service Advertisement aims to deliver some social attitudes, norms and ideas, which are helpful to the improvement of the whole society. The spread of Public Service Advertisements plays an important role not only in the improvement of People’s inner world but also in regulating peoples’ civilized behavior. Most of the scholars study Public Service Advertisements from the perspective of journalism and communication. However, this paper regards language effect of advertisements as a part of social culture and studies it from the perspective of Memetics, which represents the nature of ‘cultural evolution ‘in meme and places a quite great significance on the study of Public Service Advertisements both in and abroad. The research shows that strong meme exists in Public service advertisements. It makes some public service advertisements survive during the fierce competition and become well-known by people.  
Key words: Public Service Advertisements: Memetics；Selection Criteria；Speech Act Theory

摘  要：随着经济的快速发展，广告尤其是公益广告在现代生活中发挥着越来越重要的作用。作为非营利性的广告，公益广告旨在传播有利于社会进步的道德观念、行为规范和思想意识。它的广泛传播对于人类精神世界的提升以及文明行为的规范有着重要的作用。国内外学者大多从新闻传播角度的角度对公益广告进行研究。本文把广告语效当成社会文化的一部分并从模因的视角对公益广告进行研究，体现了模因“文化进化论”的本质，对于国内外公益广告的研究具有一定的启发意义。研究表明在公益广告中存在着一定的强势模因，强势模因的存在使得一些公益广告在激烈的竞争中脱颖而出并被人们所熟知。
关键词：模因论；公益广告；选择规范；语言行为理论

Nowadays, people are getting more and more familiar with Public Service Advertisements. As a component of modern culture, Public service advertisement is a non-profit advertisement designed to inform the public of issues that are frequently considered to be in the best interests of the community. Health, conservation and safety themes are prevalent in many of them. Public Service Advertisements are commonly aimed at changing public attitudes by raising consciousness about particular issues. By doing so, it guides people’s attitude, helps people to change bad behavior and build correct values and outlook on life.