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I admit I love good memes...and memes actually use the "Kuleshov Effect". A guy named Kuleshov did an experiment where he showed images of a man's face without emotion and how people reacted to different tests.From Wikipedia.com:
 

Quote:Kuleshov edited together a short film in which a shot of the expressionless face of Tsarist matinee idol Ivan Mosjoukine was alternated with various other shots (a plate of soup, a girl in a coffin, a woman on a divan). The film was shown to an audience who believed that the expression on Mosjoukine's face was different each time he appeared, depending on whether he was "looking at" the plate of soup, the girl in the coffin, or the woman on the divan, showing an expression of hunger, grief or desire, respectively. The footage of Mosjoukine was actually the same shot each time. Vsevolod Pudovkin (who later claimed to have been the co-creator of the experiment) described in 1929 how the audience "raved about the acting... the heavy pensiveness of his mood over the forgotten soup, were touched and moved by the deep sorrow with which he looked on the dead child, and noted the lust with which he observed the woman. But we knew that in all three cases the face was exactly the same."

http://en.wikipedia.org/wiki/Kuleshov_Effect


Here’s the Kuleshov experimental film:

  Memes use this same technique...the caption tells people what to think and just by changing the words people will feel different emotions even though the expressions and situations in the image stay the same.

Understanding this can not only be a powerful marketing technique, but fun too.