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摘要在市场经济时代，消费者会接触众多广告。近年来，中国的广告业，通过学习西方广告，特别是其文案，取得了长足的进步。因此，基于这样的大体趋势，本文将主要针对以下几个问题进行探讨：（1）理论研究——分析文案在受众的意识中形成深刻印象的机制。该部分所涉及之理论主要源于西方的管理学模型和语言学理论。（2）总结英文文案的制定策略——通过列举最流行以及最有效的广告文案制定策略来展示相关广告理论是如何被应用到社会实践之中的。因为广告文案的制定策略因受众的语言习惯而有所差异，所以涉及到的文案及其制定策略均需从英文语境中收集。23141
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关键词 英文语境 营销 文案制定策略
Title Study on the Strategies of Copywriting in the Context of English Environment
Abstract
In the era of market economy, customers have encountered a number of advertisements. Recently, Chinese advertising industries have witnessed rapid development by learning the occidental ones especially in the field of copywriting. Hence, based on this general trend, this paper intends to address the following issues: (1) theory study-----analysis of the mechanism on copywriting to introduce how copywriting strikes a deep impression in receivers’ minds. This part develops from the occidental managing models and linguistic research. (2) summary of strategies of copywriting-----list out popular and the most effective strategies in making a copywriting to show how the advertising theory is applied to social use. All the strategies and copywriting samples must be collected from English-speaking countries because strategies of copywriting are adopted to the speaking habits of receivers.
Keywords context of English environment marketing copywriting strategies
毕业论文外文摘要
Table of Contents
1 Introduction…1
1.1 Background of the Study.1
1.2 Purpose of the Study….1
2 Changes of Markets in the Recent 100 years.2
2.1 Producer Oriented Market in 100 Years Ago.….2
2.2 Customer-oriented Market Raise the Importance of Copywriting…2
3 Mechanism of the Copywriting Work….3
3.1 Concept of Copywriting….3
3.2 Behaviorism by Bloomfield.3
3.3 The SMCR Model.….4
3.4 The Low Context Culture….5
4 Strategies of English Copywriting…6
4.1 Being Impressive….….6
4.2 Being Acceptable…8
Conclusion11
Acknowledgements12
Bibliography13
1 Introduction
1.1 Background of the Study
Nowadays people live in a society in which most products in a same category have a very similar quality that they are designed with standardized ideas and function similarly. In addition, the economy is transforming from a producer-oriented market to a customer oriented one. Thus, products in a same category or even different one may compete more severely than ever before. Such a situation requires all the producers not only supply products which fulfill customers’ demands but also communicate with them efficiently and interactively, which means the marketing efforts need to be accepted by the more and more strict and captious customers because it is not a time when you can sell a product by bragging what it can do but you should win customers’ acceptance by marketing. Therefore, the ability of marketing becomes a rule to judge an enterprise’s competence and a key requirements for students majored in commerce or business-related courses. Among all the ability or requirements, the copywriting ability is most often examined because words is the most important tools to let producers communicate with customers in mass media such as advertisements or the newly thrived SNS marketing to provide products and persuade customers to buy the sponsor’s product ( William F. Arens, Michael F. Weigold＆Christian Arens, 2013: 5-6).