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摘要可口可乐在其百年的发展进程中,广告发挥了至观重要的重用,紧贴市场的广告策略为其建立最有价值品牌地位。广告语则是品牌定位的一种明确表达方式,通过各种传播媒介到达消费人群,一切有关市场的活动都应与其遥相呼应,相得益彰。本文通过查阅文献资料，实地走访调查，从可口可乐广告语的变化来回顾世界品牌的发展历程,分析了可口可乐广告语的社会价值所在，针对可口可乐成功进行了反思，最后可口可乐坚持以社会价值为本的做法，对国内企业的成功有一定的借鉴意义。本文对可口可乐广告语变化看其社会价值的研究旨在为其他关于这类相关的研究给予一定的借鉴意义。同时为以后步入社会打下基础。9755
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关键词 可口可乐 广告语变化 社会价值
毕 业 论 文 外 文 摘 要
Title The social values behind changes of Coca-colas’ Advertising slogans.
Abstract
In the hundred years development of Coca-cola, advertising plays a critical role. The close to market advertising strategies build the most valuable brand position. Advertisement language is a clear way to locate the brand market. Through a variety of media to consumers, Coca-cola’s activities involving the market would bring out the best with each other. This essay attempts to analyze Coca-cola’s advertisements by referring literature, field visiting survey, analyzes Coca-cola advertisements’ social values through its changes in different development times. Aiming at the success of Coca-cola, finally found that Coca-cola’s method of adhering to the social value has its certain reference significance meaning to domestic enterprises. This article research the changes of Coca-cola’s advertisements changes and its social values, aiming at give certain reference meaning to related researches.
Keywords Coca-cola advertising slogan language changes social value.
Table of Contents
1. Introduction 1
1.1 The previous study of Coca-cola’s advertisements words 2
2. Analysis of Coca-Cola slogans’ changes 3
2.1 Drink Coca-Cola 3
2.2 Thirsty of enjoyment 4
2.3 I’d like to buy the world a Coke 4
2.4 Always coca-cola;Enjoy 5
2.5 Every moment to make Coke, Coca-Cola 6
2.6 Open happiness 6
3. Thinking of Coca-Cola advertising slogan changes
7
3.1 The cultural value of Coca-Cola advertising slogan 7
3.1.1 Coca-Cola advertising slogan reflects the mainstream culture of the United States 7
3.2 Coca-Cola slogan of economic value 8
3.2.1 Simple type of advertising statement, catchy 8
3.2.2 Coca-Cola advertising slogan reflects the brand characteristics 8
3.2.3 Coca-Cola advertising slogan reflects the brand of the whole 9
4. Enlighten of Coca-Cola advertising success 10
4.1 Slogan should reflect the social value 10
4.2 The advertising slogan to establish long-term relationship of the brand communication with consumers. 10
Conclusion 11
Acknowledgements 12
Bibliography 13
1. Introduction
In today's era of information explosion with increasingly prosperous market economy, every aspect of modern life is inseparable from the communication and dissemination .In people’s normal life, a variety of advertisements passed unlimited information for people, The advertising is based on spread-oriented industry. Slogans paly an important role in advertising. In practical work, especially in the business communication, we found that some enterprises biased understanding of the role of the advertising slogan, they judge the advertisements by some standards like whether the words is gorgeous, the text is the antithesis, whether they like it, there is no grade is not a taste, atmosphere, etc. Some surveys about the enterprise shows that: enterprises use their own employees to test their ads, the result is "Chinese cabbage turnip every man has his hobby ". People who are familiar with the operation of the market are aware of that in the field of consumer packaged goods marketing, general products usually make more than one slogans. Advertisements also changed in the different periods also vary. The expression forms of ads also can be refined from a different market point of view. Some focus on the promotion role, and some can enhance the brand image, and some have market segmentation, and some reflect the product characteristics - unique selling proposition (USP). In general, the expression form is not necessarily a fixed mode of advertisements performance. .