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However, all successful advertising slogans follow one principle: Do not deviate from the brand's core value proposition. Looking at the international success of well-known brands, there’s no exception. The core brand spirit of Coca-cola will never change, but the slogan will be changed with the times, the consumer attitudes change, the brand's core values is the most important quality of a brand, while brand personality embodies the soul of the brand! The brand's advertising words, which is most able to reflect its core values, language expression, The Positioning language may be the words reflecting the most appropriate brand implication, the enduring vitality of the brand performance text, but it may have several performance form: Of course, The core words should preferably be the slogan of "market penetration", the most common, most core value of the performance of tension and elongation. But a good advertising slogan is not equal to the core brand words, because advertising words reflect the role of language in many ways, which can not tell the whole story, the international brand's core positioning language, can be described as the most appropriate, best embodies the core values of the brand and has a unique style. Therefore, before the study of core positioning language, we must first study what the brand's core value proposition is? The research on Coca-Cola advertising slogan changes to see the social value, the research of corporate advertising language has certain reference significance to our country. This study also has social reality meaning.
1.1 The previous study of Coca-cola’s advertisements words.
Coca-Cola launched a total of 62 ads during 1886-2010, advertising slogans of different periods changes clearly, highlighting the Coca-Cola Company's marketing strategy, reflecting the cultural outlook of the Coca-Cola Company's change for this different era of mass consumption and main culture of the different times of social trends. Coca-Cola's advertising slogan changes from the point of view of the advertising excellent creationism. Chen Ling, Lv Wanying (2010) analysis found that most of Coca-Cola slogans’ changes in the advertising contrary to the principles of advertising still generate good publicity. Full length Jun (2008) studied Coca-Cola advertising slogans on the analysis of linguistic characteristics, and found that Coca-Cola advertising in different times and in different geographical characteristics and drastic changes. However, these studies only analyzed through a purely linguistic point of view, did not indicate that the social dimension of the value of the Coca-Cola ad, did not analyze the social effects of advertising and response consumer audience psychology.