英专毕业论文-广告英语的商机Business Opportunities in Advertising English

广东岭南职业技术学院毕业设计广东岭南职业技术学院毕业设计 论文 论文 英文 Business Opportunities of Advertising English 中文 广告英语的商机 学生姓名 李月明 指导教师 戴娟 王珍 专 业 商务英语 班 级 11 级商务英语 6 班 二级学院 外语外贸学 年 月 Contents Statement of Authorship 1 Acknowledgments 2 Abstract 3 摘要 4 1 Introduction 5 2 The Advantages of Advertising English 5 2 1 The Lexical Features of Advertising English 5 2 2 Simplicity of Words 5 2 3 Vividness Richness and Expressiveness of Words 6 3 The Development of Advertising English 6 3 1 Develop Healthy English Advertising 6 3 2 Build up the Accurate Customer Database 7 3 3 Focus on the User Research 7 3 4 Strengthen Business Innovation 7 4 The Application of Mobile Advertising 8 4 1 Mobile Searching Technology 8 4 2 Local Search 8 4 3 Situational Advertising 9 5 Conclusion 10 References 11 Statement of Authorship Except where reference is made in the text of the thesis this thesis contains no material published elsewhere or extracted in whole or part from a thesis presented by me for another degree or diploma No other person s work has been used without due acknowledgment in the main text of the thesis This thesis has not been submitted for the award of any other degree or diploma in any tertiary institution Signed Date Acknowledgments There are a number of people to whom this thesis and its author owe a great deal over a long period of time Therefore I would like to express my gratitude to all those who helped me during the writing of this thesis First of all my deepest gratitude goes to my supervisors for their constant encouragement and guidance I would like to extend my sincere gratitude to my supervisors who have instructed and helped me a lot in the past two years for their instructive advice and useful suggestions on my thesis They have walked me through all the stages of the writing of this thesis Without his consistent and illuminating instruction this thesis could not have reached its present form I am deeply grateful for their help in the completion of this thesis High tribute shall be paid to them whose profound knowledge of English triggers my love for this beautiful language and whose earnest attitude tells me how to learn English I am also deeply indebted to all the other tutors and teachers for their direct and indirect help to me I also owe a special debt of gratitude to all the professors in Foreign Languages Institute from whose devoted teaching and enlightening lectures I have benefited a lot and academically prepared for the thesis Second special thanks should go to my friends who have put considerable time and effort into the draft I would like to express my gratitude to all those who helped me during the writing of this thesis I gratefully acknowledge the help of my friends who have offered me valuable suggestions in the academic studies In the preparation of the thesis they have spent much time reading through each draft and provided me with inspiring advice Without their patient instruction insightful criticism and expert guidance the completion of this thesis would not have been possible Finally my thanks would go to my beloved family for their loving considerations and great confidence in me all through these years I am indebted to my parents for their continuous support and encouragement I also owe my sincere gratitude to my friends and my fellow classmates who gave me their help and time in listening to me and helping me work out my problems during the difficult course of the thesis Abstract This paper focuses on the study of the language features of advertising English the words used in advertising English is simple easy to understand vivid expressive and highlighted which point out the products newly different and special features We also study on the number of mobile users and current situation of the mobile advertising market putting forward the development of advertising English in mobile advertising means the business principles and development of mobile advertising mobile advertising business application mode and mobile advertising solution and the development prospect of advertising English Key words advertising English business model market rules 摘要 本文着重研究了广告英语的语言特色 说明了用词简洁 通俗易懂 生动 富有 表现力 突出产品的新 奇 特等特点 还研究了移动用户的数量 移动广告市场现 有的状况 提出了广告英语以移动广告的方式发展 提出了移动广告发展的商业原则 以及移动广告的商业应用模式 以及移动广告的解决方式指出广告英语的发展前景 关键词 商业模式 广告英语 市场规范 1 Introduction Advertising is a concentrated integrated commercial art Because of its special utility advertising English as an applied language has been separated from general English and has become a standardized language With the development of science and technology and the progress of society English advertising becomes different from common English in words and sentences For instance English adverting is still at the primary stage The main methods of English Advertising are Short Message service multimedia message service and direct pushing type advertisement Through a mixture of marketing and Internet TV newspaper mobile phone and other media advertising English is widely cognitive and it encourages the spread of markets 2 The Advantages of Advertising English Commercial advertising in English is concise vivid humorous expressive with emotional color At the same time it has a strong sense of the times its unique lexical features syntactic features and rhetorical features These characteristics reflect the unique charm of English commercial advertising and make it become the organic combination of charm and commercial market 2 1 The Lexical Features of Advertising English Commercial advertising in English uses simple and purified words to express as much information as possible in the shortest form On the other hand Simple words often enable consumers to get information quickly so as to be qualified in the role of advertising A good advertising slogan is usually short and is easy for consumers to remember For example an ad for coffee Bitter pursuit sweet taste 苦苦的追求 甜甜的享受 Here bitter and sweet are two concise words that form a strong contrast It not only gives objective description of product characteristics but also reminds people the unlimited aftertaste of this product and undoubtedly people would like to have a taste of it 2 2 Simplicity of Words In order to make people at different age and different cultural levels easy to see advertising often using colloquial words in straightaway Colloquial vocabulary can transfer information of products soon and help the reader understand the advertisement s demand Readers will understand the meaning of advertising and can quickly remember the advertisement For example Mosquito Bye Bye Bye 蚊虫杀杀 杀 Bye is a very colloquial word used in the ad imaginative and humorously impressive and good to achieve marketing objectives 2 3 Vividness Richness and Expressiveness of Words The purpose of advertisement is to make consumers to know the product as much as possible in the moment Expression and vivid language can point out main characteristics and advantages of products making consumers learning it in moment Tide s in Dirt s out 汰渍放进去 污垢洗出来 This is an ad for Tide washing powder Symmetry languages vivid expression highlight the biggest characteristic of washing powder let consumers reading the advertisement learn it soon 3 The Development of Advertising English We can promote advertising English through the network micro blog now young people get information from network micro blog Micro message QQ network video There is not much young people want to read newspapers we suggest only in more professional for students or young English weekly or publish English ads in the newspapers I mainly focus on the mobile market with the maturity of 3G network and the development of 4G network in future mobile phone advertising market has great potential According to the statistics from Ministry of industry and information technology in 2013 there are 84 9 of people in my country use mobile In addition there are about 0 27 billion users using fixed line telephone service accounting for the proportion of the population is 20 5 in China From the above statistics we can see mobile advertising has tremendous business opportunities 3 1 Develop Healthy English Advertising We must adhere to the dominant of user and go green and healthy way of advertising The key is to let the advertisement content related to users We won t send messages to users without the permission and advertising information must be green and healthy At the same time the time we send messages must be count we should give full consideration to the target group and habits of life choose appropriate time to send reduce interference to the audience Japan and South Korea carried out a good national mobile advertising business Investigating its mobile advertising development process we can found respect the user s selection is one of the key to success This is mainly manifested in the operation to reduce send messages without inform the case group and active Push type advertisement Replaced is to guide the custom types of advertising and advertising to know ahead of time the compensation type The advance and customized feedback operators can also further understanding to accept mobile advertising user interest information receiving advertising time and frequency On the one hand control the terminal users of mobile advertising rejection at the lowest level on the other hand it can also provide the basis of providing advertising content accurately 3 2 Build up the Accurate Customer Database Set up customer database first and protect users privacy strictly is a key to success Then on the basis of further tracking mining the user clicking habits to access content preferences access time consumption habits The data and database can support the advertisers to push advertising exactly for example at what time what page to what customers push what forms of advertising A mobile marketing database should have the followings Accurate and comprehensively user attributes including the 5 basic attributes including gender age range revenue range mobile phone number area these basic attributes are indispensable extended attributes including mobile phone models industry position education investment the monthly mobile phone lines marital status private car investment hobbies shape features visual acuity and so on 3 3 Focus on the User Research We must focus on the user research and implement of precision marketing and the marketing of precision marketing refers to the place at the right time the right ads to the right people This is an important method to eliminating the audience for mobile advertising offensive Accurate marketing has two kinds one is to pinpoint the advertising audience mainly to solve how mobile advertising is pushed to the right hand the other one is situational push mainly to solve the problem of how to send messages at the right time and places send mobile advertising to who need The target consumers should be segmented and classified precision buying characteristics of careful study of its products and the related channel models for different consumer targeted marketing services Precision marketing the essence of the marketing is to provide personalized according to customer demand the valuable services Customers don t have to worry about their own will encounter spam bombing and you are interested in information and the system will prompt the user to send advertising can return to SMS to specify number cancellation of advertising information After the cancellation of advertising information the user will not receive any such content According to the association rules companies can use the powerful user database excavate potential demand of customers and analyze customer may purchase behavior and probability Only by adhering to the concept of precision marketing the enterprise can truly achieve a win win with customers advertising English market can truly mature 3 4 Strengthen Business Innovation We should strengthen business innovation content integration through that the status of the mobile advertising market can achieve win win Mobile advertising products companies may be limited to resources or a form of mandatory seems to be difficult to form a good relationship between media audience and advertisers Mobile advertising business model is the core to realize the advertisers operators providers of the technology media and consumer industrial chain participant s win win From the entire industry chain of mobile advertising mobile Internet users are the advertising target audience and also the end of the mobile advertising 3G mobile platform operators is in a dominant position in the industrial chain It includes technology providers service providers content providers which show its great values respectively buy the ultimate platform for mobile operators while the 3G mobile platform operators is also the result of relevant industry module support to the mobile platform to provide users with various types of high quality value added services especially in the mobile phone TV and mobile Internet advertising more cannot do without the service provider participation huge resources owned by the service provider will help the development of mobile advertising The advertiser is the core link because the value of mobile advertising depends on advertisers to provide cost Of course in the industrial chain the other party is also very important indispensable 3G mobile platform operators in a dominant position in the industrial chain industrial module includes technology providers service providers content providers are run through the ultimate platform for mobile operators shows its great value respectively Take the advertisers for example advertisers can bring stable customer resources In addition to mobile advertising is a special kind of media which must be used in combination with the traditional media using media integration forms play a positive role in transforming commodity brand If mobile phone media want s to play a huge role attract some senior and strength advertisers join in is essential 4 The Application of Mobile Advertising The mobile advertising business model should meet the user s individualized demand in 3G age It should provide more value added services for users to achieve precision marketing developing user active advertising So we can realize the whole industry chain win win 4 1 Mobile Searching Technology Mobile search mobile is a search technology based on user name users can use mobile equipment as terminal to search on the Internet through SMS WAP IVR and other access methods so as to get information resources at high speed and accurately The mobile search is similar to the Internet search buying keyword based search Mobile search advertising business model is similar to Internet search It charge free for user and charge for businesses At present mobile search advertising common form has the following two kinds 1 mobile phone real name search advertising Mobile phone real name search refers to provide similar Internet real name search service for mobile phone users users can real time fast get the information which they searched through SMS search or mobile phone WAP two mode input Chinese keyword search 4 2 Local Search Local search is provided search service to give phone a local map in the mobile users can search the way to ATM post office catering and entertainment supermarket shopping malls and enterprises and public service institutions and industrial and commercial service unit map service information It is the fusion of the mobile phone real name electronic map business yellow pages city classification and other business model through build cable wireless multi platform embedded in the terminal displayed South Korea SK Telecom successfully launched the Nate Ad Moa business is representative of this type of mobile advertising advertising can be represented by mobile phone standby screen wireless Internet connection power off screen power switch screen seven way to display In addition the advertising content can also automatic update It can be seen as the traditional media and Internet advertising business model extended through putting the advertising information into the mobile phone newspaper television mobile phone mobile phone games WAP sites and other value added services advertising online publicity and deep links In the 3G era it forms as streaming media advertising mobile phone TV commercials voice advertisement in game advertising mobile Internet advertising mobile phone SMS MMS newspaper The special of mobile phone media determines that the advertisement must not blindly moving traditional advertising and Internet advertising over to itself We should respect the basic needs of user in information and their habits coordinate the content in space and time to send advertisement in scientific and reasonable way We should establish a sustainable development of advertisement market to make business user traditional media and operators to maximize the total of value 4 3 Situational Advertising It refers to the enterprise occurred during major events in the WAP technology and the mobile user database support create a new WAP site or WAP portal site open an interactive area tracking and interactions of the audience in order to understand the user dig potential demand business model pre order and online shopping It refers to the mobile cell broadcast technology and terminal positioning technology as the foundation through to the transmission area the propagation time dissemination of information set according to the space coordinate segmentation of user types real time ads for a particular geographical region