试论英文语境下的广告文案设计策略_英语论文

Study on the Strategies of Copywriting in the Context of English Environment

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。

关键词：英文语境  营销  文案制定策略   

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