通过可口可乐广告语变化看社会主流价值观_商务英语论文
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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.

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。
关键词  可口可乐  广告语变化  社会价值

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.

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