Study On Advertisements' Communicating Value And Application Of Network Catchwords

Mc Luhan, a Canadian communication expert, puts forward that “Medium is a message”. With the rapid development of Internet in recent years, the development of network provides new platforms and ways for people to communicate.As a result, the network language is emerging.Network Catchwords which enjoy a high frequency of exposure so that they are known by audience. Network buzzwords have a more powerful effect than ordinary language spread.Online advertising buzzwords language's marketing and advertising value has become increasingly prominent.But for how to regulate the application of the network buzzwords language advertising creative and maximize the dissemination of results to achieve its research and marketing value is still at primary stage. Therefore, the thesis explores the Networks Catchwords' value and application in advertising spreads.First of all, this paper has a definition about Network Catchwords and Analysis of its propagation characteristics, Further elaborated the status of network advertising buzzwords.Secondly,reveal its causes from the groups of Internet users, Internet users in public opinion, media convergence and network buzzwords itself has characteristics of advertising language.With empirical research methods proved Network buzzwords have advertising value of the spread and use of network buzzwords create a slogan has a good advertising campaign.The network catchwords frequently appear in commercials,thus, the author studies the reasons how ad-designers use Network Catchwords and the advertisement value these words have.Today, more and more businesses want to borrow network buzzwords heat to market themselves.But some ad-designers also encounter various problems when creating advertisements by employing the Network Catchwords.Through the network buzzwords advertising dilemma analysis,it gives reasonable advice about how to effectively apply the Network Catchwords into advertising language, which can lead them to realize advertisement communication function and marketing value as much as possible.From the perspective of communication studies, this paper combines advertising theory, employs some methods to have an analysis on the spread of network catchwords advertising value, including literature analysis, content analysis and questionnaire survey etc. In addition, it provides the beneficial reference for advertising creative personnel about how to make use of network catchwords to maximize the advertising language creation and network catchword slogan advertising value and marketing value.