An Analysis Of The Application Of Internet Buzzwords In Advertising Copywriting

Internet buzzwords are the most frequently used language among the Internet,and it is a special variant of the Internet language.The language forms are diverse and can be a word,a phrase,or a sentence.In recent years,due to the continuous updating of Internet technology and the emergence of a large number of social media,the number of netizens is also increasing,and the network buzzwords are showing a blow-up growth.Every year,the National Language Monitoring Center and language publication "Bite Word" will announce the top ten Network buzzwords.Internet buzzwords are not only popular in cyberspace,but also gradually enter the real world,affecting the lives of the public.Its simple,personalized,popular,entertaining,fast spreading,wide spreading range and other features are being watched by more and more advertisers.They apply it to the spread of advertising copywriting to attract more consumer attention.Advertising copy is a text output that the brand uses to convey the content of the advertising message through language and words to stimulate consumers' desire to buy.In the past,advertising copywriting paid more attention to the standardization of form and the accuracy of language.It was relatively singular,and the concept of collectivism was strong.Over time,people tend to have aesthetic fatigue in advertising.Nowadays,more and more sexualized and fashionable Internet buzzwords have appeared,which are beginning to impact the expression habits of traditional languages.Most of these Internet buzzwords are relatively enjoyable,friendly,funny,humorous,and many Internet buzzwords originate from social hot events,they are favored by the audience.Applying Internet buzzwords to advertising copy can make advertising more vivid and interesting,attract the attention of the audience,and better achieve the effect of publicity.At the same time,in the process of creation of some advertisement copywriting,fashion buzzwords have gradually formed,which have been widely spread by the public.This article chooses to refer to the "Top Ten Internet Buzzwords" published by the National Language Monitoring Center and "Bite Words" from 2014 to 2019,and collects the cases in the past six years through Baidu,Weibo,WeChat search,brand official website,HowNet,etc.The application cases of buzzwords in advertising copywriting,through a questionnaire survey,quantitatively study the audience's cognition,attitudes and ideas on the phenomenon of the use of online buzzwords in advertising copywriting,and analyze the cases' contents in order to sort out the online buzzwords current status of application in advertising copywriting,the author found through research that advertising creatives mainly apply online buzzwords to advertising copywriting by directly absorbing citations and partial adaptations,thereby attracting audiences,satisfying the needs of target groups,and improving brand image.The application of Internet buzzwords in advertising copywriting is due to the fact that Internet buzzwords have a linguistic feature of sharing value.The characteristics of "younger" consumer groups have prompted Internet buzzwords to add new impetus to image consumption for consumer behavior.The promotion of the media and the influence of the media cultural environment have provided favorable conditions for the application of online buzzwords in advertising copy.Among them,the most popular online buzzwords are brands targeting young consumers.In addition,during the application of online buzzwords,brands have also adopted a variety of marketing strategies such as borrowing,creating momentum,emotions,and online and offline integration to establish brand belief and cognition in consumers' minds.It is worth noting that the use of Internet buzzwords in advertising copy not only expands the brand's communication power,but also reflects the audience's group status and emotional appeal to some extent,but also dissolves and reconstructs traditional culture and ideology.Inevitably,there are some problems in the application of online buzzwords in the process of advertising copywriting,such as instability,vulgar content,and blind placement of consumer groups.It is necessary to pay attention to the orientation of advertising and promotion,accurately target consumers,combine product image characteristics,and at the same time grasp the application norms such as the popularity of buzzwords and forecast their future development trends.