Studies Of Network Popular Language And Value Of Advertising And Communication

Twenty years ago, an American scholar named Toffler predicted in his book "The Third Wave" that after experiencing the agricultural civilization and the industrial civilization, the human history would enter the third wave of information civilization. Facing the reality of life, the internet as "the fourth media" has brought about profound changes to the human life, what made Marshall McLuhan's theory "The medium is the message" come true again. The real change in the production of human life is not information, but the media itself.As language is an important means of human communication, also, internet language has been used on the internet more and more widely and becoming the study point. I own the point that, as the most active part of internet language, network popular language is spread so fast and widely and far-reaching to have great communication effects, which of these have marketing and advertising value, also some popular language of network has been applied to the marketing communications. Hence the establishment of an effective marketing strategy to the network popular language is worthy.Firstly, based on the hypothesis of theoretical and practical value of the network popular language, the thesis start with the contemporary perspective of communication, make a full clearance of basic concepts of popular network language. Secondly, I explore its basic characterization, evaluation and specification based on the empirical study analysis. Thirdly, I study on the way of transmission and communication motivation of network popular language. Last but not least, Combined with practical case studies and audience surveys, I tap the value of advertising communication of network catchwords and establish effective advertising and marketing strategy of it, which could achieve the utilization of network popular language.