Research On The Advertisement Copy Of "11.11 Shopping Festival" Of The Famous E-commerce Sites In China(2013—2015)

E-commerce sites use advertising as an important mean to propagandize “11.11 Shopping Festival”, which can show the unique advertising and ulterior marketing strategy of major e-commerce sites on various media. The advertising copy of “11.11 Shopping Festival” as an intuitive expression for “11.11”, not only convey unidirectional advertising messages of e-commerce sites to consumers, has also formed a bidirectional dialogue and interaction with consumers. In the publicity and promotion of “11.11”, it has received the attention of consumers and the industry, the advertising copy of “11.11 Shopping Festival” of e-commerce sites has become an impressive scenery in “11.11”.This paper try to collect and analyze the advertising copy of “11.11 Shopping Festival” in the top ten of the e-commerce sites in 2013-2015, and to evaluate advertising effects of this ad copy through the questionnaire survey method. The purpose is to find the problems of the advertising copy, the results as shown below: the performance of "11.11" advertisement copy language: The use of "11.11" symbols or images, multiple borrowing of network hot words; passage structure, based on key words of the theme, specific sentence expression; More rhetorical devices; there are also the abuse of malicious competition, between the lines of the technique of rhetoric. The performance of "11.11" advertisement copy creative: the flexible use of creative ideas in the form of Chinese characters, graphic combination of copy form, warm color matching; piece of advertising creative content, the manufacture and use of hot topics; creative approach of USP theory and expression of brand personality; there are also graphic showing exaggerated kitsch, over exploitation and speculation of hot topics and scripts, vague copy positioning. The performance of "11.11" advertisement copy appeal: mainly to the emotional appeal; appeal to the price as the main reason for the demand point; appeal to the emotional, consumer attitudes to life as the main emotional appeal. The performance of "11.11" advertisement copy effect: consumers are concerned about the “11.11” ad copy, but the impression is general; have certain practicality, but don't completely stimulate the desire to buy, the idea of advertising copy is lack of guidance; consumers tend to accept the “11.11” ad copy as follow, graphics and text, snappy and playful, content full and clear appeal.The research results show that there are some problems in this kind of ad copy, including the novelty advertising copy performance but too much extensive expression; loss of focus of the ad copy creative perspective, vanity of advertising and cultural aspirations and false advertising effect, etc. In order to solve the above problems, improve the quality of the advertising copy of “11.11 Shopping Festival” of ecommerce sites and strengthen the advertising effects, I put forward some countermeasures in the way of ad copy for creative and creative writing, e-commerce sites' image construction, consumer demand and cultural guide, which hope to give some advice to e-commerce sites and promote the development of the advertising copy of “11.11 Shopping Festival” of e-commerce sites to healthy way.