Research On The Event Marketing Advertising Slogan Of Auto On Media Platform

Advertising,as a form of corporate product promotion,penetrates all aspects of human life,and there are many ways to present advertisements.Language,as one of the most important forms of advertising,has the characteristics of economics,wide spread,and timeliness.Under the condition of market economy,the competition in the industry is becoming increasingly fierce.How similar products stand out from homogenized products is reflected in the rise of adverts.The characteristics of borrowing advertisements are mainly reflected in the use of the "borrowing" trend to achieve the purpose of selling products.In recent years,the rise of borrowing advertisements has also given birth to borrowing advertisements.As an industry with a long history of development,the automobile industry has undergone a transition from officialization,groupization to popularization.Therefore,it is of certain value to study the presentation of this model change in advertising slogans.This article is mainly aimed at the automobile industry.Based on borrowing potentials,this study focuses on the automobile borrowing slogans that are highly integrated with advertising and language.This article is mainly divided into five parts.The first part is the introduction.This part mainly introduces the background of the topic,the research object,and the research method.The emphasis is on the research status and significance.The second part mainly classifies the collected 993 automobile borrowing slogans from five aspects:borrowing from celebrities,borrowing from brands,borrowing from festivals,borrowing from popular culture,and borrowing from hot events.The third part mainly analyzes the common features of automobile slogans and other industry slogans,the general automobile slogans in the use of language from the aspects of speech,vocabulary and grammar,and the personal characteristics of automobile slogans in language use..In terms of phonetic usage,the common features of automobile slogans and other industry slogans are: rhyme,homophony,and syllable symmetry;the common characteristics of vocabulary use are mainly: the use of real words and the use of personal pronouns;in grammar The general characteristics of the application are mainly expressed in the following: preferred statement sentences,preferred short sentences,and whole sentences.The common points of automobile slogans and general automobile slogans in the use of phonetics are as follows: multiple rhymes and flexible use of overlapping sounds;the common points in vocabulary use are: flexible use of foreign language words,and words that match regional characteristics,Use digital words.Thespecial features of automobile borrowing advertisements in language use are: prominent use of phonetic borrowing in phonological use,prominent use of lexical borrowing in vocabulary use,and clever use of identity words;grammatical use reflects parody based on prototype construction Analogy,the extraordinary combination of borrowing.The fourth part mainly expounds the expressive strategies of automobile borrowing advertisements.This part mainly expounds from the two aspects of rhetorical use strategy and language expression strategy.The characteristics of the use of rhetoric are as follows: preference for duality;imitation and anthropomorphism;clever use of word splitting,puns,citations,and parallelism.In terms of language expression,it is mainly from the bold and bold display of the image of automobile products,free and unrestrained;the implicit implication of the perfect fusion of advertisers' utilitarianism and respect for consumers;brand self-mockery,brand-mockery,and brand-group mocking Emphasizing these three styles of humor,we set out to explore the language expression strategies of automobile borrowing advertisements.The fifth part discusses the function,problems and standardization of automobile slogans.Its role is mainly manifested in five aspects: promoting the establishment of good products and brand image;constructing identity;promoting lifestyle;spreading Chinese culture;accelerating the spread and development of language.In addition,it analyzes the problems of automobile borrowing advertisements from the irregularity of the advertising words and expressions;the convergence of the creative creation of advertisements;the tendency is too strong;the use of advertisements is time-sensitive and contextual.There are suggestions to strengthen the censorship of advertising language,advertising creators should strengthen the cultivation of innovative thinking,advertising audiences should consciously improve their appreciation ability,and integrate opportunities with brand culture.