试论英文语境下的广告文案设计策略(2)
1.2 Purpose of the Study
This thesis mainly focuses on the study on the strategy of copywriting in English speaking countries, trying to build a theory based on academic managing and linguistic structure instead of an experience one to guide and support the process that an excellent copywriting plan work and the by studying the classic management and marketing principles and collecting and analyzing examples of English copywriting. The paper reaches a conclusion that today’s copywriting is designed for following the high needing hierarchy based to evoke customers’ real demands and approval to the products.
2 Changes of Markets in the Recent 100 Years
2.1 Producer Oriented Market in 100 Years Ago
Market in 100 years ago is called a collection of goods. It is a producer oriented market. Benefiting from the industrial revolution, people acquire large amounts of knowledge and apply it in daily use------improving existing products or invent a new product like cars to change people’s life. Customers at that time do not have various channels to seek information and they often have a poor material condition. Advisers just tell information about the products (Wei Jilan, 2006: 8).Thus, once a kind of products is supplied, they would buy them because almost every product can improve their life.
On the other hand, labors, lands and other factors of production were in a low price thus cost can be limited in a low level to maximize the profit. Business men live in a wonderful land where as soon as they provide a product and promote it in very simple way------telling others by brochure or newspaper that they have a so called good product which can provide huge convenience or benefits to users, they sell out the product in a short time and gain a favorable profit.