中美两国营销语言比较研究——以双十一和黑色星期五为例.docx

摘要

全球化促进消费主义盛行，购物节便应运而生。以美国和我国为主体的双黑色星期五和十一两大购物节驰骋于各国消费市场。本文选取服装品牌中李宁和耐克，电子产品中华为和苹果，化妆品中以御泥坊和雅诗兰黛六大品牌的平面广告进行对比。将平面广告的主题，创造性，语言，形象，陪衬五大角度作为了营销语言分析框架，分析了平面广告所体现的营销语言的特点。最后对直播带货中营销语言的营销语言进行浅析。加强了消费者和销售者之间对彼此真实含义的理解，使商家在竞争中处于有利地位。

关键词：双十一，黑色星期五，营销语言，品牌

1Introduction

1.1ResearchBackground

Formuchofthepastyear,mostcountriesaroundtheworldstillbeinginthepanicofCOVID-19,aswell,Chinafoughtagainstepidemictorecoveritsdomesticdemandassoonaspossible.Thequarantineoftheepidemichashadabigimpactonofflineconsumption,butonlineconsumptionhasbeenveryactive,evenexceedingthepreviousconsumptionfigures.Inaddition,salesonTaobaoexceeded400billionyuanfromthebeginningofNovembertoDoubleEleven,accordingtoAliDate.ThisisfurtherproofofChinesepurchasingpower,potentialandexplosivepowerasthelargestdomesticmarketintheworld.

AsforTheUnitedStates,isoneofthemainplayersoftheworldeconomy.Intermsofthedataprovidedbythetradeeconomicnetworkduringtheepidemicperiod,theconsumerindexoftheUnitedStatesstillshowedasteadyrise.BlackFriday,however,wascreatedtoencourageconsumerstokeepspendingafterThanksgiving.

Inshort,theconsumptionofthetwocountrieshasnotbeengreatlyaffectedbytheepidemicandhasbeenonasteadyrise.Whileaslowdowninphysicalstorespendingisinevitable,varietiesoffactorscontinuetoencouragepeopletospendonline.AccordingtothesurveydataofAmperity,sincetheoutbreakofCOVID-19,theshoppingchannels,consumptionpreferencesandonlineshoppingdevicesofAmericanconsumershaveallchanged.Forexample,comparedto2019,purchasesonmobiledevicesincreased23%,whichAmperityattributedtothedramaticincreaseinscreentimeduringtheoutbreak,aswellastheimproveduserexperienceforthebrandsmobilewebsitesandappssincelastyear.Bycontrast,onlinesalesfromnon-mobiledevicesfell43.8%.

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