摘要
随着数字化时代的到来，广告业也涌现了不少新营销方式。广告开始与互联网、智能终端紧密结合，用新创意来吸引人们的眼球，而户外大屏、报纸，甚至电视开始则不再似之前那样为广告主和广告商们所青睐。本论文将采用案例略论法，英语论文，对大量新形式的广告英语文案进行略论、对比，得出在数字营销的时代，广告创意英语文案表达出现的四大特征。同时，英语论文范文，还将通过广告理论、社会学理论、传播学理论、文学翻译理论等对四大特征的出现进行原因略论，最后得出结论。
本文包含五个部分，第一部分绪论，简单介绍本文探讨动机和意义，并大致描述本文结构。第二部分是文献综述，简单介绍国内外的探讨情况。第三部分是重点，将着重研讨在数字营销的时代，具有创意的广告词所表达出现的特征，一是文案语言“网络化”，二是文案表达形式不再只限定于文字，三是消费者开始加入文案表达的传播者行列，四是文案表达带来全新的社会文化。第四部分是原因解析，借助理论对四大特征进行略论解答。第五部分为结论，在略论全文的基础之后，得出与之前的广告创意英语文案表达相比较，在数字营销的时代，文案表达更为人性化和社会化。
关键词：数字营销，创意文案，角色转换，社会化
Abstract
With the arrival of the digital age, there have emerged a number of new marketing methods in the advertising industry. Nowadays, Advertising connects itself closely with the Internet, smart terminals, using new creative ways to attract people's attention, while businessmen and advertisers show less interest in the traditional methods such as the old large outdoor screens, newspapers, and even televisions as before. This thesis will use case study method to analyze and compare a number of new forms of advertising copywriting in English in order to present four characteristics of creative advertising copy expression in English in the era of digital marketing. Meanwhile, the four characteristics will be analyzed with advertising theory, sociological theory, communication theory, literary translation theory.
The thesis consists of five chapters. Chapter one will introduce the motivation and significance of this study. Chapter two is literature review of the study at home and abroad. Chapter three is the key chapter, and it focuses on discussing the four characteristics of the expression of creative English copy in the digital marketing era: they are large numbers of Internet buzzwords, various ways to express, role change in communication and new social culture that copywriting expression has brought about. Chapter four will give the reasons for the appearance of four characteristics. Chapter five is the conclusion. On the basis of the previous chapters, it can be concluded that in the era of digital marketing, copywriting expression is more humanized and socializing.
Key words: digital marketing, creative copy, role change, socialization
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