大学生英语经典毕业论文.docVIP

【标题】 【作者】张雪婷 【关键词】 【指导老师】鲁晓权 【专业】英语 【正文】I. IntroductionIn the beginning of 20th century, the creation and perfection of advertising and marketing stimulated the prosperity of the world economy. Lots of scholars made detailed investigation in this field and formed their academic system. In 1900, American scholar Harlow Gale produced?“Advertising Psychology”. In 1903, Walter Dill Scott, American psychologist, wrote?“Advertising Theory”, which set the solid foundation for the advertising. With the development of advertising and marketing, brands began to arouse the attention of the corporations and scholars and a new special commercial behavior called branding thus formed.Branding is communication, which aims to build, reinforce and reposition consumer’s perception of a certain brand. A marketer may adopt all kinds of branding approaches to make a clear, differential, and memorable image of a brand. The most common ways are advertising, exhibitions, public relations and sponsorship, personal contact, sales promotions, point-of-sale displays, and direct mail.?A brand, in a broad sense, can be defined as?“a distinguishing name and/or symbol intended to identify the goods or services of either one seller, and to differentiate those goods or services from those of competitors.” 1 Therefore, brand are not only some words or graphics, but also precious commodities.? To some extent, it is brands that play a crucial role between producers and consumers. An academician points out,?“after all, it is the brand?— wins the consumer’s loyalty, products change; they even disappear. Corporations are often vague, distant, changing things. What is constant and present in the consumer’s life is the brand”. 2?“A product is something that is made in a factory; a brand is something that is brought by a customer. A product can be copied by a competitor; a brand is unique. A product can be quickly outdated; a successful brand is timeless”. 3As defined above, branding can be view