As a marketing means of casting products, English advertising is mainly used to make the casting products known, expand their influence, and then enhance the competitiveness of casting products. The role of vague language in English advertising is to enhance the liveliness and artistry of English advertising, so that advertising can impress consumers deeply, and increase their consumption possibilities. The value of vague language in English advertising in the marketing of foundry products is embodied in three aspects.
One is to activate consumers’ desire to buy. Before the foundry enterprises promote their products, they need to do a lot of research work. From the market situation to the consumer groups, they can put English advertisements after preliminary judgment. When the English advertisements with vague language are viewed by consumers, the intuitive visual impact and the amazing advertising language will make consumers rise their sense of identity, and then guide the consumer desire of the potential customers of the foundry products, even if they do not buy them immediately, This product has also left a deep impression on consumers through creative advertising. When consumers need this type of product, they will think of it at the first time. Fuzzy language in the marketing of casting products often represents simple selling and succinct, but this simple expression is more likely to resonate with consumers, which can better stimulate consumers’ desire to buy, and thus drive sales.
The second is to change consumers’ inherent consumption preferences. Consumer groups of foundry products usually choose fixed brands for consumption. This consumption preference comes from subjective thinking, so it is difficult to change. The products produced by the foundry industry are generally designed to meet the demand of some industrial enterprises for some raw materials or parts. The sales of this supply form requires the foundry enterprises to compete with other peers in the supplier system. When selecting suppliers, industrial enterprises with multiple spare parts supply reserves often choose brands with high popularity. Industrial enterprises think that product popularity is one of the important criteria for consideration. The role of advertising is to better enhance the popularity of products, and vague language makes English advertising more artistic and more impactful, which can better show the corporate culture, so as to catch the eyes of customers and change consumer preferences.
Third, it can shape consumers’ confidence in products again. The products in the foundry industry are generally parts, which are often used as important components of some products. Once the quality defects of the casting products occur, the overall accident will occur, which will seriously threaten the life safety of operators and drivers, and the product quality problems will bring great negative impact to the enterprise. English advertising, as a marketing method, can make full use of the advantages of fuzziness to effectively convey information such as product quality, enterprise honor, and strong partners. The display of these fuzzy elements in advertising can enable consumers to fully understand the product, understand the enterprise, enhance consumer confidence, and then form a chain reaction to increase product sales. The application of vague language makes the marketing function of English advertising fully play. In China, many foundry enterprises have achieved a month on month increase in sales value through vague language creative advertising. The purpose of the application of English advertising is to gain profits and occupy a larger share of the market. In the marketing of casting products, the quality of casting products is undoubtedly important, but the high intensity of competition in the market also makes enterprises understand the importance of English advertising. The integration of vague language into English advertising can better enhance product awareness and corporate image, and can better arouse the resonance of potential customers, In order to achieve better marketing results.
Among the basic internal attributes of language, compared with other attributes, fuzziness is more commonly used and more widely used in the marketing of English advertisements of products. Fuzzy language makes English advertisements more creative and artistic. In the English advertising design of casting products, the integration of fuzzy language can effectively reduce the production cost of advertising, shorten the overall duration of advertising, and perfectly integrate with the visual art of advertising, so that advertising expression is more tension, thus promoting consumption and enhancing product popularity. For the export of casting products, opening the market is the top priority. The use of vague language in advertising can make English advertising more artistic, more in line with the overseas cultural environment, effectively improve the attention of products, and make casting products more competitive in the overseas market.