Advertising words, also known as advertising words, have broad and narrow meanings. Broadly speaking, advertising words refer to a kind of propaganda language that introduces goods, culture, entertainment and other services to the public through various media and posters, including the title and text of the advertisement. Advertising language in a narrow sense only refers to the title part of the advertisement.

Headlines are the soul of advertisements and the main tool to attract readers. According to a survey in the United States, the average number of people reading headlines is five times that of reading the full text of advertisements. This shows the importance of advertising headlines.

The function of advertising

First of all, we should understand the stylistic features of advertisements from their functions. Advertising is a tool and means of marketing, and the marketing function should be regarded as the intrinsic function of advertising. Marketing is inseparable from communication, and communication function is the most basic function of advertising. Advertising plays a role in promoting, persuading, enhancing and prompting through the dissemination of information.

Generally speaking, advertising language is a short advertising language that is repeatedly used in advertisements for a long time in order to strengthen the impression of the target on the enterprise, product or service. It should be based on long-term sales interests to convey a long-term unchanging concept to consumers, so let's analyze the stylistic features of advertising language.

brief and to the point

Advertising language should be concise and to the point, with no superfluous words. If it is not short, it is not convenient to repeat, remember and cycle. There are not too many requirements in the form of advertising language, which can be single sentence or antithesis. Generally speaking, the number of words in advertising language should be 6- 12, and generally not more than 12.

We can see such examples everywhere, and the advertisements that can be widely circulated in society are basically short. For example, the slogan of Haier Group, a well-known national enterprise in China, is "Haier-Sincerity Forever"; Ericsson mobile phone "communication is love"; Nike "just do it"; ; Head & Shoulders shampoo "dandruff disappears, hair is more outstanding" and so on. At least one word, such as IBM's "Xiang", is very concise. It is in response to that sentence: "Concentrated is the essence!"