A wonderful analysis of the planning ideas of advertising slogans

The theme slogan is the life of advertising. The successful theme slogan is as beautiful as a beautiful woman, making people fall in love at first sight. An American advertising master once asserted: "A good title can create 80% of the profit of an advertisement." People in the advertising industry generally believe that good theme language is half the success of advertising! According to expert surveys, readers are five times more likely to read the title than the copy.

Successful theme slogans have the following seven planning ideas:

1. Selected vernacular, both vulgar and elegant

< p> "Vernacular" means spoken language. Selecting some short spoken words that people like to hear and see can often highlight the key points very kindly and naturally, and the appeal is quite clear, and this type of advertising slogan is easy to remember and spread. The most classic one is the advertising slogan of Nestlé coffee - "Tastes great!". Also widely spread in recent years:

(1) Don’t be too chic (Shanshan Suit)

(2) Nongfu Spring is a bit sweet (Nongfu Spring pure water)

p>

(3) Wearing Bausch and Lomb, it’s so comfortable! (Bausch & Lomb Contact Lenses)

2. Focus on the "verb"

The bone of language is the "verb", which can support the structure of the entire sentence. Verbs have a very strong "expressive" function. Therefore, in a sentence, verbs have the artistic effect of "putting the finishing touch" on it. As for the verb role in grammar, if it is used as an adjective or a noun and other parts of speech, the effect will be better. Such as:

(1) Fresh Every Day (Bright Dairy)

(2) Wireless Your Unlimited (Intel Corporation)

(3) Chunlan Air Conditioner, Evenly heat and cool the stock market (Chunlan Air Conditioner)

(4) Beauty is burning (Yidian Gold Jewelry)

(5) Shake out the cool feeling (Puda Ice Cup)

In sentence (1), "fresh" is an adjective as a verb; in sentence (2), "wireless" is a noun as a verb; in sentence (3), "even" is an adjective as a verb; in (4) "Beautiful" in the sentence is also an adjective used as a verb. These use of parts of speech that break the conventions of language not only make the advertising slogan more literary, but also vividly display the characteristics of its products, such as the "freshness" of milk, the "wireless" function of computers, and the temperature of air conditioners in the above examples. "Even" function, etc. In sentence (5), "shake out" is a verb, which forms an extraordinary combination with "feeling", giving people a very novel and unique feeling.

3. Don’t forget: use your own brand name skillfully

Use your own brand name to plan an advertising slogan logically, which not only explains a concept to the audience, but also cleverly enhances the The brand is well-known and avoids bragging, and the audience is happy to accept it. In this sense, this type of advertising slogan has a better communication effect. Please look at the examples:

(1) What will happen to mankind if we lose Lenovo (Lenovo Group, Beijing)

(2) A new world ten miles away from Nanjing Road (Shanghai New World Commercial Building) < /p>

　(3) Lend three cents profit, Dingxin first-class outfit (Kuanding leather outfit)

　(4) Macrole Wanjia (Macro burner)

( 5) Wish you Pepsi-Cola (Pepsi-Cola beverage)

4. Find the highlight words in your own products

Find the highlight words in your own products, and then connect them into an advertising slogan very appropriately, It can often fully express the brand connotation and make the audience feel happy in the process of consuming this product. Therefore, this type of advertising slogan has a great effect in inducing purchases. Please look at the examples:

(1) Open shirt leadership style (open shirt)

(2) Enjoy going up and down Shanghai Mitsubishi Elevator (Shanghai Mitsubishi Elevator)

Sentence (1) puts the two parts of the shirt - collar and sleeves - together into a very bright word: "leader" - a person with a very high position, who inadvertently enhances the brand , increasing the selling point of the product; "up up and down" in sentence (2) is a highlight of the elevator function. Used here, it fully demonstrates the brand quality of Shanghai Mitsubishi Elevator. These two advertising slogans have won the title of "Top Ten Consumers' Favorite Advertising Slogans" in Shanghai.

5. Utilize or transform the established “discourse”

What is the “established” discourse? They are influential "discourses" in society during a certain period of time, or some well-known sayings. Utilizing or transforming these established "discourses" is a strategy of leveraging "power". Then, in these "words", embed the message you want to convey to form a coherent punch line.

Please look at the example questions:

(1) Pager, mobile phone, and Business Communication, none of them can be missing (Business Communication)

(2) The eighth thing to do after opening the door is to buy "Shanghai TV" ("Shanghai TV")

(3) The city makes life better

Zhongnan Paint makes the city more beautiful (Zhongnan Brand Paint)

No. ( The sentence "No one can be missing" in the sentence 1) is the title of the film directed by Zhang Yimou; the sentence (2) is a change of the saying "seven things to open the door", which means "seven things to open the door, firewood, rice, oil, salt, sauce, vinegar, tea" and other material needs After being satisfied, "Shanghai TV" satisfies people's spiritual needs; in sentence (3), "City makes life better" is the well-known slogan of Shanghai's application for the World Expo, and "Zhongnan Paint" just borrows it logically. The "potential" is exerted, which seems reasonable and reasonable. Generally speaking, this type of advertising slogan has extremely high communication value and memory value.

6. Use celebrities as spokespersons

Choosing celebrities as brand spokespersons is a good planning idea. The key to planning a successful image spokesperson is to find the image integration point between the "spokesperson" and the brand. Therefore, the "image spokesperson" is originally the "spiritual spokesperson". Only in this way can celebrity endorsement be successful! Please take a look at some influential examples below:

(1) I love basketball, I love the new time and space (Yao Ming endorses "China Unicom CDMA")

(2) It’s not exciting if you don’t play. (Xu Genbao endorses "Libo" beer)

(3) Fall into the refreshing embrace of Sprite (Fu Mingxia endorses "Sprite" beverage)

No. (1) Yao Ming endorses "China Unicom" CDMA" endorsement, the planning idea is: the development speed of China Unicom's CDMA is very similar to Yao Ming's rising momentum. Yao Ming is one of the most popular sports stars at present. His confidence, vitality, superb skills and enterprising fighting spirit , which is consistent with China Unicom's new space-time CDMA brand concept. Yao Ming's blunt statement, "I love basketball, I love New World," will put CDMA on the fast track for sales and achieve the effect of launching a new round of brand offensive.

No. 2 is Xu Genbao’s endorsement of “Li” beer. The combination of the two is: Xu Genbao, the famous football coach and known as Shanghai’s “real man”, has that “eternal” spirit about him. Never give up" and his unyielding spirit are admired by all men who drink beer. Therefore, the boss of Shanghai Minle Beer Beverage Co., Ltd. believes that it is very appropriate for Xu Genbaolai to serve as the image spokesperson of "Libo" beer, a man with real character. The sensational language of "no fighting, no excitement" will definitely make consumers of "Libo" beer excited and even take action.

No. 3 is Fu Mingxia’s endorsement of the “Sprite” beverage – “Put yourself into the refreshing embrace of Sprite”. The accompanying TV commercial is quite cute. The CEO of Coca-Cola used the word "a match made in heaven" to describe the cooperation with Fu Mingxia. He believed that Fu Mingxia's appearance, frank character, confident and sincere personality are very consistent with Sprite.

From the above three examples, we can see that it is very important to choose a spokesperson that matches your own brand. You must be cautious, because only the "most suitable" is the "best" .

I remember that Lenovo Group chose different image spokespersons for its different brand products and achieved good market effects. The image spokesperson of Lenovo FM365 website is Nicholas Tse; while the image spokesperson of Lenovo consumer computer products is Zhang Ziyi. The reason for selection is determined by the positioning of the product. The target public of the Lenovo FM365 website is netizens, and the people who used the Internet at that time were very young; among young people, Nicholas Tse was a very popular idol at that time. Lenovo hopes that young people will "love the house and the black" because of their liking for Nicholas Tse. Check out FM365 Look. It can be said that for Lenovo consumer computer products, such as home computers, handheld computers, etc., it is obviously inappropriate to use Nicholas Tse because Nicholas Tse is too "cool" and middle-aged and elderly people may not be impressed. But Zhang Ziyi, with her friendly girl-next-door image, can shorten the distance between high-tech products and ordinary people. In addition, Zhang Ziyi was a dazzling new star in the domestic film and television industry that year, and Lenovo Computer also won the first place in the Asia-Pacific market share that year. From the perspective of performance, the brand image of the person and the brand image of the product are a perfect match.

7. Can arouse certain pleasant emotions

Although advertising is a kind of information that the audience is forced to accept, the audience can unconditionally choose to "reject" the advertisements they do not like. ”, even though today’s advertisements are so overwhelming. Therefore, while advertising attracts the audience's "eyeballs", it must also focus on arousing the audience's psychological reactions and arousing certain pleasant emotions.

Please look at the following four sets of slogans:

(1) My Hualian, My Home (Shanghai Hualian Commercial Building)

(2) Pieces of Windbreaker Love

< p>　Passers-by ("Passer's" windbreaker)

　(3) Every curtain and scene is beautiful (Meida brand curtains)

　(4)*Ning stop three Don't rush for a second (traffic advertising)

*Go to work happily and come home safely

*For you and your family, please drive safely

< p> *Dad, my mother and I are looking forward to your safe return home

Sentence (1) is narrated in the first person person "I", a kind and warm feeling of "home"; (2) and (3) They are all pairs of languages, setting off the harmonious and beautiful artistic conception of "people" and "windbreaker", "bedroom" and "curtains"; group (4) is the evolution of traffic advertising in recent years. . From the earliest use of the harsh language of "I'd rather stop for three points than a second" to the very warm "Dad, Mom and I look forward to your safe return home", it can be clearly seen that the advertising slogan The development trend is to become more and more humane and more and more able to arouse the cordial and pleasant emotions of the audience, thereby achieving the best communication effect.

;