[Keywords:] advertising slogan formal beauty sentence selection whole sentence loose sentence
The era of "wine is not afraid of the depth of the alley" has become a distant past. Modern people can't live without advertisements, and advertisements can't live without impactful visual images, so they need more attractive and persuasive language to achieve the purpose of "advertising widely". The purpose of advertising art is to express the theme of advertising, and relying on visual images to express the theme is prone to multiplicity and fuzziness, which will affect the effect of "informing". Therefore, the visual image of the products promoted by advertisements is attached with very specific and targeted material attributes, and without the induction of language and words, the image or propaganda direction of the products promoted by advertisements is difficult to appear and be understood by people. Therefore, language is an indispensable tool or medium to express advertising themes and shape advertising images.
As a factor of language material shell, sentence patterns play a very important role in language expression. There are all kinds of sentence patterns. As we all know, different sentence patterns have different expressive effects. The whole sentence can play a balanced and beautiful effect, and the loose sentence can play an unbalanced and beautiful effect. In order to enhance the expressive force of advertising slogans and receive ideal advertising effects, good advertising slogans are often good at choosing sentence patterns and adjusting sentence patterns.
First, the beauty of balance in the whole sentence
Balanced beauty is one of the principles of language art. Ma Shi's Wen Tong said: "Where there are several sentences, the number of words is slightly the same, but the meaning of the sentences is similar, or two sentences are arranged or several sentences overlap, which is the most commonly used in ancient books." In fact, it is not only classic, but also commonly used in advertising slogans.
1. embodies the beauty of symmetry in the form of juxtaposition and duality.
The most common form of advertising slogan is compound sentence. For example:
[1] Itchy feet and smelly feet can be saved by wearing socks. (Toe socks)
[2] Weiwei soybean milk, happy. (Weiwei soybean milk)
[3] My color, my language. (cosmetics)
Example [1][2] is a general compound sentence, and [3] is a dual sentence (two attributes are relative to "Dai+Fu+N"). In these three examples, the number of syllables in each sentence is equal, the words are symmetrical and catchy, which shows the symmetrical beauty of advertising slogans. For example, [1], if "feet itch and stink, socks can save you", for example, [2], if "Weiwei soybean milk makes you happy", the symmetrical beauty will be destroyed and it will not be harmonious to read.
2. Reflect the beauty of unity in the form of parallelism.
Arranging three or more words, phrases or sentences with the same or similar structure, related meaning and consistent tone in a string can enhance the language situation, and advertising slogans often show the beauty of uniformity through parallelism. For example:
[4] Rest assured, feel at ease and be happy. (medicine)
[5] Good quality, fine craftsmanship, beautiful colors, new styles and sufficient colors. (Jewelry Store)
[6] The President serves you, the leaders arrange for me, and the Prime Minister packages for the people. (clothing factory)
Example [4] is the parallelism of words, [5] is the parallelism of five subject-predicate phrases, and [6] is the parallelism of sentences. These parallelism have the same structure, similar meanings, neat sentences, catchy words and full of momentum.
3. Show the beauty of returning to the boxing ring in the form of re-election
Lian means that the end of the previous sentence is the same as the beginning of the next sentence. The use of hyphens can create a smooth and coherent aesthetic feeling in form, so it is often used in advertising slogans. For example:
[7] Great Wall electric fan, Great Wall electric fan. (electric fan)
[8] Jia Jia and Jia Jia entered every family, everyone praised Jia Jia, and Jia Jia spread all over the world. (Jiajia washing powder)
The above two advertisements take advantage of re-election, resulting in a kind of beauty of loop, especially example [8], which is easy to read and pleasant to listen to, just like tongue twisters.
4. Frequency of occurrence and ideographic effect
The frequency of whole sentences is the highest, about 26.7%, with 802 cases out of a total of 3000 cases. This shows that the aesthetic effect of balance and neatness achieved by using the whole sentence is recognized by everyone. It can make advertising slogans appear rhythmic, powerful and easy to read and remember.
Second, the uneven beauty of staggered sentences
Advertising slogans not only use the whole sentences with the same structure mentioned above, and strive to be neat and symmetrical in form, but also use scattered sentences with different structures and uneven lengths to obtain their uneven aesthetic feeling. For example:
[9] Buick, contemporary car, contemporary spirit; Buick unifies high horsepower and low fuel consumption, making it easy for you to enjoy the whole body power. (car)
The three sentences in this advertisement are all different in structure: the first sentence is a nominal predicate sentence with a pause between subject and predicate; The general subject-predicate sentence in the second sentence; The third sentence is a non-subject-predicate sentence of concurrent language. Although their sentence structures are different, they are easy to pronounce and can meet the needs of semantics.
Whole sentences and scattered sentences have their own advantages. As Jin said in Practical Chinese Rhetoric: "The beauty of even sentences is dignified, and the beauty of odd sentences is smooth." "However, if even the sentences are reused, the loss will be monotonous and stagnant; Overlapping strange sentences, its loss is also boneless. " Therefore, "if you use it in an intricate way, you will have straight bones, not monotonous diseases, but wonderful changes." The "intricate interaction" of whole sentences and loose sentences forms the uneven beauty of advertising language. For example:
[10] Who said that the old man can only "talk" about juvenile madness? Accompanied by the mighty calcium: the waist is not sour, the back is not painful, the legs are not cramped, the old lady is tough and imposing, and she is as beautiful as a young man every day!
This advertisement borrows the famous sentence of Su Shi, a poet in the Song Dynasty, "An old man talks about juvenile madness". Among them, three subject-predicate phrases such as "My waist is not sore" and two subject-predicate phrases such as "My body is tough" are whole sentences, and the rest are scattered sentences. In this case, the staggered use of whole sentences and prose poems makes the writing swaying and colorful, showing uneven language beauty.
There are 143 cases of non-uniform beauty realized by the use of scattered sentences or the combination of whole and scattered sentences, accounting for about 4.8% of the total. Using loose sentences can avoid the monotony of sentence patterns and make the advertising language level uneven and full of vitality.
From the above analysis, it can be seen that compared with general practical writing, advertising language shows great flexibility in the choice and application of sentence patterns. For the purpose of innovation, when people use language to make advertisements, they often break through and develop the original usage and produce some special usage, which makes advertising slogans more aesthetic and attractive in form. This is an inevitable phenomenon in advertising, and it is also the requirement of artistic advertising language. It should be noted that most of the methods and examples mentioned above are only what I can collect, and they are not very comprehensive. From the theoretical possibility and the necessity of advertising slogan application practice, there are many ways to make advertising slogans have formal beauty. When the original method can't meet the needs or is very boring, a new method comes into being.
The formal beauty of advertising slogans makes advertising slogans have unique value and charm, which can not be ignored. However, the key to the success of advertising lies in whether it achieves the purpose of promotion, so we must never blindly pursue formal beauty and ignore the content, let alone form for the sake of form. We emphasize that advertising slogans should temper language and pay attention to form, but we also emphasize the ideological and emotional nature of advertising slogans and advocate the combination of literature and emotion.