Looking back at the past twenty years, countless classic advertising slogans flash in my mind, but how many are truly remembered? For advertising to become a classic, a popular advertising slogan is indispensable. " "It tastes great" (Nescafé's classic advertising slogan) may be the most impressive advertising slogan for Chinese people, because it gives us the dream of living a new life. Chinese people are not used to drinking coffee. Good taste is a symbol of the Western lifestyle. Nestlé TV commercials weave a blueprint of a new life: a modern small family, a husband with a successful career, and a wife who is gentle and lovely, nourishing the dry souls of people who have gone through the Cultural Revolution like drizzle. Later, this slogan was quoted countless times, sometimes ridiculing, sometimes praising, and it became a symbol. In order for advertising to impress consumers, it must first understand them. Nestlé and its advertising company did not simply sell "the world's best-selling product" (which was also very effective at the time), but deeply studied the local social and cultural background and created a classic in Chinese history. "Twenty today, eighteen next year" (Bai Li Beauty Soap) was a popular saying in the mid-to-late 1980s. The more you live, the more beautiful you are, and the more you live, the younger you are. Who doesn’t like it? Under the strong impact of imported brands, the domestic soap industry has worked hard to create a new concept of beauty soap. According to recollections, the slogan was the brainchild of a group of local creatives. It didn’t have anything like the international advertising companies: market research, consumer surveys, product positioning, advertising strategies, etc., but the effect was very good. No wonder many senior advertising people often say, "There is no truth in advertising." The author is Shanghai creative celebrity Shao Longtu. "When Remy Ma starts, good things will come naturally" (Remy Ma XO) is a work by the famous Hong Kong writer Huang Zhan. He wrote hundreds of sentences, and the first sentence was "When Remy Martin and Horse are in full swing, good things will come naturally." The client said that this sentence was very good, and the rest were a waste of time. Mr. Huang is a talented man who writes about the luxurious atmosphere of high-end foreign wines with wonderful penmanship. This sentence was widely circulated in the mainland, and Rémy Martin became the number one brand of foreign wine. How many people are attracted by this sentence, because what they want is the heroic feeling. The only place where you can toast with XO-grade cognac in large gulps is probably in China. Remy Martin's boss was extremely happy, it was true that "good things will come naturally". “A diamond is forever, a diamond will last forever” (De Beers). Chinese people admire gold and jade. In the early 1990s, DE BEERS, the world's largest diamond dealer, began to promote diamonds in China. In just a few years, sales doubled. In 1951, JWT Chicago created the English advertising slogan for De Beers. Chinese advertising slogans have been launched in the Greater China area one after another. I don’t know who translated it so perfectly, and the artistic conception closely matches the Tang poetry and Song lyrics at the peak of Chinese literature. Today, diamonds have been integrated into Chinese people’s lives. No matter where you come from, you are the condensed emotion of my life. "Let's do better" (Philips) Philips' products include everything from light bulbs to color TVs, from irons to mobile phones. They need a good company image to promote their products. This is the advertising slogan promoted by Philips globally. Chinese people are also deeply moved. It has even surpassed the company and products and has become a rule of life, "Let's do better." However, only Philips can say this, and others cannot easily say this. "What will happen to the world if human beings lose association?" The good slogans in corporate image advertisements in my impression are all from large foreign companies, such as "Technology is people-oriented" (Nokia), "Let us do better" (Philips), and Chinese companies' Imitation is often unsuccessful or even clumsy. "Shuangliang Boiler uses technology to get closer to nature" and "ambition means value." Only this time, the Chinese IT giant Lenovo came up with an absolutely original and powerful advertising slogan. "What will happen to the world if human beings lose Lenovo?" is a pun. It expresses the importance of imagination to people, which is very relevant in an industrialized era. It also implicitly expresses the importance of Lenovo Group. China's IT industry and Chinese business world cannot live without Lenovo. The momentum is awe-inspiring. "Good teeth, good appetite, delicious food!" This advertising slogan of Lantian Liubizhi is so catchy that it became a common phrase for people to laugh at each other as soon as it was aired. Originally, Tianjin dialect has a kind of earthy appeal. Many people still know the saying "Why can't you do it? Eat it and it will taste good", but it is too harsh and not as applicable as "Eat it and it will taste good". For example, men He is amorous and likes women who are not on the road. You can also say that he has "good teeth, good appetite, and delicious food." "Drink Wahaha, and delicious food!" The most exciting thing is the word "just", there is a kind of Many children have learned to be childishly arbitrary and persistent. Can Wahaha not sell well even if they keep talking about it in their parents’ ears all day long? In fact, Wahaha's earlier advertising slogan "Mom, I want to drink" is also very popular. Women who are no longer children pinch their throats and say in a cooing voice: "Mom, I want to drink". They feel that they are very cute. Is this the case in the eyes of their boyfriends or husbands. "Believe me, that's right!" Andy Lau's advertisement for the "black-haired, Chinese-made" Oni has already made his fans irresistible. What's more, he looked at the camera and said in a killer and charming voice. "Believe me, you're right." Don't say that women are shallow and specialize in this. There are many old men and young men who imitate Liu Tianwang's look and tone and blurt out "believe me, you're right," which makes women smile knowingly. . "JUST DO IT" (Nike) does not have Chinese, only English. Nike consumers, those Chinese young people, can recite this sentence and understand what it means. "Just do it" is the common culture of the new generation of young people around the world.

There are differences and similarities in cultures around the world, and advertising cannot be limited to regional or national characteristics. Nike has successfully created a brand that is unique to young people around the world, and even its advertising slogan does not speak the local dialect. But they don't blindly globalize. They say "Just do it" and one Jordan sells to the end. Nike China's advertising spokespersons include Atijiang, Wang Zhizhi and Hu Weidong. We need to read the deeper meaning. A stunning 1988 work by the famous American creative Dan Weiden. "It doesn't matter if it lasts forever, it only matters what you once had" (Titus watch) There is no Hong Kong advertisement that has been placed in the mainland, but its charm that transcends time and space still conquers many mainland youths. Advertisements sublimate the feelings of modern people at the end of the century and have great power to shock people's hearts. Later, this sentence also became the most noble excuse for divorce, breakup, and wandering around. Interestingly, this sentence is not an advertising slogan, but just a line from a TV commercial. The commercial starring Chow Yun-fat and Wu Qianlian can be called a classic among classics. Director, Hong Kong native Xu Peipei. Creative person Irislo is currently the executive creative director of BATES in Hong Kong.

"There must be a road before the car reaches the mountain, and where there is a road, there must be a Toyota car"; Goldlion, "A Man's World"; Robust, "Have you had a drink today?" Looking back at the above mentioned, which one does not rely on classic advertising slogans Let us always keep in mind? No matter how good the picture is, it will be washed away by many other advertisements. Only those classic advertising slogans can be remembered forever