Appreciation of classic advertising slogans in the world of brand culture and advertising
Twenty this year, eighteen next year
Buzzwords from 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 is working hard to create new concepts of beauty soaps. 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 advertisers often say: "There is no truth in advertising."
Let's do better
Philips's achievements in the field of home appliances are eye-catching, and it has become a The most profitable electrical appliance group among the Fortune 500. However, in addition to constantly emphasizing its innovative technology in advertising, Philips never forgets to humbly say "let us do better". This kind of gentle selling seems to be easier to win the recognition of the Chinese people. No wonder it was Aido will put out a modified version of "We have been working hard."
Xinfei's advertisement is not as good as Xinfei refrigerator
This advertisement once caused controversy, and language academics The advertising industry, advertising critics, and competitors have all joined the discussion, praising or criticizing it. Anyway, Xinfei is having fun. After all, if the advertisement can attract such widespread attention, it is a success, and Xinfei's popularity has increased. How much.
"Marlboro man."
The name "Marlboro" is the abbreviation of "Man always remember love because of from anticonly" (men remember love only because of romance). Marlboro's advertising slogan at the time was: Mild as the weather in May.
“JUSTDOIT”
“Just do it” is the common culture of the new generation of young people around the world.
Cultures around the world have differences but also convergences. 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 do not blindly globalize. With just one word, one Jordan will sell to the end.
Nike China spokespersons, Wang Zhizhi and Hu Weidong.
“You deserve a day off.”
McDonald’s: “You deserve a day off, don’t come to our restaurant to eat 7 days a week!”
“Diamonds are forever. A diamond that will remain forever."
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, J.W. Thompson Chicago created the English advertising slogan for De Beers. Chinese advertising slogans were successively launched in China. Today, diamonds have been integrated into Chinese people’s lives. No matter where you come from, you are the gathering of emotions in my life.
“GE brings a better life.”
GE has many things to be proud of: the world’s most valuable company, the world’s most outstanding management guru, the former president of GE— —Welch, and the slogan they have used for more than 100 years: GE brings good life. A plain language reflects the philosophy and purpose of General Electric. The more you taste it, the simpler and richer its connotation becomes. The more extraordinary it becomes, the more realistic it becomes.
What will happen to the world if humans lose association?
"What will happen to the world if human beings lose their association?" is a pun, which clearly explains the importance of imagination to people, which is very relevant in an industrialized era; it also implies the importance of Lenovo Group, China's IT industry, China The corporate world cannot live without Lenovo. The momentum is awe-inspiring.
When the Remy Horse is in full swing, good things will come naturally
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.
This sentence has been widely circulated in the mainland, and Rémy Martin has become the number one brand of foreign wine. How many people are attracted by this sentence? What they want is that kind of heroic feeling. The only place where you can toast with XO-grade cognac is in China.
I don’t know you, but I thank you!
Everyone who participates in voluntary blood donation will be moved by this slogan. Although it is simple and unpretentious, it truly reflects the fact of voluntary blood donation and at the same time expresses the voice of a patient who accepts voluntary blood donation.
The mission must be fulfilled
Express delivery companies pay most attention to service, and the most concentrated expression of service is "fast" and "on time". As the world's earliest express delivery company, FedEx has hundreds of A dedicated aircraft, so intercontinental transportation business can also be delivered 24 hours a day, just as their promise: the mission will be achieved.
U.S. FedEx: "Fast-legged orderly."
Not Coke
Faced with the "monopoly" of Coca-Cola and Pepsi in the cola market, 7-Up Soda is facing In an embarrassing situation, 7-up adopted reverse thinking and positioned itself as a non-Cola carbonated soda to differentiate itself from Coca-Cola and Pepsi. However, it achieved unexpected success and became the third largest brand in the carbonated beverage market. Creative positioning has created a brand new market for Qixi.
Swiss Tissot, traveling around the world
Tissot is a famous Swiss watch. Its advertising slogan uses rhyme techniques and is simple and easy to remember. It is a model of the ingenious combination of communication language and Chinese language in international brands.
Power comes from control
In 1997, Pirelli Tires launched a pan-European advertising campaign. They invited the famous French sprinter and Olympic women's 400m champion Perec as the The heroine performs a thrilling performance of a "flying man" escaping from the monsters. The purpose is to promote Preparatory Tire's new slogan: Power comes only from control. The results caused a pan-European sensation.
This is the moment
The number one brand in the film market never has to emphasize the saturation of its colors and the fineness of its grains. Instead, it uses wonderful and unforgettable moments in life to impress consumers. , retaining beautiful moments and giving you eternal memories is the eternal theme of Kodak film. Both "stringing together every moment of life" and "this is this moment" are concentrated reflections of the theme.
Flying Beyond Infinity
In the analog era, Motorola was the well-deserved overlord. However, due to strategic mistakes, Motorola was surpassed by the rising star Nokia in the digital era and lost its past glory. Motorola dreams of one day spreading its wings of freedom again, soaring high and flying beyond infinity. This is Motorola's ideal. Today, in the era of unlimited Internet, Motorola is finally flying high again and flying freely.
If you can't hold it back, just "scroll"
This slogan is so unique, with wisdom revealed in cunning, and it vividly hints at the flexibility of Microsoft mouse scrolling. And use the language of wisdom to create a brand with a distinctive personality. This advertising slogan won the title of "Golden Sentence" in Taiwan in 1997, and the "Quick Roll" print advertisement also won many awards including the Taiwan Times Advertising Awards.
The scenery is endless when retracting and unfolding
Although DuPont Lycra is not a tangible product, it is a tangible brand. DuPont registered its own spandex fiber as "LYCRA" in 1962, making DuPont's spandex fiber the most well-known raw material brand. There is unlimited scenery between retractable and retractable, which is the most vivid and artistic description of Lycra high elastic fiber, giving people a lot of room for imagination.
Avis Car Rental: We are working hard
In positioning theory, the first is always the winner. Therefore, in order to be in a favorable position in market competition, companies always The purpose of finding ways to occupy the first place in a certain field is to form a clear position in the minds of consumers.
In the 1960s, Avis Car Rental Company was only the second largest company in the American taxi market, but there was still a big gap in scale with Hertz Car Rental Company, but Avis Car Rental Company was Face your own shortcomings and boldly say to consumers, "We are second, so we work harder," thereby establishing a modest and progressive corporate image in the minds of consumers. Evers Car Rental Company has since firmly occupied the second position. From then on, the "second" theory became famous all over the world.
Different coolness, same pants
Levi Jeans is the world’s earliest jeans brand and has always presented a personalized image. Among the younger generation, cool culture seems to It is a culture that never goes out of style. Levi's jeans firmly grasp the cultural characteristics of this group of people and appear in constantly changing advertisements with "cool" images to impress those new "cool" people who are fashion forward and maintain the The freshness and lasting vitality of the brand.
Cherish what is entrusted to you, just like delivering it yourself
Advertising campaigns of express delivery companies often highlight the word "fast", but UPS Express Company has created a more unique image through a series of advertising campaigns. The friendly image, from the handsome young man greeting "good morning" to the smiling faces of the service staff, UPS pays more attention to the appeal of the image. "Cherish what is entrusted to you, and deliver it personally" reflects humanistic care and emotion. of communication.
Scenery on the wrist
When it comes to Swiss watches, it seems that only the image of luxury and exquisite craftsmanship are associated with them. However, in the face of the attack from Japanese watches, the luxury of Swiss watches seems to have faded. The emergence of Swatch broke this unfavorable situation. They appeared as a leader in fashion and high quality at low prices. They also had many styles and limited production quantities. Their bright colors and exquisite shapes were just as the advertising slogan expressed: wristwatches On the scenery line.
My brilliance comes from your style
Vidal Sassoon is a rising star among P&G's shampoo brands. They invited the internationally renowned hairdressing expert Vidal Sassoon to be their brand ambassador and used Vader? Sassoon's own name serves as a brand, thereby establishing an image of professional hair washing and hair care, and "My brilliance comes from your style" is the finishing touch.
Men's World
In addition to a good name, Goldlion's success also lies in successful positioning. They position their products for successful and distinguished men. Over the years, With perseverance, it has finally become a fine product in men's clothing, and this advertising slogan is the finishing touch and accurately reflects Goldlion's positioning and core values.
There must be a road before the car reaches the mountain, and if there is a road, there must be a Toyota car
In the 1980s, besides domestic cars, the only cars on China’s roads were imported cars from Japan. This wonderful slogan is in line with the situation at that time; it cleverly combines Chinese proverbs, reflects confidence and domineering, and is catchy.
Today, Toyota probably no longer dares to make such boastful claims, but many Chinese people still remember this slogan.
Give the computer a Pentium core
Intel's microprocessor was initially called x86 and did not have its own brand. In order to highlight its own brand, from 586 onwards, The running speed of a computer is defined by the Pentium speed. It is said that in order to launch its own Pentium brand, Intel gave major computer companies a 5% rebate in order to put the words "intelinside" on their products and packaging, while "giving computers a Pentium core" means The pun not only highlights the brand but also appropriately reflects the functions and surging driving force of the Pentium microprocessor.
Ping An Insurance: Peace accompanies you on the journey of life.
Peace Hotel: Excellent enterprises create excellent talents, and excellent talents create excellent enterprises.
Tongrentang: colleagues cultivate benevolence, help the world and maintain their health.
Haier: Sincere forever.