1 Kodak: Connecting every moment of life
[Appreciation] As the world’s largest manufacturer of photosensitive materials, Kodak’s leadership in film production technology no longer needs to be described in words. , Kodak associates taking photos more with a better life, allowing people to remember those happy moments in life. So use Kodak film, that's what Kodak wanted.
2 Yamaha Piano: Children who learn piano will not become bad
[Appreciation] This is the most famous advertising slogan in Taiwan. It captures the mentality of parents and adopts a heart-attack strategy. , does not talk about the advantages of piano, but attracts parents from the perspective that learning piano is beneficial to children’s physical and mental growth. This was indeed very effective. My parents agreed very much with Yamaha’s point of view, so buying a Yamaha piano was the next step. Shan Ye is brilliant at this.
3 Max Coffee: Good things should be shared with good friends
[Appreciation] This is the advertising slogan launched by Max Coffee when it enters the Taiwan market, because Nestlé has firmly occupied the Taiwan market. , that advertising slogan has been deeply rooted in people's hearts, so Mai's had to start with emotion and combine coffee with friendship, which won the recognition of Taiwanese consumers, so Mai's successfully entered the Taiwan coffee market. When people see Mai's coffee, they think of the feeling of sharing it with friends, which is indeed a good feeling.
4 Remy Martin XO: Once Remy Martin is on, good things will come naturally
[Appreciation] The noble Remy Martin is not something that ordinary people can enjoy, so drinking Remy Martin XO will definitely make some difference The feeling, so Remy Martin gives you a hope that as long as you drink Remy Martin, good things will be waiting to come. With such auspicious "divination", who wouldn't want to drink Remy Martin?
5 Deer Brand Whiskey: When you are at ease, you are everywhere
[Appreciation] In the advertisements for Deer Brand Whiskey, the guy with a deer head and body always looks at ease, because He often drinks Deer Brand Whiskey, and that feeling is enough to make you envious. Enjoy Deer Brand Whiskey, and you will definitely have the feeling of freedom. The power of mind attack is often more powerful than precise description.
6 Dove Chocolate: Rich milk fragrance, silky feeling
[Appreciation] The reason why it is a classic lies in the psychological experience of "silky feeling". Being able to describe the delicate and smooth feeling of chocolate with silk, the artistic conception is lofty enough and the imagination is rich enough. Make full use of associative feelings and maximize the power of language.
7 Coca-Cola: Forever Coca-Cola, unique and good taste
[Appreciation] In the carbonated beverage market, Coca-Cola always has an attitude of giving up on others, as if Coca-Cola is Coca-Cola. Although Coca-Cola's advertising slogans change every few years, and many slogans have been handed down that can be considered classics, this one has been used the longest and best represents the spiritual connotation of Coca-Cola.
8. Smoking is prohibited, even Crown Brand is no exception
——Advertisement to promote Crown Brand cigarettes
[Appreciation] Cigarettes are poisonous and smoking is harmful to the human body , therefore smoking should not be promoted and should be banned, but cigarettes are also a product and must be promoted. How to solve this contradiction? The advertising slogan of Crown brand cigarettes is extremely clever. The advertisement only has 12 words, but is rich in content. It not only promotes the theme of no smoking, but also achieves the effect of promoting and praising Crown cigarettes. On the one hand, it is the active promotion. All cigarettes including Crown brand are banned, and the attitude is firm; on the other hand, it is the active promotion. Although Crown cigarettes are also banned, they are different after all. If you want to smoke In other words, it is still a crown, which gives people great temptation. These two aspects are harmoniously unified in a short sentence.
Advertising takes advantage of people's psychological contrast, uses counter-productive techniques, and uses popular and concise language. It has a strong artistic effect and leaves a deep impression on people.
9. Nothing is added but water is added
——Advertising words for promoting milk powder
[Appreciation] Many advertisements often like to use purity and authenticity to express themselves product quality. What this milk powder advertisement also wants to highlight is the word "pure", but it creatively avoids this familiar word "pure". Instead, it starts from the opposite side, starting from the specific production process, and using figurative language. express. The first sentence "nothing is added" shows the purity of the product, and the latter sentence is sharply changed with "but", further indicating that purity alone is not enough, there must also be no moisture, highlighting the characteristics of "powder".
The language is concise, and there are twists and turns in the 12 words. The text is simple, but the image is concrete. At first glance, the words are not surprising, but upon closer consideration, they are endlessly memorable.
10. There must be a road before the car reaches the mountain. There must be a Toyota car
——Advertising words to promote Toyota cars
[Appreciation] This advertisement is successful Instead, we used the ancient poem "Mountains and rivers are full of doubts, and there is no way out, and there is a village with dark willows and flowers." The text is concise, but the connotation is rich: First, it shows the high quality. The advertising words do not directly promote the quality of the product, but use the large sales volume. To show; the large sales volume is not directly expressed by quantity, but indirectly expressed by roads; secondly, it shows the car's strong adaptability. "Where there is a road, there must be a Toyota car", which implies that no matter what the road, Toyota cars will You can travel freely and freely; thirdly, you show strong self-confidence, two "must haves", and a firm tone, giving people a feeling of trustworthiness.
11. China Unicom: Connected with the Chinese Knot, Connecting the Hearts of the World
[Appreciation] The logo of China Unicom is the image of a Chinese knot, which itself is full of affinity. China Unicom naturally integrated its logo and brand name into the advertising slogan, achieving harmony and unity from appearance to spirit, reflecting the corporate spirit.
12. Fiyta: Once you own it, you have no choice
[Appreciation] When people’s quality of life reaches a certain level, watches are no longer just for telling time. After using Fiyta watches, Fiyta uses noble quality to connect itself with its identity, so that after people wear Fiyta watches, they will feel more extraordinary temperament and solemn respect.
13. Li Ning: Keep the excitement to yourself
[Appreciation] The best sporting goods in China is probably Li Ning. Sporting goods are the world of young people. There are no superstars like Nike or the international background of Reebok. Li-Ning's "Keep the excitement to yourself" is also in line with the mentality of teenagers. Who doesn't want to be exciting?
14. Delbis Diamonds - Diamonds are forever, and one will last forever.
[Appreciation] The image vividly describes the excellent quality of the brand's diamonds, promises the value of the diamonds, and achieves the purpose of promoting people to purchase and marketing.
In addition, he also hinted at the meaning of customers buying diamonds, which is to hope for eternity. He also expressed this meaning euphemistically, giving customers a good impression and a very emotional perspective.
15. Zhongjing Liuwei Dihuang Pills - good medicinal materials, good medicine
[Appreciation] Exhaust the charm of Chinese! Reflect product characteristics and reveal universal truths.
16. Nokia - Technology is people-oriented
[Appreciation] "Technology is people-oriented" does not seem to be the first one proposed by Nokia, but it has fully demonstrated the connotation of this sentence. Facts have proved that, Nokia has been able to leap from a small brand to the number one brand in the mobile phone market because it respects this concept. From product development to talent management, it truly embodies the people-oriented concept. Therefore, the slogan is particularly powerful, because the words It has something.
17. Nike - just do it
[Appreciation] Nike quickly became the leading brand of sporting goods through a series of advertisements with the theme of just do it and the star effect of basketball star Jordan. The first brand, and this slogan is in line with the mentality of the young generation, just do it, as long as you are different, just take action. However, with Jordan's retirement and the change of just do it to "I dream.", Nike's influence gradually declined.
18. Volkswagen Beetle - It’s better to be small if you think about it
[Appreciation] The American car market in the 1960s was dominated by large cars, and the Volkswagen Beetle just There was no market at all when it entered the United States. Bernbach once again saved the Volkswagen Beetle, put forward the idea of ??"think small", and used the power of advertising to change Americans' concepts and make them realize the advantages of small cars. From then on, Volkswagen's small cars dominated the U.S. car market until Japanese cars entered the U.S. market.
19. Coca-Cola - Forever Coca-Cola, unique and good taste
[Appreciation] In the carbonated beverage market, Coca-Cola always has an attitude of giving up to others. It seems that Coca-Cola is Coca-Cola. . Although Coca-Cola's advertising slogans change every few years, and many slogans have been handed down that can be considered classics, this one has been used the longest and best represents the spiritual connotation of Coca-Cola.
20. Nescafe coffee - it tastes great
[Appreciation] This is the most familiar advertising slogan and also the favorite advertising slogan. Simple yet profound, catchy, because the feelings from the heart can be blurted out, which is what makes it classic. So much so that when Nestlé spent a lot of money to collect new advertising slogans from around the world, it found that there was no one more classic than this sentence, so it retained it permanently.
21. M&M chocolate - only dissolves in the mouth, not in the hand
[Appreciation] This is the inspiration of the famous advertising master Bernbach. It can be called a classic and has been passed down to this day. . It not only reflects the unique USP of M&M chocolate icing packaging, but also implies that M&M chocolate tastes so good that we are not willing to let the chocolate stay in our hands for a while.
22. Pepsi-Cola - the choice of the new generation
[Appreciation] In the competition with Coca-Cola, Pepsi-Cola finally found a breakthrough. They discovered the market from young people and positioned themselves as The new generation of Coke has finally won the favor of young people by inviting the superstar singers that the new generation likes as its brand spokesperson. An advertising slogan clearly conveys the brand's positioning and creates a market. This advertising slogan plays the greatest role.
23. Goldlion: A Man’s World
[Appreciation] Goldlion’s success not only benefits from a good name, but also lies in successful positioning. They position their products to be successful and useful. A man of high status has finally become the best in men's clothing through perseverance over the years, and this slogan accurately reflects the positioning and core values ??of Goldlion.
24. Sassoon Shampoo: My brilliance comes from your style
[Appreciation] Vidal, a famous international hairdressing expert, is a rising star among Procter & Gamble’s shampoo brands. Vidal Sassoon serves as his own brand ambassador and uses Vidal Sassoon's own name as the brand, thereby establishing an image of professional hair washing and hair care, and "My brilliance comes from your style" is the finishing touch.
25. Philips: Let’s do better
[Appreciation] Philips’ achievements in the field of home appliances are eye-catching, and it has become one of the top 500 companies. The most profitable electrical appliance group. However, in addition to constantly emphasizing its innovative technology in its advertising campaigns, 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 come up with a modified version of "We have been working hard."