(a) novel and unique, different for most audiences, every day inadvertently, intentionally will come into contact with countless advertising language. Because almost every enterprise or product can't do without advertising language, if the advertising language is bland and similar to that of other products, it can't be fascinating and unforgettable. Some advertising languages have no characteristics, and they apply or even copy other people's ideas and sentences. For example, "learn a foreign language and find flying fish" (flying fish typewriter advertising language); "If you want to travel, look for Chunqiu" (slogan of Chunqiu Travel Agency). This kind of advertising slogan "XXX, looking for XXX" has many users, giving people a feeling of Chen Xiangyin, and it is difficult to play its due role. Therefore, it is very important to create a unique and distinctive advertising language. For example, it is also a coffee advertisement: "McBride's coffee feels stronger" (McBride's coffee advertisement); "the king of coffee, only my mocha" (mocha coffee advertising language); "It's delicious" (Nestle coffee advertising slogan). Three coffee advertisements have their own characteristics, among which "McBride" endows coffee with humanistic color, "Mocha" highlights its excellent quality, "Nestle" emphasizes its good taste, and three advertisements create impressive advertisements from different angles.
(B) short and powerful, easy to read and remember because advertising language is essentially a slogan propaganda, which needs to be used repeatedly for a long time. If the sentence is too long, it is not conducive to the audience to remember the content of the advertisement. Because of this, J "an advertisement can't have a double-line title or a three-line title like a title, but only a sentence to ensure the simplicity and strength of the advertisement." The so-called "easy-to-read and easy-to-remember" means that the creation of advertising language should make use of the rhythm of Chinese, so as to achieve rhyme, lively rhythm, sonorous words and catchy words. For example, the slogan of "Meida" curtain is "one curtain and one scene". The two words "one", tandem, cadence, coupled with the rhyme of "scenery" and "emotion", are melodious and unforgettable. There are also "more camps, let's talk about it after eating" (advertising slogan of instant noodles with more camps), "Kongfu family wine makes people homesick" (advertising slogan of Kongfu family wine), "white cat for laundry, Olympic shampoo for shampoo" (advertising slogan of Olympic shampoo) and so on. The sentences in these advertisements are the same as the words in the later period, which are rhyming, rhythmic and pleasant to listen to. Clean advertising language is also conducive to the audience to remember the advertising language, so that the image of the enterprise or product remains in people's hearts.
(3) Single and clear, single positive publicity refers to the writing of advertising language to choose a complaint point to promote products, and can not contain more content-both this and that. Clarity means that advertising language does not talk about meaning, suspense, and does not seek "deep meaning". Because only the advertising language with clear meaning can make the brand of the enterprise or product leave a distinct impression in the eyes of the audience, and the advertising language may become the "word logo" or "unique vocabulary" of the product or enterprise. The following advertising slogans are like this: customer first, dedicated service (China Telecom advertising slogan), Fukang, reliable friends (Fukang automobile advertising slogan). The former focuses on the promotion of service concept and service attitude in this industry; The latter uses humanized language to explain that the quality of Fukang car is reliable and credible. The two advertisements are clear and clear, and the publicity effect is good. Advertising language, as a slogan, should also be promoted from the front, not from the back and side. Because the propaganda from the opposite side is often not easy to create a clear and powerful corporate image and product image, and often gives the audience an indirect and weak impression. At this point, advertising slogans and advertising titles are completely different. (four) the image is clear and attractive. The writing of advertising language should have its own characteristics. One of them is that the image of the product or enterprise should be clear, which can encourage the audience to recognize emotionally, yearn for in action and buy. This is what advertising language should do. For example:
In fact, men need more care (the slogan of Lizhu De Le) and irresistible feeling (the slogan of Coca-Cola). The former, in a caring tone, has an empathetic and considerate concern for the men who are the leaders in society and family, which is touching and leads to the idea of putting them into action. The latter slogan makes people want to taste Coca-Cola immediately after reading it, and the whole slogan is full of emotions that induce people to take action.
To write a good advertising language, we must first read the solicitation requirements and understand the solicitation intention. It depends on whether the advertising language is enterprise advertising language, tourism advertising language, product advertising language or other types of advertising language. There are some differences in the writing of each type of advertising language, and there are also * * * commonalities. Corporate advertising language is often written from the perspectives of displaying corporate image, interpreting corporate connotation, revealing corporate culture and looking forward to the future of the enterprise. The language is steady and atmospheric, with better plasticity. For example: Li Ning Company's "Everything is possible"; Intel Corporation's "Give the Computer a Pentium Kernel".
Tourism advertisements should be written from the perspective of showing the beauty of scenic spots and stimulating people's desire to travel, or with colorful and concise sentences, or with surprising creativity, or with easy-to-understand analogies, or with magnificent descriptions. No matter which one you use, it's best to be catchy and unforgettable. For example, Breathing Jilin in Jilin Province; Xiamen's "sea garden, warm Xiamen".
Product advertising language can start with functional demands, use various techniques, or ask questions, or compare, or explain, or ask questions. How to express the product function in the most concise and catchy language and how to write it. For example, the "drip is fragrant, and the meaning is still unfinished" of food; Shanshan suit in clothing category: "Don't be too chic"; Ford in the automobile category "lives wonderfully"; Alcohol's "When remy martin opens, good things will come naturally" and so on.