How to write attractive slogans?

To write a slogan, we have to know what a slogan is. Slogans are words written in concise language with propaganda and agitation. This tells us that the basic characteristics of slogans are concise language, propaganda and agitation. To make the language concise, we must pay attention to the choice of sentence patterns, words, rhetorical devices and the expression of logic. Specifically, it includes the following aspects:

1. Word count requirements

Due to the limitations of specific occasions, means of expression and the level of information recipients, slogans cannot use longer sentences. Short sentences, fewer words and accurate expressions are the basic requirements of concise slogan language. Slogans are usually written on paper, on the wall or on cloth. In order to be eye-catching, the font is generally large. Due to people's sight, the number of words should not be too large. If there are too many words in a slogan, dozens or even hundreds of words, it will be too much trouble for the writer and difficult for the reader to read. We believe that if the slogan to be written is detected in the exam, there should be a requirement for the number of words; If there is no clear requirement for the number of words in the test questions, candidates should pay attention to the fact that the number of words in the proposed slogan should not be too much.

2. Wording requirements

Since the slogan is very practical, it is necessary to consider the cultural level, ideological status, life experience and even identity and status of different readers, and the proposed slogan should take care of the general readers as much as possible, without considering the higher readers. In this way, in the choice of words, it is necessary to be easy to understand, clear and accurate, cordial and touching, lively and lively, and at the same time try to avoid the language ambiguity caused by different understandings of polysemous words (including phrases). It is worth noting that the slogan is, after all, to create an atmosphere to arouse the enthusiasm of the participants. Therefore, we should try our best to be vivid and literary in language, which really gives people a refreshing and pleasing feeling, at least to make people like it, and avoid being rigid and outdated.

3. Sentence patterns require that the recipients of

slogans are generally clear. Therefore, in sentence patterns, simple sentences with no subject are generally used, mostly in verb-object structure, and complex subject-predicate sentences are seldom used. The sentence structure of slogans is generally neat, even long sentences are mostly whole sentences with fewer words and simpler structure, such as contrast and duality sentences and simple parallelism sentences.

4. Punctuation requirements

Due to the restriction of special means of expression, punctuation is generally not allowed in slogans (book names are used for promoting a certain work and making speeches, except quotation marks for specific titles). Therefore, when writing slogans, we should avoid ambiguity caused by pause or light and heavy sounds. When you really need to pause, you can use spaces (vertical version) or change careers (horizontal layout) instead of punctuation.

5. Rhetorical requirements

Generally speaking, the audience of slogans is very clear in advance, so slogans should consider the popularity of the audience, that is, consider being accepted by most audiences as much as possible. Then, relatively uncommon rhetorical devices, such as synaesthesia, parody and metonymy, should not be used. Generally, rhetorical devices such as exaggeration, rhetorical questions and rhetorical questions cannot be used in slogans. However, simile, metaphor, analogy, antithesis, parallelism and repetition, which are popular among the public, can be used, and good expression results can be obtained if used well. The above is in terms of positive rhetoric. At the same time, we should also carefully scrutinize the words and polish the sentences, and strive to express our ideas accurately and make the language concise, coherent and appropriate.

6. Content requirements

The ultimate purpose of posting slogans is to create an atmosphere, create momentum, publicize and inspire the masses, and mobilize everyone's participation. Therefore, any "loyalty" that is contrary to this is futile. When writing slogans, to do this, we must pay attention to the audience of the slogans and use the language according to the purpose of expression. It is worth emphasizing that the content of the slogan must be positive and healthy. It should not only be kind and friendly to most audiences, but also be fresh, lively and literary, which really plays a role in creating an atmosphere and boosting morale.