Analysis of Snickers Advertising Language

Analysis of Snickers Advertising Language

First of all, corporate culture

1, is the Mars company a private family owned by Frank? Mas (forest? Mars is a multinational company established in 19 1 1. Its main business involves the manufacture and marketing of snacks (candy and chocolate), pets, staple food and electronic products. Is one of the world's largest food producers, is a global leader in chocolate, pet care, candy and other industries, with many world-renowned brands. At present, the company's annual revenue exceeds 30 billion US dollars, with 65,000 global colleagues working in 370 branches in 68 countries, including 65,438+035 factories, and its products are sold in more than 65,438+000 countries. Among them, the sales of candy chocolate products and pet products rank first in the world respectively. At present, one third of the pets in the world are eating Marley's Lubao dog food and Jia Wei cat food every day.

2. Corporate culture

The real reason why Mars can develop for a hundred years is that its unique corporate culture and the five principles of Mars are still developing vigorously. These five principles are quality, responsibility, reciprocity, efficiency and freedom.

Quality:? Customer first? This is our belief; It is our job to maintain high quality; It is our goal to make the products worth the money.

Responsibility: as individuals, we ask everyone to do their best; As colleagues, we support other colleagues to do their part.

Reciprocity: Reciprocity means sharing benefits; The benefits that can be shared will continue.

Efficiency: We make full use of all resources and never waste them; Make full use of people and materials. Autonomy: We need independence to shape our future; We need profits to remain independent.

Second, brand positioning.

Mars believes that once the brand power is greatly weakened, what will become of any powerful company? Worthless? . Mars' terminal management always adheres to two principles: first, the terminal market does not invest huge admission fees and exhibition fees; Second, terminal promotion does not aim at pursuing short-term sales. Mars' terminal operation does not depend much on sales, but the ultimate goal is to promote brand building.

The unique brand identity and the combination of taste and sensory pleasure have made Mars not only in the past 100 years? Everything? Again? Outstanding? , firmly grasp the essence of changes in the chocolate age. Mars company formulates the core functions of products according to the needs of different consumers and responds to the different needs of consumers. Different consumers can choose Mars products according to their own needs.

Take Snickers as an example to introduce.

Brand positioning: energy, exercise, eliminating hunger.

Third, the main products

Chocolate is the main product of Mars enterprises. Mars chocolate business is headquartered in Montolivo, New Jersey, USA. As one of the top chocolate manufacturers in the world, M& Chocolate owns 1 10 global brands, including: M&? Snickers, Snickers, Dove, Galaxy, Mars, Galaxy and TWIX, etc.

Fourth, product features

Take Snickers as an example to introduce.

Snickers is a kind of chocolate bar, which consists of roasted peanuts and caramel? Nougat? , wrapped in milk chocolate It can eliminate hunger anytime and anywhere, replenish energy and bring great satisfaction to consumers.

Five, advertising language analysis

1, hungry, have you eaten? Eat it. Are you hungry? Eat it? Eat it! Snickers!

? Eat it? In two words, the use of repetitive rhetoric has a strong and lively tone to reflect the exquisiteness of the product, while the re-use of rhetorical questions and repetitive rhetoric makes the overall atmosphere stronger and sets off a full atmosphere. As if the reader were there, he couldn't help wanting to eat it.

2, Snickers, sweep away hunger and be yourself.

Snickers, sweeping hunger, infinite vitality.

Snickers, that's exciting.

The product positioning of Snickers is directly expressed in a declarative way, and it is used in video advertisements to deepen consumers' deep understanding of Snickers' functions.

Sixth, advertising language creation.

① Expression style of product advertising language

1, short sentence: Are you hungry? ! (oral)

2. Short sentence: Snickers have arrived, and you wait for the hungry tyrant to quickly return to their position (poetic)

3, corporate brand+single sentence: Snickers, fill your stomach (sentence)

② The source of advertising language creation.

1, are you hungry?

Snickers brand positioning focuses on: energy, sports, sweeping hunger. My work, are you hungry? ! Choosing a colloquial expression can directly point to people's hearts, and people's impression of hunger is directly related to Snickers. Is the question mark asking if you are hungry? The exclamation point is amazing. You must be hungry.

2. When the Snickers arrive, you will return to your position soon.

Creation mainly comes from about? Hungry? Is this daydream related to bullies? Hungry, bullying? .

This creation uses anthropomorphic and homophonic methods to arouse people's imagination, so that Snickers can be vividly displayed as a heroic image to eliminate hunger, which makes people laugh and deepens people's goodwill towards Snickers.

3, Snickers, fill your stomach

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