Types of creative slogans

(1) The overall strategy of advertising is clearly reflected in the advertising slogan. Advertising slogans can be divided into different types according to their different functions: product advertising slogans, corporate image advertising slogans, service advertising slogans, etc. (2) Based on the analysis and research of many commercial advertising slogans, we can also give them a more detailed classification in terms of content and form: Advertising slogans convey the core concept of a product or brand to consumers. The language expression must be concise and accurate

Gorky said: "The real beauty of language arises from the accuracy, clarity and melodiousness of words." This sentence also applies to advertising language, in the advertising world characterized by image logos , language - the language of words and the language of sound are still the most important symbols of expression. Advertising language is the fulcrum of advertising life and plays a core role in advertising. The advertising slogan does not exist in isolation, it is part of the complete advertising work and the finishing touch of the advertising work. Advertising slogans convey the core concept of a product or brand to consumers. They are condensed conceptual information, and their language expression must be accurate. The so-called accuracy is to find out the key points of advertising appeals, that is, the unique selling points of the product and the unique needs of consumers for the product. In the 1940s, the famous advertising man R. Reis received M&M chocolate bean products and found that this chocolate was the first chocolate covered with sugar coating at that time, so it "only melted in the mouth, not in the hands." "The advertising slogan blurted out. This advertising slogan, which was created in only 10 minutes, was extracted from the product. These eight words made the unique selling point of the product jump out at once, making it very specific and useful. It is not only different from similar products, but also related to the interests of consumers - it is not sticky to the hands. The implication is that other chocolates are "sticky" in the hand.

“27 layers of purification” is the advertising slogan of Robust purified water. In fact, every qualified purified water must undergo complex disinfection and filtration before leaving the factory, but consumers do not understand this. Other manufacturers did not think of taking a common process and promoting it in advertisements. Le Pepsi Water made a big fuss about this number. It was precise and scientific, and it was full of scientific and rigorous spirit, which left a deep impression on consumers. When consumers purchase goods, they not only buy the use value of the goods (for example, clothing is to keep out the cold, cosmetics are to protect the skin and beautify the skin), but also the added value of the goods (that is, additional functions that can meet the emotional needs of consumers). This kind of additional concept can be extended from the product itself. It is a feeling, a hope and a dream that people have when buying the product. As we all know, Pepsi-Cola emerged after World War II. In the competition with Coca-Cola, they discovered the market from young people, captured the rebellious, uninhibited, and self-advocating psychological characteristics of the younger generation born after World War II, and decisively proposed the "choice of the new generation" !" With such a loud slogan, it positioned itself as the Coke of the new generation and invited the superstar singers that the new generation liked as its brand spokesperson, finally winning the favor of young people. An advertising slogan clearly conveys the brand's positioning and creates a market. This advertising slogan plays an important role!

It can be seen that the advertising slogan and advertising appeal theme must be expressed in accurate language. If If the advertising slogan is disconnected from the advertising appeal theme, and the two are not organically connected through accurate language, then it will be difficult to create a resonance between the advertising slogan and the advertising appeal theme, and the text will inevitably be incorrect. For example, the advertising slogan of a certain liquor: "Drink XX wine and be a heroic Chinese!", the advertising slogan of a certain motorcycle: "I am walking between heaven and earth", and the slogan of a certain color TV: "With XX plasma, I really want to live again." 500 years!" Although the words are loud and deafening, the words are meaningless, empty and boring; the speaker is full of pride, but the listener looks at it indifferently and does not take it to heart at all. Advertising slogans must stand out in the ocean of information, must be personalized, and their language expressions must be distinctive

Accepting psychology tells us that people are accustomed to common and similar things, but for rare and peculiar things , abnormal, outstanding... In short, I feel deeply and react strongly to all new things. Consumers always accept advertising information inadvertently and carelessly. If the advertising slogan cannot be distinctive, consumers will naturally turn a blind eye to it and become indifferent to it. In order for an advertising slogan to stand out in the ocean of information, it must be individual and its language must be distinctive.

In the summer of 2000, the inter-Korean summit, a topic that shocked the world, attracted global attention. Half a century of confrontation finally ended with a peace.

Bundy's advertisement "Inter-Korean Summit" sensitively captures this real history and conveys people's expectations for peace. Through the advertising slogan "Bundy firmly believes: there is no wound that cannot be healed", Bundy Band-Aid "heals" The simple product function of "wound" was expanded into the product concept of "no matter how deep or long the wound is, it will eventually heal", which aroused great excitement in the hearts of consumers. Of course, the advertisement also won an international advertising award because of the fit between this historic event and the product's individual functions and brand concept.

The famous advertising man J.w. Crawford once said when talking about the creation of advertising copywriting: "The never-ending search for new ideas, the never-ending search for distinctive expressions. The method of thinking. "The advertising slogan must fully play its role in conveying the core concept of the product or brand to consumers. The proposition it emphasizes must be something that competitors cannot or cannot provide, and it must tell its uniqueness. The branding and rhetoric are unique. For example, in current water advertisements on the market, mineral water desperately emphasizes that it is rich in various minerals, while purified water emphasizes its purity. The slogan of Wahaha Purified Water is: Wahaha Purified Water, I only have eyes for you. It adopts an emotional appeal method; Robust pure water adopts a rational appeal method to emphasize its 27 levels of purification; while Nongfu Spring captures the current consumer fashion of people returning to nature. Both the product naming and advertising creativity revolve around people. In response to this consumer psychology, its advertising slogan: Nongfu Spring is a bit sweet. The deep meaning is excavated from another level, and it feels a little sweet when you take a sip. This is exactly how people feel about high-quality water. It not only reflects the uniqueness of the product, but also captures the psychology of consumers.

An advertising slogan without personality can only follow what others say. In the early 1990s, Intel's advertising slogan for the Pentium processor was: "INTEL Pentium processor gives computers a Pentium core." It cleverly uses homophony to highlight product features, giving consumers a refreshing feeling, and beneficially promotes product sales. But then the overwhelming number of homophonic advertisements became popular, which made people breathless. For example: the advertising slogan of a certain clothing - "Clothing" is love at first sight, a certain refrigerator - a step towards "freshness", a certain expectorant - "phlegm" stops in a flash, a certain paint - the "painting" of lust... It is used too much, used too much, and it is useless and has no characteristics. It can only lead to people's disgust, criticism and censure. The language of advertising slogans should be vivid and beautiful, highlight cultural heritage, and bring consumers beautiful enjoyment

In addition to conveying the unique benefits of the product and the essence of the brand, advertising slogans should also bring beautiful enjoyment to consumers and deeply Deeply touch the hearts of consumers. American marketing guru Emma Heila said it well: "Don't sell steak, sell sizzling sound." Facts have proved that whether it is a written advertisement or an audio advertisement, the vividness and image of the language will leave a lasting impression on consumers. It can create a deep impression, which is conducive to establishing product image, disseminating product information and promoting product sales. Classic advertising slogans are always a combination of rich connotations and beautiful sentences. In the 1950s, the advertising slogan created by J.W. Thompson Chicago for De Beers, the world's largest diamond dealer: "A diamond is forever, a diamond will last forever." 50 years later, it still shocks our hearts. This advertising slogan not only expresses the true value of diamonds, but also raises the value of love to a high enough level that it is easy for people to associate diamonds with love, giving lovers all over the world a sense of staying together and cherishing each other for a long time. A wonderful and precious feeling.

Consumers often pursue "substantial benefits + psychological benefits" when purchasing goods. For some consumer groups, advertising should pay special attention to the use of images to satisfy their psychological needs. Mai's Coffee: Fragrant and full of flavor. As the second largest coffee brand in the world, Mai's advertising slogan can be called a classic in language. Different from Nestlé (Nescafé: Tastes great), Mai's sensory experience is better. Although not as straightforward as Nestlé, it is It conforms to the artistic conception when drinking coffee, and at the same time closely combines the mellow aroma of McFly coffee with the inner feelings. Therefore, after 50 years of ups and downs, this slogan still retains its unique style. "Milk is fragrant and silky" is the advertising slogan of Dove Chocolate. It uses silk to describe the delicate and smooth feeling of chocolate. It is rich in imagination and uses synaesthesia techniques to maximize the power of language. "The first movement of space life" is the advertising slogan of Roman ceramic tiles. It is elegant and has a Western aesthetic appeal.

An excellent advertising slogan is always used repeatedly for a long time. This is actually a long-term investment in the corporate brand. People accept the advertising slogan and also accept a high-taste enterprise. Culture provides the audience with the edification and enjoyment of beauty. The vivid image and beautiful artistic conception of language are reflected in the clever use of words, sentence patterns, figures of speech, etc., but it is by no means a word game.

In 2001, a Taiwan-funded company in Shanghai that produced women's underwear used the advertising slogan "Play with beautiful women", which was criticized by the public and the media, and led to a lawsuit. In court, the manufacturer believed that: since the reform and opening up, life has become increasingly colorful, and many new words and phrases with a relaxed and casual attitude have appeared in the language. "Play" means "pursuit and admiration", which is vivid, dynamic and extremely Rich in the flavor of the times, "playing beauty" means advocating and pursuing beauty. The so-called "playing beauty woman" is a woman who values ??the interest in life and pays attention to the quality of life. It embodies a modern concept of life and consumption concepts. However, the Ministry of Industry and Commerce pointed out that "play" means "teasing, toying with", and "playing with beautiful women" refers to "beautiful, beautiful women". The public understanding of "playing with beautiful women" is "playing with beautiful women", which violates the " The Advertising Law stipulates that advertisements "must not hinder public order or violate good social customs". As a result, the manufacturer was ordered to stop publishing the advertisement, make public corrections, and was fined 200,000 yuan. The reason why the slogan "play with beautiful women" caused controversy and was stopped is related to the ambiguity and pun in the language (homophone for "perfect woman"; ambiguity: play with beauty - women, play with - beautiful women). From a linguistic point of view, the appropriate use of ambiguity and pun can implicitly express literary artistic conception, create strong hints, allow the audience to understand, create a sense of beauty, and cultivate sentiment. But we must not arbitrarily tamper with and splice traditional language in order to pursue vivid images one-sidedly. Those low-level, vulgar and vulgar advertising slogans cannot reflect the intrinsic characteristics of the product, nor can they produce cognitive, recognition, and subscription effects in the public mind. They do not have a certain cultural taste, and they also cause harm to your own brand and have disadvantages. More than profit, it is not worth it. Advertising slogans should be easy for consumers to remember, and their language expressions should be concise and clear

Among the complicated information, the only thing consumers can remember may be your advertising slogan, and remembering the advertising slogan will also Just remember your product or brand. Concise language is easy to remember and spread. The ancients believed that simplicity is the master of writing, "Wengui Jian. If the writing style is sophisticated, it should be simple, if the diction is clear, it should be simple, if it is reasonable, it should be simple, if it is light, it should be simple, if it contains energy, it should be simple, if it is noble, it should be simple, and if its spirit is far away, it should be simple." To be concise is to be concise, so conciseness is the best context for the article. "Advertising slogans are the essence extracted and concentrated from advertising works. Unlike other written works, they can be succinct and concise. It is an inevitable requirement. Psychologists have found in studies on memory: "The more memory materials there are, the easier it is to forget." Long advertising slogans contain many appeals and involve many memory factors, which at the same time weaken the unique interests of the product or brand. demands. Therefore, advertising slogans should enable consumers to quickly capture and remember the dense information. The language should be concise and clear, not cumbersome and cumbersome, and should use short sentences that are catchy to read and easy to remember. The advertising theme is catchy. For example: "With all your heart, Little Swan" - the slogan of Little Swan washing machine, "Haier, sincerity forever" - Haier Group, "Hello everyone, what is really good" - Haodi Cosmetics, "Technology is people-oriented" - Nokia, "Everything is possible" - Li Ning sports goods advertising slogan. These languages ??are profound and penetrating, yet their expressions are concise and clear. Concise and clear words contain endless meanings, and limited text symbols contain rich information. It can be called a model of concise and concise language, and it is inevitable that it will be widely popular.