What are the characteristics of classic advertising language?

Through the activities of collecting and sorting out advertising words, students deeply realized the artistic charm of advertising language and enriched their understanding of language expression skills. The specific points are as follows:

First, summarize the characteristics of advertising words.

Linguistic features of classic advertising words;

1. Use rhetoric skillfully. Rhetoric is the flower of language art, and the use of rhetorical devices such as metaphor, antithesis, parallelism and repetition can make advertising words vivid and enhance the publicity effect. Example: "The eyes are the windows to the soul. In order to protect your soul, please wear glasses on your eyes. " (figuratively)

Pay attention to rhyme, which is easy to read, remember and recite. Example: "thomas lee and thomas lee are different."

3. concise and clear. It not only gives people the beauty of visual neatness, but also facilitates memory and deepens the impression. Example: "Don't take the usual road!" (Meters Bang Wei Bang Wei)

4. Use idioms skillfully and turn them into your own use. Example: "Up and down feeling." (Shanghai Mitsubishi Elevator)

5. Clever use of disyllabic words, contrast and hint by using the correlation between sound and meaning of Chinese words. Exodus: "freckle early, don't leave acne." (cosmetics)

6. Emphasize the special effects of the product, such as: "Hot, cold, sweet and sour, eat if you want." (Lengsuanling Toothpaste)

7. Highlight your personality and highlight the characteristics that competitors don't have. Example: "Plant peace and reap life." (Ping An Insurance)

Second, the purpose of writing advertising words

The purpose of public service advertising words is to safeguard everyone's public interests. It pays attention to guiding people with reason, impressing people with emotion, attracting people with creativity, and pursuing the unity of ideology and artistry.

Never light your cigarette, it will turn you into a wisp of smoke. (No-smoking advertisement at gas station)

I don't know you, but I thank you. (Public service advertisement for citizens to donate blood for free)

3 "Care for the elderly, start with your heart." (Public service advertisement for respecting the elderly)

4 "Care about others and be happy with yourself." (Social morality public service advertisement)