Advertising slogan design

It is best to use some rhetorical devices, such as pun, metaphor, personification, exaggeration ... For example, Lenovo's: "What would the world be like without Lenovo?" This is a typical pun. In this way, advertising can be more vivid, deeply rooted in people's hearts and very interesting, and people will not forget it easily. Marketing is communication. Therefore, brand advertising language is the slogan, proposition and publicity theme and concept of brand in marketing communication, including brand positioning. All the ideas or ideas of the brand are carried and expressed through the brand advertising language.

Like people, brands, products, enterprises and services are all alive and have personalities. They have different time to introduce into the market, so they have different goals and tasks at different stages of their lives, so they have different demands and directions, and the advertising language is different.

1. Creation of brand advertising language. Brand advertising language can be divided into five categories according to its appeal nature: concept, technology, service, quality and function. Haier's "sincerity forever" and Hisense's "innovation is life" belong to the concept category; Nokia's "people-oriented technology" and BusinessCom's "technology makes you easier" are appealing for technology; Mars "only in the hand, not in the mouth." Appeal to quality; Nongfu Spring's "Nongfu Spring is a little sweet", Coca-Cola's "Cool Moment" and Guangzhou Opik Garden's "Sports at Home" appeal function; Little Swan "wholeheartedly Little Swan", Baguiyuan "give you a five-star home" service commitment and so on. Common well-known brand advertisements all contain other types of meanings to some extent, which tends to be colloquial. For example, Nike's "Just Do It", Pepsi's "New Generation Choice", Philips' "Let's Do It Better" and so on.

then, the creative direction of brand advertising language is nothing more than five categories: value concept, technology, service, quality and function.

most brand advertising language is a kind of appeal of value concept, because the appeal of value concept has a high degree of generality, and its connotation is profound, meaningful and profound; Extensions are very extensive and inclusive. The expression form is short and capable, the pronunciation is loud, easy to spread, easy to identify, catchy, and especially convenient to apply. If customers don't chop and change and spread it unswervingly, they will certainly form an ideal idea accumulation effect over time. I know a well-known media in the south, and even its own promotion is like news, pursuing to change its advertising language once a year. Such frequent changes seem to change its face, so how can it accumulate? Short-sighted.

The appeal of brand advertising language of value concept must be related to the boss of the enterprise, the boss's vision and the social mood. Only when you do your homework in advance, communicate more and understand more, will you take fewer detours when you create. When I create brand advertising language, on the basis of previous communication, I will create a large number of advertisements in five appeal directions. The most exaggerated one is to create 2 advertisements for a cosmetics brand. In the end, I feel sick at the sight of the words, but I only provide three to my customers. Because anyone can create good things, but not everyone can identify them. Personally, I think the brand advertising language should be six or seven words in the form of expression. There must be a verb and a noun in these six words, and the pronunciation should be rising tone. What the whole advertising language advocates, promises and advocates must be affirmative, positive and contain brand value.

2. Creation of category advertisements. The creation of category advertising language is basically to appeal to the advantages (selling points) of the brand in this category, or other related things with advantages in this category. The slogan of Little Swan brand that I have served is "Little Swan wholeheartedly", and the slogan of Little Swan washing machine is "Carefully created, for you". For example, Duckling washing machine's "professional innovation, you can prove" Siemens mobile phone's "inspiration lights up life". Category advertising language forms are mostly eight words, concise and neat, with at least one verb. The first four words appeal to the function points of the product, and the last four words appeal to the benefit points brought by the product to consumers, and the pronunciation is best raised. Pay attention to antithesis and rhyme on syllables, which is easy to read and spread. Of course, most products are promoted without category advertisements, and only brands are enough to stimulate consumers' demand.

3. Creation of product advertising language. The creation of product advertising language focuses on the appeal of the selling point of the product, which was originally refined on the basis of differentiation, and this selling point may be the promotion theme of the product. The so-called "differentiation" refers to the benefits that are ignored by the products, benefited by consumers and provided by our products themselves. The form of expression is uncertain, or six or eight words, including at least one verb, and the pronunciation can be raised or lowered. The appeal point must be a function point, a benefit point, or a combination of the two. The product slogan mentioned here is not the title of a specific graphic work, but it may be the theme, which is the text logo that distinguishes the product from other products and is as important as the product name. )

4. Creation of service advertising language. The creation of service advertising language is mainly to provide added value to consumers, which is a kind of super-value thing, and its appeal must be a promise of interests. The form of expression can be long or short, and the number of words can be even and odd, but at least one verb is pronounced in a falling tone. In the case of "Skyworth Gold Service Project 123668" that we just launched, we think like this: the service image of Skyworth brand has always been practical, sincere, professional and thoughtful. Skyworth's service concept is "customer, you are the president", and Skyworth's service standard is "everything is for your satisfaction", so Skyworth Group's customer service center put forward "Skyworth Gold Service Project 123668" when re-integrating and launching its service project, so Skyworth Gold Service slogan is "Skyworth Gold Service, Do Every Step Well".

5. Creation of corporate advertising language. At present, the brand advertising language of most enterprises is the same as that of enterprise advertising language, but the appeal focus of enterprise advertising language will be different because of the different strategic development goals of enterprises at different stages. The form of expression is relatively not very strict, and it is similar to the previous advertising language creation method, so it can be applied flexibly.

a penetrating, in-depth and connotative brand advertising language has infinite spreading power. Moreover, it will often become a certain life creed and principle of the target consumers until it becomes a lifestyle and life goal. A brand advertising slogan with a high starting point is the spirit and thought of the brand, and its connotation is quite profound, which is not in contradiction with popularization.

A creative and vital product advertising slogan is simply a "golden key", and the value it creates cannot be achieved by tens of millions of advertising expenses. A creative and vibrant product advertising language, with a shout, is full of endless financial resources. For example, "Nongfu Spring is a little sweet", such as "pager, mobile phone, business communication, no one can be less", so far no one can beat it.

who can calculate the value of a service advertisement's promise?