What are the words with the same form?

[Abstract] Advertising plays an important role in corporate product marketing, which is not unrelated to the diversification of advertising forms. In particular, the formal beauty of advertising slogans plays an important role in the effectiveness of advertising. The balanced beauty of the whole sentence and the uneven beauty of the loose sentences both play a big role in advertising slogans. In order to pursue formal beauty, advertising slogans must constantly break conventions and innovate, but they must avoid arbitrariness and blindness, and must be combined with ideological content to achieve both literary and emotional beauty.

[Keywords] Advertising slogan form, beautiful sentence format, choose whole sentences.

The era of "the fragrance of wine is not afraid of the depth of the alley" has become a distant past, and modern people can no longer live without it. When advertising, and advertising is inseparable from impactful visual images, more attractive and persuasive language is needed to achieve the purpose of "spreading the word". The purpose of advertising art is to express the advertising theme. Relying on visual images to express the theme is prone to multiplicity and ambiguity, which affects the "advertisement" effect. Therefore, the visual image of the products promoted by the advertisement is both very specific and very targeted. Without the inducement of language and words, it is difficult for the product image or propaganda direction promoted by advertisements to appear and be understood. Therefore, language is an indispensable and important tool or medium for expressing advertising themes and shaping advertising images.

As a factor in the material shell of language, sentence patterns play a very important role in language expression. There are various sentence patterns. As we all know, different sentence patterns have different expression effects. Use The whole sentence can have a balanced and beautiful effect, but the loose sentences can have a uneven and beautiful effect. In order to enhance the expressiveness of advertising slogans and achieve ideal advertising effects, good advertising slogans are often good at selecting and adjusting sentence patterns.

1. Balanced beauty of the whole sentence

Balanced beauty is one of the principles of language art. "Ma Shi Wentong" said: "There are several sentences with roughly the same number of words, and The meaning of the sentence is similar, or it may be arranged in two sentences, or it may be repeated in several sentences. It is most commonly used in classics. "In fact, it is not only used in classics, but also commonly used in advertising slogans.

1. Reflect the beauty of symmetry in the form of juxtaposition and duality

The most common form of advertising slogans is a juxtaposition of two sentences. For example:

[1] Itchy and smelly feet can be cured by wearing socks. (Toe socks)

[2] VV soy milk, joy and joy. (VV Soy Milk)

[3] My color, my language. (Cosmetics)

Examples [1][2] are general parallel sentences, [3] is a dual sentence (two attributives relative to each other "generation + helper + name"), these three examples, each The number of syllables in the two sentences is equal, the word layout is well-proportioned, and it is catchy when read, which shows the symmetrical beauty of the advertising slogan. For example [1], if it is said as "itchy and smelly feet, wearing socks can help", and example [2] as "VV soy milk, happy", the beauty of symmetry will be destroyed, and it will be disharmonious when read.

2. Reflect the beauty of neatness in the form of parallelism

Arrange three or more words, phrases or sentences with the same or similar structure, related meanings and consistent tone into a string. It can enhance the momentum of speech. Advertising slogans often use parallel format to express neatness and beauty. Such as:

[4] Rest assured, feel at ease, happy. (Drug)

[5] Good quality, exquisite workmanship, beautiful color, new style, and sufficient quality. (Jewelry Store)

[6] The president serves you, the leader arranges for me, and the prime minister packages things for the people. (Garment Factory)

Example [4] is the arrangement of words, [5] is the arrangement of five subject-predicate phrases, and [6] is the arrangement of sentences. These parallelisms have the same structure, similar sentence meanings, neat sentence patterns, catchy words, and full of momentum.

3. Express the beauty of looping in the form of continuous couplets

Continuous couplets mean that the end of the previous sentence is the same as the beginning of the next sentence. The use of continuous couplets can create a kind of momentum in form. Smooth and coherent aesthetic, so it is often used in advertising slogans. Such as:

[7] Great Wall Electric Fan, Great Wall Electric Fan. (Fan)

[8] Jiajia is used in every household, Jiajia comes into every home, Jiajia is praised by every household, and Jiajia spreads all over the world. (Jiajia Laundry Powder)

The above two advertisements use succession to create a kind of looping beauty, especially example [8], which uses looping to its fullest, like a tongue twister, making it easy to read. It sounds pleasant.

4. Frequency of occurrence and meaning effect

The frequency of occurrence of the entire sentence is the highest, about 26.7%, appearing in 802 cases out of a total of 3,000 cases.

This shows that the balanced and neat aesthetic effect achieved by using the whole sentence is recognized by everyone. It can make the advertising slogan appear rhythmic, sonorous and powerful, making it easy to read and remember

2. The uneven beauty of prose sentences

In addition to using whole sentences with the same structure as above, advertising slogans strive to In addition to being neat and symmetrical in form, prose sentences with different structures and lengths are also used to achieve its uneven beauty. Such as:

[9] Buick, a contemporary car with a contemporary spirit; Buick unifies high horsepower and low fuel consumption, allowing you to easily enjoy all the power. (Car)

This advertisement has three sentences, all of which have different structures: the first sentence is a noun-predicate sentence with a pause between the subject and predicate; the second sentence is a general subject-predicate sentence; The third sentence is a non-subject-predicate sentence containing concurrent language. Although their sentence structures are different, they are easy to pronounce and can meet the needs of semantics.

Whole sentences and loose sentences have their own advantages. As Jin Zhaozi said in "Practical Chinese Rhetoric": "The beauty of even sentences lies in their solemnity, and the beauty of odd sentences lies in their fluency." "However, if even sentences are repeated, they will be monotonous and dull; if odd sentences are repeated, they will be dull. "If it is lost, it will flow and become boneless." Therefore, "it must be used in an intricate manner, and the Qi will be vibrating and the bones will be straight, and there will be no monotony, but there will be wonderful changes." "Use it", which forms the uneven beauty of advertising language. For example:

[10] Who said I can only "talk about" teenage madness? Accompanied by Juneng Calcium: there is no soreness in the waist, no pain in the back, and no cramps in the legs. I am strong and strong, and I am as handsome as a young man every day!

This advertisement is borrowed from the Song Dynasty poet Su Shi's "Old Man Chats Fa" Comes from the famous sentence "Young Man", in which three subject-predicate phrases such as "the waist is not sore" and two subject-predicate phrases such as "the body is strong" are all complete sentences, and the rest are scattered sentences. The interlaced use of whole sentences and loose sentences in this example makes the writing swaying and full of changes, showing the uneven beauty of language.

There are 143 cases, accounting for about 4.8% of the total, of using loose sentences or combining whole and scattered sentences to achieve the beauty of variety. The use of loose sentences can avoid the monotony of sentence patterns and make advertising slogans scattered and full of vitality.

From the above analysis, it can be seen that compared with general practical writing, advertising language shows great flexibility in the selection and application of sentence patterns. For the purpose of innovation, when people use language to create advertisements, they often break through and develop the original usage and produce some special usages to make the advertising slogan more beautiful in form and more eye-catching. This is the key to advertising. The inevitable phenomenon is the requirement for the artistic language of advertising. It should be noted that most of the methods and examples mentioned above are only what I can collect and are not very comprehensive. In terms of theoretical possibilities and practical necessity of using advertising slogans, there are many ways to make advertising slogans have formal beauty. When the original methods cannot meet the needs or are boring, new methods are created.

The formal beauty of advertising slogans makes advertising slogans have unique value and charm. Advertising slogans cannot ignore this point, but the key to the success of advertising lies in whether it achieves sales, so we must not blindly pursue form. The content is ignored for the sake of beauty, and form cannot be for the sake of form. While we emphasize that advertising slogans should refine their language and pay attention to form, we also emphasize the ideological content and emotion of advertising slogans. We should promote both literary and emotional beauty.