Differences and relations between advertising language and advertising slogan

Advertising slogans are based on the characteristics of oral communication in terms of expression style, because they pay attention to the communication to the audience and the communication effect. Their language expression style should be colloquial, natural, vivid and fluent, giving people a catchy sense of rhythm. In the structure of language, we should embody the characteristics of simple and attractive words and sentences. Compared with the advertising slogan, the advertising title requires it to be novel, distinctive and attractive. Therefore, it can be a vivid and fluent oral style. However, due to its short-lived role in advertising and its weight in print advertising, it prefers to use written language style.

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