Rhetoric of reading slogans

Read classic books and be a civilized person; Elegant writing inherits civilization; Academics pervade the campus, and wisdom illuminates life.

How to write the slogan:

1, the number of words should be moderate.

Due to the limitations of specific occasions, expressions and the level of information recipients, slogans cannot use longer sentences. Short sentences, few words and accurate expression are the basic requirements of concise slogan language.

Slogans are usually written on paper, walls or cloth. In order to stand out, fonts are generally larger. Because of people's sight, the number of words should not be too much. If a slogan has too many words, dozens or even hundreds, it is too troublesome for the writer and difficult for the reader to understand.

2. The content should be positive.

The purpose of posting slogans is to create an atmosphere, create momentum, publicize and inspire the masses, and mobilize the masses to participate. Therefore, anything to the contrary is futile. When writing slogans, to do this, we should pay attention to the audience of slogans and use language according to the purpose of expression.

3. Language should be popular.

Since the slogan is very practical, we should take into account the cultural level, ideological status, life experience and even status of different readers, and the slogan put forward should also take care of the general readers as much as possible, regardless of higher readers.

In this way, in the choice of words, we should be easy to understand, clear and accurate, cordial and touching, lively and lively, and at the same time try to avoid gorgeous words, especially polysemous words, because different understanding of polysemous words (including phrases) will lead to language ambiguity.

4. The sentence patterns should be neat.

The recipients of slogans are generally very clear, so in sentence patterns, simple sentences without subjects are generally used, mostly in verb-object structure, and complex subject-predicate sentences are rarely used. The sentence structure of advertising language is generally neat, even long sentences are mostly whole sentences with fewer words and simpler structure, such as comparative antithetical sentences and simple parallelism sentences.

5. Rhetoric should be clear.

Generally speaking, the audience of advertising language is very clear in advance, so advertising language should consider the popularity of the audience, that is, consider being accepted by most audiences as much as possible. Then, don't use relatively uncommon rhetorical devices, such as synaesthesia, parody and metonymy. At the same time, the content of advertising language must be true and cannot be exaggerated, so rhetorical devices such as exaggeration, rhetorical questions and rhetorical questions cannot be used in advertising language.