Classic advertising slogan design

With the development of advertising industry, in addition to commercial value, the cultural value of advertising language has been paid more and more attention, and the use of poetry in advertising language has also changed from shallow to deep. There are several ways to learn advertising language from classical poetry.

1, reference

Quoting is the most concise and direct way to use ancient poetry in advertising language. According to the different quotation methods of advertising language, it can be divided into "direct quotation" and "word-breaking and sentence-breaking".

"Direct quotation" refers to the practice of copying classical poetry without any modification in advertising language. Typical cases are: Shanxi "Xinghua Village" Fenjiu slogan "Excuse me, where is the restaurant? The shepherd boy points to Xinghua village. " "Word-cutting and sentence-breaking" refers to the practice of changing a single word in classical poetry in advertising language to meet the needs of the brand. The famous case is that Nanchang jiangling motors Factory changed Li Bai's masterpiece "A Thousand Miles of Jiangling Return in One Day" into "A Thousand Miles of Jiangling Return in One Day".

2. Rhetoric

Applying rhetorical devices in classical poetry to advertising language can make advertising language vivid and easy to understand, which has always been loved by advertising creators.

Top truth. Topping really means using the word at the end of the previous sentence as the beginning of the next sentence, or using the last sentence of the previous sentence as the beginning of the next paragraph, so that adjacent words, phrases, sentences and paragraphs will be connected from beginning to end. Famous cases include the slogan of "Camel" brand electric fan "Camel enters every family, and every family is happy"; The slogan of "Great Wall" electric fan is "Great Wall Electric Fan, Great Wall Electric Fan"; Wan Jiale's advertising slogan is "Wan Jiale, Happy Family".

Metaphor. It refers to a rhetorical device that compares what you want to say with something similar in order to express it more vividly. Advertisements that use metaphors generally aim to highlight the special functions of products, such as Dove Chocolate's "rich and smooth milk"; The slogan of sunshine water heater is "bring you sunshine-like warmth"; The slogan of Hong Kong Mercury Record Advertising Company is "the rhythm of nature".

The dual rhetoric method of strengthening the language effect with symmetrical words can make the advertising language catchy and give people a sense of wholeness. For example, the slogan of the Buddhist temple tea pavilion is "all four are empty, so you can sit for a while without me;" Both heads are made of pottery, and they eat literary things "; The slogan of "Confucius Banquet Wine" is "Drink Confucius Banquet Wine and Make a World Article"; The slogan of bosom friend magazine is "there is a vast sea of people, where there is a bosom friend;" "publications are like forests, where to find bosom friends"

3. Temperament

China's poetry is closely related to music. Elegance and ode in The Book of Songs are mostly musical words, and the Song Ci in its heyday was written for music in the form of epigraph, which made great achievements in melody, just in line with the requirements of catchy advertising language.

Plain. As far as the four tones are concerned, that is, flat tone, rising tone, falling tone and entering tone, the basic principle of flat tone is that the language of poetry should be strong and weak, with a distinct sense of rhythm. Combining with Pinyin, we recognize the first and second sounds as flat tones, and the third and fourth sounds as Legato. An advertising language is beautiful to read, and it is very important to abide by the horizontal rules. For example, the slogan of a watch shop is "sculpture reminds people to be vigilant and urges them to cherish time". The previous sentence is "flat and flat" and the next sentence is "flat and flat"; Another example is the slogan of the space shuttle, "There are thousands of roads in urban and rural areas, and there are spaces in the roads". The first sentence is "flat and flat", and the next sentence is "flat and flat".

Rhyme. Rhyme is very common in advertising language writing, because the same rhyme can make advertising language harmonious, unified and coherent. For example, the slogan of Wanbao air conditioner is "Wanbao air conditioner, happy seasons", the slogan of Sprite soda is "crystal clear and cool", and the slogan of Gree air conditioner is "good air conditioner, made by Gree".

What is more worth mentioning is "double phonology". In modern Chinese, disyllabic means that the initials of two words are the same, and disyllabic means that the finals of two words are the same, which has special formal beauty and musical beauty. Li Qingzhao's phrase "searching, cold and lonely, sad and miserable" is an eternal model of double phonology. Advertising language emphasizes generosity and practicality, and can't be tired of rhyming, so there are few examples of double rhyming, but there are many such excellent works, such as the above-mentioned "engraving reminds people to be vigilant, and the voice urges them to cherish time", the advertising language of Taiwan Province Erffa Audio Company is "ingenious inch by inch, exquisite fax", and another is the famous advertising language "Didi is fragrant, and the meaning is still full".

4. Long and short sentence mode

Wang Guowei said in "Ci Hua on Earth": "Poetry has a wide territory and a long speech." According to Wang Guowei's understanding, "word length" is the fundamental feature of words, and the sentence pattern with uneven word length is the main reason that determines this artistic feature. From one sentence to eleven sentences, the sentence patterns of words are rich. There are two sentences in Gui Zi Ballad: "Go home, my eyes are broken, and my house is small and green". Two sentences are like "It's time to wait for a short book to break the grievances" in Nanxiangzi, and three sentences are like "Xi is full, Liu is outside" in Acacia Ridge.

This pattern of long and short sentences in Song Ci is not only a great breakthrough in classical poetry, but also a great inspiration to the creation of advertising language in my opinion. As far as the number of words is concerned, an advertising word should be within twenty crosses, which can arrange and combine a sentence to a cross sentence properly; In terms of melody, the sentence combination of words is composed of the rhythm of words, and the unique melody is perfect enough for the catchy and cadence musical beauty of advertising language; Formally, the long and short forms of words break the "single sentence" and "symmetrical form" of advertising language in the market at present, and the uneven style is refreshing. For example, the slogan of FAW Car mazda 6 is "Charm, Power, Technology"; The slogan of Volkswagen "Passat has the final say" is "ambition is under control"; The slogan "Stop, then you can see" of Bank of China boldly adopts the combination of one sentence, two sentences, three sentences and four sentences, which not only has unique phonological effect, but also is unique in form.

5. Artistic conception

Wang Guowei absorbed western aesthetic concepts and further divided the artistic conception of ci into "with me", "without me", "with me" and "without me", and distinguished them in different ways of viewing things. The former is a way of looking at things from my point of view, with subjective will and interest, such as "tears are silent for flowers"; The latter is a way of talking about things, without attaching the subjective feelings of "I", and objectively describing things with a calm mind, such as "picking chrysanthemums under the east fence and seeing Nanshan leisurely". "Writing" and "creation" are distinguished by whether there is a fictional artistic conception. Writing realm is a description by the realist according to his objective nature, and creating realm is a fictional realm fabricated by the idealist according to his subjective ideal. In advertising language, "the realm with me" can be understood as a subjective admiration for products or services, while "the realm without me" is an objective description of quality and characteristics; "Writing situation" is the reappearance of the established situation, and "creating situation" is the innovative creation of certain feelings, concepts and situations. There is no lack of artistic conception in advertising language creation. Although it is not as abstruse and complicated as ancient poetry, a correct grasp of it can often produce excellent advertising language.

Take De Beers' slogan "A diamond lasts forever, and a diamond lasts forever" as an example. This slogan is plain in duality, rhyme and level, but it can be very popular and widely sung. What is the reason? I think it still lies in its artistic conception. Diamonds symbolize love and love represents romance. By emphasizing the eternity of diamonds, this sentence fictionalizes a romantic scene according to subjective ideals, which has aroused the yearning of young men and women. This "creating environment" technology which endows products with deeper vitality and charm through "fictional environment" is the key to success.

From "tasting all over Huangshan Mountain, the sky is high and the clouds are light" to "stopping at a considerable distance", excellent advertising works have been continuously introduced, and their creation has also moved from single pursuit of form to equal emphasis on form and connotation. Nowadays, advertising is everywhere, which is not only of positive significance to advertising creation, but also plays a positive role in standardizing the market, beautifying the text and inheriting traditional culture. However, at the same time, it must be pointed out that as the creation of advertising language, we can't copy these famous works indiscriminately. Generally speaking, the advertising language of products with rich brand connotation and positioned in the high-end market is more suitable for learning from the profound cultural connotation of poetry, and its cultural added value can be well enjoyed by consumers. For some products that take the low-end market route, simple and popular language is more suitable.