Briefly describe the difference between advertising headlines and advertising slogans.

Answer: 1. Different performance functions.

Advertising slogans are written to strengthen the consistent and long-term impression of enterprises, goods and services, while advertising titles are written to attract the attention of the audience and attract the audience to read the advertising text.

2. Different performance styles.

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.

3. The term and scope of application are different.

The title of the advertisement is a theme. In every advertisement, the title is different. Therefore, the application time is short. Advertising slogan is the consistent application of advertisers in the long-term advertising process. It has long been used in the advertising strategy of enterprises or commodities, used in every advertising work in the process of advertisement operation, and is a part of the advertising work of enterprises in different media. So the advertising slogan takes a long time, while the advertising title takes a short time; Advertising slogans are widely used, but advertising titles are very narrow.

4. The load information is different.

The information carried by advertising slogans is generally the characteristics, purpose, goods and services of enterprises. It is the embodiment of the concept and characteristics of enterprises, goods and services, and the advertisement title does not necessarily carry this information. In order to attract consumers' attention, they can use the same information in advertising slogans or load information content unrelated to the information in advertisements. In terms of information load, advertising headlines and advertising slogans have their own characteristics.