How to shout slogans for real estate projects? The evolution of an advertising slogan

Read on with us to decipher the secrets behind real estate slogans. Are your real estate advertising slogans still saying nobility, elegance, and cost-effectiveness? Do mountain views and sea views still appear so directly in advertising slogans? That would be too O U T, and you will have to be eliminated sooner or later. When "Snail House" hit the airwaves, mistresses and mistresses became the protagonists of real estate advertising slogans; when buying a house became an obstacle for young people to get married, mothers-in-law appeared in advertising slogans; when women's social status became higher and higher, their incomes were not inferior at all. When it comes to men, women should be self-reliant, and having a suite before marriage has become the slogan of the real estate; if it is not elegant and poetic enough, you can quote a piece of Gu Cheng's Book of Poetry to let you look at the scenery. Inadvertently, the scenery will tell you that times are progressing and advertising slogans are also changing. It can be witty, funny, elegant or even shockingly vulgar, but it cannot be boring or mediocre! Because the purpose of advertising is to attract attention. If you don’t have a good idea, go to hell. An excellent advertising slogan can make consumers unforgettable, just like South China Country Garden’s daily star-rated enjoyment; an excellent advertising slogan can deeply impress consumers and make them It creates an emotional buzz, just as life in Bordeaux is not far away, and Poly Lily's family-loving men live in Lily; an excellent advertising slogan can even help a company's products win a place in the fierce market competition, creating Direct sales power, such as the advertising slogan of Heyuan Agile has a kind of life called Agile. Ever since, we refuse to be mediocre, we refuse to be domesticated, and if you don’t have good ideas, go to hell. This advertising declaration by the famous advertising man Ye Maozhong has been cited by many advertisers as a guideline for their work. They will even be alternative for the sake of fun, weird for the sake of creativity, and Excellent and outstanding. Jiangxi Champagne International once made an outdoor advertisement: A Fragrance Nest called Love, which caused a strong backlash on the Internet and finally had to take down the billboard. The advertising slogan of Guiyang Meilin Valley: If you don't buy a house when you get married, you are acting like a hooligan. You don't have to wait for a happy life in Tanzhou Baihua Town Phase 3. When you get married, you have to enter the bridal chamber. Of course, a suite is good. All packaging is for the purpose of attracting attention. The slogan of advertising is concept for concept, packaging for packaging, and interesting for fun, which also arouses some resentment among people and has the opposite effect. There has been a period of ridicule on the Internet about the misnomers of advertising slogans: the ones built the latest are called out-of-print, the ones built the highest are called landmarks, those in the old city are called inheritance of thousands of years of connections, those far away from the city are called eco-luxury, and they are given foreign names. European style, Chinese style is called classical, big and expensive is called mansion, small and expensive is called mansion, fine decoration is called a five-star home, and rough house is called creative space. Although some people think that some advertising slogans are exaggerated, some think that the slogans are unclear, and some think that most of the real estate advertising slogans are the same, either flaunting high-end or flaunting luxury life, but just like Range Rover General Manager Yang Haihua himself, who has always been known for his bold innovation and advanced style. As said, advertising is self-persuasion, and only language that reaches the deepest human emotions is effective. It does not differ based on skin color, race, occupation, gender, or income differences. As long as it attracts attention, it has achieved its purpose. Chen Jing, creative director of Zhuhai Bojue Advertising Company, commented on the current real estate advertising slogans. The development stages of advertising slogans are just like the growth process of people. When talking about advertising slogans, it is inevitable to pay attention to the development and change process of China's real estate advertising slogans. From the most direct sales-led to the later lifestyle and emotional appeal-led, the development of advertising slogans also has a process from childhood innocence to impetuous rebellion in society and then back to the simplicity of middle-aged and elderly people. Childhood: My eyes reveal my heart. In the 1990s, Chinese real estate advertisements were like the eyes of a child, clear, direct, and without any cover-up. Advertising is for sales, and advertising slogans are presented to drive sales. It is precisely because of this that the advertising slogan of Guangzhou Fengyi Villa in 1993: The only and most distinctive large-scale villa group in Guangzhou City. If this is a little bit modified, then the eyes of Guangzhou Jinhong Garden are even more naked, even before. All the drama is saved: convenient transportation, cheap prices, and convenient properties. Hongjing Garden in Wanchai, Zhuhai, is specifically targeted at Macau residents. Price is not the main appeal of the developer, but environmental advantages. The advertising slogan put out in the late 1990s: The first garden in Zhuhai, real mountains, real waters, real gardens. It may seem vulgar, but it reveals a sincerity that won't arouse any objection. Many urban real estate advertising slogans at this stage are mostly like this, such as Zhongshan Plaza in Shanghai: vast greenery, new urban feel; Olympic Garden in Guangzhou: sports are at your doorstep; Desheng Building in Wuhan: I move the sky home.

Growth period: Use exaggeration and glitz to cover up my restless heart. Growth is always accompanied by rebellion, impetuousness and confusion. Although real estate advertising slogans after entering the 21st century show the characteristics of a hundred flowers blooming and bold and innovative styles, it is difficult to conceal the impetuous and confused mentality of this pursuit of novelty and difference. Sales are no longer the primary expression of advertising slogans. Brand image, product temperament, and lifestyle guidance have all become the themes to be expressed in advertising slogans. But the expressions are different. When developers are competing to introduce foreign garden styles and package themselves with exotic customs, the slogans are filled with the names of various countries: Beijing, Zhujiang, Roman Garden, Milan Sunshine, Italian Life Aesthetics; Zhuhai For seventy years, Jinyu Corridor has lived in the French style, from Southeast Asia to Europe to the Americas, from the nobility of the European royal family to the unrestrained Spanish tropics. The real estate's advertising slogan has simply become a microcosm of the architectural gardens of various countries around the world. It was not until 2008 that this concept of borrowing exotic customs was less obvious in advertising slogans. In 2008, we encountered unprecedented strict regulation. The entire market was in a rare stalemate, and transactions dropped rapidly. How to drive sales has become the most direct purpose of advertising. At this time, real estate advertisements are like young people who have entered the big dye vat of society. Their clear eyes have long since lost their clarity, and they appear to be eager for quick success and quick gains, and they will do whatever it takes. It can't be any lower, and she can't afford her status. Give her an apartment and an advertisement for a mistress born in the 1980s in a real estate in Chengdu, which challenges people's traditional moral and ethical bottom lines. Maturity: Everything is cloudy, looking for inner desires, but human beings are always rational. After experiencing prosperity and chaos, they eventually return to simplicity. When people reflect on their real needs and the true value of living, developers and advertisers It also captures this point. The advertising slogan is no longer focused on the superficial product functions, garden style, and promotions, but focuses more on people's inner emotional desires and the humanistic care between people under social pressure. Focus on the guidance of new lifestyles and attitudes towards life. Yang Haihua, who has nearly 20 years of experience in the advertising industry, has his own unique understanding of real estate advertising. With the simple values ??of sharing the same principles, adhering to the same principles, and practicing different techniques, he constantly promotes real estate advertising from the packaging stage to the promotion stage. Whether it is Chaowai M EN working in Beijing, Xi'an's Jia Zhang Deng, or even Zhongzhu Jiuyue and Gemdale Mendao in Zhuhai, in Yang Haihua's values, understanding the universal truth is the same way, adhering to the original method is the self, and differences The execution performance of the technology is the difference. In fact, what we have to do now is to put people first. In the early stage of industrial society, products were superior to advertising, and the form of advertising was mainly products. In the late stage of industrial society, advertising should break away from the simple relationship with products and focus more on people themselves. After all, human needs are the most effective needs. After all, people are above things. Yang Haihua is convinced.