Advertising slogans - charming and pragmatic wonders

Advertising slogans - a variety of pragmatic wonders

Advertising slogans are the soul of advertising. The comprehensive question type of writing advertising slogans reflects the knowledge of Chinese language and language practice. The combination of high emphasis can guide students to effectively improve their Chinese literacy, pay attention to society, individuals and life, and highlight the humanistic implications.

1. Classification of Advertisements

1. Public Service Advertisements

Public service advertisements do not aim at obtaining economic benefits, but aim to spread social civilization, Promote moral standards and create a social atmosphere full of truth, goodness and beauty. For example:

Please draft a public service advertisement with the content of "Citizens' Obligatory Blood Donation". It should have a clear theme, sincere feelings, novel ideas, and concise language. (Word count: 10-20)

Voluntary blood donation is a manifestation of citizens’ enthusiasm for public welfare and their dedication to society. The advertising slogans must not only truly reflect the fact of voluntary blood donation, but also express the benefits that voluntary blood donation brings. The public is moved. For example: ① A drop of blood, a love, voluntary blood donation is the most glorious! ② Voluntary blood donation, cheer for life with love! ③ Voluntary blood donation: I don’t know you, but I thank you! The language of this kind of public service advertisement is simple and seems plain. , in fact, it is unique and ingenious.

When writing a public service advertisement, you must first have a clear theme, that is, the content is specific and the direction is clear. What you advocate and what you oppose must be concise and clear, and cannot be vague. Secondly, your attitude should be sincere and your tone should be cordial and warm. Successful public service advertisements use "beautiful" and "good" personality goals as much as possible to arouse people's potential desire for progress, or arouse people's inner lofty spirit, thereby transforming external behavioral requirements into an internal consciousness. consciousness. Again, the idea must be novel. Creative public service announcements are the condensation and sublimation of culture. They cleverly grasp the inspiring points of spiritual excitement, fully mobilize language means, and spread ideas or concepts elegantly and philosophically. Finally, the language must be concise, easy to understand and remember.

2. Commercial slogans

Commercial slogans are the soul of the brand and are of extraordinary significance for consumers to understand the connotation of the brand and build brand loyalty. The reputation of many world-class brands is spread by classic advertising slogans that people are familiar with.

For example, the Nestlé coffee advertising slogan: Tastes great! This is the most familiar advertising slogan for people. It is catchy, simple and profound. Nestlé spent a lot of money to collect new advertising slogans from all over the world, and found that no one was more classic than it, so it retained this advertising slogan permanently.

Another example is De Beers’ diamond advertising slogan: A diamond is forever, a diamond will last forever. This advertising slogan not only expresses the true value of diamonds, but also elevates the value of love to a wonderful height from another level. From this point of view, classic advertising slogans are always the most graceful combination of rich connotations and beautiful sentences.

When writing commercial advertisements, you can start from the characteristics of the product. For example, the advertising slogan of Safeguard skin care products, Safeguard, caring mother, cares for the whole family, reminds people of mothers' loving care and makes them feel warm. It arouses excitement with its strong human touch and has received good advertising benefits. The writing of commercial advertising words can also start from the function of the product. For example, the advertising slogan for a typewriter, "No? Typing? No acquaintance", uses the words of heroes and heroes in martial arts movies who got to know each other through fighting. The words are concise, the tone is sonorous, and it is both elegant and popular. The writing of commercial advertising words can also start directly from the product. For example, the advertising slogan of Dabao skin care products: "We ordinary people should live our lives as realistically as Dabao", which caters to the psychology of ordinary people with average consumption levels and makes people feel real and assured.

2. How to write advertising slogans

1. Duality

① Take risks from all over the world and keep Kyushu safe. (China Insurance Life Advertising Slogan)

②Speak authentic Mandarin and be an upright Chinese! (Promote Mandarin Advertising Slogan)

2. True

①Haier refrigerator, new image of refrigerator. (Haier Refrigerator Advertising Slogan)

② There must be a road before the car reaches the mountain, and if there is a road, there must be a Toyota car.

(Toyota Motor Advertising Slogan)

　3. Metaphor

　①Fire-like enthusiasm, Bosideng down jacket. (Bosideng down jacket advertising slogan)

② Mandarin is the bridge between 1.3 billion hearts. (Promote Mandarin advertising slogans)

4. Pun

① Get off work early and don’t stay (spots). (Homophonous pun for cosmetics advertising slogans)

②Buy Ping An Insurance, and the road to peace is right in front of you. (Semantic pun of Ping An Insurance advertisement)

5. Irony

①Shanshan’s suit, don’t be too chic. (Shanshan Suit Advertisement)

② To be honest, the reputation of "Tianxian" was blown out. (Tianxian brand fan advertising slogan)

6. Comparison

① Xinfei’s advertisement is good, but not as good as Xinfei refrigerator. (Advertising slogan for Xinfei Refrigerator)

②Quality for nobles, price for common people. (A certain drug advertising slogan)

7. Imitation words

①Jincheng motorcycle, endless fun riding. (Jincheng Motorcycle Advertising Slogan)

②?Liu Shen? If you have a master, your family will have no worries. (?Liu Shen? brand toilet water advertising slogan)

8. Personification

①Obviously just kissed by Philips. (Philips shaver advertising slogan)

②May my wings be as elegant as your hair. (Advertisement for Seagull Shampoo)

9. Quote

①How to relieve worries? Only Du Kang. (Dukang Liquor Advertising Slogan)

② I left as quietly as I came. (Reading room slogan)

10. Exaggeration

①The repair work of this product is the loneliest in the world. (An air conditioner advertising slogan)

②If humans do not save water and protect the environment from now on, the last drop of water humans will see will be their own tears. (Water Saving Advertising Slogan)

3. Advertising Slogan Appreciation and Writing Training

1. In "Water Margin", there is this passage before Wu Song fights the tiger: At noon, go Feeling hungry, I saw a hotel in front of me, carrying a big flag in front of the door with five words written on it: "Three bowls are not enough."

From the perspective of modern commodity economy, "Three bowls of food is not enough" is really a wonderful advertising slogan. What kind of intentions does it contain from the hotel owner? Please answer at least two points.

2. Before the Spring Festival, many TV stations broadcast such an advertisement: If you don’t eat wang wang during the New Year, there will be no wang wang in the new year. Please tell us what you think about this ad.

3. In life, we are exposed to a large number of advertisements every day. As a "big dish" carefully produced by merchants, manufacturers or publicity units, advertisements not only convey information to us, but also display the broad and profound language art of the Chinese nation. Please write down your two favorite slogans and make a finishing comment.

4. If a new publication "Middle School Students Learn Chinese" is launched, which is mainly for middle school students, please write an advertising slogan for it, no more than 30 words.

5. Please use the rhetorical method of antithesis to draft an advertising slogan for a certain brand of wine.

6. Please write a public service announcement with the content of “striving to be a” Beijing Olympics “volunteer”.

7. ?Scallions mixed with tofu? This was originally a home-cooked dish that the common people loved, but later it derived a well-known saying. Not long ago, a certain administrative department solicited creative ideas for public service advertisements, and the advertising idea with a plate of "scallions mixed with tofu" as the main image was adopted because of its positive metaphorical meaning. Please provide an appropriate and concise advertising slogan for this main image, no less than 8 words.

8. In order to prevent the occurrence of post-disaster epidemics and enable people in the disaster area to receive timely treatment for their illnesses, the Red Cross Foundation of China calls on the whole society to extend a hand of friendship and donate to the poor towns and villages in the disaster area to build Boai Health Centers ( stand). Please write an advertisement for this charity, no more than 25 words.

9. "Qiu Xue" magazine is soliciting advertising slogans from the whole society. Please write an advertising slogan based on the characteristics of the magazine. It requires a clear theme, a sincere attitude, novel ideas, and concise language. (The number of words is between 8 and 20)

Reference answers

1. (1) Emphasize the mellowness of the wine. (2) Stimulate drinkers to drink heavily. (3) It implies that there is a tiger, so guests can stay and increase their income.

2. The Spring Festival is approaching, so advertisements should be festive and auspicious. The biggest flaw of this advertising slogan is that it is "not popular" and makes people disgusted. Advertising words must consider the psychological habits of the audience. Advertisements that arouse the audience's disgust will not only fail to achieve the effect of publicity, but will also damage the image and be detrimental to product sales.

3. For example:

Anti-virus, cure a cold? Not convinced. (Advertisement slogan for anti-viral granules)

Comment: The word "service" has a pun meaning, one means "take" and the other means "admire". Meaning: If you have a cold, as long as you take antiviral granules, you will admire its efficacy.

Stomach, how are you? (Weikangling advertising slogan)

Comments: "Wei" and "Hello" are homophonic, and we use cordial greetings to care for your "stomach" affectionately. ?.

Car accidents are more dangerous than tigers, so please proceed with caution. (Public Service Announcement on Traffic Safety)

Comment: Using Confucius’ famous saying “tyranny is fiercer than a tiger” to illustrate that car accidents are terrible. Drivers and friends are asked to drive carefully, cherish yourself, cherish others, and cherish life. .

Take the white tablets during the day to avoid drowsiness; take the black tablets at night to sleep soundly. (Advertising slogan of "Baijiahei" cold medicine)

Comment: From the two aspects of "no drowsiness" and "sleep soundly", the miraculous efficacy of "Baijiahei" cold medicine is comparatively illustrated.

4. Learn Chinese: Do you want to enter the palace? The stairs are here!

5. Brew spring, summer, autumn and winter wine, intoxicating people from the east, west, north and south.

6. Everyone strives to be a volunteer pioneer and show Olympic style at all times.

7. Do things clearly (or behave) and behave clearly.

8. The greater the disaster or epidemic? The more true love that blood is thicker than water is needed.

9. For example:

For those who are studying and have studied.

A magazine, a heart, grow together.