8. "Drafting of Advertisements, Couplets, and Slogans"

High school entrance examination topic review: writing of couplets, advertisements, slogans, etc.

Problem-solving skills

1. Instructions for writing couplets

(1)The number of words is equal. This is the most basic requirement for couplets, so that they can be neat, symmetrical, balanced, and give people a sense of visual beauty.

(2) The structure is the same. The upper and lower lines of the couplet require subject-predicate versus subject-predicate, verb-object versus verb-object, parallel versus parallel, etc.

(3) Parts of speech are relative. The parts of speech of the words in the corresponding positions of the upper and lower couplets should be relative (same), that is, noun to noun, verb to verb, adjective to adjective, numeral to numeral, function word to function word, etc.

(4) Equal and opposite. The words in the corresponding positions of the upper and lower couplets should be "opposite". The last word of the first line must be in a oblique tone, and the last word of the second line must be in a flat tone. But under normal circumstances, the requirements for candidates' average level are not so strict.

(5) Semantic related. This is the embodiment of the inherent beauty of the couplets, which requires that the meanings of the upper and lower couplets must be related to each other. The content relationship of couplets can be divided into three categories: positive pair (the contents of the upper and lower couplets are similar and related), opposition (the contents of the upper and lower couplets are relatively opposite), and running pair (the contents of the upper and lower couplets are coherent and connected).

2. Techniques and standards for writing advertising words and slogans

(1) Use rhetoric.

① Duality. Such advertisements and slogans are catchy to read, give people a sense of beauty, and are easy to remember. Such as: Cherish life and stay away from drugs; ②Contrast. Through sharp contrast, it gives people a deep impression and inspiration. For example: Xinfei's advertisement is good, but it is not as good as Xinfei refrigerator; ③ Metaphor. Make it vivid. For example: Mandarin - the bridge between 1.3 billion hearts. ④Ask a question. It is easy to stimulate people's thinking and enhance their appeal. Such as: Why is blood thicker than water? Because there is love in it. (Compulsory blood donation) ⑤ Repeat. Emphasize and highlight the characteristics of the object. Such as: Litong, Litong, different. (A certain shampoo product) ⑥ pun. Increase the level and richness of expression, the words are simple and the meaning is deep, and the aftertaste is endless. Such as: Xtep - an extraordinary feeling. (Sneakers)

(2) Imitation of idioms (idioms, poetry lyrics, famous aphorisms).

It creates new meaning and is conducive to rapid dissemination. For example: You have to search for her through hundreds of thousands of people. You can go as many times as you want. (a temperature-controlled refrigerator); silent and mosquito-free. (A mosquito-repellent incense advertisement)

(3) Clever use of homophony.

It can have the effect of falling in love with each other at first sight. For example: riding is endless fun (bicycle); life can be more beautiful (midea air conditioner).

(4) Draft standards.

① The content is specific and the direction is clear: it must be specific and clear, so that people can understand it at a glance, and cannot be vague. ② Concise and concise, simple and plain: The language should be highly condensed as much as possible, and the length should be short and concise. ③The idea is novel and creative: strive to make the content eye-catching and easy to remember.

④ The tone is cordial and warm, full of humanistic care: The personality goals of "beauty" and "goodness" should be used as much as possible to arouse people's potential virtues.

Examples of test points

(2014·Beijing) Yueyang Tower is one of the three famous buildings in Jiangnan. Fan Zhongyan's "Yueyang Tower" made it famous all over the world. The following is a couplet about Yueyang Tower. Fill in the words in the horizontal lines to complete the couplet. The correct one is ( )

Go to Laofan for a thousand years, then __ first __, how many generations can take on the world's affairs;

Lan __________, traveling from south to north, Gu Fan was once the person in the painting.

A. The Eight Hundred Miles of Sadness and Joy

B. The Eight Hundred Miles of Joy and Sorrow

C. The Eight Hundred Miles of Joy and Sorrow

< p>D. The Eight Hundred Miles of Great Lakes

Ideas suggest that this question uses multiple-choice questions to test the couplets, which reduces the difficulty. According to the "Yueyang Tower" mentioned in the title, and from the words "joy" and "worry" in the couplet, it is not difficult for us to think of Fan Zhongyan's famous saying "worry before the world is worried, and be happy after the world is happy", That is the point of view of "worry first and then be happy". It can be concluded from this that the two words filled in in the first couplet are "joy" and "worry" in order, which can be defined as item B. If you are worried, take another look at the phrase "大湖八百里" after item B. The parts of speech are "大湖" (noun) and "八百里" (quantifier), which are the same as "Lao Fan" (noun) and "一百里" in the first couplet. Thousands of years" (quantifier) ??are consistent. So choose option B.

Reference answer B

(2014·Dongying) June 5th is World Environment Day. On the occasion of World Environment Day, the class carried out a comprehensive Chinese language course on "Life and Air" As a learning activity, please design an activity: write a public service announcement based on actual practice.

Ideas: This is a public service advertisement slogan, which can be combined with several standards for writing advertisement slogans mentioned in the previous "Problem-solving skills". This question aims to carry out the "Life and Air" publicity campaign and call on everyone to care for the environment. Therefore, any advertising slogan related to it can be used, and the language must be concise, eye-catching, and targeted.

Reference answer examples: ①You pollute the air, and the air pollutes you. ②Green is the food of life, and air is also the food of life. ③How terrible is a world where everyone wears a gas mask to breathe!

(2014·Guang’an) On May 19, the main venue event of the 4th China Tourism Day was held in our city. Please draft a promotional slogan for this tourism day in our city to attract tourists from all over the world.

Ideas: This question examines the writing of promotional slogans. When writing, you should pay attention to: the content should focus on the theme; the sentences should be concise; it should have a promotional effect. It is better if you can use rhetoric. You can also write it into antithetical sentences to make it catchy. There is another point in this topic: seize the regional characteristics, natural landscape and humanistic features of "Guang'an" to promote it.

Reference answer examples: Explore Xiaoping’s footprints and enter the colorful Guang’an; celebrities from famous mountains and rivers, Tian’an and Guang’an; dream of Xiaoping’s hometown, and feel the mountains and rivers of Guang’an; being charming is the last word - Guang’an tourism is welcome you!

1. Couplets

1. Which of the following couplets does not correspond to the characters is ( )

A. The great success of the cluster of saints, the sound of jade Gold, the Tao connects China and foreign countries; it establishes the example of the teacher for all generations, preserves the gods and transforms, and the Tao unites the universe. ——Ode to Confucius

B. Wherever the soul is summoned, the fragrant grass returns to the land of three households; when I was touching the wall, Xiangliu should know the heart of Jiuge. ——Ode to Qu Yuan

C. Two figures in a pair, working hard to pay three visits; the tripod has six legs, and its mighty virtue can last for thousands of years. ——Ode to Guan Yu

D. The righteousness still lingers in heaven and earth, and the loyal heart shines through the past and present. ——Song Wen Tianxiang

2. (2015·Prediction) Among the following sets of couplets, the one with incomplete contrast is ( )

A. The first couplet: The wind grows in the blue stream, the fish and the dragon Lower couplet: The moon shines on the green mountains and the fragrance of pines and cypresses

B. Upper couplet: Drunkenly leaning on the spring breeze to brighten the moon Lower couplet: leaning old trees to protect the secluded pavilion

C. Upper couplet: Eternally charming and prosperous underground Couplet: The dazzling sunny sky of Kyushu

D. The first couplet: Two and three stars falling on the chest. The lower couplet: Walking on the soles of one hundred thousand peaks

3. (2014·Yinchuan Helan No. 4 Middle School Simulation) Delete the first couplet of the following couplet to make it neatly contrasted. First line: Gou Youheng, why do you need to go to sleep at three o'clock and get up early at five o'clock?

Second line: The most useless thing is to be exposed to ten days of cold in one day

Change the first line: ____________________

4. (2015·Prediction) The second line of the following couplet is obviously not neat and tidy. Please make changes to make it meet the requirements of the couplet. < /p>

5. Complete the following couplet questions as required.

(1) First couplet: Study hard for the high school entrance examination

Second couplet: ______________________

(2) One day, Xiao Yingshi and Dai Shulun came to a place called Baidian. There, I saw a white rooster crowing. Xiao Yingshi chanted casually: "The white chicken in the white shop crows in the daytime." He asked Dai Shulun to write the second couplet. Dai Shulun was thinking as he walked, but couldn't think of a couplet. When the sun set to the west, they came to a place called Huangcun and suddenly saw a yellow dog. Dai Shulun had an idea and wrote the second line: "_________________________"

6. September 25, 2013 is the birthday of Mr. Lu Xun On the 132nd anniversary, Class 9 (2) of a middle school organized all the students to visit the former residence of Lu Xun. The following couplet was written by the classmates in memory of Mr. Lu Xun. Please complete the second couplet.

First couplet: People are as pale as chrysanthemums and bear moral responsibilities

Second couplet: _______________________

7. (2014·Ningbo Mingwang Middle School Simulation) Read the following materials and complete the couplets .

Materials: Li Bai can be called the master of roaming. At the age of 25, he "went to the country with a sword, said goodbye to relatives and traveled far away". He traveled all over the motherland throughout his life until he died of illness at the age of 62. He said in "Sleepwalking in Tianmu's Farewell": "I wanted to dream of Wu and Yue, and fly across the Jinghu Lake and the Moon all night." Du Fu (Du Gongbu) spent his youth wandering, and he wrote after climbing Mount Tai The most famous early poem is "Wang Yue". After Liu Zongyuan was demoted to Yongzhou Sima, he fell in love with the mountains and rivers, traveled to Yongzhou's scenic spots, and wrote famous works such as "The Story of Xiaoshitan". There is also Lu You (Lu Fangweng) who traveled all over Sichuan when he was an official in Sichuan, visited almost all the places of interest and historical sites, and wrote many famous poems.

First couplet: Liu Sima was demoted to Yongzhou and traveled to Shitan

Second couplet: __________________

II. Advertisement

8. "Umbrella" "Crutches" are common items in life. Please choose one of them and write an advertisement for it. Requirements: No more than 20 words.

9. (2015·Prediction) Xiaoyong and Xiaoqiang came to a billboard and saw this public service advertisement: "The earth is my home, please take care of it!" Xiaoyong thought this advertisement There is a problem with the language, and his reason is: Since it is "my home", then what reason is there to "ask you (others)" to take care of it? Xiaoqiang thinks it makes sense. Later, Xiaoyong had an idea and changed only one word. Xiaoqiang nodded repeatedly in praise. Could you please tell me how Xiaoyong changed? What's the reason?

10. (2014·Chongqing No. 1 Middle School Simulation) At the Spring Festival Gala of the Year of the Horse, a song "Where Has the Time Gone" full of deep family affection made the audience's eyes red, and "Cherish" and "Grateful" ” has quickly become the most popular word on the Internet. The following are the most touching public welfare short films in the family category selected by the Internet. Please write an appropriate slogan for the third short film. Short Film 1: A Taiwanese mother traveled far away from home to a strange country for the first time, without speaking a word of foreign language, just so she could cook chicken soup for her daughter who had just given birth in Venezuela. She flew alone for three days, changed planes many times, had no food to eat, and was misunderstood by customs because of her medicinal materials. She completed this journey of looking for a daughter with paranoia and fearlessness.

Advertising slogan: An ordinary bowl of chicken soup, a mother's love that lasts thousands of years.

Short video 2: The son took his father with Alzheimer’s disease out to eat. There were two dumplings left on the plate. In front of a table of relatives and friends, the father actually grabbed the dumplings with his hands. Put it in your pocket. When the son saw it, he immediately grabbed his father's hand and asked shyly and anxiously: "Dad, what are you doing?" At this time, the father, who had forgotten everything, struggled to say: "This is for my son. He I love eating dumplings the most."

Advertising slogan: He has forgotten everything, but he has never forgotten to love you.

Short video three: The son is going on a business trip, and the old father follows him tremblingly downstairs. The son was walking in a hurry because he was driving. When he saw his father following him in a hurry, he stopped and asked him, "Are you okay?" Father said, let me go to the door and have a look. The son went to the gate of the community to wait for a taxi, and his father looked at him at the gatekeeper. The son glanced back, and his father immediately looked away. When his son got into the car and turned around, he saw his father still staring at the car, looking older in the morning breeze?

Advertising slogan:

3. Slogan

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11. (2014·Huanggang Minzhong Middle School Simulation) The following sentences are slogans prepared for different occasions. The one you think is inappropriate is ( )

A. (School Canteen Department) Who would have thought that every meal on the plate is hard work?

B. (On the lawn) The grass is growing, please do not disturb it.

C. (In front of the automobile transportation company) Go to work happily and come home safely.

D. (in front of the pharmacy) I wish customers health and longevity, and please come and visit us often.

12. (2015·Forecast) A traffic police brigade in a certain city hung a warning on the street: "Overloading will cause the car to overturn, and overturning will kill people. Never ride in an overloaded car." Reminding everyone to pay attention to traffic safety. Citizens reported that the warning language was scary and a bit excessive, and they felt panicked after seeing it. Please focus on the center of this warning and use a rhetorical method to write a tactful and appropriate warning.

13. (2014·Dongtai Innovation School Simulation) In order to encourage more students to participate in the "Read Good Books, Read Good Books" activity, the monitor was responsible for designing a promotional slogan. He drafted the first half of the slogan based on the underlined sentence in the paragraph below. Please continue writing the second half. (Requirement: semantically related to the first half of the sentence, equal number of words)

The world of books is a colorful world, and being with books is the greatest blessing in life. When we read a good book, we will feel temporary happiness, and we will often smile; and reading regularly will allow us to gain a lot of benefits from it throughout our lives, and truly appreciate the artistic conception of "reading is a blessing".

Slogan: Reading a good book makes you happy for a while, _______________________________________.

14. (2014·Zaoyang Simulation) A nation that forgets history is a degenerate nation, and a country that cannot correct its mistakes will eventually destroy itself. Today, the Japanese have made the same mistake again and want to occupy China's territory, the Diaoyu Islands. As a middle school student, please follow the example and draw up another slogan to support the anti-Japanese demonstrations in major cities in the mainland.

Example: Chinese territory cannot be divided.

Slogan: _______________________________________________________

IV. Comprehensive

15. (2015·Prediction) "Chinese is everywhere in life", please complete the following two questions.

(1) Yao Ming has made great contributions to China’s basketball industry. His retirement ceremony was held grandly in Shanghai. On the background wall of his press conference, two eye-catching characters were written: Ming Xie!

The word "Ming Xie" has a profound meaning. Please tell me its beauty and meaning.

Benefits:

_______________________________ Review of High School Entrance Examination Topics: Drafting of Couplets, Advertisements, Slogans, etc._______________________________ Meaning:

____________________________________________________________

(2) When Xiao Ming went to Guangzhou to travel, it happened that the Guangzhou Tourism Bureau was collecting promotional couplets for various scenic spots in Guangzhou. Among them, the first couplet of "Looking at the yellow flowers in front of Huanghuagang, the flowers are blooming to announce the arrival of autumn" aroused Xiao Ming's interest, but he could not think of a suitable second couplet for the time being.

In the early morning of the next day, Xiao Ming came to Baiyun Temple to play. He watched the white clouds and mist gradually dissipate and the sun slowly rose, and immediately wrote the second line:

____________________________________________________________________________ ____________________________________________________________________________

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16. (2014·Ningbo Joint Entrance Examination) The Spring Festival of the Year of the Horse is approaching. "How will you celebrate the Spring Festival this year?" "What New Year's goods should you buy?" "How will you eat the New Year's Eve dinner?" has become a hot topic among people on the streets. This year’s New Year is different from previous years. “Celebrate the New Year frugally and eliminate waste” has become the key word of this year’s Spring Festival. From the central to the local governments, we vigorously advocate diligence and thrift and oppose extravagance and waste. We will now launch a comprehensive Chinese learning activity on this topic.

(1) In order to encourage people to spend a happy, frugal, safe and harmonious Spring Festival, Ningbo News Network and Oriental Hotline collect Spring Festival propaganda slogans from the general public. Please try to write one:

_____________________________________

_______________________________________________________________

(2) Speaking of diligence and thrift, classmate Li Ming thought of a sentence in "Zhu Xi's Family Instructions" Vice couplet: "One porridge and one meal, remember that it is not easy to get there; ____________________, always remember that material resources are difficult.

"But he can't remember the four characters at the beginning of the second couplet. Please help him choose the correct answer from the following four options based on your knowledge of couplets, and explain it from the perspective of the couplet.

A. One by one B. Half a thread

C. One by one D. One by one