Slogan outline

Advertising only uses common sense to spread complex information. Brands are complex and diverse, and brand image (or brand market image) needs to be integrated and spread from product image, technical image, service image, corporate image and public relations image, and finally accumulated in the treasure chest of audience demand to form brand loyalty and goodwill. Therefore, many image slogans are different, and what remains unchanged is the core value of the brand.

1. What is advertising language?

What is advertising language?

To be fair, I think advertising language is brand slogan. It is nothing but a brand slogan, but a brand proposition or commitment.

All academic masters call all the advertising copy involved in advertising works advertising slogans. The fact is that in most cases, these so-called "advertising slogans" are just the titles of some graphic works or the narratives and monologues of film and television works. In this case, the masters are not rigorous and mistake others for themselves!

For a long time, brand Slogan has completed its cognition through communication and accumulation, which has certain stability and recognition. Generally speaking, brand advertising language is concise, short and pithy, the number of words is controlled at about 7- 10, and the appeal direction focuses on the brand's claims, promises or interests to consumers. Usually, it will be used in combination with the brand logo or alone, or in a fixed form at the end of TV advertisements, in a relatively fixed position of promotional materials and other related materials.

Second, the classification of advertising language

At present, widely circulated advertising slogans can be divided into five categories according to their nature and functions: brand advertising slogans, category advertising slogans, product advertising slogans, service advertising slogans and enterprise advertising slogans. These five types of advertising languages have their own functions and complement each other, and they are unfamiliar and active in integrated marketing communication, echoing each other from afar.

1, brand advertising language, that is, the brand's claims and commitments in marketing, is generally concise, brief, concise and connotative, with a certain extension depth and breadth, which is easy to resonate with the target audience, full of philosophical and humanistic atmosphere, and has great affinity. Usually, they will dominate category advertising language, product advertising language and service advertising language, and they are just another explanation and extension of brand advertising language. For example, Haier's "Sincerity Forever", Netcom's "The world widens because of me", China Mobile's "Communication starts from the heart", beautiful native life can be more beautiful, Fang La's "Love life, love Fang La" and so on.

2. Category advertising language refers to the advertising language of the same product of the brand and the products produced by different series or brands under the diversified development strategy, which is an extension of the main brand and forms a complementary pattern. Or take Haier as an example: the slogan of Haier brand is "Sincerity forever", which is also the slogan of the company. Specific to each category: Haier washing machine: "Haier washing machine, specially designed for you." Haier refrigerator: "Haier refrigerator, for your sake". Haier air conditioning: "Haier air conditioning, a new high forever". Haier gas stove: "Haier gas stove, safety is the most important." Haier dishwasher: "Enjoy life and health." The slogan of the Little Swan brand I have served is "Little Swan wholeheartedly", and the slogan of Little Swan washing machine is "Carefully built to serve you".

3, product advertising language, in most cases, is the theme of product marketing or the selling point of products. For example, the slogan (promotion theme) of Haier Prince Gold Frost-free series refrigerators: "Be smart, there is no frost in the world". The slogan (promotion theme) of Prince Haier King's smile series refrigerator is "Smile, Prince Kim, Smile, Better Life". The product slogan of Little Swan direct frequency washing machine is "direct frequency technology, Pentium washing", and the product slogan of Little Swan desktop WQP4-4 16 1 dishwasher is "strong magnetic dishwasher, smart and cleaner". The promotion theme of whirlpool Athena series is "New Silk Road for Laundry". The Skyworth Health and Progress TV series we serve calls for "new health standards, progress storm".

4. Service advertising language is the added value given to products by brands or enterprises, which generally appears in the form of professional commitment. Haier brand also has the same service slogan: "As long as you make a phone call, we will do other things". Motorola's "motorcycle care, wholehearted care", Skyworth Group's new service slogan in 2003 is "Skyworth Gold Service, Do Every Step Well", Cygnet's "Smile with Heart, Intimate Service", Nokia's "Professional Focus, Wholehearted Service", Electrolux's "Satisfied for You, Wholehearted Service" and so on.

5. The enterprise advertising language embodies the enterprise's goals and propositions, and to some extent, it is the recognition of the main brand. Some corporate advertising languages are the same as brand advertising languages. For example, China Mobile's "communication starts from the heart" and Haier's "sincerity forever" are both brand advertisements and corporate advertisements. Fang La's "Fang La products, quality assurance", Procter & Gamble's "Procter & Gamble, quality products" and Siemens' "excellent performance, as you wish" are just the company's advertising slogans.

In fact, it is not necessary to do this in practical work, but I believe that methods are more important than knowledge, and it is necessary to adapt to local conditions.

Third, the writing of advertising language-a good advertising language is a golden key.

Well, the previous point of view is only the preheating stage, and what we will see below will be the topic of advertising language creation with real knives and guns. Let's take a look at the creation of brand advertising language first.

Marketing is communication. Therefore, brand advertising language is the slogan, proposition and propaganda theme and concept of brand in marketing communication, including brand positioning. All the ideas or ideas of a brand are carried and expressed through brand advertising language.

Like people, brands, products, enterprises and services are full of life and personality. They were introduced into the market in different periods, so they have different goals and tasks at different stages of life, and they also have different demands and directions, so the advertising language is also different.

1, the creation of brand advertising language. Brand advertising language can be divided into five categories according to its appeal nature: concept, technology, service, quality and function. Haier's "sincerity forever" and Hisense's "innovation is life" belong to the concept category; Nokia's "people-oriented technology" and BusinessCom's "technology makes you easier" are attractive to technology; Mars "is only in the hand, not in the mouth." Appeal to quality; Nongfu Spring's "Nongfu Spring is a little sweet", Coca-Cola's "cool moment" and Guangzhou Aupic Garden's "sports at home" appeal function; Little Swan "wholeheartedly Little Swan" and Country Garden "give you a five-star home" and other service commitments. Common well-known brand advertisements all contain other types of meanings to some extent, which tend to be colloquial. For example, Nike's Just Do It, Pepsi's New Generation Choice, Philips' Let‘s Do It Better and so on.

Then, the creative direction of brand advertising language is nothing more than five categories: value concept, technology, service, quality and function.

Most brand advertising language is a kind of value idea appeal, because the value idea appeal has a high degree of generality and its connotation is profound, meaningful and profound; The expansion is very extensive and inclusive. The expression form is short and pithy, the pronunciation is loud, easy to spread, easy to identify and catchy, which is especially convenient for application. If customers don't chop and change, and spread it unswervingly, it will certainly form an ideal idea accumulation effect over time. I know a well-known media in the south, and even its own promotion is like news, pursuing a change of advertising language once a year. Such frequent changes seem to have changed its face, so how can it accumulate? Short-sighted.

The attraction of brand advertising language of value concept must be related to the boss of the enterprise, the vision of the boss and the social mood. Only by doing your homework in advance, communicating more and understanding more, will you take fewer detours when you create. When I create brand advertising language, I will create a large number of advertisements in five appeal directions on the basis of previous communication. The most exaggerated one is to create 200 advertisements for a cosmetics brand. Finally, I feel sick at the sight of this word, but I only offer three to my customers. Because anyone can create beautiful things, but not everyone can identify them. Personally, I think brand advertising language should be the expression of six or seven words. There must be a verb and a noun in these six words, and the pronunciation should be rising tone. The content advocated, promised and advocated by the whole advertising language must be affirmative, positive and contain brand value.

2. Creation of category advertising language. The creation of category advertising language is basically to appeal to the advantages (selling points) of brands in this category or other related things with advantages in this category. The slogan of the Little Swan brand I have served is "Little Swan wholeheartedly", and the slogan of Little Swan washing machine is "Carefully built to serve you". For example, the "professional innovation of Duckling washing machine, you can prove" the "inspiration to light up life" of Siemens mobile phone. The language form of category advertisements is mostly eight words, concise and neat, with at least one verb. The first four words appeal to the function points of the product, and the last four words appeal to the benefit points brought by the product to consumers. It is best to raise the pronunciation. Pay attention to antithesis and rhyme on syllables, which is convenient for reading and spreading. Of course, most products are promoted without category advertisements, and only brands can stimulate consumers' demand.

3. Creation of product advertising language. The creation of product advertising language focuses on the attraction of product selling point, which was originally refined on the basis of differentiation, and this selling point may be the theme of product promotion. The so-called "differentiation" refers to the benefits that are ignored by products and benefited by consumers, and provided by our products themselves. The expression is uncertain, or six or eight words, including at least one verb, can be pronounced higher or lower. The appeal point must be a function point, an interest point or a combination of the two. The product slogan mentioned here is not the title of a specific graphic work, but it may be the theme. It is a text symbol that distinguishes the product from other products and is as important as the product name. )

4. Creation of service advertising language. The creation of service advertising language is mainly to provide additional value for consumers, which is a kind of super-value thing, and its attraction must be a promise of interests. Expressions can be long or short, and the number of words can be even and odd, but at least one verb must be pronounced in a falling tone. In the case of "Skyworth Gold Service Project 123668" we just launched, we believe that the service image of Skyworth brand has always been pragmatic, sincere, professional and thoughtful. Skyworth's service concept is "customer, you are the president", and Skyworth's service standard is "everything is for your satisfaction", so when Skyworth Group's customer service center re-integrated and launched its service project, it put forward "Skyworth Gold Service Project 123668", and the slogan of Skyworth Gold Service is "Skyworth Gold Service, Do Every Step Well".

5. Creation of corporate advertising language. At present, the brand advertising language of most enterprises is the same as that of enterprise advertising language, but due to the different strategic development goals of enterprises at different stages, the appeal focus of enterprise advertising language will be different. The form of expression is not very strict, which is similar to the previous advertising language creation method and can be used flexibly.

A penetrating, deep and connotative brand advertising language has infinite communication power. Moreover, it will often become a life creed and principle of the target consumers until it becomes a lifestyle and life goal. Brand advertising language with high starting point is the spirit and thought of the brand, which has profound connotation and is not contradictory to popularization. The value concept advocated and appealed by it is highly harmonious and symmetrical with the value concept of the target consumers.

A creative and dynamic product advertising language is simply a "golden key", and the value created is beyond the reach of millions of advertising fees. A creative and energetic product advertising language is full of endless financial resources with a shout. For example, "Nongfu Spring is a little sweet", such as "Pagers, mobile phones, business communications, none of them can be less", so far no one can beat it.

Who can calculate the value of a service advertisement that can bear the promise?