Rhetorical Analysis of Coca-Cola Advertising Language

Advertising language is the eye of the brand, which is of extraordinary significance for people to understand the brand connotation and establish brand loyalty. Let's take a look at how these well-known world-class advertising slogans build world-class brands.

:: Mergers and acquisitions. M chocolate: insoluble in hands, only soluble in mouth.

This is the inspiration of the famous advertising master bernbach, which is a classic and has been passed down to this day. It not only reflects M &；; The unique USP of M chocolate sugar-coated packaging implies that M & amp； M chocolate tastes so good that we don't want to hold it in our hands. Stop for a while.

* Pepsi: the choice of a new generation

In the competition with Coca-Cola, Pepsi finally found a breakthrough. They found a market among young people, positioned themselves as a new generation of cola, invited super singers that the new generation liked as their brand spokespersons, and finally won the favor of young people. A slogan clearly conveys the positioning of the brand and creates a market, which has made great contributions.

* Volkswagen Beetle: It's best to think small.

In the 1960s, the American automobile market was dominated by large cars. When Volkswagen's Beetle first entered the United States, there was no market at all. Bernbach once again saved the public's Beetle, put forward the idea of "think small", and used the power of advertising to change the concept of Americans, making them aware of the advantages of small cars. Since then, Volkswagen's small cars have been at the forefront of the American auto market until Japanese cars entered the American market.

* Nike: Just do it.

Through a series of advertisements with the theme of justdoit and the star effect of basketball star Jordan, Nike quickly became the first brand of sporting goods. This slogan is in line with the mentality of the younger generation. Just do it, as long as you are different, as long as you take action. However, with Jordan's retirement and the change of "Just Do One Thing" to "My Dream". Nike's influence is gradually declining.

* Nokia: People-oriented technology

It seems that "people-oriented technology" was not first put forward by Nokia, but the connotation of this sentence has been fully exerted. Facts have proved that Nokia can jump from a small brand to the first brand in the mobile phone market, and it is this concept that has been highly respected by people. From product development to talent management, it truly embodies the people-oriented concept. Therefore, the slogan is particularly powerful because it has substance in words.

* De Beers Diamonds: Diamonds last forever, but one lasts forever.

It proves that classic advertising language is always a combination of rich connotations and beautiful sentences. This slogan of De Beers diamond not only tells the true value of diamond, but also raises the value of love to a high enough level from another level, making it easy for people to associate diamond with love. This is really the most wonderful feeling.

* McBride's coffee: Didi is fragrant and full of meaning.

As the second largest coffee brand in the world, Maxwell's advertising language is a language classic. Unlike Nestle, Maxwell has a better sensory experience. Although it is not as straightforward as Nestle, it conforms to the artistic conception of coffee, and at the same time it closely combines the mellow taste of Maxwell coffee with the inner feelings, which can also stand the test.

Shan Ye Piano: Children who learn piano will not go bad.

This is the most famous advertising language in Taiwan Province Province. It captures the parents' mentality and adopts the strategy of attacking the heart, not talking about the advantages of the piano. On the contrary, it attracts parents from the perspective that learning piano is conducive to children's physical and mental growth. This is really effective. My parents agree with Yamaha, so buying Yamaha's piano is the next step.

Shan Ye is very clever in this respect.

* mcpherson Coffee: Good things should be shared with good friends.

This is the slogan for Macmillan Coffee to enter the market in Taiwan Province Province. Because Nestle has firmly occupied the market in Taiwan Province Province and the slogan has been deeply rooted in people's hearts, Macmillan had to combine coffee with friendship from the perspective of emotion, which won the recognition of consumers in Taiwan Province Province, so Macmillan successfully entered the coffee market in Taiwan Province Province. When people see Macmillan coffee, they will think of the feeling of sharing coffee with their friends, which is really good.

* remy martin XO: Once remy martin is open, good things will follow.

Noble remy martin is not enjoyed by ordinary people, so drinking remy martin XO will definitely have some different feelings, so remy martin gives you a hope that as long as you drink remy martin, something good will happen. With such auspicious "divination", who doesn't want to drink remy martin? Especially those noble people, are convinced of this.

* Dove chocolate: rich and smooth milk.

The reason why it is classic enough lies in the psychological experience of "silky feeling"; Silk can be used to describe the delicate and smooth feeling of chocolate, with high artistic conception and rich imagination. Make full use of synaesthesia and bring the power of language into full play.

* Intel: Equip computers with Pentium cores.

Intel's microprocessor was originally named X86, and it didn't have its own brand. In order to highlight its own brand, since 586, the running speed of computers has been defined by the number of Pentium. It is said that in order to launch its own Pentium brand, Intel gave 5% rebate to major computer companies just to put the words "intelinside" on their products and packaging, while "giving computers a Pentium core" was a pun, which not only highlighted the brand, but also properly reflected the function and surging driving force of Pentium microprocessors.

* Toyota: Everything will be solved eventually, and there will be a Toyota.

In 1980s, in addition to domestic cars, only Japanese cars were imported from China. As the largest Japanese automobile company, Toyota naturally dominates the China market. This wonderful slogan is in line with the situation at that time. Clever combination of China proverbs, reflecting self-confidence and domineering, and catchy. Now, I'm afraid Toyota will never brag like this again, but many people in China still remember this slogan.

* Goldlion: A Man's World

The success of Goldlion lies not only in a good name, but also in its successful positioning. They positioned their products as successful and respectable men, and persisted for many years, eventually becoming a boutique in men's wear. This slogan generally reflects the positioning and core value of Goldlion.

Sassoon Shampoo: My brilliance comes from your elegance.

Sassoon is a rising star in P&G shampoo brand. They invited Vidal Sassoon: The Movie, an internationally renowned hairdressing expert, as the brand image ambassador, and used Vidal Sassoon: The Movie's own name as the brand, thus establishing the image of professional shampoo and hair care, and "My brilliance comes from your grace" is the finishing touch.

* Philip: Let's do better.

Philip's achievements in the field of home appliances are obvious to all, and he has become the most profitable electrical appliance group among the top 500. However, in addition to constantly emphasizing its innovative technology in advertisements, Philip did not forget to say modestly, "Let's do better". This kind of moderate sales seems to win the recognition of China people more easily. No wonder Aido moved out an effective version of "We have been working hard."

Levi Cowboy: Different coolness, same pants.

Levi's jeans is the earliest jeans brand in the world, and it has always appeared as a personalized image. In the younger generation, cool culture seems to be a culture that never goes out of date. Levi's jeans captured the cultural characteristics of this group of people, and appeared together with ever-changing advertisements with a "cool" image to impress the new "cool" families at the forefront of fashion and keep the brand fresh and lasting productivity.

* Free blood donation: I don't know you, but I thank you!

Everyone who participates in voluntary blood donation will be moved by this slogan. Although unpretentious, it truly reflects blood donation and expresses the voice of a patient who accepts blood donation without compensation.

* Nissan cars: there were swift horses in ancient times, but there are Nissan cars today.

Toyota entered the backward China market almost at the same time. Their Duke, Sunshine, Bluebird and Elegant Car have always been popular models in China market. In the marketing of China, Nissan Motor Company used a very traditional advertisement from China: In ancient times, there were swift horses, but now there are Nissan cars, which narrowed the distance with China people, thus establishing Nissan's second position in China.

* BMW: driving pleasure and unlimited innovation.

BMW and Mercedes are excellent cars. The difference is that Mercedes-Benz embodies dignity and identity, and car owners often hire people to drive. BMW is different. Although it also represents identity, it obviously belongs to the younger affluent class. They often drive their own cars to experience the driving pleasure of BMW, which is the charm of BMW.

*555 cigarettes: extraordinary, mellow and satisfactory.

The internationally famous cigarette brand 555 is the star of this track. Although they can't appear in the public media, they have become sponsors of various international automobile races and rally. The communication language of 555 cigarettes reveals a kind of temperament and mentality, and satisfies the psychological feelings of smokers with aggressive language style, making smoking a psychological experience.

* 7-up drink: non-cola

Facing the "monopoly" of Coca-Cola and Pepsi-Cola in the coke market, 7-up soda is facing an embarrassing situation. At this time, Qixi positioned itself as a non-Coca-Cola carbonated car with reverse thinking, which distinguished itself from Coca-Cola and Pepsi-Cola, but it achieved unexpected success and became the third largest brand in the carbonated beverage market. Creative positioning has created a brand-new market for Tanabata.

* Tissot Watch: Swiss Tissot, World Shuttle

Tissot is a famous Swiss watch. Its slogan is simple and easy to remember by rhyming. It is a model of the ingenious combination of communication language and China language in international brands.

Kodak: This is the moment.

The first brand in the film market never emphasizes the indicators of color saturation and grain fineness, but uses wonderful and unforgettable moments in life to impress consumers, stay in beautiful moments and give you eternal memories, which is the eternal theme of Kodak film. Whether "Every Moment of Life" or "This Moment" is a concentrated expression of the theme.

* Motorola: Flying over infinity

In the simulation era, Motorola is a well-deserved overlord. However, due to strategic mistakes, Motorola was surpassed by rising star Nokia in the digital age and lost its former glory. Motorola dreams of spreading its wings of freedom again one day, flying high and flying over infinity. This is Motorola's ideal. Today, in the era of infinite interconnection, Motorola finally flies freely again.

The rapid economic development in China has created a number of outstanding domestic enterprises and well-known brands. Among them, those communication languages that have been tested by the market have become an indispensable part of brand value, injecting spiritual food into the brand and well interpreting the core values of enterprises and brands.

* Haier: Haier, made in China

Domestic household appliances have always been regarded as low-quality and cheap, and even if they are exported, few domestic brands are made.

Haier, the leader of China's home appliance enterprises, decisively played the banner of "Made in China" when China's home appliance industry was maturing, and shouted with great confidence, which inspired the self-confidence of China people and enhanced their national pride. As far as the advertising language itself is concerned, the beauty lies in a "creation", which is concise, powerful and full of confidence.

* China Unicom: Love is a Chinese knot, connecting the four seas.

The symbol of Unicom is the image of a Chinese knot, which itself is full of affinity. The birth of China Unicom has made great contributions to the development of communication industry in China. They challenged China Telecom again and again, and gradually developed in the competition of high quality service and low price. Unicom naturally integrates its logo and brand name into the advertising language, realizing the harmonious unity from appearance to spirit, and embodying the spiritual concept of the enterprise.

* Business communication: Technology makes you more relaxed.

The rise of business links is a miracle. They explained what "technology makes you easier" with simple business links, that is, using simple operations to make life more orderly and convenient. This is the benefit of high technology. With the overwhelming advertising, BusinessCom has created a market.

* Fiyada: Once you have it, you have no choice.

When people's quality of life reaches a certain level, watches are no longer such a single purpose. Fiyta connects itself with identity with noble quality, which makes people feel more extraordinary temperament and exclusive respect when wearing Fiyta watches. If you feel this way, would you choose another watch?

* Li Ning: Keep the excitement to yourself.

The best sporting goods in China are probably "Li Ning". Sporting goods are the world of young people. You must create a unique brand personality to attract them. Nike's success is proof. Li Ning's brand road is not smooth sailing, neither a Nike superstar nor an international background of Reebok. "Keep the wonderful for yourself" is also in line with the mentality of teenagers. Who doesn't want to be wonderful?

* Master Kong: delicious and visible.

Taiwan Province brand made a lot of money in Chinese mainland. The standard "flowers inside the wall, red outside the wall", an ordinary instant noodle, is really not easy to make delicious food visible. Master Kong is currently the largest food enterprise in Chinese mainland, and its products are not limited to instant noodles, but also well-known brands in the field of beverages and biscuits.

* Changyu: legendary quality, a century of Changyu.

When imported red wine swarmed into the China market, domestic red wine represented by Changyu was not repelled, but by shaping Changyu's century-old brand image, it enriched the connotation of wine culture and made a national time-honored enterprise with legendary quality stand firm.

* Xinfei refrigerator: Xinfei's advertisement is not as good as Xinfei refrigerator.

This advertisement caused controversy. Linguistic academics, advertising critics and competitors have all joined the discussion, whether it is good or bad. Xinfei has nothing to do with it anyway. After all, it is successful that advertisements can attract such extensive attention, and the popularity of Xinfei has also increased. In the future, Xinfei will firmly sit in the top three positions in the refrigerator industry and continue to use it today.

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Appreciation of world classic advertising language

Intel: Equip computers with Pentium cores.

Intel's microprocessor was originally named x86, and it didn't have its own brand. In order to highlight its own brand, since 586, the running speed of computers has been defined by the number of Pentium. It is said that in order to launch its own Pentium brand, Intel gave 5% rebate to major computer companies just to put the words "intel inside" on their products and packaging, while "giving computers a Pentium core" was a pun, which not only highlighted the brand, but also properly reflected the function and surging driving force of Pentium microprocessors.

Toyota: There will be a road eventually, and there will be a Toyota.

In 1980s, in addition to domestic cars, only Japanese cars were imported on the roads of China. As the largest Japanese automobile company, Toyota naturally dominates the China market. This wonderful slogan is in line with the situation at that time. Clever combination of China proverbs, reflecting self-confidence and domineering, and catchy. Now, I'm afraid Toyota will never brag like this again, but many people in China still remember this slogan.

Goldlion: A Man's World

Besides a good name, Goldlion's success lies in its successful positioning. They positioned their products as successful and respectable men, and persisted for many years, eventually becoming a boutique in men's wear. This slogan makes the finishing point and generally accurately reflects Goldlion's positioning and core values.

Sassoon Shampoo: My brilliance comes from your elegance.

Sassoon is a rising star in P&G shampoo brand. They invited Vidal Sassoon: The Movie, an internationally renowned hairdressing expert, as their brand ambassador, and used Vida? Sassoon takes its own name as a brand, and has established the image of professional shampoo and hair care, while "My brilliance comes from your elegant demeanor" has a sense of finishing touch.

Swatch: The scenery on the wrist

When it comes to Swiss watches, it seems that only precious images and exquisite craftsmanship are associated. However, in the face of the attack of Japanese watches, expensive Swiss watches seem to have lost their scenery. The appearance of swatch broke this unfavorable situation. They appear in a fashion-leading and cheap way, and there are many styles and limited production. Bright colors and exquisite shapes are just as the advertisement says: the scenery on the wrist.

UPS express: cherish what you entrust, just like delivering it yourself.

The word "fast" is often highlighted in the advertisements of express delivery companies, but UPS has created a more friendly image through a series of advertisements. From the handsome young people who greet "good morning" to the smiling faces of service personnel, UPS pays more attention to the appeal of the image, and "cherishing what is entrusted is like giving it by hand" embodies humanistic care and emotional transmission.

Philips: Let's do better.

Philips has made remarkable achievements in the field of household appliances, becoming the most profitable electrical appliance group among the top 500 enterprises. However, in addition to constantly emphasizing its innovative technology in advertisements, Philip did not forget to say modestly, "Let's do better". This kind of moderate sales seems to win the recognition of China people more easily. No wonder Aido moved out an effective version of "We have been working hard."

Levi Cowboy: Different coolness, same pants.

Levi's jeans is the earliest jeans brand in the world, and it has always appeared as a personalized image. In the younger generation, cool culture seems to be a culture that never goes out of date. Levi's jeans firmly grasp the cultural characteristics of this group of people and appear in ever-changing advertisements with the image of "cool" to impress the new "cool" families at the forefront of fashion and keep the brand fresh and lasting.

Free blood donation: I don't know you, but I thank you!

Everyone who participates in voluntary blood donation will be moved by this slogan. Although unpretentious, it truly reflects the fact of voluntary blood donation and expresses the voice of a patient who accepts voluntary blood donation.

Elvis renting a car: We are working hard.

In the positioning theory, the first place is always the winner. Therefore, in order to be in a favorable position in the market competition, enterprises always try their best to take the lead in a certain field to form a clear position in the minds of consumers. In 1960s, Avis Car Rental Company was only the second largest company in the taxi market in the United States, but there was still a big gap with Hertz Car Rental Company in scale. However, Avis car rental company faced up to its own disadvantages and boldly said to consumers: "We are the second, so we work harder", thus establishing a modest and enterprising corporate image in the eyes of consumers. Ives car rental company has firmly occupied the second position since then. Since then, the "second" theory has become famous in the world.

Nissan cars: there were swift horses in ancient times, but there are Nissan cars today.

Toyota entered the backward China market almost at the same time. Their Duke, Sunshine, Bluebird and Elegant Car have always been popular models in China market. Nissan Motor Company used a very traditional advertising slogan in China: There were swift horses in ancient times, but there are Nissan cars today, which narrowed the distance with China people, thus establishing Nissan's second position in China.

Lycra: The scenery between release and release is infinite.

Dupont Lycra is not a tangible product, but it is a tangible brand. Dupont registered its spandex fiber as LY-CRA in 1962, thus making DuPont's spandex fiber the most famous brand of raw materials. It is the most vivid and artistic description of lycra high elastic fiber, which gives people a lot of imagination space.

Microsoft Mouse: If you can't help it, get out of here.

This slogan is so unusual and full of wisdom. It not only vividly implies the flexibility of Microsoft mouse scrolling, but also creates a brand with distinctive personality by using intelligent language. This slogan won the title of "Golden Sentence" in Taiwan Province Province 1997, and the print advertisement "Go Out" also won many awards such as the Advertising Gold Award of Taiwan Times.

BMW: Driving pleasure, unlimited innovation.

BMW and Mercedes are excellent cars. The difference is that Mercedes-Benz embodies dignity and identity, and car owners often hire people to drive. BMW is different. Although it also represents identity, it obviously belongs to the younger affluent class. They often drive their own cars to experience the driving pleasure of BMW, which is the charm of BMW.

Cigarettes: Extraordinary, mellow and satisfying.

The internationally famous cigarette brand 555 is the star of this track. Although they can't appear in the public media, they have become sponsors of various international automobile races and rally. The communication language of 555 cigarettes reveals a kind of temperament and mentality, and satisfies the psychological feelings of smokers with aggressive language style, making smoking a psychological experience.

GE brings a better life.

GE has many things to be proud of: the company with the highest market value in the world, the most outstanding management master in the world, and the former president of GE-John? General electric company has brought a better life. The easy-to-understand language reflects the concept and purpose of general electric appliances. If you have more taste, you will feel the simplicity and richness of its connotation, which is really more extraordinary and simple.

FedEx: The mission must be realized.

Express companies pay the most attention to service, and the most concentrated expression of service is "fast" and "punctuality". As the earliest express delivery company in the world, FedEx has hundreds of special planes, so it can also deliver intercontinental transportation business 24 hours a day, just as they promised: the task will be realized.

7-up drink: non-cola

Facing the "monopoly" of Coca-Cola and Pepsi-Cola in the coke market, 7-up soda is facing an embarrassing situation. At this time, Qixi adopted reverse thinking and positioned itself as a non-coke carbonated soda, which was different from Coca-Cola and Pepsi-Cola, but it was unexpectedly successful and became the third largest brand in the carbonated beverage market. Creative positioning has created a brand-new market for Tanabata.

Tissot Watch: Swiss Tissot, World Shuttle

Tissot is a famous Swiss watch. Its slogan is simple and easy to remember by rhyming. It is a model of the ingenious combination of communication language and China language in international brands.

Spare Endurance Tire: Power comes from control.

1997 Pirelli Tire launched a pan-European advertising campaign. They invited Perek, a famous French sprinter and Olympic women's 400-meter champion, as the heroine, and performed a thrilling performance of "flying man" escaping from the monster, aiming at promoting the new spread of endurance tires: power only comes from control. This result caused a sensation in pan-Europe.

Kodak: This is the moment.

The first brand in the film market never emphasizes the saturation of its own color and the fineness of its particles, but uses wonderful and unforgettable moments in life to impress consumers, stay in beautiful moments and give you eternal memories. This is the eternal theme of Kodak film. Whether it is "stringing up every moment of life" or "this moment", it is a concentrated expression of the theme.

American express gold card: a promise of one thousand dollars.

The clever use of China's idiom "A promise is worth a thousand dollars" shows the characteristics of credit cards.

Motorola: flying over infinity

In the simulation era, Motorola is a well-deserved overlord. However, due to strategic mistakes, Motorola was surpassed by rising star Nokia in the digital age and lost its former glory. Motorola dreams of spreading its wings of freedom again one day, flying high and flying over infinity. This is Motorola's ideal. Today, in the era of infinite interconnection, Motorola finally flies freely again.