Find an expert in rhetoric. Dear brothers and sisters, please help me. Thank you.

Advertising language is the eye of the brand, which is of unusual 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 embodies mergers and acquisitions; The unique USP of M chocolate sugar-coated packaging implies that M & amp； M chocolate is so delicious that we don't want to hold it in our hands. Stop.

* Pepsi: the choice of a new generation

In the competition with Coca-Cola, Pepsi finally found a breakthrough. They found the market from young people, positioned themselves as the new generation cola, invited the 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 is indispensable.

* Volkswagen Beetle: It's better 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 and put forward the concept of "seeing the big from the small", using the power of advertising to change Americans' ideas and make them realize the advantages of small cars. Since then, Volkswagen's small cars have been firmly in the forefront of the American auto market until Japanese cars entered the American market.

* Nike: Just do it.

Nike quickly became the first brand of sporting goods through a series of advertisements with the theme of justdoit and the star effect of basketball star Jordan. 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 act. However, with Jordan's retirement and the transformation from Just Do It to I Have a 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 it is this concept that has made Nokia become the first brand in the mobile phone market from a small brand. From product development to talent management, it truly embodies the people-oriented concept. Therefore, the slogan is particularly powerful because it has the essence of words.

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

It is proved that the 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 to associate diamond with love. This is indeed the most wonderful feeling.

* McBride's coffee: Didi is fragrant and meaningful.

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. But to attract 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 start with emotion and combine coffee with friendship, winning 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 it with their friends, which is really good.

* remy martin XO: As soon as remy martin opens up, good things will come naturally.

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 nobles, are convinced.

* 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: Give the computer a Pentium kernel.

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

* Toyota: Everything will be fine in the end. There will be Toyota.

In 1980s, in addition to domestic cars, only Japanese cars were imported from China. As the largest Japanese automobile company, Toyota naturally took the lead in the China market. This wonderful slogan was in line with the situation at that time. Clever combination of China proverbs, reflecting self-confidence and domineering, 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

Goldlion's success lies not only in a good name, but also in its successful positioning. They positioned their products as successful and respectable men, persisted for many years, and finally became the boutique in men's wear. This slogan generally reflects the positioning and core values 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 their 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, while "My brilliance comes from your elegant demeanor" has the sense of finishing touch.

Philip: Let's do better.

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

Levi cowboy: Different cool, 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 have captured the cultural characteristics of this group of people, and appeared together with ever-changing advertisements with the image of "cool" to impress the new "cool" people 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 the voluntary blood donation and expresses the voice of a patient who accepts voluntary blood donation.

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

And Toyota entered the backward China market almost at the same time. Their Duke, Sunshine, Bluebird and Grace cars 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 Chinese people and thus established 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 rich class. They often drive their own cars to experience the driving pleasure of BMW, which is also the charm of BMW.

*555 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, satisfies the psychological feelings of smokers with aggressive language style, and makes 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 used reverse thinking to position itself as a non-Coca-Cola carbonated car, which distinguished itself from Coca-Cola and Pepsi-Cola, but achieved unexpected success and became the third largest brand in the carbonated beverage market. Creative positioning has created a brand-new market for Qixi.

* Tissot Watch: Swiss Tissot, World Shuttle

Tissot is a famous Swiss watch. Its advertising language is simple and its rhyme is easy to remember. 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 its color saturation, particle fineness and other indicators, 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 "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 integral part of brand value, which has injected spiritual food into the brand and well interpreted the core values of enterprises and brands.

* Haier: Haier, made in China

Domestic household appliances have always been regarded as cheap and good, and even if they are exported, they are rarely made into domestic brands.

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 confidence, which inspired China people's self-confidence and enhanced their national pride. As far as advertising language itself is concerned, beauty lies in a "creation", which is concise, powerful and full of confidence.

* Unicom: Love is a Chinese knot, and Unicom is universal.

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, achieving harmony and unity from appearance to spirit, which embodies the spiritual concept of the enterprise.

* Business communication: Technology makes you more relaxed.

The rise of business links is a miracle. They use easy-to-use business links to explain what "technology makes you easier", that is, to make life more orderly and convenient with simple operations. 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 wear Fiyta watches and feel more extraordinary temperament and exclusive respect. If you feel this way, would you choose another watch?

* Li Ning: Keep the excitement to yourself.

The best sporting goods in China is 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 things 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 fortune 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 fields 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 enriched the connotation of wine culture by shaping Changyu's century-old brand image, which 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 all joined the discussion, for better or worse. Xinfei has nothing to do with it anyway. Advertising can attract such extensive attention, after all, it is successful, and the popularity of Xinfei has increased. In the future, Xinfei will be firmly in the top three position in the refrigerator industry, which is still in use today.

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Appreciation of World Classic Advertising Language

Intel: Give the computer a Pentium core.

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

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

In 1980s, in addition to domestic cars, there were only Japanese imported cars on China Road. As the largest Japanese automobile company, Toyota naturally took the lead in the China market. This wonderful slogan was in line with the situation at that time. Clever combination of China proverbs, reflecting self-confidence and domineering, 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

In addition to its good name, Goldlion's success lies in its successful positioning. They positioned their products as successful and respectable men, persisted for many years, and finally became the 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 image ambassador, and used Vida? Take Sassoon's own name as the brand, so as to establish the image of professional shampoo and hair care, and "my brilliance comes from your elegant demeanor" has the 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 be no longer beautiful. The appearance of swatch broke this unfavorable situation. They appear in a fashion-led, inexpensive way, with many styles and limited output. Bright colors and exquisite shapes are just as the advertising language shows: the scenery on the wrist.

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

The word "fast" is often highlighted in the advertisements of express delivery companies, but UPS Express Company 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. "Cherish the entrusted things as if you give them yourself" 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 his innovative technology in advertisements, Philip did not forget to say modestly, "Let's do better". This kind of gentle sales promotion seems to win the recognition of Chinese people more easily. No wonder Aido moved out an effective version of "We have been working hard."

Levi cowboy: Different cool, 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 together with ever-changing advertisements with the image of "cool" to impress the new "cool" people at the forefront of fashion and keep the brand fresh and lasting vitality.

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 Presley Car Rental: We are trying.

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 occupy the first place in a certain field in order to form a clear position in the minds of consumers. In the 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 that "we are second, so we work harder", thus establishing a modest and enterprising corporate image in the minds of consumers. Ives car rental company has firmly occupied the second position since then. Since then, the "second" theory has become famous all over the world.

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

And Toyota entered the backward China market almost at the same time. Their Duke, Sunshine, Bluebird and Grace cars have always been popular models in China market. Nissan used a very traditional advertising word in China: There was a swift horse in ancient times, but now there is Nissan, which narrowed the distance with Chinese 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 raw material brand. It is the most vivid and artistic description of lycra high elastic fiber, giving people a lot of imagination space.

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

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

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 rich class. They often drive their own cars to experience the driving pleasure of BMW, which is also the charm of BMW.

555 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, satisfies the psychological feelings of smokers with aggressive language style, and makes 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? Welch, and they have used 100 years of communication language: General Electric brings a better life. Easy-to-understand language embodies the concept and purpose of general electric appliances. If you have more tastes, you will feel the simplicity and richness of its connotation, which is really more extraordinary and simple.

FedEx: Mission Must Be Achieved

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 completed.

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, positioning itself as a non-Coke carbonated soda, distinguishing itself from Coca-Cola and Pepsi-Cola, but unexpectedly succeeded, becoming the third largest brand in the carbonated beverage market. Creative positioning has created a brand-new market for Qixi.

Tissot Watch: Swiss Tissot, World Shuttle

Tissot is a famous Swiss watch. Its advertising language is simple and its rhyme is easy to remember. 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 "flying man" to avoid monsters, with the aim of promoting the new spread of endurance tires: power only comes from control. The 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 particles, but uses the wonderful and unforgettable moments in life to impress consumers, stay in the beautiful moments and give you eternal memories. This is the eternal theme of Kodak film. Whether it is "String 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.