How to write advertising words

First of all, we should have a clear definition of advertising and advertising language, so as to have a unified communication platform in understanding the problems.

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 the same is only the core value of the brand.

1. What is the advertising language?

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

Academic masters call all 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 narration and monologues of film and television works. In this case, the master is not rigorous and mistook others for himself!

For a long time, brand slogans have been recognized through communication and accumulation, which has certain stability and recognition. Generally speaking, the brand advertising language is concise, short and pithy, with the word number controlled at about 7- 10, and the appeal direction focuses on the brand's claims, promises or interests to consumers. It is usually used in combination with the brand LOGO or alone, or in a fixed form at the end of TV commercials, in a relatively fixed position of the Campening draft and other related materials.

Second, the classification of advertising language

Advertising slogans widely seen at present 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 positive 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, short, 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 very affinity. Usually they will dominate category advertising language, product advertising language and service advertising language, and they are just another interpretation and extension of brand advertising language.

2. Category advertising language refers to the advertising language of the same product of the brand and 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.

3, product advertising language, in most cases is the theme of product marketing or the selling point of the product.

4. Service advertising language is the added value given to products by brands or enterprises, which generally appears in the form of professional commitment.

5. Enterprise advertising language embodies the enterprise's goals and propositions, and to some extent, it is an endorsement of the main brand. Some corporate advertising languages are the same as brand advertising languages. In fact, it is not necessary to do this in practical work, but I believe that methods are more important than knowledge, and we should adapt to local conditions.

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

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

Like people, brands, products, enterprises and services are alive and have their own personalities. They were introduced into the market at different times, so they have different goals and tasks at different stages of their lives, and also have different demands and directions, so the advertising language is 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. 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 is highly generalized, and its connotation is profound, meaningful and profound; The expansion is very extensive and inclusive. The expression form is short and capable, the pronunciation is loud, easy to spread, easy to identify, catchy, and especially convenient for application. If customers don't chop and change, and spread unswervingly, they will certainly form an ideal idea accumulation effect over time. I know a well-known media in the south, even its own promotion is like news, pursuing changing advertising language once a year. Such frequent changes seem to have changed its face, so how can it accumulate? Short-sighted.

The appeal of value concept brand advertising language must be related to the boss of the enterprise, to the boss's vision and to social emotions. Only by doing your homework well in advance, communicating more and understanding more, will you take fewer detours when you create.

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 that have advantages in this category.

3. Creation of product advertising language. The creation of product advertising language focuses on the appeal of product selling point, which was originally refined on the basis of differentiation, and this selling point may be the promotion theme of the product. The so-called "differentiation" refers to the benefits neglected by products, the benefits benefited by consumers and the benefits provided by our products themselves. The form of expression is uncertain, or six or eight words, including at least one verb, and the pronunciation can be raised or lowered. The appeal point must be a function point, a benefit point, or a combination of the two. The product slogan mentioned here is not the title of a specific graphic work, but may be the theme, which is the text logo 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 appeal must be the promise of interests. Expressions can be long or short, and the number of words can be even and odd, but at least one verb is a falling tone.