How to write advertising words?

Advertising words are written as follows: concise, easy to understand, catchy, novel and unique, and prominent in theme.

Concise 1

Advertising language should grasp the key points and be concise. If it is not short, it is not convenient to repeat, remember and cycle. Advertising language does not require much in form, and it can be a single sentence or a dual sentence. Generally speaking, the number of words in advertising language should be 6- 12 (words), and generally not more than 12. We can see such examples everywhere, and the advertisements that can be widely circulated in society are basically short stories.

For example, the slogan of Haier Group, a well-known national enterprise in China, is "Haier-Sincerity lasts forever"; Ericsson mobile phone "communication is love"; Nike "just do it"; Head & Shoulders shampoo "dandruff disappears, hair is more outstanding" and so on. At least one word, such as IBM's "Think", is very concise. It is that sentence: "Concentrated is the essence!"

2, easy to understand

Advertising text must be clear and simple, easy to read, easy to use, in line with the trend, and the content should not be too abstract, so that people who receive general education can accept it. Advertisements should use words and expressions familiar to the target audience to make sentences fluent and clear. Avoid using new words, neologisms, professional vocabulary, obscure words and words that are easy to cause ambiguity.

Can't play word games, just pursue rhyme. Citizen watches once used such a slogan, "High quality, high quality, new global praise, an internationally famous watch Citizen". Because of its excessive pursuit of smooth ups and downs of phonology, it gives people a very obscure overall feeling, which is the failure of Citizen Company. The advertising language of some companies is widely spread because of its simplicity and closeness to life.

For example, the well-known advertisement of Nestle Coffee is "delicious", which seems to be that a relative or friend recommends her favorite to you with a considerate smile, which is easy to understand and very kind. Similar examples are Wahaha's "Mom, I want to drink" and so on, which sounds like something that happens around us every day. It not only publicizes products, but also facilitates circulation.

3, catchy

Advertising language should be fluent and catchy, with proper emphasis on pronunciation, intonation and phonology, so as to be readable and catch the eyes and hearts of the audience. It is not difficult to find that many advertising slogans rhyme, such as "Nongfu Spring, a little sweet", "Good air conditioning, made by Gree", "Dandruff disappears without a trace, and hair is more outstanding" and so on.

4, novel and unique

Choose the advertising language with the largest amount of information, and work hard on the word "new". Such as new uses, new designs and new styles of new products or old products. The expression of advertising language should be unique, the sentence situation and expression method should be clever, and it is forbidden to copy hard words. Appropriate epigrams, puns and allegorical sayings can be used to cater to the audience's curiosity and imitation desire and arouse the soul.

For example, a phone call "Don't miss the opportunity" skillfully uses the pun of the word "machine"; For another example, the two sentences before and after "Wan Jiale, Wan Le's family" which were widely circulated in previous years used truth and loopback, which not only contained the brand name but also catchy, and the meaning of "Wan Le's family" was very warm.

A sentence "Mom, I can help you with your work" In a successful advertisement, Diaoka washing powder not only conforms to the product function, but also reflects the deep affection between mother and son, which touched many people.

But in the pursuit of uniqueness and relevance, we should pay attention to the appropriate choice. A slogan of Red Bull Drink is "The car needs gas, and I want to drink Red Bull". Although there is a certain correlation between refueling the car and replenishing energy for yourself, it always sounds uncomfortable.

5, the theme is outstanding

The advertisement title is a high generalization of the main body of the advertisement, and the main body and information it summarizes must be clearly concentrated, so that people can understand what the advertisement mainly promotes when they see the advertisement. An advertising language can choose different appeal points, that is, emphasize different things, but it always highlights one aspect.

For example, the slogan of Shenzhou water heater is "safety and gas saving", which makes it easy for people to focus on the differences of water heaters and grasp the special requirements of consumers for quality.

Another example is Nokia's advertising slogan "People-oriented technology". Although this sentence was not first put forward by Nokia, it shows consumers the company's entrepreneurial concept, which makes everyone feel convinced of the company and its products, thus generating trust in product quality and after-sales service.

Examples of advertising words:

1, German Volkswagen: "Small is good."

2. Coca-Cola: "Enjoy the fresh moment."

3. Marlboro cigarettes: "Marlboro men."

4. Nike: "Do as you say."

5. McDonald's: "You should take a day off."

6. De Beers: "Diamonds last forever, but one lasts forever."

7. GE: "GE brings a better life."

8. Miller brand light beer: "The wonderful taste is beyond words."

9. Clairaux hair dye water: "Did she use it? Is she useless? "

10, Elvis Presley: "We are working hard."

1 1, FedEx: "Fast leg waiter."

12, Apple Computer: "1984."

13, Alca-Schultz Company: "Various advertisements."

14, Pepsi: "Pepsi, just to the taste."

15, Mai's coffee: "Didi Xiang, the meaning is still unfinished."