How to analyze advertising language

1 Kodak: String together every moment of life

As the world's largest producer of photosensitive materials, Kodak's leading position in film production technology needs no words to describe. Kodak connects taking photos with a better life, so that people can remember those happy moments in life. So please use Kodak film, which is exactly what Kodak wants.

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.

Mike's 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.

4 remy martin XO: remy martin is open, and 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?

5 Deer Whiskey: If you are free, you will be everywhere.

In the advertisements of deer brand whisky, the deer head boy always looks graceful, because he often drinks deer brand whisky, and that feeling is enough to make you envy. Enjoy deer whisky, and you will feel comfortable. The power of attack is often more effective than accurate description.

6 Dove chocolate: creamy and silky.

The reason why it is classic 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 associative feelings and exert the power of language to the extreme.

7 Coca-Cola: forever Coca-Cola, unique and delicious.

In the carbonated beverage market, Coca-Cola is always a gesture of giving up, as if Coca-Cola is delicious. Although the slogan of Coca-Cola changes every few years, and many classic theme slogans have been handed down, it still takes the longest time and best represents the spiritual connotation of Coca-Cola.

8. Smoking is prohibited, even for Crown brand.

-Advertising words to promote Crown brand cigarettes.

[Appreciation] Cigarettes are toxic and harmful to the human body. Smoking should not be advocated and should be banned, but cigarettes are also a product and must be promoted. How to solve this contradiction? The advertising words of Crown brand cigarettes can be described as unique. Advertising words are only 12 words, but the content is very rich. It not only promoted the theme of smoking ban, but also achieved the effect of promoting and praising crown cigarettes. On the one hand, the propaganda is positive, and all cigarettes, including Crown brand, are prohibited, and the attitude is firm; On the other hand, actively promote sales. Although crown cigarettes are also banned, they are different after all. If you want to smoke, they are still crowns, which gives people great temptation. These two aspects are in harmony and unity in a short sentence.

Advertising takes advantage of people's psychological contrast, adopts counter-productive methods and uses popular and concise language, which has a strong artistic effect and leaves a deep impression on people.

9. Nothing was added, but water was added.

-Advertising words to promote milk powder

[Appreciation] Many advertisements often like to express the quality of their products with purity and truth. This milk powder advertisement also highlights the word "pure", but it cleverly avoids the familiar word "pure", but starts from the opposite side, starting from the specific production process, and expresses it in image language. The former sentence "no additive" indicates the purity of the product, and the latter sentence sharply uses "however", further indicating that the purity is not enough and there can be no moisture, which highlights the characteristics of "powder".

The language is concise and the word 12 is full of twists and turns. The text is simple, but the image is concrete. At first glance, this language is not surprising, but when you think about it, it is endless.

10, finally there will be a road and a Toyota.

-Advertising words promoting Toyota.

[Appreciation] This advertisement was successfully changed into an ancient poem, "Doubt no way back, and a bright future will bring you another village". The text is concise, but rich in connotation: first, it highlights high quality, and advertising words do not directly promote product quality, but show it through sales; Sales volume is not directly expressed by quantity, but indirectly expressed by road; Second, it shows that the car has strong adaptability. "Where there is a road, there must be a Toyota car", which means that no matter what the road is, Toyota cars can ride freely and freely. The third is to show strong self-confidence, two "must have", a firm tone, giving people a trustworthy feeling.