10 beautiful advertising slogans and slogans. . and appreciate it

1. The clever use of words and phrases in advertising slogans

Words and phrases are the basic language units in modern Chinese, and advertising slogans often use only one word or phrase. To express some information about a certain product or thing. Therefore, advertising slogans are very particular in terms of words and phrases. Only a few aspects will be explored and analyzed below.

(1) The use of modal particles

Modal particles are usually used at the end of sentences to express various moods, and sometimes they also serve as pauses. Such as: de, eh, ah, bar, eh. Advertising slogans containing modal particles can often be seen in advertising slogans. They can not only express a certain tone, but also play an emphasis role, achieving interaction with consumers and enhancing consumers' impression of the advertising slogan. For example: "It tastes great" (Nescafe coffee), the modal particle "LE" naturally expresses the great taste of coffee. "Come and wash your face" (Jiaxue Aloe Facial Cleanser), in the advertisement is a beautiful little girl chatting excitedly with her friends, calling on everyone to use Jiaxue to wash their face, which is very life-like. "Tomorrow will you give me Crystal Love again?" (Crystal Love Jelly), using the interrogative modal "?" makes the slogan full of a very cordial and romantic feeling, giving people a sense of the beauty of humanity, and also It left a deep impression on the audience. In addition, there are many advertising slogans that use modal particles, such as: "Stomach, how are you?" (Starsup Stomach Medicine), "Do you know the taste of Mouth Clearing Lozenges" (Qing Mouth Lozenges), "Really not" So wet” (Bondi Waterproof Band-Aid).

In short, the use of modal particles in advertising slogans makes the advertising slogans more life-like and colloquial, enhances the friendly and natural characteristics of the advertising slogans, and makes it easier for consumers to accept.

(2) Clever use of quantifiers

In the modern Chinese part-of-speech system, quantifiers refer to quantitative phrases composed of numerals and quantifiers. Advertising slogans that use quantifiers are often seen in advertising slogans. Using quantitative words can be said to be a shortcut to making advertising authentic and credible, because numbers are always associated with science, rigor and authority. At the same time, quantifiers can sometimes represent some new concepts.

"After 27 layers of purification" (Robust purified water), the use of the quantifier "27 layers" fully illustrates the purity of Robust purified water. In fact, every kind of purified water will go through multiple layers of purification, but consumers do not understand it. However, Baishi cleverly grasped this fact and used precise numbers to explain the quality of Robei's purified water to consumers. Be recognized by consumers. "It takes five peanuts to extract one drop of Luhua Peanut Oil" (Luhua Peanut Oil), using a specific numerical ratio (5:1) to clearly indicate the quality of the product to consumers, so that consumers can use it with more confidence. "See the world with the third eye" (Seagull Camera). Everyone knows that humans only have two eyes, and the new term "third eye" is easy to leave a deep impression on people. The purpose of its advertisement is to emphasize the camera. The good quality gives people a feeling of beauty just like the eyes.

(3) The use of biased phrases

In advertising slogans, it is not uncommon for advertisements to use one or several biased phrases as advertising words, which are modified with modifiers. A central word. This kind of advertising slogan can often better express the characteristics and advantages of a company or product. Most of these advertising slogans are short and concise, making it easier for consumers to remember, thereby achieving the pre-advertising effect.

"Men's World" (Goldlion Clothing), these five short words firmly capture the emotions of male consumers. It seems to imply that only noble and charming men will choose Goldlion. At the same time, the word "man" also explains the market positioning of the product. "Feeling like flying" (Xtep series sports shoes) is also a correct phrase consisting of five words. It exaggerates and vividly illustrates the quality of the product and leaves a deep impression on consumers. "China's Wuliangye, the world's Wuliangye" (Wuliangye Group) uses two parallel phrases to illustrate the huge brand value and market size of Wuliangye Company.

2. The art of rhetoric in advertising slogans

With the rapid development of the economy, market competition has become increasingly fierce. It is self-evident that advertising competition is. In order to stand out among many advertisements, advertising design Advertisers often use some rhetorical techniques to make advertising slogans more vivid and vivid, enhance the expressive effect of advertising language, and thus leave a deep impression on consumers.

(1) Metaphor

Metaphor is a kind of rhetoric that uses the similarities of things to make something more vivid, vivid, contagious and convincing through analogies. Way. This rhetorical figure fits the characteristics of advertising slogans that convey perfect information in a short period of time and leave a deep impression on people.

"Jiajing Skin Care Cream is like mother's hands, gentle and still" (Jiajing Skin Care Cream), using mother's hands as a metaphor for skin care cream, makes people feel kind and warm, and creates a strong affinity. . "The telephone is your highway" (Bell Telephone), comparing the Bell telephone to a highway, vividly illustrates that the Bell telephone is a modern communication tool with fast and convenient performance. "Building a bridge between dreams and reality" (an advertising company) uses metaphorical techniques to cleverly express the service characteristics of the advertising company.

(2) Exaggeration

Exaggeration is a deliberately exaggerated or reduced description in advertising in order to reflect a certain performance or feature of a product. It often gives people a vivid image, impacts people's brains, arouses people's rich imagination, and thus leaves a deep impression on people.

"The Internet speed here is very fast, please fasten your seat belts" (an Internet cafe). In order to reflect the fast Internet speed, the "seat belts" that seem to have little connection are related, which makes it even more Expressing the advantages of Internet cafes vividly and exaggeratedly can also leave a deep impression on consumers. "Starting from December 23, the Atlantic Ocean will be shortened by 20%" (El Al Airlines), who can shorten the Atlantic Ocean by 20%? This exaggerated statement is to emphasize that after the opening of the route, people's travel will be faster and more convenient. "Twenty this year, eighteen next year" (Bai Li Beauty Soap), who can turn back time? The statement is obviously unreasonable, but it novelly and vividly illustrates the beauty effect of soap.

(3) Personification

Personification refers to a kind of rhetoric in advertising slogans that compares products or things that originally have no life or feelings to people with feelings and thinking based on imagination. Technique. This makes the product more humane and the advertising language more vivid and vivid, thus arousing people's enthusiasm.

“She works, you rest” (Veuve Clicquot fully automatic washing machine), comparing the washing machine to “she” humanizes the originally inanimate product, giving people a friendly feeling and easy consumption recipient’s acceptance. "Don't step on it, I'm afraid of pain" (a public service advertisement on the lawn), which compares the grass to a sentient person. It is full of strong emotional color and is thought-provoking, thus making people feel compassion and achieve the advertising effect.

(4) Pun

Pun refers to using pronunciation or semantic conditions in a specific environment to intentionally make a sentence take care of both the external and internal meanings. The meaning of the words is here. Over there. Clever use of puns in advertising slogans can create novel and unique advertising slogans with rich connotations, which are pleasing to the eye and endless aftertaste.

"Both feet are no longer angry" (Daxin Cream). The word "angry" means that athlete's foot is no longer there after using Dacin Cream. On the other hand, it can also be understood as the patient is cured. Athlete's foot and I feel better. "Yitie Jiaxiao" (Dongfang Zhixue Ointment) uses homophonic puns here. "Laugh" means "effect", which means that the product is effective; the other means "laugh", which means that the patient is quite satisfied after using this medicine. . A few simple words cleverly convey a lot of information and leave a deep impression on consumers. It is really the best choice for many businesses.

(5) Duality

Duality refers to a rhetorical technique that pairs two words or sentences with the same or similar structure, equal number of words, and related content. It requires the ingenious combination of tone, part of speech, word meaning and sentence structure. Therefore, when used in advertising slogans, it can achieve the effect of beautiful form and harmonious rhythm, thereby enhancing the appeal of the language and making it easier for consumers to remember.

“Advocating natural taste and exuding youthful vitality” (a lens company) uses two beautifully written and neatly contrasting couplets to explain the characteristics of the product from different angles, giving people a beautiful and natural feeling. enjoy. "Notorious and fragrant" (a certain stinky tofu shop) uses "stinky" to describe the product, explaining the characteristics of the product, and then uses "fragrance" which is opposite to "stinky" to highlight the delicious taste of stinky tofu. It is very clever.

In addition, the use of rhetorical techniques such as repetition, rhyme, quotation, contrast, truth, and contrast can also be seen in advertising slogans.

In short, the flexible use of rhetorical techniques in advertising slogans can promote products vividly and vividly, inject a kind of humane and natural vitality into products, stimulate people's desire to consume, and thereby realize the value of the advertising slogan itself.

3. Thoughts on some problems in advertising slogans

As the market competition becomes increasingly fierce, the competition among advertising slogans has also entered a fierce stage. In order to attract consumers' attention, some businesses deliberately use advertising slogans that may affect the mental health of the audience, thereby producing negative effects in society.

Take rhetoric as an example. In recent years, there have been many advertising slogans that abuse rhetoric. For example: "Do you have a second home?" (a real estate company), which is obviously an abuse of pun. The original intention of the advertisement is: "Do you have a second home?" However, the original meaning of "second home" is an ugly phenomenon belonging to the old society. , it is easy to arouse people's disgust and fail to achieve the purpose of advertising. There are also many advertising slogans that abuse homophones, such as describing refrigerators as "pioneers in refrigeration", paints as "lustful paint", and hemorrhoidal medicine as "having hemorrhoids, there is no fear", etc., which has misled many consumers, especially young people. who.

So when designing advertising slogans, we must not only achieve the purpose of promoting goods and improving economic benefits, but also pay attention to its social effects and promote the healthy development of advertising slogans.

4. Some creative techniques for advertising slogans

Among all kinds of similar advertising slogans, advertising designers have always been thinking about how to make their own advertising slogans more attractive and competitive. question. In addition to careful word selection and flexible use of rhetorical techniques, what other issues should we pay attention to? After collecting many advertising words, the following characteristics are summarized, for reference only:

(1) Simple and clear According to research, people’s maximum interest in watching an advertisement does not exceed 45 seconds. Therefore, the advertising slogan is required to express the product information in extremely concise and concise words, so that the audience can understand it at a glance, thus winning by surprise. For example: "Everything is possible" (Li Ning sneakers), "Natural tastes good" (Mengniu).

(2) Humor Diderot once said that humor is broad intellect, rich imagination, and active mind. Using clever ideas and humorous language in advertising slogans can enhance the appeal of the language, allowing consumers to accept the information conveyed by the advertising while laughing. For example: "Our company's maintenance personnel all over the world are bored" (Siemens), using a humorous and simple statement to illustrate that the quality of Siemens products is very good, and on the other hand, it also hints at Siemens's good after-sales service.

(3) Unique creativity In order to stand out among many similar products, advertising creators need to use innovative thinking to create unique and novel advertising words to attract the audience's attention. For example: "Season 5, True Self" (Jianlibao Drink), there are only four seasons on the earth, so how can there be a fifth season? This attracts the audience's attention, captures the audience's love for new vocabulary and new concepts, and achieves a good advertising effect.

In short, when creating advertising slogans, we must truly grasp the psychology of the audience and use concise, simple, vivid, and vivid language to infect and persuade consumers, thereby realizing the value of advertising.

Conclusion