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how to write publicity slogans

The basic characteristics of slogans are concise language, publicity and agitation. To make the language concise, we must pay attention to the choice of sentence patterns, words, rhetorical devices and the expression of logic. Specifically, it includes the following aspects.

1. The number of words should be moderate.

Due to the limitations of specific occasions, means of expression and the level of information recipients, slogans cannot use longer sentences. Short sentences, fewer words and accurate expressions are the basic requirements of concise slogan language. Slogans are usually written on paper, on the wall or on cloth. In order to be eye-catching, the font is generally large. Due to people's sight, the number of words should not be too large. If there are too many words in a slogan, dozens or even hundreds of words, it will be too much trouble for the writer and difficult for the reader to read. For example, just eight words like "Wait ten minutes, don't grab a second" clearly tell people to obey the traffic rules. If the slogan to be written is detected in the exam, there will definitely be a requirement for the number of words; If there is no clear requirement for the number of words in the test questions, candidates should pay attention to the fact that the number of words in the proposed slogan should not be too much.

2. The content should be positive.

The purpose of posting slogans is to create an atmosphere, create momentum, publicize and inspire the masses, and mobilize everyone's participation. Therefore, anything contrary to this is futile. When writing slogans, to do this, we must pay attention to the audience of the slogans and use the language according to the purpose of expression. It is worth emphasizing that the content of the slogan must be positive and healthy, friendly and loved by most audiences, fresh and lively, lively and literary, which really plays a role in creating an atmosphere and boosting morale. For example, the propaganda of cooperative medical care "You help me to help the government, and cooperative medical care ensures health" and "Cooperative medical care enters thousands of households, and farmers need it for health"; Propagandizing the economic census "Understanding yesterday, grasping today and creating tomorrow", "Taking stock of the past, grasping the present and pointing out the future" and "Seeking truth and seeking development, benefiting the country, the people and the future" are positive, healthy and inspiring.

3. Use common language.

since the slogan is very practical, we should consider the cultural level, ideological status, life experience and even identity and status of different readers, and the proposed slogan should take care of the general readers as much as possible, without considering the higher readers. In this way, in the choice of words, we should be easy to understand, clear and accurate, cordial and touching, lively and lively, and at the same time try to avoid gorgeous words, especially polysemous words, because different understanding of polysemous words (including phrases) can lead to language ambiguity. It is worth noting that the slogan is, after all, to create an atmosphere to arouse the enthusiasm of the participants. Therefore, we should try our best to be vivid and literary in language, which really gives people a refreshing and pleasing feeling, at least to make people like it, and avoid being rigid and outdated. For example, the propaganda of environmental protection "keep the environment clean and build beautiful homeland" and "beautify the environment is to beautify our hearts";

It's easy to understand, vivid and accurate. Tell everyone to protect the environmental sanitation of the city.

4. The sentence pattern should be neat.

The recipients of slogans are generally clear, so in sentence patterns, simple sentences with no subject are generally used, mostly in verb-object structure, and complex subject-predicate sentences are seldom used. The sentence structure of slogans is generally neat, even long sentences are mostly whole sentences with fewer words and simpler structure, such as contrast and duality sentences and simple parallelism sentences.

5. Rhetoric should be vivid.

Generally speaking, the audience of slogans is very clear in advance, so slogans should consider the popularity of the audience, that is, they should be accepted by most audiences as much as possible. Then, relatively uncommon rhetorical devices, such as synaesthesia, parody and metonymy, should not be used. At the same time, the content of the slogan must be true and should not be exaggerated, so rhetorical devices such as exaggeration, rhetorical questions and rhetorical questions should not be used in the slogan. However, simile, metaphor, analogy, antithesis, parallelism and repetition, which are popular among the public, can be used, and good expression results can be obtained if used well.

For example, the slogan of voluntary blood donation "True feelings flow, blood is interlinked" and "The nation rises in dedication, and life stretches in blood" uses duality: "The blood given is limited, and the love given is infinite", "Blood is precious, and the life-saving product is higher" and "A good person gives a drop of blood, while a sick person removes all worries", which gives people a deep impression and enlightenment: "I hope people will live for a long time.