20 19-07-27 "Red Bull and Dong Peng Special Drink from the Perspective of Advertising Copywriting"

Recently, when I was chasing a drama, I accidentally saw an advertisement for Dong Peng's special drink. It picked up the copy that was thrown away by Red Bull: Sleepy, tired, drink Dong Pengte. After this sentence, another sentence was added: you can drink Dong Peng's special drink at any time while driving, which defines a more specific usage scenario.

Red Bull's copy changed from "Tired, sleepy, drink Red Bull" to "Your energy is beyond imagination".

The only purpose of product advertising is to sell as much as possible, so there will be some basic principles: ① purchase reason+purchase description; ② create use scenarios; ③ spread rate/arrival rate. Comparing the two advertising texts, not to mention how good the advertisement of Dong Pengte's special drink is (in fact, the same advertising language and the packaging of gold cans are disgusting), but this change of Red Bull should be at a disadvantage. The slogan "Your energy is beyond your imagination" seems to show the arrogance of big brands.

Let's analyze one by one:

The characteristics, needs and pain points of Dong Peng's special drink copy are obvious, and an instruction is added: keep Dong Peng's special drink while driving. Red bull's expression is very broad, and it doesn't express anything clearly. The advertisement of Dong Peng's special drink corresponds to the consumption scene very accurately, and it is easy to occupy cognition in consumers' minds.

The sentence "Be sure to drink Dong Peng's special drink when driving" creates a usage scene, which is full of concrete sense of substitution. We will be sleepy when driving, but how to solve it if we continue to drive when we are sleepy? Drink a bottle of Dong Peng specialty drink. Red Bull also expresses a feeling of surpassing itself, but can we think of Red Bull when we need to surpass ourselves?

This paper is a dispute between spoken and written language in advertising copy. Generally speaking, oral English is the first choice, because back to the original point of view, we communicate in oral English most of our lives, even in written language, we will meditate. The words "tired, sleepy" are words with high frequency in life, which are easy to cause * * * sounds, be remembered and spread.

Claude Hopkins said in "Science Advertising" that advertising is for sale, and only when advertising is regarded as a salesman can we better grasp the correct direction. Some people may like to use all kinds of slogans, but just imagine, will the salesman apply it to personal sales?

In the golden age of American advertising industry, the effective standards proved by previous advertisers through numerous tests are still practical today, because they test human nature. Now some companies just like to take great risks and come up with some advertising ideas. In fact, the bigger the brand, the more vigilant it needs, because "the first place will always be surpassed." It is understandable if Dong Peng's market share in China exceeds that of Red Bull.