Four ways to use neat sentences in advertising slogan writing

Consumers often start remembering a brand image by remembering its advertising slogan. Even if you haven’t seen their advertisements for a long time, you still remember those familiar advertising slogans. For example: Macro, Lewanjia; diamonds are forever, and one will be passed down forever; there must be a road before the car reaches the mountain, and there must be a Toyota car on the road. These advertising slogans are timeless.

Slogans are generally used in conjunction with slogans and refer to short, powerful language that has the effect of propaganda and agitation. Slogans and slogans have a long history in our country. From the "Is it possible for princes and generals to have peace with each other" in the late Qin Dynasty, to "equal high and low, equal wealth and poverty" in the early Southern Song Dynasty, to "stop civil war and unite in dealing with the outside world" during the Anti-Japanese War in modern China. These slogans played a role in propaganda and agitation at the time. Historical development to this day, with the continuous deepening of reform and opening up, the political ideology in slogans has also become weaker, showing commercial and entertainment characteristics. Slogans are also widely used in advertising and are becoming more and more familiar to people. What exactly is an advertising slogan? In summary, an advertising slogan is a vivid and concise slogan used repeatedly by advertisers over a long period of time to highlight certain aspects of a company or product. In an advertisement, the advertising slogan is usually a core concept in the entire advertising campaign. It is based on long-term brand interests and conveys a long-term concept to consumers.

So, what makes a successful advertising slogan? That is to make the target consumers remember the advertisement firmly. This is the first principle of the success of the advertising slogan. In order to make consumers remember the advertisement, we can create slogans based on the content and form of the advertisement. This article only provides reference for creators from the perspective of sentence structure, that is, using neat sentences to express the rhythm and rhythm of slogan language, so as to achieve the effect of "remembering" consumers.

Someone once studied a large number of advertising slogans and found that neat sentences appear more frequently in advertising slogans. This shows that the use of neat sentences can make advertising slogans rhythmic, sonorous and powerful, easy to read and remember. A neat sentence refers to a sentence pattern composed of two or more sentences with the same or similar word count and structure. Neat sentences can express the balanced beauty of sentences. Balanced beauty is one of the principles of language art, and we can apply it to the creation of advertising slogans. There are several specific methods:

1. The use of simple neat sentences

It is composed of two or more sentences with the same number of words, related meanings and different structures. , such as:

(1) "VV Soy Milk, Happy and Happy" (VV Soy Milk Advertisement)

(2) "With one card in hand, you can travel around China" (Agricultural Bank of China Debit card advertisement)

The above two examples, the upper and lower sentences have the same number of words, have related meanings but different structures, but they both reflect the balanced beauty of the sentences.

2. Reflect the beauty of symmetry in the form of dual sentences

It is a pair of sentences with the same number of words and the same or similar structure arranged side by side. Such as:

(1) "Contribute energy and create harmony" (Kunlun Lubricants Advertisement)

(2) "Dynamic and tangible, life is convenient" (General Motors Advertisement)

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The structure of the upper and lower sentences of Example (1) is "predicate + object", and the structure of the upper and lower sentences of Example (2) is "Subject + Predicate + Object". The structures of the upper and lower sentences of the two examples are the same. This kind of sentence is neat and beautiful, the number of syllables in the two sentences is equal, the word layout is well-proportioned, and it is rhythmic when read, showing the symmetrical beauty of the advertising slogan, thereby enhancing the appeal.

3. Reflect the beauty of neatness in the form of parallelism

Arrange three or more words, phrases or sentences with the same or similar structure, related meanings and consistent tone into a string . This technique has a coherent tone and powerful sentence expressions. Advertising slogans often use parallel format to express neatness and beauty. Such as:

(1) Rest assured, secure and happy (a certain drug advertising slogan)

(2) Create a first-class enterprise, cultivate first-class talents and make first-class contributions (Sany Heavy Industry Advertisement ) The above two examples, example (1) is the arrangement of words, example (2) is the arrangement of three verb-object phrases. This type of sentences has the same structure, neat sentence structure, catchy reading, and full of momentum.

4. Use true and looping forms to express smooth and coherent beauty

Use the words or sentences at the end of the previous sentence as the beginning of the next sentence to connect the beginning and end of the sentences. , this rhetorical technique is called Dingzhen, also called thimble. It is one of the traditional figures of speech in Chinese and often appears in articles of various styles. For example, when I was a child, I listened to adults telling stories: "Once upon a time, there was a mountain. There was a temple on the mountain. There was a tree in the temple. Under the tree, there was an old monk sitting. The old monk was telling stories to the young monk..." This is the most authentic way. . Using this rhetorical device in advertising can create a coherent tone. For example: "No gifts will be accepted during the holidays this year, only melatonin will be accepted for gifts".

Loopback is similar to Dingzhen in that it connects the beginning and the end. It is a language form of looping back and forth from A to B, and from B to A when the words are the same. Loopbacks can often be used in our daily lives. For example, when teachers educate students, they will say: "You help him in learning, and he helps you." "In life, you care about him, and he cares about you."

Using the looping technique in advertising slogan writing can not only reveal the relationship between things, but also make the language rhythmic and present the beauty of smoothness and harmony. Such as:

(1) "Macro, enjoy Macro" (Macro water heater advertisement)

(2) "Mom loves me, I love mom" (Anerbao a+ milk powder advertisement) )

There are many techniques for writing advertising slogans, and the method of using neat sentences discussed here is just one of them. It should be noted that this method only enhances the beauty of the advertising slogan in form. The key to what an advertising slogan can really impress and be remembered by consumers lies in the content presented in the advertising slogan. Therefore, while enhancing the formal beauty of advertising slogans, we must not neglect the refinement and expression of content and emotion.