Appreciation of classic advertising language

1 Kodak: String together every moment of life

[Appreciation] As the world's largest producer of photosensitive materials, Kodak's leading position in film production technology no longer needs to be described in words. Kodak is more about taking photos and 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.

[Appreciation] This is the most famous advertising language in Taiwan Province Province. It captures the parents' mentality, adopts a proactive strategy, and does not talk about the advantages of the piano. On the contrary, it attracts children's parents from the perspective that learning piano is beneficial to their 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.

[Appreciation] This is the advertising 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 advertising slogan has been deeply rooted in people's hearts, Macmillan had to combine coffee with friendship from the perspective of emotion, which won 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 coffee with their friends, which is really good.

Remy martin XO: When remy martin is open, good things will come naturally.

[Appreciation] 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.

[Appreciation] In the advertisement of deer brand whisky, the guy with deer head always looks leisurely, because he often drinks deer brand whisky, which is enough to make you envy. Enjoy deer whisky, and you will feel free. The power of attack is often more effective than accurate description.

6 Dove chocolate: creamy and silky.

[Appreciation] 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.

[Appreciation] In the carbonated beverage market, Coca-Cola is always a gesture of giving up who I am, as if Coca-Cola is delicious. Although the slogan of Coca-Cola will be changed 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 forbidden, even for Crown brand.

-Advertising words to promote Crown brand cigarettes.

[Appreciation] Cigarettes are toxic and harmful to the human body, so 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. The number of words in the advertisement is only 12, but the content is very rich. It not only publicized 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, it actively promotes 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 makes use of people's psychological contrast, adopts counter-effect 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 show the quality of their products with purity and authenticity. This milk powder advertisement also highlights the word "pure", but it cleverly avoids this familiar and familiar word "pure", but starts from the opposite side and starts from the specific production process, using image language to express it. 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 tortuous. The text is simple, but the image is concrete. At first glance, this language is not strange, 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, "There is no way to solve doubts, and there is 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; Secondly, it shows that cars have strong adaptability. "Where there are roads, there must be Toyota cars", which means that Toyota cars can ride freely and freely on any road. The third is to show strong self-confidence, two "must have", and the tone is firm, giving people a trustworthy feeling.

1 1, China Unicom: Love is a Chinese knot, and Unicom is omnipotent.

[Appreciation] The symbol of China Unicom is the image of a Chinese knot, which itself is full of affinity. Unicom naturally integrates its logo and brand name into the advertising language, realizing the harmonious unity from appearance to spirit, and embodying the concept of enterprise spirit.

12, Fiyada: Once you have it, you have no choice.

[Appreciation] When people's quality of life reaches a certain level, watches are no longer a single purpose for watching time. With its noble quality, Fiyta associates itself with identity, which makes people feel more extraordinary temperament and exclusive respect after wearing Fiyta watches.

13, Li Ning: Keep the excitement for yourself.

[Appreciation] I'm afraid Li Ning is the best sporting goods in China. Sporting goods are the world of young people. There is neither a Nike superstar nor an international background of Reebok. It is also in line with the mentality of teenagers for Li Ning to keep beautiful things for himself. Who doesn't want beautiful things?

14, Delbis diamond-a diamond lasts forever, and one will last forever.

[Appreciation] Vividly wrote the excellent quality of this brand of diamonds, expressed the value of diamonds, and achieved the purpose of promoting people's business.

In addition, he also hinted at the significance of customers buying diamonds, that is, hope for eternity, and also euphemistically expressed this meaning, which made customers have a good impression and a very emotional angle.

15, Zhongjing Liuwei Dihuang Pill-good medicine, good medicine.

[Appreciation] Exhausting Chinese charm! Reflect product characteristics and reveal universal truth.

Nokia 16- People-oriented Technology

[Appreciation] It seems that "people-oriented" was not first put forward by Nokia, but the connotation of this sentence has been fully exerted. Facts have proved that Nokia can become the first brand in the mobile phone market from a small brand, and it is this concept that has been respected. From product development to talent management, it truly embodies the people-oriented concept. Therefore, this slogan is particularly powerful because it has substance in words.

17, Nike-just do it.

[Appreciation] Nike quickly became the first brand of sporting goods through a series of advertisements with the theme of just do it and the star effect of basketball star Jordan, and this slogan is in line with the mentality of the younger generation. As long as you act, as long as you want to be different, do it. However, with Jordan's retirement and the change of "Just Do One Thing" to "My Dream". Nike's influence is gradually declining.

18, Volkswagen Beetle-think about it or small.

[Appreciation] In the 1960s, the American automobile market was dominated by large cars. When Volkswagen's Beetle first entered the United States, there was no market at all. Bernbach once again saved the public's Beetle and put forward the idea of "think small", which changed Americans' ideas by using the power of advertising and made Americans realize the advantages of small cars. Since then, Volkswagen's small cars have been at the forefront of the American auto market until Japanese cars entered the American market.

19, Coca-Cola-forever Coca-Cola, unique and delicious.

[Appreciation] In the carbonated beverage market, Coca-Cola is always a gesture of giving up who I am, as if Coca-Cola is delicious. Although the slogan of Coca-Cola will be changed 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.

20. Nestle coffee-delicious.

[Appreciation] This is the most familiar slogan and the favorite slogan. Simple and meaningful, catchy, because heartfelt feelings can be blurted out, which is its classic. So that when Nestle used huge sums of money to collect new advertising words around the world, it found that there was nothing more classic than this sentence, so it kept this sentence forever.

2 1, M&M chocolate-only soluble in mouth, not in hand.

[Appreciation] This is the inspiration of the famous advertising master bernbach, which is a classic and has been passed down to this day. It not only reflects M &；; The unique USP of M chocolate sugar-coated packaging implies that M & amp； M chocolate tastes so good that we don't want to hold it in our hands. Stop for a while.

22, Pepsi-Cola-the choice of a new generation

[Appreciation] In the competition with Coca-Cola, Pepsi finally found a breakthrough. They found a market among young people, positioned themselves as a new generation of cola, invited super singers that the new generation liked as their brand spokespersons, and finally won the favor of young people. A slogan clearly conveys the positioning of the brand and creates a market, which has made great contributions.

23. Goldlion: A Man's World

[Appreciation] The success of Goldlion lies not only in a good name, but also in its successful positioning. They positioned their products as successful and respectable men, and persisted for many years, eventually becoming a boutique in men's wear. This slogan is like a dragon with a clear picture, which accurately reflects the positioning and core value of Goldlion.

24. Sassoon Shampoo: My brilliance comes from your elegance.

[Appreciation] Sassoon is a rising star among P&G's shampoo brands. They invited Vida, an internationally renowned hairdressing expert? Sassoon is the ambassador of his own brand image, using Vader? Sassoon takes its own name as a brand, and has established the image of professional shampoo and hair care, while "My brilliance comes from your elegant demeanor" has a sense of finishing touch.

25. Philip: Let's do better.

[Appreciation] Philip's achievements in the field of home appliances are obvious to all, and he has become the most profitable electrical appliance group among the top 500. However, in addition to constantly emphasizing its innovative technology in advertisements, Philip did not forget to say modestly, "Let's do better". This kind of moderate sales seems to win the recognition of China people more easily. No wonder Aido moved out an effective version of "We have been working hard."