Tips for creating advertising slogans

1. Advertising slogans should strive to be "authentic" and have accurate positioning

Truth means telling the truth and not telling lies. Reality is real, not vain. The market is flooded with advertisements that always exaggerate and exaggerate their own advantages and fail to win the trust of the public. So real advertising is surprisingly successful. There is an advertising slogan for a hotel in the United States: "This store has always sold fine wine mixed with 10% water." This advertising slogan tells you truthfully that the wine is mixed with water, which makes people feel real and close to the wine.

Because advertising slogans play a very key role in advertising, advertising slogans must be created and refined based on the positioning of the brand or enterprise, and then form an effective communication slogan.

2. Advertising slogans should strive to be "clever" and elegant and popular

Good advertising slogans have sales power and can effectively differentiate among similar products in market competition. stand out. For example, Skyworth used the advertising slogan "What doesn't flash is healthy" to occupy a market place among several first-tier brands such as Changhong, Konka, and TCL.

3. Advertising slogans should be "succinct" and easy to read and remember

The purpose of advertising slogans is to make consumers leave their impressions of goods, services or enterprises through repeated publicity. impression. Therefore, advertising slogans should generally be as short as possible and easy to remember. It should be short, contain no uncommon words, be easy to pronounce, have no undesirable ambiguities, and have the potential to be a buzzword. The best way to make advertising slogans easy to remember is to pay attention to rhythm and rhyme, making them rhyme and easy to understand. For example: "A diamond is forever, one will be passed down forever"; "It only dissolves in the mouth, not in the hand."

If the language is not refined enough, it will be too long and wordy. Advertising slogans that are too long are difficult to read, difficult to remember, and are not conducive to communication. Therefore, advertising slogans should pay attention to the singleness of the message, generally 6 to 12 words. A short advertising slogan that hits the mark, leaving a deep impression on you and never forgetting it.

IV. Advertising slogans should strive to be "unique" and highlight individuality

The key to whether an advertising slogan can be deeply rooted in people's hearts and leave a deep memory for the audience lies in the audience's familiarity with the advertising slogan. , that is, the degree to which advertising slogans are repeated in the media. In addition, the uniqueness of the advertising slogan itself is also an important influencing factor. In fact, many successful advertising slogans, such as SmithKline’s “Two Tablets”, Hengyuanxiang’s “Sheep, Sheep, Sheep,” and Wahaha’s “Sweet, Sour,” are frequently exposed in the media. Higher and more unique. The frequency of repeated exposure of an advertising slogan is up to the advertiser, while uniqueness is within the control of the ad creator. On the one hand, the advertising slogan must be as different as possible from the advertising slogans of other companies and products. On the other hand, it must conform to the personality of the product and must show the service purpose of the enterprise or the unique function of the product or other related distinctive things.

A bland and featureless slogan will hardly leave an impression on consumers. There are many ways to highlight individuality, one of which is to naturally embed the name of the company, brand, service, etc. If the company or product name can be matched with the sales characteristics and appear continuously, it will have a publicity power that ordinary advertising slogans do not have. It promotes the characteristics of the product and expands the visibility of the company and product brand. For example: there must be a road before the car reaches the mountain, and if there is a road, there must be a Toyota car. ——Advertising slogan of Japan's Toyota Motor Corporation. Some advertising slogans only show the same things about similar products without their own uniqueness, which makes it difficult to impress consumers. Therefore, advertising slogans must appeal to some personalized concepts to arouse consumers' enthusiasm. For example: "I just like it" (McDonald's); "I don't care if it lasts forever, I only care about what I once had" (Fiyta Watch); "I can" (China Mobile Global).