How to write home advertising language

Like many consumers, I have long been numb to the overwhelming advertisements, especially when I saw the list of unqualified products exposed by the furniture industry, and even questioned the advertising language and even began to reject it. Similar slogans abound in XX furniture, contentment, XX furniture, my home, the road to a better life, and the furniture industry accompanied by XXX. None of these slogans can accurately reflect the core value of the brand, nor can they define their own consumer groups, so they cannot directly hit the hearts of consumers. 654.38 billion people don't understand Green Island furniture. When they saw this slogan, they had a desire to understand it. Perhaps many consumers feel the same way with me, which shows that this advertising language has touched the hearts of consumers. Then let's analyze what kind of advertising language can impress consumers and what kind of advertising language can better reflect the core value of corporate brands.

Nowadays, the brand discourse power of furniture industry is getting stronger and stronger, and it is more difficult for furniture enterprises without brands to gain a foothold in the market. Consumers trust brands, and brand awareness is constantly increasing. Furniture enterprises need to keep up with the trend of the times to shape brands. The most important thing for furniture enterprises to make a brand is to publicize themselves and make the brand famous, so advertising is an extremely necessary means.

A new research report investigates the advertising expenditure of German furniture industry. In 2009, the advertising expenditure of German furniture industry was 29.65438 billion euros, among which IKEA ranked first with 82.2 million euros, an increase of 25% over 2008. This shows that enterprises pay more and more attention to advertising. For furniture enterprises, if there is no correct, moderate, accurate and standardized advertising marketing, products and corporate brands will be difficult to become famous, but the huge investment in advertising fees will put enterprises in danger.

What is the best advertisement for an ordinary person? It's artistic, as expensive as a blockbuster, concise, creative and amazing, or it's similar to the advertisement that doesn't accept gifts this year. What kind of advertisements can make consumers remember or induce their desire to buy? That's the best advertisement. Advertising should stimulate people's desire for consumption. A consumer doesn't know the product at all, but he is interested in knowing it until he has the desire to buy and make a deal. In this process, in addition to relying on effective sales skills, advertising is to let customers know that this product is suitable for his needs.

Advertising case: 65.438 billion people don't know about Green Island Furniture.

Chairman Lin spoke from the perspective of enterprises. Let's analyze it from the perspective of a consumer. When many consumers see this slogan, their instinctive reaction is that I am one of the 65.438 billion people. A word can arouse consumers' thirst for knowledge, and they will know the brand unconsciously. In this slogan, there is no promotion of the high quality of the product, no mention of how environmentally friendly and healthy the product is, only that the public does not understand it. This slogan seems to be a modest one, but behind it, 300 million people know about the Haikou of Green Island, which is enough to show that Green Island already has a large market share, but it is expressed in a modest way, with the aim of making it easier for consumers to accept it psychologically, which is the beauty of this slogan.

Many furniture enterprises want to make a name for themselves by spending a lot of money, but these advertising fees are either not targeted or there are loopholes in the fees, which makes a lot of money slip away unconsciously. The same is true of furniture brand building, which needs the support of brands. For example, when some furniture enterprises invite celebrities to speak, they simply don't consider whether the star's temperament is consistent with the enterprise, which can't well reflect the core value of the brand.

Advertising case: Qumei, from Northern Europe, serves China.

Case study: Qu Mei transmitted a liberal attitude towards life from Europe to China and integrated it into the calm and restrained China culture in the East. This is one of the reasons why Qumei hired Hans, the chief designer. Qumei adheres to the spirit of innovation, integrates China traditional culture with Scandinavian culture, and forms its own unique style in product design. When domestic furniture enterprises scrambled to copy foreign products, Qumei opened the road of cooperation with famous Nordic designers, and pioneered the introduction of foreign designs into China furniture. The joining of outstanding international designers has created outstanding musical beauty with great cultural heritage and social charm.

Qumei is already a well-known brand in the industry. As long as its value is clearly stated, there is no need to bother to expand its popularity and coverage. Originating from Northern Europe, serving China and connecting with international design, simplicity and quality have become the characteristic style of Qumei. Bentwood from northern Europe also brought fashion temperament to China, and Qumei became the first home furnishing enterprise in China to advocate elaborate design of life.

The conclusion is that we can see the brand image and the core value of the brand from Qumei's advertising language.

. What kind of advertisement can reflect the core value of the brand? First of all, advertising language should reflect the characteristics and advantages of enterprises, and combine their own resources, products, markets and other factors to accumulate and integrate brand assets. In the process of brand equity accumulation, it is very important to establish the core proposition of the brand, and cooperate with the functional positioning of the product to establish a good credit relationship between the product and the consumer. Secondly, to highlight the enterprise concept, many people think that in advertising language, we should vigorously publicize the advantages of enterprises or the characteristics of products, so as to achieve the purpose of advertising. In fact, sometimes highlighting some concepts can also produce many effects, especially the products of big brands have gained a certain popularity, and properly conveying ideas to consumers will better establish the brand image.

Advertising language is not a simple word game. As the slogan of a brand or enterprise, it bears the important function of attracting brand interests. The creation of advertising language is a science. It is not only manifested in language art, but also in marketing think tanks. Good advertising language can impress consumers and make people feel emotional, so as to identify with it, accept it, and even actively spread it, forming a virtuous circle, and products will naturally stand out among similar products.

Advertising cases: family, love and European style.

Analysis case: European style of There is a Love Family. This slogan is a household name, easy to understand, no uncommon words, easy to pronounce, no bad ambiguity, and has the potential of buzzwords. China people are very traditional and pay more attention to the concept of home. With a big family, there will be love. Ou Pai uses three words to connect the words home, love and Ou Pai, forming a simple and meaningful advertising language, which is catchy to read and easy to spread.

In 2008, the headquarters of Ou Pai Group will invest 654.38 billion+in advertising expenses, and the total amount will exceed 200 million with the advertising investment of Ou Pai's national distributors. However, the main slogan of Europeanism is still the well-known phrase "Have a family that loves Europe".

The accumulation of brand equity is a long-term and continuous process, and we can't stand still, let alone blindly follow the trend and constantly change. The customized marketing of Ou Pai made Ou Pai quickly become the king of domestic cabinet enterprises.

From the literal meaning of the advertising language itself, first of all, the advertising language should not be too vulgar. Advertising slogans such as Hengyuanxiang Zodiac are forced to sell, which is easy to be annoying. Secondly, the number of words in advertising language should not be too long, and the key points should be highlighted. Too long advertising language is difficult to read and remember, which is not conducive to communication. The third aspect is not to over-imitate others, lacking differences, which often cannot be noticed, remembered or even confused.

Don't tamper with the advertising language.

The law of modern enterprise propaganda is overwhelming propaganda and speculation first, and then discuss the actual situation of products. When consumers buy their products home, they find that the products are actually inconsistent with the propaganda of the merchants, so there is a problem of after-sales service. What misunderstandings, the right of final interpretation, the edge ball and other rhetoric have made consumers suffer a lot. Advertising is a marketing tool for enterprises, but please don't use it as a sword to hurt consumers. False advertising is a double-edged sword, which will stab both consumers and yourself.