First of all, we should start with the function of advertising and understand the stylistic characteristics of advertising. Advertising is a tool and means of marketing, and the marketing function should be regarded as the intrinsic function of advertising. Marketing is inseparable from communication, and communication function is the most basic function of advertising. Advertising plays a role in promoting, persuading, enhancing and prompting through the dissemination of information. Generally speaking, advertising language is a short slogan that is repeatedly used in advertisements for a long time in order to strengthen the impression of the target on the enterprise, product or service. It should be based on long-term sales interests to convey a long-term unchanging concept to consumers, so let's analyze the stylistic features of advertising language.
? brief and to the point
Advertising language should be concise and to the point, with no superfluous words. If it is not short, it is not convenient to repeat, remember and cycle. There are not too many requirements in the form of advertising language, which can be single sentence or antithesis. Generally speaking, the number of words in advertising language should be 6- 12, and generally not more than 12. We can see such examples everywhere, and the advertisements that can be widely circulated in society are basically short. For example, the slogan of Haier Group, a well-known national enterprise in China, is "Haier-Sincerity Forever"; Ericsson mobile phone "communication is love"; Nike "just do it"; ; Head & Shoulders shampoo "dandruff disappears, hair is more outstanding" and so on. At least one word, such as IBM's "Xiang", is very concise. It is in response to that sentence: "Concentrated is the essence!"
? apprehensible
Advertising text must be clear and simple, easy to read and use, in line with the trend, and the content should not be too abstract, so that people with general education can accept it. Advertisements should use words and expressions familiar to the target audience to make sentences fluent and clear. Avoid using new words, neologisms, professional vocabulary, obscure words and words that are easy to cause ambiguity. Can't play word games, just pursue rhyme. Citizen Watch once used such a slogan, "High quality, high quality, new global praise, internationally famous watch Citizen", which gave people a very obscure overall feeling because of its excessive pursuit of smooth ups and downs of phonology, and was the failure of Citizen Company. The advertising language of some companies is widely spread because of its simplicity and closeness to life. For example, the well-known Nestle coffee advertisement is "delicious", which seems to be that a relative or friend recommends her favorite to you with a wise smile, which is easy to understand and kind. Similar examples are Wahaha's "Mom, I want to drink" and so on, which sounds like something that happens around us every day. It not only publicizes the products, but also facilitates the circulation.
? Can read aloud easily and fluently.
Advertising language should be fluent and catchy, with proper emphasis on pronunciation, intonation and phonology, so as to be readable and grasp the eyes and hearts of the audience. It is not difficult to find that many advertising slogans are rhyming, such as "Nongfu Spring, a little sweet", "Good air conditioning, made by Gree", "Dandruff disappears without a trace, hair is more outstanding" and so on.
? Novel and unique, full of interest
To choose the most informative advertising language, work hard on the word "new". Such as new uses, new designs and new styles of new products or old products. The expression of advertising language should be unique, the sentence situation and expression method should be clever, and it is forbidden to copy it mechanically. Appropriate epigrams, puns and two-part allegorical sayings can be used to cater to the audience's curiosity and imitation desire and arouse the soul. For example, a telephone call "Don't miss the opportunity" skillfully uses the pun of the word "machine"; For example, the two sentences before and after "Wan Jiale, Wan Le Jia", which were widely circulated in previous years, used truth and loopback, which not only contained the brand name but also catchy, and the meaning of "Wan Le Jia" was very warm. Recently, a successful advertisement carved out the sentence "Mom, I can help you with your work", which not only conforms to the product function, but also reflects the deep affection between mother and child, and I don't know how many people have been touched.
But in the pursuit of uniqueness and relevance, we should pay attention to the appropriate choice. A slogan of Red Bull Drink is "The car needs gas, and I want to drink Red Bull". Although there is a certain correlation between refueling the car and replenishing energy for yourself, it always sounds uncomfortable.
? Prominent theme
The title of an advertisement is a high summary of the main body of the advertisement. The main body and information it summarizes must be clear and concentrated, so that people can understand what the advertisement mainly promotes when they see the advertisement. An advertising language can choose different appeal points, that is, emphasize different things, but always highlight one aspect. For example, the slogan of Shenzhou water heater is "safe and gas-saving", which makes it easy to focus on the differences of water heaters and grasp the special requirements of consumers for quality. Another example is Nokia's advertising slogan "People-oriented technology". Although this sentence was not first put forward by Nokia, it showed the company's entrepreneurial concept to consumers, which made everyone feel convinced of the company and products, thus generating trust in product quality and after-sales service.
In today's information age, advertising has penetrated into all aspects of social life. It uses concise and vivid language to vividly display the characteristics and character of goods and express the wishes and demands of consumers. It attracts and infects the audience with emotional language, which not only makes people understand and trust its goods, but also becomes a social culture.
The creation of advertising language is a job that needs inspiration and constant innovation. The stylistic form of advertising language is not fixed, which needs to be constantly created and improved by practitioners in specific work.
Top Ten Popular Advertising Words in 2003
1. More lubrication and less friction (unified lubricating oil)
2. My site listens to me (China Mobile Communication M-Zone)
I just like (McDonald's)
4. As long as you want (Lenovo)
5. Passat, Achieving Tomorrow (Passat Series)
6. Different tastes and different moods (Mengniu mood second milk)
7. Men should be hard on themselves (flag clothing)
8. Love life and choose calmly (Aux air conditioning)
9. Shake it before drinking (Nongfu Spring Nongfu Orchard Juice)
10. On the hero's talent wins the world (talented men's clothing) to cook wine
Best advertising language planning
1, German Volkswagen: "Small is good."
2. Coca-Cola: "Enjoy the fresh moment."
3. Marlboro cigarettes: "Marlboro men."
4. Nike: "Just do as you say."
5. McDonald's: "You should take a day off."
6. De Beers: "Diamonds last forever, and one lasts forever."
7. Ge: "Ge brings a better life."
8. Miller brand light beer: "The wonderful taste is beyond words."
9. Clairaux hair dye water: "Did she use it? She is useless? "
10, Elvis Presley: "We are trying."
1 1, FedEx: "Fast leg waiter."
12, Apple Computer: "1984."
13, Alca-Schultz Company: Multiple Advertisements.
14, Pepsi: "Pepsi-Cola, just to the taste."
15, Mai's coffee: "Didi Xiang, the meaning is still unfinished."
16, ivory soap: "99 and 44/ 100% purity."
17, American rapid transit company: "Do you know me?"
18, U.S. conscription office: "become a generalist."
19, Anaxin painkiller tablets: "Quick, quick, quick."
20. The Rolling Stones: "This feeling is real."
2 1, Pepsi: "the choice of a new generation."
22. Haswell shirt: "The person who wears Haswell."
23. Boma Razor: "The signboard array beside the road."
24. American Burger King: "Take it on the road."
25. Jinbaotang: "Mom, it's delicious."
26. US Forest Service: "The little brown bear wears a narrow hat that says" Smoking "and" can prevent forest fires. "
27. Budweiser beer: "This Budweiser beer is for you."
I dream of going shopping in my underwear.
29. Victor Language Machine Company: "Pronunciation Master."
30. Qiaofan Auto and Motorcycle Company: "Somewhere west of Lamill."
3 1, raspberry 33, National Biscuit Company: "UNEEDA Biscuit's Boy in Boots".
34. High-energy battery: "High-energy rabbit."
35. Morton Salt Company: "Salt is like rain."
36. Chanel perfume: "share this dream."
37. Ford's Saturn series: "Different companies, different cars."
38. Crest Toothpaste: "Look, Mom, there are no cavities."
39. Mars chocolate: "Only soluble in the mouth, not in the hands."
40. Timex: "Unforgettable."
4 1, Chevrolet: "Drive your Chevrolet to see America."
Calvin Klein: "There is nothing between me and my Calvin."
43. Reagan strives for re-election as president of the United States: "This is another spring in the United States."
44. Winston Tobacco: "Winston, good smoke."
45. American Music School: "When I sat on the piano bench, they all laughed at me until I started playing.
Camel cigarettes: "I walked a mile to buy this pack of camel cigarettes."