Truth is telling the truth, not telling lies. True, true, true. Advertisements in the market always boast and exaggerate their own advantages, which can't win the public's trust. Therefore, real advertising is surprisingly successful. There is an advertisement in an American hotel: "Our restaurant has been selling aged Luzhou-flavor liquor mixed with 10% water." This advertisement truly tells you that water is mixed in the wine, which makes people feel very real and close.
Because advertising slogans play a very key role in advertising, advertising slogans must be created and refined on the basis of conforming to the positioning of brands or enterprises, and then form effective communication slogans.
Second, advertising slogans should strive to be "ingenious" and appeal to both refined and popular tastes.
Good advertising slogans are marketable and can effectively stand out among similar products in the market competition. For example, Skyworth has occupied a place in the market with the advertising slogan "What doesn't shine is healthy" in the cracks of several first-line brands such as Changhong, Konka and TCL.
Three, advertising slogans should strive to "concise", easy to read and remember.
The purpose of advertising slogans is to impress consumers with goods, services or enterprises through repeated publicity. Therefore, advertising slogans should generally be as short as possible and easy to remember. It should be short and pithy, without uncommon words, easy to pronounce, without bad ambiguity, and have the potential of buzzwords. The best way to make advertising slogans easy to remember is to pay attention to rhythm and rhyme, so that they are easy to understand. Such as: "a diamond is eternal, and an eternity"; Only in the mouth, not in the hand.
If the language is not refined enough, it will be too long and verbose. Too long advertising slogans are difficult to read and remember, which is not conducive to communication. Therefore, advertising slogans should pay attention to the singleness of information, and generally the word 6 ~ 12 is appropriate. Short advertising slogans, to the point, make you impressed and unforgettable.
Four, advertising slogans should strive to "unique", highlighting the personality.
Whether the advertising slogan can be deeply rooted in people's hearts and leave a deep memory for the audience depends on the audience's familiarity with the advertising slogan, that is, the repetition of the advertising slogan in the media. In addition, the uniqueness of the advertising slogan itself is also an important factor. In fact, many successful advertising words, such as "Two Pieces" of Sino-American SmithKline Intestinal Worm Clearing, "Sheep and Sheep" of Hengyuanxiang, and "Sweet and Sour" of Wahaha, have been frequently exposed in the media and have a unique style. The frequency of repeated exposure of advertising slogans depends on advertisers, and the uniqueness is something that the advertising creators can control. On the one hand, advertising slogans should be as different as possible from those of other enterprises and commodities. On the other hand, it must conform to the personality of the commodity and show the service purpose of the enterprise or the unique function of the commodity or other things different from others.
It is difficult to leave any impression on consumers with bland slogans. There are many ways to highlight personality, one of which is to naturally embed the names of companies, brands, services, etc. If the company or product name can match the sales characteristics and appear constantly, it will have the propaganda power that ordinary advertising slogans do not have. It will publicize the characteristics of products and expand the visibility of enterprises and product brands. For example, there will be a road and a Toyota in the end. -Advertising slogan of Toyota Motor Corporation of Japan. Some advertising slogans only show the similarities of similar products, without their own unique places, and it is difficult to impress consumers. Therefore, advertising slogans must attract some personalized ideas and cause consumers to sing. For example: "I like it" (McDonald's); "I don't care about eternity, I only care about what I once had" (Fiyada); "I can" (China Mobile GSM).