Advertisements for selling products are usually aimed at target consumers. These advertisements are more inflammatory, simple, attractive, easy to remember, punning and so on. And it needs to be adjusted frequently according to market changes. Their main body is products, mainly for the purpose of sales. For example, "It's called Chinese New Year when there is Huiyuan", "Let's do it" and "Give melatonin as a gift".

The company's slogan focuses on cultural concept, team culture construction, corporate vision and so on. These are often not only aimed at target consumers, but also at a wide range of target audiences, and usually show the lofty aspirations and goals of enterprises or brands, which are relatively long-lasting. For example, "dedicated to xx experts" and "dedicated to the first brand in xx field".