The most memorable product advertisement (four items) is a common advertising technique, a good satire on the word "blow" and a derogatory compliment. Before the founding of the People's Republic of China, there were two classic advertisements: one was Liang Xinji's toothbrush, and the advertising word was "nothing"; The other is heming leather shoes, with the slogan "The thickest leather in the world". It can be said that the language is extraordinary, interesting and seemingly self-deprecating, but in fact it is boasting and properly exaggerating the advantages of the goods. Coincidentally, after the founding of the People's Republic of China, such advertisements were also quite prominent. I was deeply impressed by the advertisements of "Tianxian brand" electric fans. Its advertising slogan is: "Immortals are blown out!" "The word" blow "is really a stroke of genius. At first, you may think of "blowing", but when you understand that the advertising product is an electric fan, you will definitely smile and admire the cleverness of the advertising creator. The function of the electric fan is naturally "blowing". The quality of "Tianxian" produced by Xiangtan Electric Machinery Factory can be compared with that of Watson's electric fan, a famous brand in China. This kind of fame is not "blown". By what? " "Nothing" captures the characteristics of toothbrush; The first thick leather "highlights the materials used for leather shoes;" The word "blow" emphasizes the role of electric fans. This is not a general "blowing", but a person who "blows" well, "blows" well and "blows" well is superior and transcendent. Otherwise, can the gods "blow" out? Now the home is equipped with air conditioner instead of electric fan, but this advertisement is still so intriguing. Punning "Lenovo" is indeed, from a psychological point of view, Lenovo is too important! Association is the process of thinking, the application of experience and the premise of creation. Without associations, science and technology cannot develop and human society cannot progress. What a terrible situation that would be! It is commendable that Lenovo here is a pun: it refers to both a psychological phenomenon and a high-tech unit and its products called Lenovo. Advertisers have skillfully changed their concepts, confusing two "associations", one virtual and the other real, or combining them seamlessly. Without the ability of association, the world will stagnate; Similarly, if human beings do not have Lenovo products produced by Lenovo, the world will suffer immeasurable losses. When people think about the questions raised by advertisements, they will unconsciously accept and agree with the answers preset by advertisers. As a result, the advertisement successfully completed the propaganda task. There is no preaching, no coercion, and everything goes with the flow. Eight paragraphs, Nine paragraphs and I Love My Heart are a book written by Go master Kong Xiangming and published by Sichuan People's Publishing House. At a national book fair, this book was grandly listed. Mr. Chen Zude commented on a sentence of this book as a slogan: "Go: eight paragraphs; Writing: Nine paragraphs. "I stopped in front of the billboard for a long time and was deeply moved by this ingenious advertising language. Mediocre advertisements often use some words that are "universally applicable" and shout themselves hoarse, but others can't leave any impression. But this advertising word is unique. The typical "this one" can only be used in this book, and no other book can be used. And the advertising language and the content of the book can be described as harmonious. The author is a "chess player" who focuses on chess. In the book, he wrote about his ex-husband Nie Weiping and his son Kong Lingwen, as well as his father and Japanese chess: "Chess" is always a clue throughout the whole article. Advertising language is also based on "chess", with chess on chess, to the point, the theme is complete and the realm is full. The conception of advertising language is even more unusual. Kong Xiangming is undoubtedly the first-class female chess player. She almost reached the highest peak of Weiqi, and was all-powerful in domestic and international competitions, with infinite scenery. In this slogan, chess is actually just a foil, and "eight paragraphs" is to highlight "nine paragraphs". Chess is recognized, but writing is unknown. Through the comparison between the two, the message conveyed by advertisements to readers is that writing is better. The reading value of books is self-evident. What's more, this is not the boast of the publishing house, but from the mouth of the authoritative person Chen Zude, whose influence and appeal are comparable to ordinary advertising language. You can also see the "cunning" of the publishing house. It can also be said that this slogan is concise and neat. A few words, powerful, landing; The richness of its content is far better than eloquent comments. Li Dongyang wrote a poem saying, "Look at the rustling leaves, and it's full of wind and rain." This slogan has also achieved the effect of "winning more with less". It makes me see the truth of attitude and the beauty of wisdom. "Happy" melon seeds are called "TV food". One Spring Festival, I ate melon seeds while watching TV at home. The fly in the ointment is that melon seeds are hard to chew, either biting left and right, or even the shell and meat are broken, and the interest in watching TV is greatly reduced. Just then, an advertisement for melon seeds appeared on TV. Every melon seed is full and symmetrical, tempting and coveted. At the same time, the slogan came out: "The melon seeds of Alishan are happy to eat. "This slogan really seems to be addressed to me, and I can't help laughing. Really, if I have a bag of Alishan melon seeds in my hand, how happy I should be! This slogan is like melon seeds, which makes people feel interesting. " Happy with a bite "refers to the advantages of melon seeds. As long as the upper and lower teeth are aligned, the melon seeds will pop out. Other people's melon seeds, "small buckle Chai Fei can't be opened for a long time"; And the melon seeds of this family are "happy with a bite." "This naturally forms a unique product advantage. Advertisements make a fuss about this point, which can be said to be the focus. And this "happy" is another "happy", pun intended. Melon seeds are easy to be "happy", and people who eat melon seeds are naturally happy. Eating such melon seeds is a pleasure. Later, I didn't buy Alishan melon seeds, but I remembered this slogan. Just think about it and be happy. _ _ is selected from the market of sockeye salmon and pink salmon in the United States, and the third issue of Chewing Words in 2003 is guaranteed to remain unchanged. For a long time, the competition between the two kinds of salmon is fierce, and it is difficult to distinguish between high and low. Sellers swear in advertisements that their quality is far superior to each other. In the first three to five years, the winner was the seller selling pink salmon, which was stronger than Fang in popularity, sales volume and profit. One day, the sellers of red salmon held an industry meeting, and the president said with an expression: "If we continue like this, it won't be long before our whole bodies will be smashed into pink. Please take three months to completely change the situation! "The seller racked his brains and finally agreed to design an extra label on the canned salmon. Three months later, the sales of red salmon began to surpass that of pink salmon. At first, the president thought it was an accident and didn't care. After another three months, the sales of red salmon began to be far ahead. The president called another meeting to let everyone analyze why defeat turned into victory. A seller said: "There is no other reason, that is, the label has played a role!" " "The president took the can and saw the label:" Authentic Norwegian salmon, guaranteed no powder change! " The president thought for a moment and said "of course"! A clever advertising word not only implies its authenticity, but also uses the word "guarantee", which greatly reduces the reputation of the other party and makes the other party unable to grasp its own handle, thus winning a large number of customers without difficulty. This successful case shows that in business wars, we should clearly publicize our own brand, but we should not blatantly derogate from each other's reputation.