However, in today's extremely developed advertising industry, many of our advertising copies are old and boring, with the same taste as wax. Over time, customers turn a blind eye and no one cares, and good products are often "shelved". Facts have proved that both text advertisements and audio advertisements will leave a deep impression on consumers with vivid and ingenious language, which is conducive to establishing commodity image, spreading commodity information and promoting sales.
A good advertising language can usually guide customers and get twice the result with half the effort in advertising activities. At the same time, it is also the basis of corporate image positioning, print and film and television advertising, which can play a role in making the finishing point. IBM's advertising slogan "One small step, one big step, always driving the pace of the world" skillfully shows the image of IBM advancing with each passing day and leading the world computer industry in a modest manner, which is unconsciously accepted by readers. Changhong color TV's advertising words such as "the sun is the reddest, Changhong is updated" and "Changhong Red Sun Family" make people feel that it is the pioneer of domestic color TV and represents the national industry. Konka color TV gives people a little pride with the phrase "super screen, cow".
Language is one of the most commonly used means of advertising communication. Only by carefully studying the advertising language and making it unique can we attract people's attention and stimulate people's desire to buy. In recent years, Axiangpo spicy beef sauce introduced by a company in Xi 'an has become all the rage, and "Axiangpo" has even become synonymous with spicy beef sauce in some people's eyes. The brand creativity of "A Xiang Po" seems dull, but in fact it is quite ingenious. "A" is a friendly nickname in the south of China, and "Xiang" is a hint of the quality of goods. At the same time, it can be used to describe the beauty of women. "Po" is a title of respect for elderly women. The word "Axiangpo" gives people a cordial and credible impression, and it is very suitable as the name of a folk flavor condiment.
It is generally believed that the advertising language must be creative, that is, it must be popular, fluent, beautiful, full of personality, as good as information and as elegant as drama, in order to be liked by people. An insect repellent has a simple and humorous advertisement: "You can't bite back, but you can fight back." This is antithesis, and the structure is neat and perfect. It's just the difference between the two words, and the meaning has changed greatly. Mosquitoes bite people, causing trouble and anxiety. What do we do? The advertisement tells you humorously that if you can't bite back, the best way is to fight back with insect repellent. This short and interesting advertising language gives people inspiration and aftertaste, which is often more conducive to the success of advertising than straightforward language expression.
Wonderful advertising language is not created by grammatical rules or some rhetorical devices, but comes from the writer's language cultivation and inspiration. It must be able to properly attract consumers' social consciousness, aesthetic taste, life requirements and personal character. The same product, using different advertising language and personal personality. The same product, using different advertising languages, will have different effects. Successful advertisers, without exception, strive to create touching advertising language. Some excellent advertising languages, or witty remarks, are pleasing to the eye; Or a surprising word, shocking; Or refined and subtle, thought-provoking; Or humorous, vivid and touching. The slogan of the timetable of Tieda University: "Not always at home, only care about whether there is." It appeals to people's emotions, and a short sentence contains the sincerity, firmness and eternity of love and the happiness, joy and sadness that love brings to people. The words "America needs you" are American job advertisements, and they are getting stronger and stronger. They point directly at people's hearts, arouse citizens' sense of responsibility for the country, and at the same time have pride.
The greatest enemies of creative language are lack of knowledge and laziness of thinking. At one time, it was popular in the advertising field to use the homonym of China idioms or proverbs as advertising words. The words "clothes are reluctant to part with" and "clothes fall in love at first sight" are somewhat novel at first, but their abuse has aroused people's disgust and even been regarded as blasphemy against Chinese characters. Advertising language is either like the infinite scenery of pavilions, or like the reinforced concrete buildings in modern cities, relying on the understanding and spirituality of language. This is an irregular creation, but it is believed that those who are knowledgeable, obsessed with language creativity and have a unique understanding of the language itself are always closer to the highest level of creative language.
"Sink into the sea! Can it float? " Okay, okay. As long as you have good ideas ... "This is the charm of creative language.
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