Appreciation of classic advertising copy
McBride Coffee: Drips are fragrant.
As the second largest coffee brand in the world, Maxwell's advertising language is a language classic. Unlike Nestle, McBride has a better sensory experience. Although it is not as straightforward as Nestle, it conforms to the artistic conception when tasting coffee, and at the same time, it closely combines the mellow taste of McBride coffee with the inner feelings, which can also stand the test.
McBride Coffee: Good things should be shared with good friends.
This is the slogan for Macmillan Coffee to enter the market in Taiwan Province Province. Because Nestle has firmly occupied the market in Taiwan Province Province, and the slogan has been deeply rooted in people's hearts, Macmillan had to start with emotion and combine coffee with friendship, winning the recognition of consumers in Taiwan Province Province, so Macmillan successfully entered the coffee market in Taiwan Province Province. When people see Macmillan coffee, they will think of the feeling of sharing it with their friends, which is really good.
M&M chocolate: only soluble in the mouth, not in the hands.
This is the inspiration of the famous advertising master bernbach, which is a classic and has been passed down to this day. It not only embodies mergers and acquisitions; The unique USP of M chocolate sugar-coated packaging implies that M & amp； M chocolate is so delicious that we don't want to hold it in our hands. Stop.
Dove chocolate: creamy and silky.
The reason why it is classic lies in the psychological experience of "silky feeling". Silk is used to describe the delicate and smooth feeling of chocolate. The artistic conception is high enough and the imagination is rich enough. Make full use of associative feelings and exert the power of language to the extreme.
Coca-Cola: forever Coca-Cola, unique and delicious.
In the carbonated beverage market, Coca-Cola is always a gesture of giving up, as if Coca-Cola is delicious. Although the slogan of Coca-Cola is changed every few years, and many classic theme slogans have been handed down, it is still the sentence that has been used for the longest time and can best represent the spiritual connotation of Coca-Cola.
Pepsi: the choice of a new generation
In the competition with Coca-Cola, Pepsi finally found a breakthrough. They found the market from young people, positioned themselves as the new generation cola, invited the super singers that the new generation liked as their brand spokespersons, and finally won the favor of young people. A slogan clearly conveys the positioning of the brand and creates a market. This slogan has made great contributions.
Volkswagen Beetle: It's better to think small.
In the 1960s, the American automobile market was dominated by large cars. When Volkswagen's Beetle first entered the United States, there was no market at all. Bernbach once again saved the public's Beetle, and put forward the concept of "seeing the big from the small", which changed the American concept with the power of advertising and made Americans realize the advantages of small cars. Since then, Volkswagen's small cars have been firmly in the forefront of the American auto market until Japanese cars entered the American market.
Nike: Just do it (just do it)
Nike quickly became the first brand of sporting goods through a series of advertisements with the theme of just do it and the star effect of basketball star Jordan. This slogan is in line with the mentality of the younger generation. Just do it, as long as you are different, as long as you act. However, with Jordan's retirement and the transformation of just do it to "My Dream", Nike's influence gradually declined.
Nokia: People-oriented Technology
"People-oriented technology" doesn't seem to have been first put forward by Nokia, but Nokia gave full play to the meaning of this sentence. Facts have proved that Nokia can become the first brand in the mobile phone market from a small brand, which means respecting this concept and truly embodying the people-oriented concept from product research and development to talent management. Therefore, the slogan is particularly powerful because it has the essence of words.
De Beers Diamonds: Diamonds last forever, and one lasts forever.
Facts have proved that the classic advertising language is always a combination of rich connotations and beautiful sentences. This slogan of De Beers Diamond not only tells the true value of diamond, but also raises the value of love to a high enough level from another level, making it easy to associate diamond with love. This is indeed the most wonderful feeling.
IBM: a universal solution
When the operation of Blue Giant is at a low ebb, this provocative slogan is put forward, hoping that it will not only become a veritable multinational enterprise, but also truly become a one-stop solution enterprise for the high-tech electronics field. Entering the era of e-commerce, IBM is realizing this role and playing the role of e-commerce solution provider.
Kodak: String together every moment of life.
As the world's largest producer of photosensitive materials, Kodak's leading position in film production technology no longer needs to be described in words. Kodak will connect taking photos with a better life and let people remember those happy moments in life, so please use Kodak film, which is exactly what Kodak wants.
Shan Ye Piano: Children who learn piano will not go bad.
This is the most famous advertising language in Taiwan Province Province. It captures the parents' mentality and adopts the strategy of attacking the heart, not talking about the advantages of the piano. But to attract parents from the perspective that learning piano is conducive to children's physical and mental growth. This is really effective. My parents agree with Yamaha, so buying Yamaha's piano is the next step. Shan Ye is very clever in this respect.
Remy martin XO: As soon as remy martin opens up, good things will come naturally.
Noble remy martin is not enjoyed by ordinary people, so drinking remy martin XO will definitely have some different feelings, so remy martin gives you a hope that as long as you drink remy martin, something good will happen. With such auspicious "divination", who doesn't want to drink remy martin?
Deer Whiskey: If you are free, you will be everywhere.
In the advertisement of deer whisky, the guy with deer head always looks graceful, because he often drinks deer whisky, and that feeling is enough to make you envy. Enjoy the deer whisky, and you will feel free. The power of attack is often more effective than accurate description.
Eye drops advertisement: please turn your eyes a few times after dripping, so that the liquid medicine can spread all over the world.
Flower shop advertisement: Send some flowers to your favorite person, but don't forget your wife.
Perfume advertisement: This product can attract the opposite sex most, so a self-defense teaching material is attached with the product.
Air conditioning advertisement: This product is the loneliest maintenance worker in the world.
Barber shop advertisement: although unscathed, it is really a great effort.
Beauty salon advertisement: Please don't flirt with the women in our shop. She may be your grandmother.
New book advertisement: This book includes ten short stories, which I wrote by staying up for many nights. Now I dedicate one yuan to readers, which means a short story is worth ten cents.
Safety advertisement: If you are addicted to smoking, you can smoke here, but please leave your address first so that you can send the ashes to your family.
Haier: Haier, made in China.
Domestic household appliances have always been regarded as cheap and good, and even if they are exported, they are rarely made into domestic brands. When China's home appliance industry was maturing, Haier decisively played the banner of "Made in China" and enhanced national pride. As far as advertising language itself is concerned, beauty lies in a "creation", which is concise, powerful and full of confidence.
China Unicom: Love is a Chinese knot, and Unicom is universal.
The symbol of Unicom is the image of a Chinese knot, which itself is full of affinity. Unicom naturally integrates its logo and brand name into the advertising language, achieving harmony and unity from appearance to spirit, which embodies the spiritual concept of the enterprise.
Business communication: technology makes you more relaxed.
Easy-to-use business communication explains what "technology makes you more relaxed". With the overwhelming advertising, business communication has created a market.
Fiyada: Once you have it, you have no choice.
When people's quality of life reaches a certain level, watches are no longer used for such a single purpose as watching time. Fiyta associates itself with identity with noble quality, which makes people feel more extraordinary temperament and exclusive respect after wearing Fiyta watches.
Li Ning: Keep the beautiful things for yourself.
The best sporting goods in China is probably "Li Ning". Sporting goods are the world of young people. There is neither a Nike superstar nor an international background of Reebok. Li Ning's "keep the wonderful for yourself" is also in line with the mentality of young people. Who doesn't want to be wonderful?
Master Kong: Delicious and visible.
Taiwan Province brand made a fortune in Chinese mainland. The standard "flowers inside the wall, red outside the wall", an ordinary instant noodle, can make delicious food visible, which is really not easy.
Changyu: legendary quality, a hundred years of Changyu
When imported red wine swarmed into the China market, domestic red wine represented by Changyu was not repelled, but enriched the connotation of wine culture by shaping Changyu's century-old brand image, making a national time-honored enterprise with legendary quality stand firm.
Confucian wine: Confucian wine makes people homesick.
1995 The most striking thing is the advertisement of Ji Wang's Kongfu family wine, which ingeniously grafted the popularity of Beijingers in new york into their own advertisements. Ji Wang, who became an instant hit, became the biggest memory point, but people also remembered the slogan "Kongfu family wine makes people homesick", which was full of ethical affection of China people.
Runxun Communication: Call on the whole world to respond.
Runxun is an enterprise that pays more attention to brand image building in the communication industry. Their advertisements are always large-scale and big-handed, and the article "Fire Fighting the Governors" is Runxun's masterpiece, which embodies the majestic spirit of the enterprise.
Shanghai Buick: Contemporary Spirit, Contemporary Automobile
Until GM Buick entered China, the history that China could only introduce foreign outdated models ended. GM Buick is the first contemporary model, and both the model and the advertising image reflect the style of contemporary cars. Not containing a drop of water may be the embodiment of Buick's contemporary spirit.
Aoni shampoo: black hair, made in China.
When the national brands in the shampoo market have been swallowed up, only Chongqing Aoni still stands, and it has great momentum to launch an impact on international brands. "Black hair, made in China" means confidence in domestic products.
Shufujia: promoting the health of the whole family
Procter & gamble's advertisements are never ostentatious, but real, which is a model of effective advertising. Shu is no exception. The first person to put forward the concept of sterilization, and the slogan of "promoting the health of the whole family" is also very real.
Nongfu Spring: Nongfu Spring is a little sweet.
It's never too much for Nongfu Spring to start its brand with a slogan. Without this slogan, there will be no success of advertising, and the long-term accumulation of brands can not be separated from the role of this slogan. Look at bottled water from another angle and understand it in a different way of thinking, and you will find the difference, and then it is not difficult to shape your brand personality.
Powerful: 27 layers of purification
This is perhaps the most classic rational appeal advertisement in contemporary China. Its unique USP and single theme are impressive. Although "27-layer purification" is not a unique concept, Robust is the first one to put forward it, and has brought this concept to the extreme, forming a brand concept exclusive.
Sanyuan Beauty Cream: It's good to be a woman.
It is difficult to advertise women's products, mainly because it is difficult to grasp women's mentality. From "it's no big deal" to "just be a woman", Sanyuan Beauty Cream is unique in creativity, not only in functional appeal, but also in advertising language, which is concise and accurate and understandable, especially for women.