According to the Modern Chinese Dictionary, the slogan is "a short sentence with programmatic and encouraging functions for oral shouting". Marxist philosophy holds that matter determines consciousness, and consciousness has a dynamic role in matter. Slogans, as one of the manifestations of consciousness, are the reflection of social politics, economy and culture at that time, and different slogans play different roles.
Advertising slogan is first of all a cognitive bridge between enterprises, commodities, services and audiences. Advertising slogans take the spirit, ideas and characteristics of enterprises, goods and services as their own content. After a long period of circulation, these sentences have become a cognitive bridge between enterprises, goods, services and audiences.
Strengthen the audience's consistent impression of enterprises, goods and services. Advertising slogans are repetitive, unified and long-term in the process of use. This unified, repeated and long-term performance can leave a consistent and unchanging impression in people's hearts.
This consistent and unchangeable impression can make the enterprises, goods or services in the eyes of the audience reflect their personality and image characteristics, make them stand out from many similar ones, and leave a deep and lasting impression and memory on the audience.
Through multi-level communication, word-of-mouth effect is formed. The colloquial language style forms smooth, clear and easy-to-understand performance characteristics, which is conducive to people's acceptance and memory, as well as oral communication.
Convey the long-term unchangeable concept, change the consumption orientation, and generate long-term sales benefits. The content of advertising slogans is nothing more than the concept of enterprises and the characteristics of goods. Advertising slogans not only show the characteristics of enterprises and commodities, but also reflect new consumption concepts.