Headline is the window of text advertisement, which is an accurate summary of the whole theme. When people read advertisements, they must read the headlines first. Headlines are designed to attract and guide consumers to read the text further. A good advertisement title should not only reveal the theme of the advertisement, but also attract readers' interest and make them unforgettable. The advertisement title of a foreign airline is: "From 65438+February 23rd, the Atlantic will shrink by 20%". How can the Atlantic Ocean shrink by 20%? The original time from the United States to fly across the Atlantic to Christianity was shortened by 20%. This title aroused the reader's curiosity. It can be seen that the topic can be ingenious and fascinating.

Advertising slogans aim to make the audience understand and accept a certain idea, so as to deepen their understanding and memory of enterprise spirit, service purpose and unique and excellent personality of goods and services, and generate a strong impression. The advertising slogan "What doesn't flash is health" is simple, loud, catchy and easy to remember, which highlights the advantages of "Skyworth" health TV. There is no best, only better. This slogan embodies the enterprising spirit of Qingdao Aucma Company, wins the trust of consumers and influences their character. "Eating often is better than never." It can be said that advertising slogan is a kind of indoctrination of thoughts and emotions driven by a specific purpose.

2. Different time limits:

According to the different requirements of different stages of commodity development (brand creation, competition and reputation protection), the same commodity can make text advertisements with different contents in different life cycles, and the title can also be changed accordingly. Even at the same stage of commodity development, the titles of text advertisements with different contents can be changed immediately according to different advertising positioning. At the same time, Hericium erinaceus oral liquid was published with the titles of No Stomach to Treat, Eat Stomach First, Why Stomach likes it, and Be vigilant to keep stomach safe. Text advertising should be based on the title of the article, and the title can be changed at any time. The advertising slogan is not like this. Once the slogan is determined, it cannot be easily changed. Once the slogan is determined, it cannot be easily changed. Relatively fixed, it can be used in advertising works of various media for a long time. No matter how the title and text of the advertisement change, the advertising language can still be used all the time. The slogan "Pepsi-the choice of a new generation" prevailed for 10 years, and it was not until 199 1 year that the new slogan "You must drink Pepsi" appeared. Because advertising slogans are relatively unchanged, in foreign countries, slogans can be registered like trademarks and protected by law. Of course, the advertising slogan is only relatively fixed. According to the overall goal of enterprise development, product life cycle and advertising positioning strategy, choose the opportunity to launch new advertising slogans. The slogan "Rong Sheng, Rong Sheng, Quality Assurance" was put out as soon as the refrigerator in Rong Sheng went on the market. When the products entered the mature stage, the slogan "Rong Sheng, Rong Sheng, quality wins" was also launched, which deeply branded the excellent quality in the hearts of consumers.

3. Different locations:

4. Different ingredients:

Direct appellation often takes commodity, trademark or enterprise name as appellation, such as "Guangming brand white rabbit toffee", "Qingdao brand beer" and other influential brand-name commodities, and it is more appropriate to directly use their names as appellation. And advertising language, can't just write the name of the enterprise or product. Advertising language pays more attention to embody the color of the times and the spirit of enterprise, meets the needs of consumers' self-image, and focuses on some thoughts and feelings people give to products as the positioning point of advertising. The advertising slogans of southern black sesame paste, such as "Confucian family wine makes people homesick", "strong washing machine, love mom" and "a strong aroma, a ray of warmth", all bind the special emotional significance of the product, making the product personalized and have a cordial and touching image. "Extraordinary Diamond Watch" and "Parker for President" not only reflect the extraordinary quality of the brand, but also meet the needs of consumers' self-image.