Introduction:
Slogans or slogans are unforgettable aphorisms or propaganda statements used in politics, society, business, military or religion, which are mainly used to repeatedly express an idea or goal. There are countless kinds of slogans, from written to eulogizing, from Zen to popular.
Many times, their simple rhetorical features leave little room for imagination for details, so they are often used as social expressions for a unified purpose, rather than being mapped for a specific object. However, in recent years, slogan has been interpreted as a stalk, misused or even abused in Taiwan's TV circle.
Function:
(1) Advertising slogan is 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.
(2) 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.
(3) 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. People can complete multi-frequency and multi-level communication between people in a relaxed state, forming a ripple effect and generating word-of-mouth power.
(4) 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.