How to write promotional slogans

The most basic characteristics of slogans are concise language, propaganda and agitation. To achieve concise language, you must pay attention to the choice of sentence patterns, word selection, use of rhetorical techniques, and expression of logical reasoning. Specifically, it includes the following aspects.

1. The number of words should be moderate.

Due to restrictions on specific occasions, means of expression, and the level of message recipients, slogans cannot use longer sentences. Short sentences, fewer words, and accurate expressions are the basic requirements for concise slogan language. Slogans are usually written on paper, on the wall, or on cloth. In order to be eye-catching, the font size is usually larger. Taking into account people's sight, the number of words should not be too many. If a slogan has too many words, dozens or even hundreds of words, it will be too troublesome for the writer and difficult for the readers to read. For example, "Better to wait for ten minutes than to rush for one second" is just eight words, which clearly tells people to obey the traffic rules. If the proposed slogan is tested in the exam, there will definitely be a word count requirement; if the test question does not have a clear requirement for the word count, candidates should pay attention to the number of words in the proposed slogan.

2. The content should be positive.

The purpose of posting slogans is to create an atmosphere, create momentum, publicize and inspire the masses, and mobilize everyone's participation. Therefore, anything contrary to this is in vain. When writing a slogan, to do this, you must keep the audience of the slogan in mind and use language according to the purpose of expression. It is worth emphasizing that the content of the slogan must be positive and healthy. It must be cordial, friendly, and popular with most audiences. It must also be fresh, lively, lively, and literary, which can indeed create an atmosphere and boost morale. For example, when promoting cooperative medical care, "You help me help the government, cooperative medical care protects health" and "Cooperative medical care reaches thousands of households, and farmers need it for their health"; when promoting the economic census, "Understand yesterday, grasp today, create tomorrow" and "Inventory of the past, grasp the future" Now, guiding the future," "Seeking truth and development, benefiting the country and the people," etc. The content is positive, healthy, and inspiring.

3. The language should be popular.

Since slogans are very practical, it is necessary to take into account the cultural level, ideological status, life experience and even identity and status of different readers. The proposed slogan should take care of the general level of readers as much as possible. , without considering the higher-level readership. In this way, when choosing words, we must make them easy to understand, clear, accurate, touching, lively, and at the same time avoid gorgeous words, especially polysemous words. Because polysemous words (including phrases) Different understandings of can lead to language ambiguity. It is worth noting that the purpose of slogans is to create an atmosphere and mobilize the enthusiasm of participants. Therefore, the language should be as vivid and literary as possible, which really makes people feel happy and pleasing to the eye. At least it makes people enjoy hearing and seeing it, and avoid being rigid and rigid. obsolete. For example, "Maintain environmental sanitation and build a beautiful home" and "Beautifying the environment is beautifying our souls" that promote environmental protection;

It is easy to understand, clear and accurate, and tells everyone how to protect the city. Environmental health.

4. The sentence structure should be neat.

The recipients of slogans are generally clear. Therefore, in terms of sentence structure, simple single sentences without subjects are generally used, mostly with verb-object structures, and complex subject-predicate sentences are rarely used. The sentence structure of slogans is generally relatively neat. Even longer sentences are mostly whole sentences with fewer words and simpler structures, such as sentences of contrast, duality and simple parallel sentences.

5. The rhetoric should be clear.

Generally speaking, the audience of a slogan is very clear in advance. Therefore, the slogan should consider the popularity of the audience, that is, it should be accepted by the majority of the audience as much as possible. Then, relatively uncommon rhetorical techniques such as synaesthesia, imitation, metonymy, etc. should not be used. At the same time, the content of the slogan must be true and avoid exaggeration. Therefore, rhetorical techniques such as exaggeration, questioning, and rhetorical questions are generally not allowed in slogans. However, rhetorical techniques such as similes, metaphors, comparisons, parallels, parallelism, and repetitions that are popular among the public can be used. If used well, better expression effects can be achieved.

For example, the slogans of voluntary blood donation, "True love flows, blood is connected", "A nation rises in dedication, life stretches in hot blood", etc. use antitheses: "The blood donated is limited, the love donated is unlimited." "Blood is precious, saving people is of higher quality" "A good person offers a drop of blood, and the patient is relieved of all worries" and so on. Through sharp contrasts, people are deeply impressed and enlightened: "I hope people will live long, and their blood will be in their heart

"Tian" is a paraphrase of Su Shi's "I wish you a long life, thousands of miles away from the moon". This type of sentence is well-known and makes people feel friendly: "Blood, the source of life, the bridge of friendship" uses metaphorical techniques to image Vividly illustrates the role of blood. At the same time, we should also carefully consider the words and polish the words and sentences, and strive to express expressions accurately and make the language clear, coherent and appropriate.

1. Dual Sentence Pattern

Dual Sentence Pattern is the most commonly used method when preparing prompts, such as "What you exhale is smoke, which harms people; what you inhale is poison, which is harmful to people." Harm yourself", "Sit on the ground and grumble on the green grass, smear the white wall with your hands", "Go out happily and go home safely", "Take away a lot of knowledge and leave behind a shelf of good books", "Take away only a lot of poems" "Books leave no regrets", "A cigarette burns away self-cultivation, and a mouthful of phlegm insults elegance" and so on. This type of prompts has rhythm and rhythm, is catchy to read, harmonious and pleasant to the ear, gives people a sense of beauty, and is easy to remember.

2. Yi-yin puns

3. Contrast techniques

Prompts written using contrast techniques can often leave a deep impression and inspiration, such as "A big tree can make tens of millions of matches; a match can destroy tens of thousands of big trees" (forest fire prevention prompt), the comparison of numbers is shocking; another example is the traffic prompt "Drivers "A drop of wine brings tears to a loved one", "A few drops of wine brings out countless tears of blood". Through sharp contrast, the story can be understood with reason and moved with emotion. Every sentence is instructive and thought-provoking; every word is exciting and vigilant.

4. Personification of rhetoric

Personification can make boring truths lively and interesting, thus adding to the aesthetic effect of prompts. Such as "Feed me the dirty things, Mother Earth has just changed into clean clothes - the trash can said", "Thank you for the love you gave me, I will never forget it in this life - Xiaocao said", "I have a special appetite" Big, swallow all the peelings and confetti" (trash can), "I will shine on you in the dark, and you will look after me in the morning - the corridor lamp says." Due to the use of personification techniques, the content becomes more real, concrete, vivid and touching, and the effect achieved is beyond the reach of simple statements.

5. Classical language

It means using classic phrases, poems, famous quotes, catchphrases, idioms, etc. as prompts. It can be quoted directly when preparing. For example, the slogan for protecting cultivated land, "Save a small amount of land, leave it for future generations to cultivate" is a famous sentence in "Zengguang Xianwen"; "Hard work" and "Every porridge and meal should be remembered as hard-earned" are familiar to everyone. You can also use imitative rhetoric to change individual words and sentences, such as: the flower bed reminder: "If the flowers are in bloom, you have to enjoy them, don't break the flowers to enjoy the branches." That is, use the famous sentence "The flowers are in bloom, you have to break them, don't wait until there are no flowers." "Empty broken branches" is used contrary to its meaning to remind people to care for flowers and be unique. Another example is "Children need quietness to study, and quietness is needed for neighbors to rest - just be quiet and don't make noise", "Don't get wet when you are high up, loving your neighbor means loving yourself", etc., with a little hint of idiom, it becomes an interesting thought. prompt. The classic language is catchy, well-known, and makes people feel friendly. As a reminder, it is helpful to win people's favor and spread quickly.

6. Simple language

It is to use common and simple everyday spoken language and proverbs as prompts. Some are naturally friendly, such as "A distant relative is not as good as a close neighbor, and a close neighbor is not as good as the door to the door." "Don't get drunk, because what's the taste of being drunk?" Don't spit everywhere, it's easier said than done." Others are unusual. There is a reminder in a restaurant, advising people to take the leftover dishes back after entertaining guests and not to develop a wasteful style. The content is: If you can't eat, please take it away. This sentence is derived from the saying " It is supplemented by "can't eat and walk around". The original meaning of the saying is "enough" and "can't bear it", and here the direct meaning is used to replace the original meaning of the saying, which is really interesting. This kind of prompt gives people a sense of easy-going and friendly. See It seems to have no embellishment, but in fact it is original and reflects the creative artistic conception of "plain talk is the truth".

7. Rhyming formula

Two or more sentences with equal number of words and rhyming are used as prompts. Such as "The grass is smiling at you, please take a detour", "Smiling in the flowers and grass, admiring its appearance outside the garden", "Neighbors exchange hearts with each other, often come and go, deep friendship, year after year As the years go by, each generation becomes closer to each other." This kind of formula is not a classic sentence, but a self-designed one. Its main purpose is to make it easy to read and remember. The information conveyed by such prompts is often direct, concise, and clear, but may also lose part of its connotation and aftertaste.

8. Humorous techniques

Use humorous techniques to make the content more easily accepted by the audience, so that people can be enlightened with a knowing smile and leave a deep impression. Such as "I am very weak and cannot bear the kiss of your big feet - Xiaocao", "The fragrant grass is rich in fragrance, don't get drunk in my arms - Xiaocao", "Distance creates beauty, refuse close contact (protect the lawn) ”, people couldn’t help but smile at this kind humor, and learned something from the aftertaste.

9. Clever arrangement of words

It is through the clever arrangement of words to create a cycle of pronunciation and semantics, which makes a deep impression on people, such as "Let your phlegm Talking is as elegant as talking", "People protect the green, and the green protects others", "Don't tear it apart just because it's interesting", "You can play games, but you can't play games; games are not life, and life is not a game (Internet cafes) )" etc. all fall into this category.