1. Words should be moderate. For the sake of people's sight, it is generally not appropriate to have too many words. If a slogan has too many words, dozens or even hundreds, it is too troublesome for the writer and difficult for the reader to understand. For example, just like the words "wait ten minutes, don't grab a second", it clearly tells people to obey the traffic rules. If the slogan to be written is detected in the exam, there will definitely be a requirement for the number of words; If there is no clear requirement for the number of words in the test questions, candidates should pay attention to the fact that there should not be too many words in the slogan.
2. The content should be positive. The content of advertising language must be positive and healthy, friendly and loved by most audiences, fresh and lively, lively literature and art, and really play a role in creating an atmosphere and boosting morale.
Promote cooperative medical care "you help me help the government, cooperative medical care to ensure health" and "cooperative medical care enters thousands of households and farmers need health";
Environmental protection propaganda "keep the environment clean and build a beautiful home" and "beautifying the environment means beautifying our hearts";
Propagandize the principles of "understanding yesterday, grasping today and creating tomorrow", "taking stock of the past, grasping the present and pointing out the future" and "seeking truth for development, benefiting the country and the people and benefiting the future" in the economic census.
3. Language should be popular. Since the slogan is very practical, we should take into account the cultural level, ideological status, life experience and even status of different readers, and the slogan put forward should also take care of the general readers as much as possible, regardless of higher readers. In this way, in the choice of words, we should be easy to understand, clear and accurate, cordial and touching, lively and lively, and at the same time try to avoid gorgeous words, especially polysemous words, because different understanding of polysemous words (including phrases) will lead to language ambiguity. It is worth noting that this slogan is, after all, to create an atmosphere to mobilize the enthusiasm of participants. Therefore, we should try our best to be vivid and literary in language, which really gives people a refreshing and pleasing feeling, at least to make people like it and avoid being rigid and outdated. "Clean up pollution, make the city beautiful, start with me and strengthen quality" is easy to understand, clear and accurate, telling everyone to protect the environmental sanitation of the city from their own.
4. The sentence patterns should be neat. The recipients of slogans are generally very clear. Therefore, in sentence patterns, simple sentences are generally used, mostly in verb-object structures, and complex subject-predicate sentences are rarely used. The sentence structure of advertising language is generally neat, even long sentences are mostly whole sentences with fewer words and simpler structure, such as comparative antithetical sentences and simple parallelism sentences.
5. Be clear in your words. Generally speaking, the audience of advertising language is very clear in advance, so advertising language should consider the popularity of the audience, that is, consider being accepted by most audiences as much as possible. Then, don't use relatively uncommon rhetorical devices, such as synaesthesia, parody and metonymy. At the same time, the content of advertising language must be true and cannot be exaggerated, so rhetorical devices such as exaggeration, rhetorical questions and rhetorical questions cannot be used in advertising language. However, similes, metaphors, analogies, duality, parallelism and repetition, which are popular with the public, can be used, and good expression results can be obtained if they are used well.
6. Punctuation requirements. Due to the limitation of special means of expression, slogans generally cannot use punctuation (use the title of a work to promote and speak, except for the specific title in quotation marks). Therefore, when writing slogans, we should avoid the ambiguity caused by pause or light and heavy sounds. When you really need to pause, you can use spaces (vertical version) or change lines (horizontal version) instead of punctuation.