So how to create high-quality advertising language? What kind of advertising language can make people shine?
▲ Grandma's orange stall is comparable to the advertising copy of 4A advertising company.
In this answer, I summarized the definition, function and creative method of brand slogan. Creative methods include four creative types, six creative principles and four creative strategies, which are suitable for all walks of life. I hope I can bring you some help.
1. What is the brand slogan? Slogan is translated as slogan and advertising language. Slogan is the slogan and slogan of a corporate brand, usually a few words. Its function is to express the characteristics and advantages of enterprises or commodities in the shortest words and give people concentrated advertising information. It is a specific business term that has been used repeatedly for a long time.
2. What are the functions of a good brand slogan? 1. Can explain what an enterprise does.
Nongfu Spring's slogan "We don't produce water, we are just porters of nature" is not limited to the product itself. It not only reminds people of Nongfu Spring mineral water, but also makes people feel that enterprises are doing something valuable.
2. Be able to convey the brand concept.
A good brand slogan can endow the brand with individuality and convey the brand's values and ideas.
For example, the well-known Nike advertising slogan Justdoit! "Very concise and powerful.
Haier's slogan "Sincerity forever" conveys the brand's value concept of "sincerity".
3. It can enhance brand value.
The advertising slogan created by Zhiwei Thomson Chicago Company for De Beers, the world's largest diamond dealer, is "Diamonds last forever, and one will last forever". This slogan is very infectious, which sublimates the value of a diamond to eternal love, and its far-reaching significance transcends its own value.
"ThinkDifferent", 1997, Apple immediately felt the huge sales impetus and huge stock growth brought by this slogan. Its appearance also makes the brand's "innovative consciousness" appear in front of consumers. Then they introduced color computers and many revolutionary designs.
4. Profession that can represent the brand
A good slogan is brand-specific and unique. Highlighting the specialty of the enterprise in the advertising language is to highlight the strength of the enterprise. The slogan "Wang Lao Ji is afraid of getting angry and drinking Wang Lao Ji" tells everyone confidently that "Wang Lao Ji is a leader in the herbal tea industry and has his own unique professional characteristics in many drinks. 」
Country Garden "gives you a five-star home". Similarly, show your uniqueness and professionalism in the same industry.
5. Be able to better connect with consumers.
Slogan, high above, consumers will not buy it. A good advertising language can connect corporate brands and consumers, making people feel warm and concerned. For example, Baidu cloud "the days on the cloud, you and I enjoy * * *. 」
Xiaomi "Let everyone enjoy the fun of technology"
3. How to create a good brand slogan 4 creative types
1. Image building
This image can be corporate image, product image, brand image and service image, so as to establish the image of trust and appreciation of target consumers.
2. Advantage display type
Generally, it is to show the advantages of enterprise products or services, so that consumers can understand the key characteristics and advantages of products in the most convenient way, and compare them with other brands, so as to make choices and judgments.
As soon as possible. JD。 Computer output microfilm
3. Call for action
This kind of advertising language generally uses a direct way to incite consumers' desires and urge consumers to take purchase actions by propagating encouraging imperative sentences.
Desire, now. Pepsi-Cola
4. Emotional arousal
Emotional arousal refers to calling and talking to the audience with the help of emotional factors in their minds, thus causing consumers to sing and produce emotional consumption.
Self-discipline gives me freedom-keeping.
Six innovative principles
1. Short and easy to remember, oral style.
2. Outstanding characteristics and rich personality
3. Clear interests and stimulate interest
4. Affectionate and touching
5. Strong attraction and quick action
6. Adapt to the media and use it for a long time
Four creative strategies
1. Precision refining
Brand slogan is to convey the core idea of a brand or product to consumers, and it is a kind of concentrated conceptual information, so it must be accurate in language expression. The so-called precision is to find the focus of Slogan's appeal, that is, the unique selling point of the product and the unique pursuit of the product by consumers.
In the 1940s, R. Reiss, a famous advertiser, received a phone call from M&; M chocolate bean products, found that this kind of chocolate was the first chocolate wrapped with sugar coating at that time, so the slogan "only soluble in mouth, insoluble in hand" blurted out.
This advertisement, which took only 10 minutes, was extracted from the product. These eight words make the unique selling point of the product jump out at once, which is very specific and useful. It is not only different from similar products, but also related to the interests of consumers-non-sticky, that is to say, other chocolates will always be "sticky" in their hands.
2. Unique characteristics
Distinctive features represent that your advertising language should stand out from the information ocean and have differentiation and individuality. Psychology points out that people are used to those common and similar things, but in short, they have deep feelings and strong reactions to all rare, strange, abnormal and outstanding new things.
Consumers often inadvertently receive advertising information. If your slogan can't be different, consumers will naturally turn a blind eye. Slogan must have a certain personality if he wants to stand out in the information field.
3. Vivid and beautiful
Slogan, a corporate brand, must bring consumers beautiful enjoyment in order to deeply touch consumers' hearts. Emma Huila, an American marketing guru, put it well: "Don't sell steak, sell iron plates. Facts have proved that the vividness and vividness of language will leave a deep impression on consumers, which is conducive to establishing commodity image, spreading commodity information and promoting commodity sales.
Classic advertising language is always a combination of rich connotations and beautiful sentences. Maxwell coffee, for example, is full of fragrance. The simple eight words tell the characteristics of brand coffee and the artistic conception when people taste coffee.
Concise and clear
Slogan is to let consumers remember corporate brands or products quickly. Simple language is the easiest to remember and easier to spread. A long advertising language contains many appeals, involves many memory factors, and taps the unique interests of products or brands.
Therefore, Slogan should enable consumers to quickly capture and remember numerous dense information, and its language expression should be concise and clear, not clumsy and cumbersome, and use catchy and easy-to-remember short sentences.
Summary: Slogan, a high-quality brand, needs profound insight, although it is only a short sentence. To create a good advertising language, you must know what the brand's advertising language is, think clearly what you want to achieve through this advertising language, and then create according to the above four creative types, six creative principles and four creative strategies, according to the actual situation of your corporate brand.
I hope I can give you some inspiration.