1. What is the advertising language?
What is advertising language?
To be fair, I think advertising language is brand slogan. It is nothing but the brand slogan, but the brand's proposition or commitment.
Academic masters call the advertising copy involved in advertising works advertising slogans. The fact is that in most cases, these so-called "advertising slogans" are just the titles of some graphic works or the narration and monologues of film and television works. In this case, the master is not rigorous and mistook others for himself!
For a long time, brand slogans have been recognized through communication and accumulation, which has certain stability and recognition. Generally speaking, the brand advertising language is concise, short and pithy, with the word number controlled at about 7- 10, and the appeal direction focuses on the brand's claims, promises or interests to consumers. It is usually used in combination with the brand LOGO or alone, or in a fixed form at the end of TV commercials, in a relatively fixed position of the Campening draft and other related materials.
Second, the classification of advertising language
Advertising slogans widely seen at present can be divided into five categories according to their nature and functions: brand advertising slogans, category advertising slogans, product advertising slogans, service advertising slogans and enterprise advertising slogans. These five types of advertising languages have their own functions and complement each other, and they are unfamiliar and positive in integrated marketing communication, echoing each other from afar.
1, brand advertising language, that is, the brand's claims and commitments in marketing, is generally concise, short, concise and connotative, with a certain extension depth and breadth, which is easy to resonate with the target audience, full of philosophical and humanistic atmosphere and very affinity. Usually they will dominate category advertising language, product advertising language and service advertising language, and they are just another interpretation and extension of brand advertising language. For example, Haier's "Sincerity Forever", Netcom's "Broaden the World by Me", China Mobile's "Communication Begins from the Heart", and Fang La's "Love Life, Love Fang La" and so on.
2. Category advertising language refers to the advertising language of the same product of the brand and products produced by different series or brands under the diversified development strategy, which is an extension of the main brand and forms a complementary pattern. Or take Haier as an example: the slogan of Haier brand is "Sincerity forever", which is also the slogan of the company. Specific to each category: Haier washing machine: "Haier washing machine, specially designed for you." Haier refrigerator: "Haier refrigerator, for you". Haier air conditioning: "Haier air conditioning, a new high forever". Haier gas stove: "Haier gas stove, safety is the most important." Haier Dishwasher: "Enjoy a healthy life." The slogan of Little Swan brand I have served is "Little Swan wholeheartedly", and the slogan of Little Swan washing machine is "Carefully built, born for you".
3, product advertising language, in most cases is the theme of product marketing or the selling point of the product. For example, the slogan (promotion theme) of Prince Haier's frost-free refrigerator series: "Be smart, there is no frost in the world". The slogan (promotion theme) of Prince Helkin's smile series refrigerator: "Smile, golden prince, smile, live a good life". The product slogan of Little Swan direct frequency washing machine is "direct frequency technology, Pentium washing", and the product slogan of Little Swan desktop WQP4-4 16 1 dishwasher is "strong magnetic dishwasher, smart and cleaner". The promotion theme of whirlpool Athena series is "New Silk Road for Laundry". The Skyworth Health and Progress TV series we serve calls for "new health standards, progress storm".
4. Service advertising language is the added value given to products by brands or enterprises, which generally appears in the form of professional commitment. Haier brand also has the same service slogan: "As long as you make a phone call, we will do something else". Motorola's "Moto Care, Wholehearted Care", Skyworth Group's new service slogan in 2003 is "Skyworth Gold Service, Do Every Step Well", Little Swan's "Smiling Heart, Intimate Service", Nokia's "Professional Focus, Wholehearted Service", Electrolux's "Satisfied for You, Dedicated" and so on.
5. Enterprise advertising language embodies the enterprise's goals and propositions, and to some extent, it is an endorsement of the main brand. Some corporate advertising languages are the same as brand advertising languages. For example, China Mobile's "communication starts from the heart" and Haier's "sincerity forever" are both brand advertisements and corporate advertisements. Fang La's "Fang La products, quality assurance", Procter & Gamble's "Procter & Gamble, quality products" and Siemens' "excellent performance, as you wish" are just corporate advertising slogans.
In fact, it is not necessary to do this in practical work, but I believe that methods are more important than knowledge, and we should adapt to local conditions.
Third, the writing of advertising language-a good advertising language is a golden key.
Well, the previous point of view is only the warm-up stage, and what we will see below will be the topic of advertising language creation with real knives and guns. Let's first look at the creation of brand advertising language.
Marketing is communication. Therefore, brand advertising language is the slogan, proposition, theme and concept of brand in marketing communication, including brand positioning. All the ideas or ideas of the brand are carried and expressed through the brand advertising language.
Like people, brands, products, enterprises and services are alive and have their own personalities. They were introduced into the market at different times, so they have different goals and tasks at different stages of their lives, and also have different demands and directions, so the advertising language is different.
1, the creation of brand advertising language. Brand advertising language can be divided into five categories according to its appeal nature: concept, technology, service, quality and function. Haier's "sincerity forever" and Hisense's "innovation is life" belong to the concept category; Nokia's "people-oriented technology" and BusinessCom's "technology makes you easier" are both demands for technology; Mars "is only in your hand, not in your mouth." Appeal to quality; Nongfu Spring's "Nongfu Spring is a little sweet", Coca-Cola's "cool moment" and Guangzhou Opik Garden's "exercise at home" appeal function; Little Swan "wholeheartedly Little Swan", Country Garden "give you a five-star home" service commitment and so on. Common well-known brand advertisements all contain other types of meanings to some extent and tend to be colloquial. For example, Nike's "Just Do It", Pepsi's "New Generation Choice", Philips' "Let's Do It Better" and so on.
Then, the creative direction of brand advertising language is nothing more than five categories: value concept, technology, service, quality and function.
Most brand advertising language is a kind of value idea appeal, because the value idea appeal is highly generalized, and its connotation is profound, meaningful and profound; The expansion is very extensive and inclusive. The expression form is short and capable, the pronunciation is loud, easy to spread, easy to identify, catchy, and especially convenient for application. If customers don't chop and change, and spread unswervingly, they will certainly form an ideal idea accumulation effect over time. I know a well-known media in the south, even its own promotion is like news, pursuing changing advertising language once a year. Such frequent changes seem to have changed its face, so how can it accumulate? Short-sighted.
The appeal of value concept brand advertising language must be related to the boss of the enterprise, to the boss's vision and to social emotions. Only by doing your homework well in advance, communicating more and understanding more, will you take fewer detours when you create. When I create brand advertising language, I will create a large number of advertisements in five appeal directions on the basis of previous communication. The most exaggerated one is to make 200 advertisements for a cosmetics brand. In the end, I felt sick at the sight of words, but I only offered three to my clients. Because anyone can create something good, but not everyone can recognize it. Personally, I think brand advertising language should be six or seven words in the form of expression. There must be a verb and a noun in these six words, and the pronunciation should be rising tone. What the whole advertising language advocates, promises and advocates must be affirmative and positive, including brand value.
2. Creation of category advertising language. The creation of category advertising language is basically to appeal to the advantages (selling points) of brands in this category or other related things that have advantages in this category. The slogan of Little Swan brand I have served is "Little Swan wholeheartedly", and the slogan of Little Swan washing machine is "Carefully built, born for you". For example, the "professional innovation of Duckling washing machine, you can prove" the "inspiration to light up life" of Siemens mobile phone. Category advertising language forms are mostly eight words, concise and neat, with at least one verb. The first four words appeal to the function points of the product, and the last four words appeal to the benefit points brought by the product to consumers, and the pronunciation is best improved. Pay attention to antithesis and rhyme on syllables, which is convenient for reading and spreading. Of course, most products are promoted without category advertisements, and only brands can stimulate consumers' demand.
3. Creation of product advertising language. The creation of product advertising language focuses on the appeal of product selling point, which was originally refined on the basis of differentiation, and this selling point may be the promotion theme of the product. The so-called "differentiation" refers to the benefits neglected by products, the benefits benefited by consumers and the benefits provided by our products themselves. The form of expression is uncertain, or six or eight words, including at least one verb, and the pronunciation can be raised or lowered. The appeal point must be a function point, a benefit point, or a combination of the two. The product slogan mentioned here is not the title of a specific graphic work, but may be the theme, which is the text logo that distinguishes the product from other products and is as important as the product name. )
4. Creation of service advertising language. The creation of service advertising language is mainly to provide additional value for consumers, which is a kind of super-value thing, and its appeal must be the promise of interests. Expressions can be long or short, and the number of words can be even and odd, but at least one verb is a falling tone. Taking our newly launched "Skyworth Gold Service Project 123668" as an example, we believe that the service image of Skyworth brand has always been pragmatic, sincere, professional and thoughtful. Skyworth's service concept is "the customer, you are the president" and Skyworth's service standard is "everything is for your satisfaction". Therefore, when Skyworth Group's customer service center re-integrated and launched the service project, it put forward "Skyworth Gold Service Project 123668", and the slogan of Skyworth Gold Service is "Skyworth Gold Service, Do Every Step Well".
5. Creation of enterprise advertising language. At present, the brand advertising language of most enterprises is the same as that of enterprise advertising language, but the appeal focus of enterprise advertising language will be different because of the different strategic development goals of enterprises at different stages. The form of expression is not very strict, which is similar to the previous advertising language creation method and can be used flexibly.
A brand advertising language with penetration, depth and connotation has unlimited communication power. And it will often become a life creed and principle of the target consumers until it becomes a way of life and life goal. A brand advertising language with a high starting point is the spirit and thought of the brand, which has profound connotation and is not contradictory to popularization. The value concept it advocates and appeals to is highly harmonious and symmetrical with the value concept of the target consumers.
A creative and energetic product advertising language is simply a "golden key", and the value created is beyond the reach of tens of millions of advertising fees. A creative and energetic product advertising language is full of endless financial resources with a shout. For example, "Nongfu Spring is a little sweet", such as "Pagers, mobile phones, business communications, none of them can be less", so far no one can beat it.
Who can calculate the value of a service advertisement that can bear the promise?