Therefore, many image slogans are different, and the same is only the core value of the brand.
1. What is the 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, brand advertisements are concise, short and pithy, and the number of words is controlled at about 7- 10. The direction of appeal 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 languages At present, widely seen advertising languages can be divided into five categories according to their nature and functions: brand advertising language, category advertising language, product advertising language, service advertising language and enterprise advertising language.
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, the 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 extremely friendly.
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 is Forever", Netcom's "Widening Because of My World", 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 products produced by the same product, 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 this enterprise.
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, innovation forever"
Haier gas stove: "Haier gas stove, safety is the most important"
Haier Dishwasher: "Enjoy a healthy life."
The slogan of the Little Swan brand I once served was "Wholehearted Little Swan", and the slogan of the Little Swan washing machine was "Carefully built 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 of Prince Haier's frost-free series refrigerators (promotion theme): "Be smart, there is no frost in the world."
The slogan (promotion theme) of Prince Haier King's smile series refrigerator: "Smile, golden prince, smile for a better 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 other things."
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. Corporate advertising language is based on corporate 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 "heartfelt communication" 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. The previous point of view is only the preheating stage. What we will see below is 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.