Slogans are generally used with slogans to refer to short and powerful language with propaganda and agitation. Slogans have a long history in China. From the end of Qin Dynasty, "What kind of princes would you rather have?" In the early years of the Southern Song Dynasty, it was "equal wealth", and later it was "stop the civil war and unite with the outside world" in the period of modern China and War of Resistance against Japanese Aggression. These slogans played a role in propaganda and agitation at that time. With the deepening of reform and opening up, the political ideology in slogans is also weakening, showing the characteristics of commercialization and entertainment. Advertising language is also widely used in advertising, and people are more and more familiar with it. What is the advertising slogan? Generally speaking, advertising slogans are vivid and concise propaganda slogans that advertisers use repeatedly for a long time to highlight certain characteristics of enterprises or commodities. In an advertisement, advertising slogan is usually a core concept in the whole advertising campaign, which conveys a long-term unchanging concept to consumers based on long-term brand interests.
So, what is a successful advertising slogan? That is to let the target consumers firmly remember this advertisement, which is the first principle of the success of the advertising slogan. In order to make consumers remember advertisements, we can create their slogans from the content and form of advertisements. This paper only provides reference for creators from the perspective of sentence patterns, that is, the rhythm and rhythm of advertising language are expressed in neat sentences, so as to achieve the effect of "remembering" by consumers.
Some people have studied a large number of advertising slogans and found that neat sentences appear frequently in advertising slogans, which shows that the use of neat sentences can make advertising slogans rhythmic, powerful and easy to read and remember. A simple sentence refers to a sentence pattern consisting of two or more words and sentences with the same or similar structure. Neat sentences can express the beauty of balance. Balanced beauty is one of the principles of language art, and we can apply it to the creation of advertising slogans. Specifically, there are the following methods:
The use of simple and neat sentences
It consists of two or more words and sentences with the same meaning but different structures, such as:
(1) "Weiwei soybean milk, happy" (Weiwei soybean milk advertisement)
(2) "One card in hand, a tour of China" (China Agricultural Bank debit card advertisement)
In the above two examples, the upper and lower sentences have the same number of words and different meanings, but they all reflect the beauty of balance.
2. Reflect the beauty of symmetry in the form of antithesis.
It is a pair of sentences with equal words and the same or similar structure arranged side by side. For example:
(1) "Dedicate energy and create harmony" (advertisement of Kunlun lubricating oil)
(2) "Moving but tangible, living well" (GM advertisement)
Example (1) has the structure of "predicate+object", and example (2) has the structure of "subject+predicate+object". The two situations are the same. This kind of sentence is neat and beautiful, the number of syllables in the two sentences is equal, the layout of words is symmetrical, and it is full of rhythm, showing the symmetrical beauty of advertising slogans, thus enhancing the appeal.
3. Reflect the beauty of uniformity in the form of parallelism.
Arrange three or more words, phrases or sentences with the same structure or similar meaning and the same tone in a string. This technique is coherent in tone and magnificent in sentence expression, and advertising slogans often adopt parallelism format, reflecting the beauty of unity. For example:
(1) Rest assured, feel at ease, be happy (a drug advertising slogan)
(2) Create first-class enterprises, cultivate first-class talents and make first-class contributions (Sany Heavy Industry Advertising). Example (1) is the parallelism of words, and example (2) is the parallelism of three verb-object phrases. This kind of sentence has the same structure, neat sentence structure, catchy reading and full of momentum.
4. Express smooth and coherent aesthetic feeling in the form of truthfulness and circulation.
Using the word or sentence at the end of the previous sentence as the beginning of the next sentence, so as to connect the preceding and following sentences, this rhetorical device is called thimble, also known as thimble. It is one of the traditional figures of speech in Chinese and often appears in articles of various styles. For example, when I was a child, I heard an adult tell a story: "Once upon a time, there was a mountain, there was a temple on the mountain, there was a tree in the temple, and an old monk was sitting under the tree, and the old monk was telling a story to a young monk ..." This is the most real technology. Using this rhetorical device in advertisements can make the tone coherent. For example, the advertisement "No gifts this year, only melatonin".
The loop is similar to the top truth in the connection between the head and the tail. It is a language form that goes back and forth from a to b and from b to a under the same word. Circulation is often used in our daily life. For example, when teachers educate students, they will say, "You help him in study, and he helps you", and "You care about him in life, and he cares about you".
The use of circulation in advertising slogan writing can not only reveal the relationship between things, but also make the language have a sense of rhythm and present the beauty of fluency and harmony. For example:
(1) "Wan Jiale, Lewanjia" (Wan Jiale water heater advertisement)
(2) "Mom loves me, I love mom" (An Erbao a+ milk powder advertisement)
There are many skills to write advertising slogans, and the method of using neat sentences discussed here is just one of them. It should be noted that this method only enhances the aesthetic feeling of advertising slogans in form. The key to truly impress consumers and be remembered by consumers lies in the content presented by advertising slogans. Therefore, while enhancing the formal beauty of advertising slogans, we can't ignore the tempering and expression of content and emotion.