Gorky said: "The true beauty of language comes from the accuracy, clarity and sweetness of words." This sentence also applies to advertising language. In the advertising world characterized by image symbols, language-the language of words and the language of sound are still the most important symbols. Advertising language is the fulcrum of advertising life and is at the core of advertising. Advertising slogan does not exist in isolation, it is a part of a complete advertising work, and it is the crowning touch of advertising work. Advertising slogans convey to consumers the core concepts of products or brands, which are condensed conceptual information, and their language expressions should be accurate. The so-called precision is to find the focus of advertising appeal, that is, the unique selling point of the product and the unique demand of consumers for the product. 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 coated with sugar at that time, so the slogan "only soluble in mouth, insoluble in hand" blurted out. This advertising slogan, which took only 10 minutes, was extracted from the product. These eight words make the unique selling point of the product jump out, which is very specific and useful. It is not only different from similar products, but also related to the interests of consumers-non-sticky, which means that other chocolates are "sticky" in their hands.
"27-layer purification" is the advertising slogan of Lepos pure water. In fact, every qualified purified water has to undergo complicated disinfection and filtration before leaving the factory, but consumers don't know about it, and other manufacturers didn't expect to put an ordinary process in advertisements. Lepersishui has made a big fuss about this figure, which is accurate and full of scientific and rigorous spirit, leaving a deep impression on consumers. When consumers buy goods, they not only buy the use value of the goods (such as clothing is warm, cosmetics are skin care and beauty), but also buy the added value of the goods (that is, additional functions that can meet consumers' emotional needs). This idea, which can be extended from the commodity itself, is a feeling, a hope and a dream when people buy the commodity. As we all know, Pepsi emerged after World War II. In the competition with Coca-Cola, they found the market from young people, grasped the psychological characteristics of the younger generation born after World War II, such as rebellion, unruly and self-esteem, and decisively put forward "the choice of a new generation!" Such a resounding slogan positioned itself as a new generation of cola, and invited the super singers that the new generation liked as their brand spokespersons, and finally won the favor of young people. An advertising word clearly conveys the positioning of the brand and creates a market. This advertising slogan is indispensable!
It can be seen that the theme of advertising slogan and advertising appeal must be expressed in accurate language. If the advertising slogan is out of touch with the theme of advertising appeal, and it is not organically linked with accurate language, then it is difficult to produce * * * sounds between the advertising slogan and the theme of advertising appeal, which is bound to be irrelevant. For example, the advertising slogan of a liquor: "Drink XX wine and be a hero from China!" The advertising slogan of a motorcycle: "I walk between heaven and earth", and the advertising slogan of a color TV: "With XX plasma, I really want to live for another 500 years!" Although swallowing mountains and rivers is deafening, it is empty and boring; The speaker is full of lofty sentiments, but the listener ignores it and doesn't care at all. Advertising slogans should be able to stand out in the ocean of information, with personality and distinctive language expression.
Reception psychology tells us that people are used to the common and similar things, but for those rare, strange, abnormal and outstanding ... In short, they feel deeply about all new things and reflect strongly. Consumers always inadvertently and casually accept advertising information. If the advertising slogan can't be different, consumers will naturally turn a blind eye and be insensitive. In order to stand out in the information ocean, advertising slogans must have personality and distinctive language expression.
In the summer of 2000, the summit meeting between South Korea and North Korea, a topic that shocked the world and attracted global attention, finally shook hands and made peace after half a century of confrontation. The band-aid advertisement "Korea-DPRK Summit" sensitively captures this real history and creates people's expectation for peace. Through the advertising slogan of "Band-Aid firmly believes that there is no unhealed wound", the simple product function of Band-Aid "Healing Wound" is extended to the product concept of "No matter how deep and long the wound is, it will eventually heal", which arouses the feelings of consumers. Of course, advertising also won the international advertising award because of the coincidence of this historic event with the product's personality function and brand concept.
The famous advertiser J·w· Crawford once said, "Never stop looking for new ideas and never stop looking for different ways to express them." Advertising slogans should give full play to the function of conveying the core concept of products or brands to consumers. The ideas they emphasize must be something that competitors can't or can't provide. They must tell their own uniqueness, which is unique in brand and rhetoric. For example, in the water advertisement on the market now, mineral water desperately emphasizes that it is rich in various minerals, while pure water emphasizes purity. The slogan of Wahaha pure water is: Wahaha pure water, I only have you in my eyes. Adopt the way of emotional appeal; Robust pure water emphasizes its 27-layer purification with rational appeal; Nongfu Spring, on the other hand, captures the consumption fashion of people returning to nature. Both product naming and advertising creativity revolve around people's consumption psychology, and its advertising slogan: Nongfu Spring is a little sweet. Digging out the deep meaning from another level, drinking a drink with a little My Sweetie feeling is exactly how people feel about high-quality water, which not only embodies the uniqueness of the product, but also captures the psychology of consumers.
Advertising slogans without personality can only parrot. In the early 1990s, the advertising slogan of Intel Pentium processor was: "Intel Pentium processor, give the computer a Pentium' core'." Clever use of homophones, highlighting product features, giving consumers a refreshing feeling and promoting product sales. But then the overwhelming homophonic advertisements became popular, which made people breathless. For example, the advertising words of a clothing-"clothes fall in love at first sight", a refrigerator-"fresh" step, an expectorant-"phlegm" for a while, and a paint-"slutty" are all used too much, which has no characteristics and can only lead to people's resentment and criticism. The language expression of advertising slogans should be vivid and beautiful, show the cultural background and bring beautiful enjoyment to consumers.
Advertising slogans not only spread the unique taste of products and the essence of brands, but also brought consumers beautiful enjoyment and deeply touched their hearts. Emma Hera, an American marketing guru, put it well: "Don't sell steak, sell it with a hiss." Facts have proved that the vividness and image 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 slogans are always a combination of rich connotations and beautiful sentences. In 1950s, Chiwei Thompson Chicago Company created a slogan for De Beers Company, the world's largest diamond dealer: "Diamonds last forever, but one lasts forever." Fifty years later, it still shakes our hearts. This advertisement not only tells the true value of diamonds, but also raises the value of love to a high enough level from another level, which makes it easy to associate diamonds with love and gives lovers all over the world a wonderful feeling of being together and precious.
Consumers often pursue "substantial interests+psychological interests" when buying goods. For some consumer groups, advertising should pay special attention to using images to meet their psychological needs. McBride's coffee: Didi is fragrant, but the meaning is still unfinished. As the second largest coffee brand in the world, Maxwell's advertising slogan is a language classic. Unlike Nestle (Nestle Coffee: Delicious), Maxwell has a better sensory experience. Although not as straightforward as Nestle's, it conforms to the artistic conception when tasting coffee, and at the same time closely combines the mellow aroma of Maxwell coffee with inner feelings. Therefore, after 50 years of wind and rain, this slogan is still unique. "creamy and silky" is the advertising word of dove chocolate. It depicts the delicate and silky feeling of chocolate as silk, with rich imagination, and uses synaesthesia to exert the power of language to the extreme. "The first movement of space life" is the slogan of Roman ceramic tile advertisement, which is elegant and beautiful and has a western aesthetic charm.
An excellent advertising slogan is always used repeatedly for a long time, which is actually a long-term investment in corporate brands. People have accepted advertising slogans and high-grade corporate culture, giving the audience a beautiful edification and enjoyment. The vivid image and beautiful artistic conception of language are reflected in the clever use of words, sentences and figures of speech, but it is by no means a word game.
On 200 1, a Taiwanese-funded enterprise producing women's underwear in Shanghai put up an advertising slogan of "playing with beautiful women", which was criticized by the public and the media and triggered a lawsuit. In court, manufacturers believe that since the reform and opening up, life has become increasingly colorful, and many new words with relaxed attitudes have appeared in the language. "Play" means "pursuing and advocating", which is vivid, dynamic and full of the flavor of the times. "Playing with beauty" means advocating and pursuing beauty, and the so-called "woman who plays with beauty" means a woman who pays attention to the interest and quality of life. However, the industry and commerce department pointed out that "playing" means "teasing", "beauty" means "beautiful, beautiful woman", and "playing with beautiful women" is interpreted by the public as "playing with beautiful women", which violates the provisions in the Advertising Law that advertisements should not interfere with social order and violate good social customs. As a result, the manufacturer was ordered to stop publishing this advertisement and publicly correct it, and was fined 200,000 yuan. The reason why the slogan of "playing with beautiful women" caused controversy and was stopped was related to the ambiguity and pun of language (homophonic "perfect woman"; Ambiguous: drama beauty-female, drama beauty-person). From the linguistic point of view, proper use of ambiguity and pun can implicitly express literary artistic conception, cause strong hints, make the audience get information, produce aesthetic feeling and cultivate sentiment. However, we must not tamper with and splice traditional languages in order to pursue vivid images unilaterally. Those vulgar and vulgar advertising slogans can neither reflect the inherent characteristics of goods, nor make the public psychology have the effect of cognition, recognition and subscription, nor have a certain cultural taste, and also do harm to their own brands, doing more harm than good. Advertising slogans should be easy for consumers to remember, and the language should be concise and clear.
Among all kinds of information, the only thing consumers can remember may be your advertising slogan. If you remember the advertising slogan, you will remember your product or brand. Concise language is easy to remember and spread. The ancients thought that simplicity was the main author of the article, "Wen Gui Jian. Where the style of writing is old, it is simple, the words are cut, the words are simple, the taste is light, the gas is simple, the goods are expensive, and the spirit is far away. " Advertising slogan is the essence extracted and concentrated from advertising works. Unlike other written works, it can be expressed freely, and simplicity is its inevitable requirement. Psychologists found in the study of memory: "The more memory materials, the easier it is to forget." Lengthy advertising slogans contain many appeals and memory factors, and also weaken the unique interests of products or brands. Therefore, advertising slogans should enable consumers to quickly capture and remember in dense information, and their language expressions should be concise and clear, not clumsy and cumbersome, and short sentences that are easy to read and remember should be used, which not only embodies the advertising theme conceptually, but also catchy. For example: "Wholeheartedly, Little Swan"-the slogan of Little Swan washing machine, "Haier, Sincerity Forever"-Haier Group, "Hello everyone"-Hao Di Cosmetics, "People-oriented technology"-Nokia, "Anything is possible"-the advertising slogan of Li Ning sporting goods. These languages are profound and penetrating, but their expressions are concise and clear. Simple and clear words contain endless meanings, and limited symbols contain rich information, which is a concise language model and is inevitable to be widely popular.