Advertising language, also known as advertising rhetoric and advertising slogan. It is the soul of advertising and the key to its success. Advertising language plays an important role with its unique charm, whether it is film and television advertising, street sign advertising or newspapers, magazines and other media.

The core function of advertising language is brand communication. At the beginning of last century, the slogan "A cigarette after a meal is better than a living fairy" of Bai Jinlong Tobacco spread all over the world with its catchy and appropriate metaphor, which made the brand of Bai Jinlong Tobacco deeply rooted in people's hearts and brought rich profits to its distributors. Since 1980s and 1990s, the liquor industry in China has made a historic development, and liquor advertisements came into being. In order to highlight the brand personality, various businesses have made their own unique innovations in advertising language, which makes the advertising language in full bloom like a wonderful flower in the wine world, colorful and competing with each other, becoming a unique landscape in the wine forest.

Looking at the garden of advertising languages, we can see that some advertising languages are fascinating and dazzling, while others are dull and pale. The following is a successful advertising case:

First of all, confident advertising language

Maotai: "Maotai, national wine, the crown of jade liquid"

Wuliangye: "Three thousand years on earth, five grains turn into jade liquid"

Second, narrative advertising language

Huaao Jin Jiu: "Collect the essence of Xifeng for 3,000 years and brew a glass of Huaao wine."

Beidacang wine: "Drink Beidacang wine, and the god of wealth will come."

Third, suggest advertising language.

Ningxia Hong: "Drinking a little every day is healthier."

Song He wine: "Running around and drinking old Song He wine"

Four. Contrastive advertising language

Xinjiang Tribute: "Everyone praises Turpan grapes, cantaloupe and Xinjiang tribute wine."

Verb (abbreviation of verb) rhyming advertising language

Good wine in the golden age: "Good wine in the golden age will last forever"

Ginkgo wine: "Drink ginkgo wine often and live to ninety-nine."

Sixth, figurative advertising language.

Hot wine: "Hot wine, Wuliangye of our people"

Dionysus: "Those who drink well are immortals, and those who brew well are immortals."

Seven, joint advertising language

Jian Nanchun: "Tang Dynasty palace wine, prosperous Jian Nanchun"

Taibai Liquor: "A drop of Taibai Liquor makes ten miles of grass fragrant."

Eight, appeal to advertising language

Sake: "Have a glass of sake and make friends."

Fu Deng wine: "Let some people drink first"

Nine, question the advertising language

Sister Rou Feng: "Who says I don't know how to be gentle?"

X. Suggestive advertising language

Xi Antequ: "The real feeling is after drinking."

In terms of appeal classification, the above advertising language can be divided into rational appeal and emotional appeal. Rational demands are mostly functional demands, and the functional characteristics of products are explained in concise and clear language. Due to the high homogeneity of alcoholic products, the expression space of rational demands is compressed, and drinking is mainly a spiritual and cultural consumption, which opens a place for emotional demands.

There are many advertising websites for these things. You can go to 059a Media Resource Network to have a look. There are many classic advertising slogans and so on.