Looking back on the past twenty years, countless classic advertising words flashed in my mind, but how many were really remembered by myself? To become a classic, a well-known advertising slogan is essential. "Delicious" (the classic advertising slogan of Nestle Coffee) is probably the most impressive advertising slogan in China, because it gives us a dream of a new life. People in China are not used to drinking coffee. What tastes good is the western lifestyle symbolized by coffee. Nestle TV advertisements weave a blueprint for a new life: a modern small family, a successful husband and a gentle and lovely wife, which moistens the dry hearts of people who have experienced the Cultural Revolution like a drizzle. Later, this slogan was quoted countless times, sometimes teasing and sometimes praising, and it simply became a symbol. To impress consumers, advertisements must first understand consumers. Nestle and its advertising company didn't simply sell "No.1 in the world" (which was also very effective at that time), but studied the local social and cultural background in depth and created a classic in the history of China. "Twenty today, eighteen next year" (Belle Beauty Soap) was a buzzword in the middle and late 1980s. The more beautiful you live, the younger you live. Who doesn't like it? Under the strong impact of imported brands, the domestic soap industry has made great efforts to create a new concept of beauty soap. I remember that advertising slogans are masterpieces of a group of local creative people, unlike those of international advertising companies: market research, consumer surveys, product positioning, advertising strategies, etc. But the effect is very good. No wonder many senior advertisers often say: "Advertising has no truth." The writer is Shao, a creative celebrity in Shanghai. "As soon as remy martin opens, good things will come naturally" (remy martin XO) Works by the famous Hong Kong writer David Henry Hwang. He wrote hundreds of sentences. The first sentence is "When remy martin is open, good things will come naturally". The customer said this sentence is very good, and everything else is in vain. Mr. Huang is a gifted scholar, who writes the luxurious atmosphere of high-grade foreign wine incisively and vividly. This sentence is widely circulated in the mainland, and remy martin has also become the first brand of foreign wine. How many people flock to this sentence, what they want is a heroic feeling. China is the only place to drink XO-class cognac. Remy martin's boss was overjoyed. It was "a good thing comes naturally". "Diamonds last forever, but one will last forever" (De Beers) China people admire gold and jade. In the early 1990s, De Beers, the world's largest diamond dealer, began to promote diamonds in China. In just a few years, its sales volume has doubled. 195 1 year, JWT Chicago Company created De Beers' English advertising sentence. Chinese advertising slogans were put in Greater China, but I don't know who translated them so perfectly, and the artistic conception almost caught up with the Tang poetry and Song poetry at the peak of China literature. Today, diamonds have been integrated into people's lives in China. No matter where you come from, you are the condensation of feelings in my life. "Let's do better" (Philips) Philips' products range from light bulbs to color TVs, from irons to mobile phones. They need a good corporate image to improve their products. This is the advertising slogan promoted by Philips all over the world. China people are also deeply moved, even surpassing companies and products. "Let's make it better" has become a life rule. However, only Philips can say this, and others dare not say it easily. "What will the world be like if human beings lose association?" In my impression, all the good slogans in corporate image advertisements come from big foreign companies, such as "People-oriented Technology" (Nokia) and "Let's Do Better" (Philips), while the imitation of China enterprises is often unsuccessful or even clumsy. "Liang Shuang boiler is close to nature with technology" and "ambition is value". Only this time, China IT giant Lenovo came up with an absolutely original one. "What will the world be like if human beings lose association?" It is a pun, which makes it clear that imagination is important to human beings and can be said to be timely and harmful in an industrialized era. To say the importance of Lenovo Group, China IT industry and China business community can't do without Lenovo. The momentum is awesome. "Good teeth, good appetite, delicious!" The slogan "There must be six rules in the blue sky" is so catchy that it has become a common language for people to laugh at each other as soon as it is broadcast. Tianjin dialect has a rustic appeal. Many people also know the sentence "Why not, why not eat well?" , but it is too harsh and has no strong applicability. For example, a man is promiscuous and likes a woman who is not on the road. It can also be said that he has "good teeth and good appetite, but good food." "After drinking Wahaha, it tastes delicious!" The most wonderful thing is that the word "yes" has a childish arbitrariness and persistence, so many children have learned it. Can Wahaha still be sold badly in parents' ears all day? In fact, Wahaha's earlier advertisement "Mom, I want to drink" is also very popular. Women who are not children all hold their voices and say angrily, "Mom, I want to drink." It feels lovely. I wonder if this is true in the eyes of their boyfriends or husbands? "Trust me, that's right!" Andy Lau's advertisement for "Black Hair, Made in China" has made his fans irresistible, not to mention that he looked at the camera and said "Trust me, that's right" in a charming voice, which was almost fatal. Don't say that women are superficial, they only buy it. There are many old men and young men who imitate the expression and tone of Liu Tianwang and blurt out "Trust me, that's right", which makes women smile. Nike has no Chinese, only English. Nike consumers, the young people in China, can recite this sentence and understand its meaning. "Just do it", a new generation of young people around the world have the same culture. There are differences and similarities between cultures all over the world, so advertisements should not stick to regional and national characteristics. Nike has successfully built a brand shared by young people all over the world, and even the advertising language does not speak the local dialect. But they don't blindly globalize, say "just do it" and sell a Jordan to the end. Nike China's advertising spokespersons include Wang and Hu Weidong. We must understand its meaning. The stunning work of Dan Vuitton 1988, a famous American creative person. "I don't care about eternity, I only care about owning" (Iron Master Watch) has never been advertised in Hong Kong, but it has conquered many young people in the Mainland with its charm beyond time and space. Advertising sublimates modern people's feelings at the end of the century, and it has great power to shock people. Later, this sentence also became the most gorgeous excuse for divorce, breakup and chop and change. Interestingly, this sentence is not an advertising slogan, but a line in a TV advertisement. Commercial films starring Chow Yun Fat and Jacklyn Wu are among the classics. Director, Hong Kong native Xu. Irislo, the creative person, is currently the executive creative director of Bates Company in Hong Kong. "There will be a road in the end, and there will be a Toyota"; Goldlion's Men's World; Robust, "Did you drink today?" Recall what I mentioned earlier, which one didn't rely on classic advertising words to keep our eyes forever? No matter how good the picture is, it will also be said by many other advertisements. Only those classic advertising words can be remembered forever.