In 2002, "Top Ten Excellent (Popular) Advertising Slogans in China" was added to the list for the first time, and the top ten advertising slogans that were popular in Chinese mainland that year were selected. In four years, 39 advertising words were selected. Short advertising language condenses the core of advertising creativity and the essence of advertising language, which is the highlight of an advertisement that is most likely to impress consumers. Because the selection of "Top Ten Popular Advertisements in China" is basically completed by netizens through online voting, it reflects the audience's selection and evaluation criteria for excellent advertisements to some extent. In this paper, the content analysis method is used to analyze the linguistic features of 39 selected advertising languages, hoping to find out the rules. Top ten advertisements in 2002-2005: 1 2002, a diamond lasts forever, 2. A crane is dancing on the white sand, and my heart is flying. China security, China security, 4. A piece of Huangshan Mountain is high and the clouds are light, 5. True love, 6. JUSTDOIT7。 Born as Johnson & Johnson Company 8. Future healthy achievements. I can't see you feeling 65438. Different roads to success have their own achievements. 2003 1, more lubrication and less friction. 2. My website listens to me. I like Passat. Realize tomorrow. If you want. Different tastes, different moods. Men should feel a little embarrassed about themselves. Love life and choose 9 calmly. Shake it before drinking 10. Boiling wine and talking about heroes and heroes winning the world in 2004 1. Anything is possible. I like it. Yes, I am in the M-Zone. China has a wide network. 6. There can't be nothing. 7. I am what I wear. 8. I can. I want to be cool. 10, champion style. 2005 1. Buy it if you think it's delicious. Everyone should give me face! 2, sour and sweet is me. 3, blue storm, break through the dream country. 4, authentic and delicious, who can resist, can not stop the joy. 5. falling in love with Daphne and S.H.E 6, creative, just right. 7. Unlimited movement and communication. 8. It's all me anyway. 9. I am fresh, spicy and crisp. 10, I want my taste. 1. According to the statistics of industry types, advertisements for household/personal goods, food and beverage, communication services, transportation supplies and household appliances account for the most, accounting for 89.7%. On the whole, there are 25 advertisements in the field of fast-moving consumer goods, accounting for 64. 1%, which shows that the advertising language of such products is relatively easy to remember and spread. Among the 39 advertising slogans selected, 26 are specific product image advertising slogans, accounting for 66.7%, and the rest are corporate image advertising slogans, which shows that the awareness of commodity advertisements is higher than that of public relations advertisements. Second, the length of words How many words are appropriate in the advertising language has always been a problem that puzzles advertisers. Among these 39 excellent advertisements, the shortest two words (excluding punctuation marks) and the longest 15 words, of which 6- 10 words occupy the absolute mainstream. Further analysis shows that there are three even-numbered advertisements, namely, 8 words, 10 words and 6 words. Even-numbered advertisements are mostly symmetrical, such as "Crane dancing on white sand, my heart is flying", "Cooking wine is a hero, talents win the world" and "China has a wide network", which is in line with the reading habits of China people. Third, sentence patterns and sentence patterns. Which sentence patterns and sentence patterns are easier for the audience to remember? The data shows that declarative sentences are still the mainstream, accounting for 6 1.5%, such as "health makes the future", "blue storm, breaking through the dream country" and "it's all me anyway". The declarative sentence is clear in structure and easy to read. Exclamation sentences are mainly used to express some psychological wishes of the audience, and there are more and more such sentences, such as "I can", "Yes, I come from a dynamic zone" and "I am sour and sweet". In terms of sentence patterns, there are 16 antitheses and slogans, and * * * accounts for 82. 1%. Duel is a common sentence pattern in China's advertising language, which is catchy to read, such as "a diamond lasts forever" and "more lubrication and less friction"; Slogan style is borrowed from western advertisements. Such sentences are free, flexible and colloquial, which are very popular with young audiences, such as "JUSTDOIT" and "My site listens to me". Fourth, the use of different names brings completely different psychological feelings to the audience. The third person mostly appeals from the perspective of enterprises or products. Although it is closely integrated with enterprises or brands, there is always a feeling of "selling and boasting". The first person is a popular new trend in recent years, which embodies the trend of marketing shifting from the perspective of "I" to consumers, and is easy to increase consumers' sense of identity, such as "I want my taste" and "I like it"; The second person said "you" is more targeted, but it will bring some psychological pressure to people, so it is generally used in the title. V. Rhetoric Skills In the process of advertising creation, in order to strengthen the vividness and artistry of advertising language, some rhetoric means are often used. Of the 39 advertisements analyzed, 23 used one or more rhetorical devices, accounting for 59% of the total. The rhetorical skills of advertisements are more diverse than those of other applied languages. Puns are used most frequently. "Puns are related to semantic puns and homophonic puns. Semantic puns in advertisements are generally obvious and are limited to important sentences such as titles and slogans." For example, Oaks Air Conditioning's "Love Life, Choose Easy" and NOKIA3230's "It's All Me Anyway" make the language more subtle and humorous. However, word analysis, parody, rhyme and exaggeration, which were often used in China's advertising language in the past, are no longer so popular. The tone choice of intransitive verbs The written tone of China's advertisements has always been very strong. Of the 39 selected advertisements, 22 belong to this category, accounting for 56.4%, and the rest are spoken. Oral advertising language is more real and vivid than written language, and it is relatively easy to spread, such as "shake before drinking" and "enjoy yourself". Of course, the choice of written language and spoken language must be combined with the image positioning of enterprises or products. Generally speaking, fast-moving consumer goods with young people as the main consumer groups often adopt oral tone, such as food and beverage, clothing, mobile phone digital products and so on. And corporate image advertising is more suitable for written tone. From the above data, we can easily find the following laws: the selling point of fast-moving consumer goods is clear and clear, and it is generally easier to create a successful advertising language; The key to the success of advertising language of durable consumer goods is how to extract clear advantages and selling points and express them in image language. Short and pithy is the common feature of excellent advertising language, and the audience in Chinese mainland especially likes symmetrical advertising language. The true expression of declarative sentences and the emotional expression of exclamatory sentences are the most popular, while antithetical sentences and oral sentences are the most commonly used sentences. From the advertiser's point of view, the third-person advertising language is still the mainstream, but the consumer-centered first person shows an increasing trend, reflecting the turn of the overall marketing strategy. There are many rhetorical devices used in advertising language, among which pun, analogy and duality are the most commonly used. In addition to the mainstream written tone, real and lively oral expressions are especially popular among young people. The above article was originally written by the author, hoping to provide reference for friends in the advertising industry. At the same time, the material of the article ends in 2005. I hope you will continue to add new phenomena.

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