Drinking Wahaha tastes sweet!
One pill early, one pill late, keeps the cold away.
Good teeth, good appetite, good health and delicious food.
In fact, there are advertisements not only for commodities, but also for all aspects of our lives. With the return of Hong Kong, there is a slogan: "Hong Kong will have a better tomorrow!" When Beijing hosts the Olympic Games, we can see "Beijing -2008" everywhere. There is "study hard and make progress every day" in the school classroom. Even when going to the toilet, there is a slogan in the toilet "Come in a hurry, leave in a hurry!" "
Here we mainly talk about commercial advertising language. What is the slogan? It is an unforgettable, special and important sentence or phrase in an advertisement. The role of advertising language in advertising is to make the finishing point or icing on the cake.
Many excellent products and famous brands come into people's lives with an advertisement with excellent slogans. People not only get material enjoyment, but also taste the spiritual feast brought by the excellent advertisements and slogans of this product. It can be said that excellent advertising language has formed a treasure house of human culture and is the crystallization of human wisdom. Many wonderful advertising words, like old wine, last forever.
Diamonds last forever, and one lasts forever.
A bride used this slogan to express her loyalty to love when exchanging wedding rings at her wedding. Look, how powerful the advertising language is!
It is delicious.
This is a slogan for coffee, but don't we often say that food is the same?
How to create an excellent advertising language?
First of all, it should be emphasized that advertising language does not exist in isolation, let alone a word game. Advertising language is a part of advertising, which should be creatively produced together with the whole advertising under the guidance of perfect advertising strategies. Now, those excellent advertising words can exist and be used independently, but they are accepted and loved by consumers after a large-scale advertising campaign and its high-quality products. Without these, it can't exist independently, and even we don't feel it after listening to it. For example: "Good teeth, good appetite, good health and delicious food." If this sentence had not been watched with TV commercials, we would certainly not feel much better now. It's just a word for practicing loquacity. "Let's do better!" (Philips advertising language), this sentence is very plain, not gorgeous, without the great courage and impact that China enterprises often want, but once it is said by Philips, it looks so real, humble, natural and credible. This is because the excellent quality of Philips products has formed a highly credible association in the hearts of consumers, and the advertising language can be convincing. If an unknown enterprise says, "Let's do better!" The taste has changed. "You are not good, of course you want to do better, nonsense! What a big tail wolf! " In short, a good advertising language must conform to the product development stage and enterprise identity under the guidance of correct advertising strategies.
When we think creatively about advertising language, we should not play word games or be imaginative. Instead, we should use the correct thinking method, proceed from the overall strategy, proceed from the purpose of marketing communication, and proceed from the feelings of consumer demand.
There is a delicious chocolate bean-M&; M chocolate beans, I believe many people have eaten them. In the 1940s, there was a famous advertiser. After receiving this product, he immediately found that it was the first chocolate coated with sugar at that time, so the slogan "only soluble in mouth, not in hand" blurted out and has been passed down to this day. This advertisement, which took only 10 minutes, was extracted from the product. These eight words make the product features jump out at once, which is very specific and useful. It is not only different from similar products, but also related to the interests of consumers-it does not stick to hands, which means that other chocolates stick to hands. This advertiser r? Les is the founder of the school of "unique sales proposition".
USP (Unique Marketing Proposition) is the earliest advertising creative theory in the history of advertising development, which has a wide and far-reaching influence. It means that an advertisement must contain a sales proposition for consumers, which should have three main points: first, benefits, emphasizing the specific special effects of products and the actual benefits that can be provided to consumers; Second, it is unique, and competitors cannot or have not proposed it; Third, strong and powerful, consumers are very concerned. Please look at r? Les gave us an example:
Li mouthwash-"Eliminate bad breath!" Direct! Concise! Powerful! Eliminating bad breath is the benefit for consumers to use mouthwash. This advertisement has been used continuously for 32 years, which has brought huge profits to the manufacturers.
At present, the homogenization of various products is very serious, and the advantages and characteristics of products have been tapped by advertisers. What should I do? There is a hidden front and a desperate road. Hopkins, the originator of the "scientific school" in the advertisement, refined the slogan for Heinz beer, which turned out to be "Heinz beer is steam sterilized!" Anyone who has seen beer production knows that beer bottles of beer brands are actually steam sterilized. The fact is secondary, the important thing is that others have not said so! Now Xilizi said it first, and the effect is remarkable. The implication is that beer bottles from other manufacturers have not been steam sterilized! To this end, Heinz beer jumped from the original fifth place to the first brand.
The homogeneity of products is very high, and everyone has said that the advantages and characteristics of the surface can be detected and compared. Is there any other way? Yes We can look for potential advantages and potential standards. This standard is hidden in the hearts of consumers, and we call it the "gold standard". The gold standard is the most ideal thing that consumers want. It's a fact that the product will never be reached. Whoever occupies it will become a brand of gold standard, which is impeccable for challengers.
For example, "Valencia" orange juice concentrate says "either drink freshly squeezed orange juice or drink Valencia". What juice can taste better than freshly squeezed juice? Needless to say, freshly squeezed juice is the gold standard. Valentina is on an equal footing with freshly squeezed fruit juice. People wear blindfolds in TV advertisements and always confuse them with freshly squeezed juice. Within a year, the sales of "valentina" doubled. Similarly, there is no baby instant milk powder Jebel, saying that its milk powder resembles breast milk. A few months later, sales increased by 50%.
There is a brand of raincoat, Grace, whose slogan is "just like our skin, unparalleled." As a result, sales tripled in just three years.
Advertising should pursue practical results. Some of our advertisements are vague and have no promises. There is a product-new clothes rack, which is good in itself, but it is not well publicized. This new type of clothes hanger is specially designed for building residents to hang clothes on the balcony. It is powered by electricity or hands and can rise and fall with people. The density of each piece of clothing can be adjusted and fixed, so that the clothes are not crowded and the wind can't blow away. Unfortunately, the advertisement didn't dig deep into the product, and carefully screened out a UPS and sent it to consumers' hearts. The advertisement said: "XX brand clothes hanger, it is really convenient for my house to hang clothes."
Isn't this nonsense? "Clothes hangers are really convenient. As soon as the range hood is turned on, there is no oil smoke. The washing machine is really clean, and the refrigerator keeps fresh when it is frozen "-in this case, what's the use of talking about a lot in one breath? Did not fully explain the benefits of the product, did not hit the desire of potential consumers to buy. It's vague and powerless. If you say it, you just don't say it. "Convenience" is too vague and can be applied to anyone. Don't we develop new products and consumers spend money on things for convenience or trouble? ! "Master Niu's instant noodles are really convenient; You don't need a line to make a phone call ... "This shows how young our domestic advertisers and advertisers are.
Generally speaking, a brand-new product provides many innate conditions for us to find effective sales ideas. In other words, UPS is born in a new product, and it depends on your "eyesight".
According to my preliminary observation, this kind of clothes hanger can sometimes be used as a substitute for UPS.
First, "you don't have to use bamboo to pick clothes, just shake them gently." This sentence is higher than emphasizing the labor-saving effect of clothes hangers. The commitment to washing clothes in the family is also a commitment to the needs of specific consumers, so it can sneak into the hearts of target consumers. "Convenience" is too empty, just tickling. This is a common problem in many advertisements.
The second is "laundry help, laundry is a game." This slogan is attractive because the product can bring fun to boring housework and highlight the "fun" characteristics of the product. There are two "helpers", one is a clothes hanger and the other is a child at home. A "fun" hanger will definitely attract children to "help". In TV advertisements, it goes without saying that it is interesting and convincing for children to lift clothes hangers, and the products are convenient and labor-saving.
Unfortunately, fake, big and empty advertisements like clothes hangers abound. "What, it's amazing!" "Dahongying, new era spirit!" Just a few examples. I don't know what advertisers want to convey by spending money on advertising and what they want the audience to get from it. Advertising is mainly good at standing from the consumer's point of view and telling the consumer's mind. Consumers are tired of listening to empty words and lies that are universally applicable, and advertisers are really embarrassed.
To gain insight into consumers' hearts and hit their needs, this demand is not only material, but also includes psychological feelings and even the value of life.
Dandruff was not a big problem before Head & Shoulders appeared. At this time, it is useless to shout out the advantages of dandruff removal. So how to arouse consumers' demand for dandruff removal? Head & Shoulders' advertising slogan is: "You won't get a second chance to make a first impression." This sentence sounds very gentle, but it is actually a threatening appeal to scare you: whoever doesn't get rid of dandruff will ruin his career! In the TV advertisement, a drama major girl who loves acting was attacked by dandruff before the final entrance examination. It's over this time! This is Head & Shoulders falling from the sky, saving her career and changing her life. Don't say that Head & Shoulders is too expensive, even if it is expensive, it is really worth it!
"Creating value for customers" is the slogan of a software company, which is very suitable as a footnote here. When a product can make consumers feel value for money, it will definitely be popular. Imagine if Head & Shoulders said how to clean, would anyone care? Not only Head & Shoulders, but all P&G shampoos are not said to be clean. It goes without saying that the washing products are clean. Only by saying the value other than cleanliness can consumers have a chance to pay for it.
The sales of chocolate sandwich candy Montessori in Germany once stagnated. Later, they changed the advertising slogan to: "entertaining guests with our chocolate will definitely win their hearts." As a result, its sales increased by 83% in seven years.
Someone might do it. This is nonsense! Everyone must understand that advertising is not a pure natural science, it has many social and psychological emotional values in it. This kind of values is by no means empty. How can the value that consumers particularly value be empty? Especially today, when the material needs are greatly met, things other than those materials become very important. This is completely in line with Maslow's hierarchy of human needs.
Diligence and thrift are the traditional virtues of the Chinese nation, in fact, they are also the traditional virtues of many countries, including western countries. Lino Dishwasher 1963 came into conflict with traditional virtues when it was put on the market in Germany. Dishwashers were a luxury at that time. The housewife thought, I can't spend money on luxury goods in the name of a lazy woman. This is an unwritten social norm that binds consumers like a curse and reminds her from time to time: "save money, save money!" " Can social norms be changed? Sure！ The difficulty is not difficult for advertisers. The legendary Lino advertisement personifies: "It is your responsibility to pamper your family with Lino dishwasher!" In a word, housewives are freed from anxiety, and the new norms have replaced the old ones, which not only makes them feel a clear conscience, but also makes them have unshirkable obligations. Awesome! Since then, a new market has been opened.
How to promote high-value and particularly expensive greeting cards? There is something wrong with Homer's greeting card. Homer's greeting card is a kind of card with exquisite paper, elegant design and exquisite printing, and the price is also the most expensive. Consumers of greeting cards are also bound by luxury consumption norms. People think they can't spend so much money on a piece of paper! Homer's surprise greeting card broke the psychological barrier of consumers in one fell swoop. Do you think we should send cards on simple paper? Don't! Love and righteousness, not just anyone. Homer's greeting card tells the story of a loving couple sitting face to face in a restaurant on their wedding anniversary. The wife was very moved when she read the greeting card sent by her husband. She expressed her gratitude with affectionate eyes. Then her husband said to her, "Turn the greeting card over and have a look. Isn't it usually turned over? " The greeting card is finally turned over and the camera is pushed up. Wow! Isn't this a brand that brings good luck-He Man? The slogan followed: "If you really care, send the best card!" " Who dares to fool people with cheap products this time? Watch out for your girlfriend flying. The secret of this advertisement is that it really captures the core value of greeting cards, not paper, but love! Magically replaced a bad norm with a good one.
We must find out the real demand of consumers for products. The beauty factory said that we are making cosmetics and selling hope; McDonald's never considered itself a restaurant industry. He said he was in the entertainment circle. "We sell happiness."
Behind the advertising language is strategy. First of all, we must find a way to say yes, and then how to say yes. This is what we should pay attention to when creating advertisements and slogans.
Let's take the market as the center and look at what similar products are doing and saying from the perspective of competition. What are their strengths and weaknesses and what opportunities we have.
Here we should focus on the theory of "positioning". In the early 1970s, Retz and Kurt put forward another important marketing theory, which is positioning. According to this theory, in the eyes of consumers, brands are classified and filed like drawers. Once consumers want to solve a specific problem or meet a specific demand, they will directly think of a brand located in a "position" in their minds. The task of marketers is to establish a clear positioning for the brand in the minds of consumers and make consumers realize that our products are different from competitors. If this beachhead fort is established in the hearts of consumers, it will be a successful positioning and a good harvest. This is a powerful marketing theory in the era of competition orientation.
Pepsi-Cola competed with Coca-Cola as a "new generation beverage" and achieved great success.
"Vitasoy" in Hong Kong has always been based on nutrition and health, and the advertising slogan is "Drink Vitasoy, be taller, stronger and more fit!" It is positioned as a healthy drink. With the movement of the star, its image is getting older and older, and its sales volume is declining year after year. "Vitasoy" must change its old image orientation. This difficult problem was beautifully completed by Ms. Ji Wenfeng, a famous advertising woman in Hong Kong. Ji Wenfeng gave "Vitasoy" a new orientation. The advertisement emphasizes "quenching thirst" and brings out "health" from the side. This change seems ordinary, but in fact it is a profound insight into people's desires. Because "thirst" is more intense, unbearable and impatient than "hunger". In the TV advertisement, a group of lively young men and women are singing and drinking Vitasoy. They sang: "Today's heart is relaxed and happy, it's easy to order a soda ..." The most prominent slogan is "It's easy to order a soda" (not as simple as soda). Combining "Vitasoy" with soda water is positioning, but it is more nutritious than soda water. It's worth it. You can never tell it. "Simple soda" became a popular "mantra" for a time.
There is a fable that says: cows pull plows and work silently. A fly stopped at the loudspeaker and shouted to passers-by, "Look, I am plowing!" " "
Call beppu. Advertisers have learned this trick. Hertz Taxi Company said: "We are the second, so we work harder", intending to get in touch with the first, and pointed out that we work harder than the first. "Maotai beyond the Great Wall, Ningcheng Laojiao" is also attached.
Taiwan Province "Wang Wei" company's advertising positioning strategy of "Baozhong" tea is an example of clever use of Bibi. Oolong tea beverage stands out among many tea drinks. In the face of strong competitors, the advertising slogan of "Baozhong" tea is "South China Oolong", saying that "Baozhong" is another good tea on an equal footing with "Oolong". Its genius lies in leveraging its power to put itself in the same position as Oolong out of nothing, borrowing half of the position finally established by Oolong, so Oolong is helpless.
If product innovation can be used for product positioning and differentiation, then the market value of this innovation is particularly large. It not only provides consumers with new benefits, but also is a marketing weapon to defeat the enemy. For example, we all know that jelly is eaten in the mouth, but Xizhilang has recently produced a kind of jelly that can be sucked. The slogan is: "Xizhilang, jelly that can be sucked." The product is fresh and fun, which makes me jump out of its similar products.
Commodities are full of homogenization, and it is very difficult to advertise chocolate candy. When the obvious and important differences are over, those secondary functions can also help marketing if used well. Du Bo Chocolate said that he is "the longest almond chocolate in the world", which is also a positioning and very effective. "Longest" is the memory point, that is, differentiation. "Longest" can be positively correlated with advantages such as large quantity and tolerance to eating.
When we appreciate and create advertising language, we often start from one aspect, and then at least there are no negative effects in the other two aspects. Sometimes you will find that from the other two ideas, it turned out to be unexpectedly wonderful.