1 In China, there is a familiar advertising slogan - "Procter & Gamble, high-quality products."
There is no promise in "Surprise starts with the skin", more It is a dream creation that allows women to experience the "beginning of change" themselves.
Olay is positioned as a product for the common people. The most practical thing is to grasp the price and channels well, and solidly build the kingdom of female charm through the proposition of "turning aristocratic products into common people". Olay's culture is highlighted by its "kindness" and "simplicity" - being kind and close to life, and being simple and close to the people. Refined and popular.
Olay is always a beautiful scenery.
2 There is no woman who does not cherish diamonds, just like there is no woman who does not long for love.
“The Diamond is Forever,” this classic advertising slogan of De Beers, the world’s largest diamond supplier and retailer, has introduced countless Chinese people to diamonds. , and also understood that diamonds can represent loyal love.
3 The advertising slogan "Love Life, Love Lafang" is a household name, familiar to men, women, old and young, and it is also the one that has been tampered with and quoted the most.
Lafang literally means beautiful, fragrant and gentle. The pronunciation is simple and rhythmic, easy to read and remember, and easy to spread. If you read it once, you will not forget it. Lafang is closely related to life. Lafang can be your lover, a good wish of yours, or the life you want.
Lafang is always happiness and hope.
4 "If you want good skin, use Dabao morning and night." In contrast, it is more common for men to use it.
As the first company to introduce the concept of men's cosmetics, Dabao's approachable and caring culture has been deeply rooted in the hearts of the people. As a welfare unit under the Beijing Municipal Civil Affairs Bureau, Dabao's deaf-mute employees account for 51% of the production frontline and more than 35% of the company's total employees. "Housing a person, saving a life, liberating a family, and stabilizing a large area" can be described as a true portrayal of Dabao's caring culture. From the standpoint of consumers, the standpoint of a national enterprise, and the standpoint of caring and giving back to society, Dabao is still surviving in the cracks.
Dabao, who is constantly striving for self-improvement, has his own unique temperament, just like a steady, persistent, simple and sincere father.
"See you tomorrow, Dabao, see you every day, Dabao~"
5 "You are healthy only if you have sufficient blood. To replenish blood, look for Jiuzhitang. Warm your hands and feet, sleep soundly, feel energetic all over your body, have strong blood, and look good. The ruddy heartthrob! Jiuzhitang Donkey Glue Blood Replenishing Granules, don’t buy it wrong!”
Deng Jie, Gao Xiumin, Li Xiang. A farce performed by women of three ages. As artificial as ever.
The beauties were in high spirits. Gao Xiumin rubbed her hands and stamped her feet. Deng Jie put on a boxing pose and said: "My whole body is full of energy and energy." Li Xiang said shyly: "My face is rosy and charming." The viewers were all impressed and burst into laughter.
Guizhou Qingjiu sells "style", Jinliufu sells "blessing", Yedao Lugui Wine sells "filial piety", Xie Li Ting and Wantong Jingu Tablets sell Zhao Benshan's humor, and Mercedes-Benz cars sell "nobility" ", Coca-Cola sells "American culture", etc. These are the spirit of the product. And Jiuzhitang Donkey Glue Blood Replenishing Granules must be selling for coquettishness, right?
One word, sensational.
6 "No gifts for the holidays this year, only melatonin."
To be honest, the ads for melatonin are rubbish. When I meet them, I will say "No gifts for the holidays this year." "Gifts, only melatonin will be accepted for receiving gifts" will keep appearing and dazzling in front of you, playing it repeatedly to bombard your eyeballs, annoying people all over the country, and then make you remember melatonin, regardless of whether you are disgusted or not. Many friends once asked: "What exactly is melatonin?" Xiong replied: "It is an unfinished building." What exactly is melatonin? It's a small bottle and a big soap bubble.
After the advertisement has reached this point, it just feels a bit nonsensical.
7 "A person depends on his clothes, and his beauty depends on his appearance."
“A person depends on his clothes, and his beauty depends on his appearance” is also an advertising slogan that even a child can blurt out. Say these words softly, and the big-eyed little beauty Zhao Wei will pop up vividly in your mind, haha, what a pleasant little woman smell.
A man relies on his clothes and a horse relies on his saddle. It is very simple common sense. The words originally make sense, but they are just cleverly changing the concept. They use the affinity of "Little Swallow" to push Liangzhuang to the north and south of the country. The slogan is Shining Yes, success is mutual.
Xiao Yanzi’s transformation is successful, and Liangzhuang’s success is certain.
8 "Sour and sweet is me!"
"Being obedient does not mean that I have no ideas and I like sour and sweet. This is true. Every day is very new to me. I am picky. The sense of taste..."
Everything has to do with Zhang Hanyun. Zhang Hanyun initially sang while wearing headphones, but her singing was seriously out of tune, which caused many people to laugh at her. However, after she took a sip of Mengniu Sour Yogurt, her singing voice changed qualitatively, and people's gaze changed from mocking to following. Then everyone sang "Sour and Sweet Is Me" with Zhang Hanyun, and won the Together they shouted out - "Sour and sweet is me!" (Sweat...)
While Zhang Hanyun's sweetness and cuteness firmly attracted the audience's attention, the pink interface and The combination of products cleverly perfectly matches the "Super Girl" pursuit of creating a youthful pink dream with the product connotation, making the entire commercial filled with dreams and confidence.
This is also what girls want - to sing whenever they want and express their true selves.
9 "Have you drank it today?"
This is an advertising slogan for "Robust" milk that we are all very familiar with. On the TV screen, an innocent and confident The little girl, holding a bottle of Robust milk in her hand, asked the children and their parents in front of the TV, "Have you drank today?" Then a large group of children happily sang "We all Drink Robust.”
The seemingly gentle advertisement gives you a vague sense of pressure.
It exerts psychological pressure on the parents of children through a public inquiry in public. It makes use of the comparison mentality that is prevalent in our society to appeal, "The students all If you drink, I want to drink too." For parents, "If other children drink, my children should drink too."
Faced with the question "Have you drank today?" you must answer. If you have not drank, your psychology will make a choice decision due to the above-mentioned impact.
The inquiry "Have you had anything to drink today?" is kind but has a tough tone. It also contains a tone of suggestion. You must make a decision in this public and intense pressure environment. choose.
10 "Mom, I want to drink..." Compared with Robust's question, Wahaha is more direct, saying the request directly from the little girl's mouth.
An innocent, simple, shy and cute little girl said softly: "Mom, I want to drink..."
The innocent, simple and shy image of this little girl gives people a A very deep impression, but I think the deepest impression left in the hearts of many mothers may not be this image, but her soft, song-like call "Mom, I want to drink..."
"Mom, I want to drink..." Drink..." This call is the call of millions of children to their mothers. This call is so specific and familiar that it breaks the hearts of all mothers.
Faced with such a gentle, innocent, and reasonable request, what mother would refuse?
Popular advertising songs
We are pests, we are pests, righteous Rifulin, righteous Rifulin, we must kill the pests - Rifulin kills insects Agent
Unforgettable reason:
This is a very popular TV commercial in the 1980s. A pesticide can also use cartoon images combined with funny music to cleverly convey product information. , especially the songs are easy to remember and sing, and are very popular.
When the sun rises, our love will last forever - Helios Group
Unforgettable reasons:
Helios Group is the first enterprise to implement CI. Its advertisement is vigorous, powerful, and full of masculinity. The advertising song conveys this tone very well, making people deeply impressed by the advertisement. Even if they hear the song many years later, they can easily associate it with the Sun God Group. .
Love is LOVE, Love is AMONR - CP Group
Unforgettable reason:
This may be the most widely circulated advertising song in China. With the broadcast of "Chia Tai Variety Show", this song has become a household name and has been broadcast for several years. However, this song is also the song of the image advertisement of Chia Tai Group. This is the genius of CP Group. By bundling advertising songs with powerful TV programs, CP Group's image has been deeply rooted in people's hearts without even realizing it.
Long years of love, drops of Tuopai wine - Tuopai Qujiu
Unforgettable reasons:
Tuopai Qujiu was originally a little-known Liquor brand, but with the spread of "Long Years, Didi Tuopai Liquor", it stands out from all other liquor brands. Although there is only one lyric, the song is soul-stirring, adding a strong cultural heritage and aftertaste to Tuopai Qujiu. . This advertisement sings out the cultural sentiment of Tuopai Qujiu.
Come on Come on Give me the feeling - Sprite
Unforgettable reason:
Taiwanese female singer Zhang Huimei always conveys a feeling of vitality and passion . Coca-Cola Company hired Zhang Huimei as Sprite's image spokesperson, hoping to use Zhang Huimei's personality to convey Sprite's brand personality. With the singing of the song "Come on Come on, make me feel", Sprite's brand becomes more youthful. Zhao Zheng
20 years of classic advertising shots
After 20 years of evolution, advertising has changed from simply selling goods to creating popularity, from promoting product sales to leading industry breakthroughs. Advertising is changing. It affects Chinese people’s consumption and life on a large scale and at more levels, and changes Chinese people’s concepts and behaviors.
"Toshiba, Toshiba, the Toshiba of the new era"
This advertising slogan that appears at the back of TV series is still fresh in the memory of many consumers, and to some extent It is still affecting Chinese people’s perception of Japanese brands.
Flashback point:
When Chinese advertising was just starting out, Japanese advertising was not at the same level as domestic advertising in terms of creativity and production quality. Those catchy advertisements The language and sophisticated advertising images have deeply influenced the Chinese people, allowing Chinese consumers to establish a high degree of loyalty to Japanese brands and Japanese products. This influence even continues to this day.
"Every drop of fragrance is strong, and the meaning is still lingering"
A foreign man in a suit and leather shoes has simply influenced the lifestyle of those who first became rich in China, and enlightened the Chinese people's coffee scene , now, Chinese people have also begun to accept Starbucks coffee culture from accepting instant coffee.
Flashback point:
The large-scale emergence of international brand advertising not only establishes the strong position of these brands, but also changes people's concepts and lives to some extent. Brands such as Nescafé, McCaffrey's Coffee, Coca-Cola, and Pepsi-Cola, which once represented a lifestyle and mood, have entered people's daily lives through scene-based and life-oriented advertisements. In advertisements such as "It tastes great", "Every drop of fragrance is fragrant and you can't finish it", and "Pepsi, the choice of a new generation", Chinese people who have just opened up have seen a new way of life. These products and advertisements have unknowingly influenced them. It reflects the consumption concepts and life of Chinese people.
"One word spreads to ten, and ten spreads it to hundreds. This is the secret of Rejoice"
In the 1990s, Procter & Gamble, which had just entered China, took the lead in launching "Head and Shoulders" and "Head & Shoulders" which can remove dandruff. With the two-in-one shampoo and conditioner "Rejoice", P&G finally changed China's concept of hair washing through rational advertising strategies and functional TV commercials. To this day, the stewardess of "Rejoice" back then was "a well-known secret" The ads are also memorable.
Flashback point:
Advertising during this period gradually changed the past strong appeal and sales tone, but led people through life-like scenes and emotional expressions. Yearning for a new life, the exquisite life shown in advertisements has become the object of imitation by people.
Sanjiu Weitai - Li Moran
Perhaps it is the reason why it is the first celebrity advertisement in China. It occupies an important position in the history of modern advertising in China. Li Moran created a domestic The first celebrity advertising spokesperson caused an uproar at the time. Although Li Moran donated all the advertising fees, he was still criticized by public opinion. But in fact, due to Li Moran's just and solemn confession in the advertisement, Sanjiu Weitai has achieved very good sales.
Flashback point:
The development of celebrity advertising has also gone through its own process. When some companies began to realize the effect of celebrities, celebrity endorsements became popular in the mid-1990s. Since then, The relevance of celebrities to products and brands has been brought to the forefront, and the issues of popularity and reputation have also become key words. Companies have also begun to reflect on whether celebrities can really solve everything?
Vitality 28 Laundry Powder - 1:4
This is a very impressive TV commercial in the early 1990s. A family of three kept gesticulating in the form of rap. 1:4, promoting the unique 1:4 formula of Vitality 28 laundry detergent. The advertisement is relaxed, cheerful and easy to remember. It is an earlier and more typical advertising work in China that uses the USP theory.
Flashback point:
Using unique selling proposition ideas and constantly using scenes and gestures to strengthen this concept is memorable. This is the USP theory in advertising application. Robust pure water has 27 layers of purification, taking the USP theory to the extreme. Since then, Arowana 1:1:1 has also been an extension of this advertising model.
Oni's "Hundred Years of Momentum" - Love forever
The Chinese version of Titus advertising - a touching story of parting in war and meeting unexpectedly after many years The love story, especially Chow Yun-fat's soulful eyes, perfectly interprets this poignant love story. Unknowingly, the brand "Centennial Runfa" was accepted. It seems that nostalgia can also be a way to impress consumers, and the combination of product name and spokesperson also adds a lot to this advertisement.
Flashback point:
From the "Great Wall" chapter to "Andy Lau's Dream Lover" Aoni advertising was the creative work of its boss, but he also admitted in public that, These advertisements are good-looking but not selling, which seems to be in sharp contrast with the advertisements of the famous planner Ye Maozhong. Ye's advertisements have always been known for quickly and effectively boosting corporate sales. "Single appeal, multiple rolling broadcasts" are the characteristics of Ye's advertising summarized by industry insiders.
Nongfu Spring - Nongfu Spring is a bit sweet
As a latecomer brand, Nongfu Spring has been able to grow from Wahaha and Robust has a piece of the pie. The saying "Nongfu Spring is a bit sweet" reminds people of this natural water collected from Qiandao Lake.
Flashback point:
This advertisement is a representative of differentiated advertising. Appeal and suspense are combined very cleverly, focusing on a highlight of the product - the creativity of the mineral bottle cap. Since then, other products of Yangshengtang have also followed the principle of differentiation and achieved certain results, such as "Shake before drinking in Farmer Orchard".