Wonderful analysis of advertising language planning concept

Wonderful analysis of advertising language planning concept

Theme advertising language is the life of advertising. The successful theme advertising language is as beautiful as a fairy and makes people fall in love at first sight. An American advertising master once asserted: "A good headline can create 80% profit of an advertisement." People in the advertising industry generally believe that good theme language makes advertising half the battle! According to an expert survey, readers are five times more likely to read headlines than copywriters.

Successful theme advertising language, its planning ideas are as follows:

1, selected vernacular, elegant in vulgarity.

"Vernacular" is spoken language. Choosing some short spoken words that people like can often highlight the main points very kindly and naturally, and the demands are quite clear. This advertising language is easy to remember and convey. The most classic is the slogan of Nestle Coffee-"Delicious!" . In recent years, it has been widely spread:

(1) Don't be too chic (Shanshan suit)

(2) Nongfu Spring is a little sweet (pure water from Nongfu Spring)

(3) Dai Bosch & Lomb, very comfortable! (Bosch & Lomb Contact Lens)

Step 2 pay attention to "verbs"

The skeleton of a language is a "verb", which can support the whole sentence structure. Verbs have a strong "expressive" function. So in a word, verbs have the artistic effect of "making the finishing point". The function of verbs in grammar will be better if they are used flexibly with adjectives or nouns. For example:

(1) Everyday Fresh (Bright Dairy)

(2) Wireless Unlimited (Intel Corporation)

(3) Chunlan air conditioning, even the stock market changes in temperature (Chunlan air conditioning)

(4) Beauty is burning (goldsmith shop)

(5) Shake out a cool feeling (Puda Ice Cup)

In the sentence (1), "fresh" is an adjective as a verb; In the second sentence, "wireless" is a noun as a verb; In the third sentence, "Lian" is an adjective as a verb; The "beauty" in the fourth sentence is also an adjective as a verb. The flexible use of these parts of speech breaks the conventional language, which not only makes the advertising language more literary, but also vividly shows the characteristics of its products, such as the "fresh" feeling of milk, the "wireless" function of computer and the "unified" function of air conditioning temperature in the above examples. In the fifth sentence, "shake out" is a verb, which forms an extraordinary collocation with "feeling" and gives people a novel and unique feeling.

Don't forget: use your own brand name skillfully.

Using one's own brand name, it is logical to plan an advertising language, which not only explains an idea to the audience, but also skillfully enhances the brand's popularity, avoiding the suspicion of boasting, and the audience is willing to accept it. In this sense, this advertising language has a better communication effect. Look at the example:

(1) What will happen to mankind if Lenovo is lost (Beijing Lenovo Group)

(2) Shili Nanjing Road New World (Shanghai New World Commercial Building)

(3) Concession, three points, benefit, innovation and one product (Guangding Leather)

(4) Wan Jiale Lewanjia (Wan Jiale Gas Turbine)

(5) I wish you Pepsi (Pepsi drink)

4. Dig out the bright words in your products.

Digging out the bright words in one's own products, and then connecting them properly into a slogan can often fully express the brand connotation and make the audience feel happy in the process of consuming this product. Therefore, this kind of advertising language plays a great role in inducing purchase. Look at the example:

(1) Open Shirt Leadership Style (Open Shirt)

(2) Enjoy getting on and off Shanghai Mitsubishi Elevator (Shanghai Mitsubishi Elevator)

The first sentence (1) is to put two parts of a shirt-collar and sleeves-together to become a very eye-catching word: "leader"-a person with a very high status, inadvertently promoted the brand and increased the selling point of the product; "Up and down" in the second sentence is a bright word of elevator function, which fully shows the brand quality of Shanghai Mitsubishi Elevator. These two slogans won the "Top Ten Advertisements Favorite by Consumers" in Shanghai.

5, use or transform the established "discourse"

What is "established" discourse? They are influential "words" in a certain period of time, or some well-known proverbs. Using or transforming these established "discourses" is a strategy of borrowing "potential". Then, embed the information you want to convey in these "words" to form a coherent punch line. Look at the example:

(1) Pager, mobile phone, business communication, none of which is indispensable (business communication)

(2) The eighth thing to do when opening the door is to buy Shanghai Satellite TV.

(3) Better City, Better Life

Zhongnan coating makes the city more beautiful (Zhongnan brand coating)

The first sentence (1) "No one can be less" is the name of the film directed by Zhang Yimou; The second sentence is a change of the sentence "seven things to open the door", which means that after meeting the material needs of "seven things to open the door, rice, oil, salt, sauce and vinegar tea", "Shanghai Satellite TV" is to meet people's spiritual needs; The third sentence, "Better City, Better Life" is the well-known slogan of Shanghai Expo, and "Zhongnan Paint" is only the logical application of "potential", which is reasonable and reasonable. Generally speaking, this kind of advertising language has high communication value and memory value.

6. celebrity endorsement

It is a good planning idea to choose a star as the image spokesperson of the brand. The key to planning a successful image spokesperson is to find the image combination point between "spokesperson" and brand. Therefore, the "image spokesperson" is originally a "spiritual spokesperson." Only in this way can celebrity endorsement succeed! Please look at the following influential examples:

(1) I love basketball, and I love New Time and Space (Yao Ming endorses Unicom CDMA).

(2) No beat, no excitement (Xu Genbao speaks for Ladbrokes)

(3) Into the refreshing embrace of Sprite (Fu Mingxia speaks for Sprite)

The first one (1) is Yao Ming's endorsement of Unicom CDMA. The planning idea is that the development speed of Unicom CDMA is very similar to that of Yao Ming, and Yao Ming is one of the most popular sports stars at present. His self-confidence, vitality, exquisite skills and enterprising spirit are consistent with the brand concept of Unicom CDMA in the new time and space. Yao Ming bluntly said "I love basketball, I love new time and space", and pushed CDMA into the fast lane of sales, achieving the effect of launching a new round of brand offensive.

Second, Xu Genbao endorsed "Li" beer. The combination of the two is: Xu Genbao, a famous football coach, is known as the "real man" in Shanghai. His "never give up" and indomitable spirit make all men who drink beer admire him. Therefore, the boss of Shanghai Minle Beer & Beverage Co., Ltd. thinks that Xu Genbao, as the image spokesperson of Libo beer, has the character of a real man, which is very suitable. The sensational language of "no fight, no stimulation" will definitely make consumers of Ladbrokes feel excited and even take action.

(3) Fu Mingxia speaks for Sprite-"throw yourself into the refreshing embrace of Sprite", and the TV advertisements supporting it are quite cute. The CEO of Coca-Cola Company described the cooperation with Fu Mingxia as "a match made in heaven", and thought that Fu Mingxia's appearance, frank personality, confident and sincere personality were very consistent with Sprite.

From the above three cases, it can be seen that it is very important to choose a spokesperson that matches your own brand, and you must be cautious, because only the "most suitable" is the "best".

I remember that Lenovo Group chose different image spokespersons for its different brand products and achieved good market results. Lenovo FM365 website image spokesperson is Nicholas Tse; The image spokesperson of Lenovo's consumer computer products is Zhang Ziyi. The reason for choosing is determined by the positioning of the product. The target audience of Lenovo FM365 website was netizens. At that time, the people surfing the Internet were very young. At that time, Nicholas Tse was a very popular idol among young people. Lenovo wants young people to "love me, love my dog" because they like Nicholas Tse. Go to FM365 and have a look. Nicholas Tse is obviously not suitable for Lenovo's consumer computer products, such as home computers and PDA's, because Nicholas Tse is too "cool" and middle-aged and elderly people may not be impressed. Zhang Ziyi's friendly image like a girl next door can shorten the distance between high-tech products and ordinary people. In addition, Zhang Ziyi was a dazzling star in the domestic film and television circle, and Lenovo Computer also won the first place in the Asia-Pacific market share that year. From the performance point of view, people's brand image and product brand image can be described as a perfect match.

7, can arouse some pleasant emotions.

Although advertising is a kind of information that the audience is forced to accept, the audience can unconditionally choose to "reject" the advertisements they don't like, even if the advertisements are so overwhelming now. Therefore, while studying how to attract the audience's "eyeballs", advertisements must also pay attention to the psychological induction of the audience and arouse certain pleasant emotions. Please look at the following four groups of advertisements:

(1) My Hualian My Home (Hualian Department Store)

(2) A few windbreakers

Casual passerby ("passerby" windbreaker)

(3) One curtain and one scene (Meida brand curtain)

(4)* Better stop for three minutes than grab a second (traffic advertisement)

* Go to work happily and go home safely.

* For you and your family, please pay attention to driving safely.

Dad, mom and I are all looking forward to your safe return home.

The first sentence (1) is described in the first person of "I", which is a kind and warm feeling of "home"; (2) and (3) are dual words, which set off the harmonious and beautiful artistic conception of "person" and "windbreaker", "bedroom" and "curtain". The fourth group is the evolution of traffic advertising in recent years. From the earliest use of the hard jump language of "Stop for three minutes without grabbing a second" to the very warm "Mom and Dad and I expect you to come home safely", we can see that the development trend of advertising language is more and more humanized, which can arouse the audience's cordial and pleasant feelings more and more, thus achieving the best communication effect.

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