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Argumental advertising in expressive advertising

I. On the characteristics of physical advertisements, physical advertisements are advertisements that use commodity as the main expression to convey the information of goods and labor. The advertisements are based on the appraisal comments of the relevant authorities, the awards, the testimony of typical users, and typical examples to prove the goods or The labor is true and reliable. Like the "discussion" in the argumentative paper, the discussion in the complete argumentation advertisement includes three parts: argument, argument and argument. Arguments, also called opinions and assertions, are the opinions of the ad writer on the characteristics of the goods in question. What it is trying to solve is the question of "what to prove." The argument is the reason and basis for proving the argument. It is to solve the problem of "what to prove." The arguments are based on factual arguments and theoretical arguments. The factual argument can be used to prove the reliability and superiority of goods or services with various data and various facts; the theoretical argument mainly proves the uniqueness of goods through scientific reason. Argumentation is the use of arguments to prove the correct process and method of arguments. Regardless of the length of the body advertisement, its structural characteristics are generally the first to draw conclusions, the main part to prove the conclusion by argument. There are two main types of body advertisements: theoretical argumentation and factual argumentation. Second, theoretical argumentative advertising theory to demonstrate the characteristics of advertising manuscripts, is to use scientific principles and well-known common sense as evidence to prove the superiority of goods, the following example of the "Arctic God Sea Dog Oil" advertising: You are middle-aged, Strong and strong, the pace of life and work is tight, you may get two gifts for two guests. First, the success of the cause has become a backbone of society and a family. The second is brain arteriosclerosis. This second gift was delivered by dizziness, headache, tinnitus, vertigo and other signals. If you don't care, you will quietly have more weighty gifts: numb hands and feet, chills and even tremors: palpitations, eye loss, memory loss and dementia. At this time, the various symptoms that are gathered together are often caused by slow sputum outside the door and become a cerebral infarction, which can cause disability in an instant. And, it is often difficult to cure. Looking back at the cause of this disease, there is a fairly calm, gentle, slow gradual, development process. That has been accumulated since the time of the youth. It is caused by high-fat, high-cholesterol and high-sugar salt. It causes high blood lipids and thick blood, which precipitates and adheres to the blood vessel wall, causing the formation and aggravation of hardening of blood vessels. It varies from person to person, and some cardiovascular and cerebrovascular diseases that are causal to each other also come to join in the fun. Early prevention is the fundamental means of dealing with them. Therefore, when Chinese medical experts lament that "medicine is not as good as diet", foreign scientific experts are also looking for answers in the world. It was found that Eskimos living near the Arctic Circle rarely suffered from cardiovascular and cerebrovascular diseases. After intensive research on their staple fish and fur seals, they finally led to the discovery of Omega's three-carbon unsaturated fatty acids and the Arctic god dog. The oil was successfully developed. Arctic god fur seal oil is made up of four active ingredients: EPA, DHA, DPA and squalene. EPA. First, it can reduce the content of atherogenic lipoprotein-low-density protein in the blood, increase the content of high-density main lipoprotein, and show its function of protecting blood vessels. Second, it can inhibit the formation of platelet TXA2, which itself is converted to TXA3, showing its anti-thrombotic and vasodilator activity. Third, reduce the content of triglycerides and cholesterol in the blood, thus having an early preventive effect on vascular diseases. DHA. It is an essential fatty acid that constitutes cephalin. It exists in human gray matter, white matter and nerve tissue. It is closely related to the function of brain cells. The formation of brain cell membranes, the continuous extension of nerve cell processes and the emergence of new processes all require the participation of phospholipids containing DHA. If the phospholipids containing DHA are lacking, the brain cell membrane can not form, the number of brain cells will be abnormally reduced, the brain cell protrusions will not extend normally, the nervous system can not maintain normal function, the information transmission is not smooth, the intelligence is inevitably low, and it is also nutritious to the optic nerve. The repairing effect can promote the development of brain cells and optic nerves in infants and young children: if it is middle-aged and elderly, it has effects on ischemic dementia and vertigo. DPA, which is rarer and rarer, is only found in active substances in sea dogs. In the human body, there is only a large amount of breast milk, so the child does not have any sediment on the blood vessel wall before the age of three. The fur seal is the same mammal as the human. The ratio of DPA in the three A is more suitable for humans. The shark is the first substance found in the shark, a kind of shark. It activates the reticuloendothelial system, prevents cancer cells from metastasizing, and enhances the body's immunity. The Arctic God Sea Dog Oil Soft Capsule is a challenge from cerebral arteriosclerosis by supplementing the three essential ingredients that the human body lacks. This is different from the effect of conventional drugs on lesions. Give people a new choice. Because of the long-term cure and repeated episodes of many intractable diseases, it is not only because of too much substance in the human body, but also related to the lack of another substance. Medical expert hotline: × × × business consulting: × × × three, factual argumentative advertising with facts to demonstrate, is the most common way of argumentation in the body of advertising, because "facts speak louder than words." When writing such a manuscript, it is important to note that the examples given must be conclusive. If they are false, they are out of nothing, and they are not only useless and harmful to prove the argument, thus causing consumers' dislike. There are three types of common factual adverts. First, through a series of facts, prove the advantages of the enterprise. The following example: going to the market to revitalize the glory Due to the influence of various factors, Shanghai Piano Company achieved a profit of more than 10 million yuan from 1988, and finally fell to the bottom of the valley at the end of 1990, becoming the loss of the second light system. At that time, the company’s loss amounted to 4.7 million yuan, and the inventory accumulated 4,897 pianos. The backlog of funds was 28.98 million yuan. The former star enterprises faced the test of life and death. After more than two years of hard work, we finally took off the loss hat and realized profit. It has ushered in a new situation in which the glory has revived. In the past two years, how have we got rid of the difficulties and turned losses into profits? Change the concept and fight in the sea of ​​the market economy. After discussion and analysis by cadres and workers, everyone unanimously realized that the aging, low quality, and lack of sales of products that have been formed in the long-term sorrow of "the emperor's daughter is not married" is the main reason for the company's defeat. Most of the pianos sold by the company are traditional old products from the 1950s to the 1970s, and their style quality has obvious shortcomings. Under the economic system of planning, it is better to be in the market of rushing to buy wind and blind consumption. However, with the emergence of market economy and competition mechanism, when people pay attention to quality and grades, products must be slow-moving and backlog. Business days will not go on. To this end, changing the concept and adapting it to the needs of the market economy has become a top priority. Through earnest study, the broad masses of cadres and workers have liberated their minds, invigorated their spirits, and determined to fight hard in the sea of ​​the market economy. Relying on scientific and technological progress, we must benefit from the quality of the varieties. To change the old face of the piano variety that has been consistent for decades, it is necessary to make great efforts to develop new products. In the past two years, in the work of adjusting the product structure, we have made a fuss around “high-level, breakthrough, and competitive”, and optimized two products to develop three products, among which the new five-foot half-triangle piano won City Piano Industry Design Award. The new products have opened up new markets and formed new fist products. For example, the new 802-type pianos not only have new styles, beautiful shapes, good sound quality, but also have a breakthrough in quality grade, technical standards and added value. They were produced only in 1991. 4,903, accounting for 53% of the total output. At the same time, companies are very focused on improving quality through process reform. We have made great efforts to improve and innovate the piano's code assembly process, the bleaching process of the wood parts of the stringer, the white blank production process and the final assembly process, so that the internal quality and appearance quality of the piano are significantly improved. In this way, we have strengthened our market competitiveness. In addition, we have strengthened scientific management, tapped potential benefits internally, and accelerated the pace of substitution and localization of various materials by organizing various technical forces in society, effectively reducing production costs. Convert sales mechanisms, flexible promotions, and invigorate sales. We clearly regard market sales as the first act of the company and propose: the first line of production and the front line of sales. Because the value of the product is ultimately achieved through sales. We implement the sales contract system internally, so that sales, maintenance, and funds are returned to Chengdu, and the responsibility is to the people; externally, sub-blocking, sub-regional rectification of old outlets, expansion of new bases, and increased radiation capacity of product sales. For nearly 200 sales outlets across the country, different sales levels are divided according to different situations. For the core layer, we will strongly support the financial and material resources to expand sales and market influence; for the tight layer, give priority to price, variety, delivery, and supporting services; for the distribution layer of the agency, we will take timely payment of information and information. Regularly approach the way to maintain normal business dealings. In terms of flexible promotion, we also actively promote the sale of products by holding piano training classes for the particularity of piano products. Each training class is taught by a teacher and taught free of charge. For some students who have good talents and have a promising future, it is recommended that their parents buy piano. For some students who are not trained, they should advise their parents not to consume blindly. A piano training school like this has recruited more than 2,000 students in just one year, which not only promotes a large number of pianos, but also enhances corporate reputation and good image. The economic development and the improvement of people's living standards will surely usher in the prosperity of cultural undertakings. Not only the demand for pianos, but also various other instruments will increase dramatically. In order to adapt to the new situation, we cooperated with Lida Company and began to enter Pudong to build an oriental “Musical Instrument City” that produces various Chinese and Western musical instruments. At that time, national musical instruments such as piano, violin, accordion, wind instrument and erhu will continue to supply customers from all walks of life, creating more economic benefits and good social benefits for the country. At present, we are stepping up reforms, accelerating the transformation of the business operation mechanism, and striving to regain the goal of regaining the profits and taxes of the second-light system. Second, through the statement of facts, we prove the excellence of the products. The following example: the gospel of patients with bronchitis and emphysema - pear paste sugar registered Changmin trademark specializes in bronchitis and emphysema of Jiangsu famous special product pear cream, repeatedly tested by patients, it is indeed new and old bronchitis and lung Good medicine for patients with emphysema. Pear cream sugar originated in the Tang Dynasty. The prime minister of Wei Zheng is suffering from cough disease. Because of the fear of taking medicine, the court official doctors use the 18-flavored Chinese herbal medicine decoction such as Cordyceps sinensis, Chuanbei, Qufu, Jishen, Jishen, etc. to concentrate pear juice and rock sugar into pear paste sugar. Give it to her and soon recover. After the emperor's aristocracy competed for imitation, it became the famous secret recipe of the palace at that time. The relevant authorities have affirmed and evaluated this product, which has been well received by patients and has won an important position in the use of bronchitis and emphysema patients. Pear paste sugar sweet and easy to take, the effect is unique, no side effects, with cough and phlegm, asthma, spleen and lung function, attending all kinds of cough, chest tightness, pertussis, emphysema and various acute and chronic bronchitis, such as You need to mail the money to our office, immediately send the medicine, each treatment for 24 days, the price of 22 yuan, welcome to wholesale and retail. Please look for the registered trademark: Changmin brand pear paste sugar store purpose: the credibility of the first, where the three-day invalid, you can return to the original letter. Mail-order address: No. 75, Xuejia Village, Chashan, Changzhou, Jiangsu Province: He Changming The above advertisement was based on the mother of the prime minister of the Tang Dynasty, Wei Zheng, as a proof of the unique curative effect of pear cream. Third, through the facts to demonstrate a certain view, this view is not directly related to the company and its products, but it can enhance the visibility of the company. The following example of advertising: the cost of advertising in the United States Cadillac car company in every area of ​​human activity, the first person must live in the fair and selfless referee for a long time. Whether it is a person or a product, when he is awarded the advanced title, catching up and jealousy will follow. In the art, literary, music and industrial worlds, compensation and punishment are always the same. Remuneration is recognized; punishment is vilified and slandered. When a person's work is universally recognized by the world, he also becomes the target of individual jealousy attacks. If his work is mediocre, there is no one to pay attention to him; if he has a masterpiece, then someone will talk about him endlessly; he will not stick out his tongue with a fork to paint a painter with mediocrity. Whether it's writing, drawing, acting, singing or engaging in the construction industry, as long as your work is not marked with a masterpiece, there will be no manpower to catch up with you and marry you. For a long time after a major achievement or a masterpiece has been completed, disappointed and awkward people will continue to scream: "That is impossible." After outsiders have already praised Whistler as the greatest master of art, there are still many rumors in the art field, and their masters of art are described as swindlers; when people rush in groups to the music hall, Bayreuth pays homage to Wagner. At that time, a small group of people who were deposed or replaced by him screamed with anger: "He is not a musician at all"; when people flock to the river to watch the ship, a few people still insist that Fulton can never Cause the ship. The luminary is criticized because he is an outstanding person. If you try to catch up with him, you can only prove that he is outstanding. Because he has not caught up with or surpassed him, those people try to belittle and damage him - but only Once again, he can prove the superiority of the things he is trying to replace. It’s nothing new, just like the feelings of the world and human beings—嫉妒, fear, greed, ambition, and the desire to catch up—as always, it’s all in vain. If a great person does have something advanced, he is an outstanding person after all. Outstanding poets, famous painters, and excellent workers, everyone will be attacked, but everyone will eventually have honors. Regardless of the screams of opposition, the good or the great, will always be passed on to the world, and the existence always exists. The above-mentioned copy can be said to be a typical dissertation. It proves a point of view through a large number of facts: Whether it is a person or a product, when he is awarded the advanced title, jealousy will follow. The entire copy seems to have little to do with Cadillac Car Company and its products, but the main purpose is still very obvious: First, tell people that Cadillac cars are brand-name cars; Second, because they are famous brands, they are jealous. It is inevitable. The second purpose is very large, which reduces the influence of those rumors that ruin Cadillac cars. American advertising expert Frederick Pope believes that "this is an excellent advertisement." He went on to say: "If you want to know what a good ad looks like and what its basic principles are, then read Cadillac's "out of the box" price for a full-text ad."

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