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The form of the ad title

Although the advertising title is divided into three types: direct title, indirect title, and composite title, there are many forms of expression, mainly including the following ten types: First, the news headline publishes information in the form of news reports to provide consumers with information. Some new things. For example: to cut off new contributions, to resist fire and make a great contribution - burning for two hours, heat resistance temperature 986 ° C - Taiwan's global brand gypsum board advertising title treatment of arthritis breakthrough products finally come out - Asparta cream - Asparta The title of the paste advertisement should be noted that when using the news headline, there must be an advertisement content that is truly worthy of the news. Otherwise, the newspaper or magazine will publish it as news, and the reader finds that it has no news value and will destroy the reader. The degree of trust in the media. Second, the appeal title This type of title, whether rational or emotional, is intended to tell the audience that some benefit can be obtained from our products. Such headings are generally flatter, but for those who are generally inexperienced, it is exactly what they expect. For example, there is an advertisement for an electronic computer office system entitled: "To accomplish the most complicated work with the simplest operation." Undoubtedly, this is the general secretary staff of the office department, especially those who do not have much knowledge of computer languages. It is a powerful attraction. Third, the show-off title Advertisers always expect to reflect the producer's pride in the product and the proud attitude in the title. As long as the product is indeed satisfactory, the copywriters try to satisfy the employer's psychology, so that the title brings some public boastful atmosphere. Such as: "From Taiwan's first to the world's gold medal, unified fresh milk is the best fresh milk!" - Taiwan's unified premium fresh milk advertising title also has a more aggressive tone: "The perfect, I use it Go or it" - French jewelry ad title IV. Suggested headlines Many copywriters like to use this form of title. It has many advantages, mainly three: 1. The title actively persuaded or strongly suggested that the reader should do or think about certain things; 2. The title generally directly states the use or use of the recommended product; It also has the advantage of a profitable title. Because of the suggested use and the rhetoric of the purchase, the reader directly or indirectly informs the reader of the benefits of using the branded product, and the title has the dual function of being emotional and sensible. Such as: add some fresh Xiangji lemon, let the ice tea shine the flavor of the sun - Xiangji Shi lemon advertising title fruit to drink hot - Guozhen advertising title five, suspense title human natural curious instinct, this kind The headline focuses on this point, catching the reader's attention all at once, and unconsciously generating interest in the process of seeking answers. For example, there is such a cigarette advertisement: "It is forbidden to smoke all kinds of cigarettes, even 555 cigarettes are no exception." The reader's first impression is that "555" is a bit special, and then ask why it is worthy to ask separately, so I can't help but want Try it and see what it has and what it is. There is also a spectacles advertisement, the title of which is: "Save your soul", it is confusing at first hearing; the text then utters a well-known saying that "the eyes are the window of the soul" "Save the eyes is to save the soul, and the copywriters have saved this intermediary, and they have obtained a special effect." Sixth, the question-based title The question is of course self-answering. For example, the title of Compag computer advertisement in the United States: Why do most of the largest companies in the United States purchase micro-computers? Most of them consider Compag and France’s Paris store to promote the advertisement of Chinese tea: Do you want to be beautiful? Then please drink tea. It can dissolve the oil in the blood. There are also many examples in the Chinese advertisement. The title of the stellar bulb is like this: Who is the fire for the 10,000? The stellar bulb brings you the light and joy. The correct answer seems to be power generation. The factory, but that would not be an advertisement, people would rather accept this seemingly wrong and wrong answer. s. slogan title This type of title is short and powerful, mainly composed of the name or brand of the advertisement. Most of these titles link products to well-known companies or brands to help sell products. For example, Aoqi men's cosmetics advertising: "Aoqi has not forgotten the men!" Japan's two locomotive ads are more powerful: "To ride on the Toyota" - Toyota locomotive advertising "'Ginza' is unconstrained" - ' Ginza' locomotive advertisements are described above in Qi Qiyang and Wang Ke, etc.: Practical Advertising Techniques, Knowledge Press, January 1993 edition, pp. 110-114. VIII. Declarative headings These headings are objective statements of facts, and the points of the advertising text are truthfully pointed out to the reader. For example, the sturdy DuPont plastic can make the thin safety glass crushed together after impact crushing. DuPont plastic advertising title is only 30 yuan, and Konglan egg milk can make your face soft and soft. Personality beauty - Konglan egg milk advertising title This kind of title is solemn and serious, without emphasizing the stimulation and strengthening the emotional color, often clear at a glance where the advertising information content. The nine-question-style headline urges people to act with words such as prayer, persuasion, and jealousy. For example: make your eyes more sensitive - when Sanyo recorder advertising title is used to study hard, the lack of light is the biggest taboo, please protect your eyes - the title of the table lamp advertising title can satisfy the interests of consumers, and guarantee the promise reliability. The ten-question headlines use the way of asking questions to draw people's attention, so that they can think about the problem and deepen the impression of the advertisement. For example: Think about the difference between today's and yesterday's shampoo feelings? - Phoenix series shampoo advertising title Since you want to drink water every day, why not use the magnetic cup?! - Ha magnetic cup advertising title such as the head of the consumer In the position, the question of "why" or "how to do" is raised, prompting consumers to analyze and think at the time of purchase. XI. Contrast headings By contrast, highlight the advantages of the product. Such headings are used for comparison before and after the product itself, or for comparison of different kinds of things, and the effect is better. For example, we are second, we work harder - Avis taxi company advertising all airlines to charge you the same fee, but the service they give you is not flat - Pan American Airlines advertising contrast title It should be avoided that the suspicion has been slandered, the comparison is generally a pan-ratio, not the name of the surname. Twelve, metaphorical titles Use something with similar points to compare something you want to say, to promote association, and to deepen your understanding of certain ideas and opinions. For example: Sanyo Electric Leaf turns lightly and turns out of the cool world - Japan's Sanyo electric fan advertising title is smaller than water droplets, finer than sand grains - bank savings advertising title with water droplets and sand metaphor for saving, revealing less to people The truth. The happy memories of the first letter - the hand-picked new tea advertisement title is more ingenious and humane than the first letter of pure love and elegant feeling. Thirteen, exaggerated headings Based on real life, with imagination, grasping certain characteristics of the object of description to exaggerate emphasis, highlighting the characteristics of things and enhancing artistic effects. For example, “Prudential insurance companies have the power of Gibraltar” – prudential insurance company advertising title Gibraltar is a strait between southern Europe and North Africa. It is the main thoroughfare of the Atlantic Ocean to the Mediterranean and is of strategic importance. Obviously, the insurance business is exaggerated compared to the Strait of Gibraltar, but it gives customers confidence in the creditworthiness of the insurance company. XIV. Poetry-style title Borrowing and changing the original sentence of ancient and modern poetry, or using poetry-style language to do the title, can receive the effect of eye-catching, vivid and vivid. For example: Dongfeng night puts thousands of trees - Shazhou lamps bring you bright scenery, red, yellow, green, blue and blue, embellished with human spring colors - chemical dyes advertising slogans, smash into Shanghai, and travel across the ocean - Camel brand fans compete for a thousand miles Breeze, fragrant bursts, cool summer products, Zhu Jun Xia An - Suzhou Tanxiang fan advertising cliff Baizhang ice, unique Huazhi Qiao - Xiangxue Haidian freezer advertising sea memory confidant, the end of the world - "Star" tape recorder for you Bringing the four seas to the sound of fifteen, borrowing the title to borrow the fame and influence of famous people, things, places, and things from ancient and modern times, giving new ideas, often convincing consumers, or getting a kind of psychological satisfaction. The “Yunlongshan Brand” honey three-knife produced by Xuzhou Food Factory is a traditional name and is well-known in the north and south. According to legend, in the Northern Song Dynasty, Xuzhou was too defensive to Su Dongpo's sword, and he cut three knives in Qingshi, leaving three knives, which were named after the three knives. The factory used such a title in the advertisement: "Su Dongpo even cut three knives, Yunlongshan 'Honey three knives' famous world." Jintan County, Jiangsu Province produces a kind of “Fengdeng Brand” sealed cylinder wine. This wine is made from the best product in the glutinous rice. It is rich in honey, rich in aroma and unique in style. It is said that the emperor Zhu Yuanzhang of the Ming Dynasty was drinking at the Jintan Wolong Mountain. Wine. The factory borrowed this fame and used the advertisement title: “Fengdeng Brand, Ming Dynasty tribute wine – Zhu Yuanzhang sipped Wolongshan.” XVI. The meaning of the meaning of the title is different from the metaphor. The metaphor is based on a concrete and vivid image. Expressing the meaning of the question, the meaning of the person's own knowledge, self-cultivation, sentiment, etc., to give a reasonable imagination to the title of the advertisement, to improve the reader's mood. Let’s take a look at some of the award-winning allegorical advertisement titles in Taiwan: give the wife a “security sense” – the rice cooker advertisement “free” wife and mother--the washing machine advertisement pulls the “fresh” directly – the electric freezer advertisement “oral "Heart" - mineral water advertising and books for friends, forever - a set of advertising advertising headlines in a variety of forms of expression, it has no fixed model. If you want to enumerate, you can also summarize more than ten kinds. The advertisement headings listed above are only summarized from the technical point of view, rhetoric and other technical aspects. If you start from the content of the title to attribute the expression of the title, I am afraid it is too much, because the content of the advertisement title is innumerable. It is not elaborated here. At the end of this section, attach some excellent advertising titles. Some of these advertising titles are summarized from a technical point of view, and some are summarized from the content point of view, for the author's reference.

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