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Type of ad title

Advertising titles can be divided into the following three categories according to their different appeal strategies: direct title, indirect title, and composite title. Direct Title The direct title is a direct indication of the content of the advertisement in a concise language, so that people can know what to sell and what benefits they will bring to consumers. Such as: Sino-Italian freezer, everyone's favorite - China-Italy Electric Group's advertising title, this gas alone can provide you with a large bucket of hot water, three times faster than the ordinary - the American Gas Association's advertising title has Wanbao, life is more Beautiful - Wanbao freezer advertising title Galaxy audio, and create a new life of music - Galaxy audio advertising title. The above advertisement headings directly disseminate the advertisement information, and tell the consumers directly the main situation of the product and the product utility. Although the direct title is simple and straightforward, it often does not attract enough attention from consumers. Indirect title does not directly appear in the title of the product to be promoted, often the name of the product does not tell the consumer, but uses artistic means to suggest or induce consumers, causing consumer interest and curiosity, thus further attention Advertising body. For example: smashing the twinkling stars into the gorgeous sunset. The title is full of poetic and artistic, with a dreamlike mood. But only by looking at the title, readers will find it difficult to understand, so they can only find the answer from the text. After reading the text, I realized that this is a cosmetic advertisement, and the romantic atmosphere generated by the advertisement title is already in the reader's mind. The eyes are the windows of the soul. In order to protect your soul, please put the glass on the window! - The title of the American glasses advertisement does not directly tell the advertisement, but it has indirectly told the consumer with the metaphor. Concerns about their immediate interests make consumers happy to accept such inducements. If a worker wants to do something good, he must first sharpen his weapon. The title of the "Changgong" welding cutting tool advertisement headline implicitly states that the use of this type of cutting tool in the form of proverbs can make people achieve twice the result with half the effort. The illuminating is not entirely gold - the title of the US silverware advertisement. A silverware manufacturer in the United States used this slang to attract attention. The text then explained that the silverware they made was also shining, thus achieving the propaganda. The underlying heading induces the fundamental purpose of interest, which is to induce the reader to read the text. Let's select some examples of indirect ad titles for reference. 1. Pocket Pearl - Cosmetics 2. Intoxicating Music - Stereo Headphones 3. Makes You Add Charm - Fashion 4. They are playing our songs - Gibb brand wine 5. Green, from your hands - planting trees, Afforestation propaganda 6. I wish you health - environmental protection propaganda 7. The earth is getting smaller and smaller - tourism traffic 8. Atlantic will be shortened by a quarter - a foreign airline advertising 9. a hairpin - long life brand toothbrush 10 The money can't be squandered - the title of the bank ad composite title is the combination of the direct title and the inter-title. A composite title is often composed of two or two titles. In addition to a main title, there is one or two subtitles located above and below the main title. The theme often expresses a fascinating idea in an artistic way, and the subtitle refers to the name, model, performance, etc. of the product. The purpose is to further supplement and extend the meaning of the main title. As a result, composite titles lose a little curious value, but they enable consumers to immediately understand what products are causing their curiosity. Here is a composite title: small to a screw - the service of the four-way is invisible. This is the advertising title of the four-line word processor. The first line of the text is the theme, using the indirect title, using the rhetorical means of "bi". It is a virtual copy; the second line of the text is a subtitle, with a direct title, which tells the product advertised by the advertisement, which is a real write. With a small screw to make an article, let consumers think of the quality of Stone's products, service, and a small screw is not sloppy, not to mention the key parts. Through the indirect headline induction, the direct headline points out that the consumer transitions from image thinking to the product itself, thus deepening his impression of the product. This title is ingenious. Another example: good quality! Powerful! - Three-circle battery Longma TY-1 domestic transport truck - for you to open up the road to prosperity. Some titles, in addition to the topic, subtitles, there are quotation questions, such as the following example: the use of a range hood, the kitchen and the lampblack used a range hood, how to do the disassembly and cleaning difficulties - cited the subject treasure exhaust cabinet, the control of the fume Inside the cabinet, it was clean. The Kebao range hood has an oil collection basin to ensure no-clean for three years. ——The title is full range of quality services: free shipping installation, three-year warranty, lifetime maintenance. ——The subtitles on the above cited examples to explain the background or meaning of the advertising information, and put forward the problem that the general hood can not clean the fume and clean it, which leads to the title, and the Kebao fume hood can “suck and clean” the fumes. “Ensure cleanliness for three years”. This answers the questions raised in the quotation. The subtitle is a supplement to the content of the main title, with some additional instructions. There are also some composite titles that can be composed of quotation questions and topics. Such as: own "Wang Xiang" family auspicious - cited Shanghai Huxiang baby stroller factory Beijing Jinglei department store trading company jointly held "Wang Xiang" stroller exhibition - the title is composed of the quotation and the topic, the quotation point Ming has the meaning of "Wang Xiang" stroller, and the message of "Wang Xiang" stroller exhibition is delivered. The composite title can be used to combine the direct and indirect titles, each with its own strengths, both interesting and clear. These ad headlines are often used when the first two headings are not easy to express.

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