Type of advertising slogan

There is no fixed rule for the type of advertising slogan. From different angles, there can be different types. Below we use a more common method, which is divided from two angles.
According to the propaganda object, the advertising slogan is divided according to the propaganda object:
1. Product image slogan The slogan of an advertisement that creates a product image for the purpose of direct marketing. This kind of advertising slogan has strong ability to induce, and most of them use emotional appeal to find certain promises, so that consumers have a kind of credible impression on the product.

E.g:
Enter a thousand words and make a deep affection.
——The first-class product of the four-way typewriter advertising, adding light to the foot.
- Red Bird brand shoe polish advertising this year 20, next year 18.
——Bai Li Beauty Soap Advertising

2. The brand image slogan promotes the goods, let the trademarks become famous, and deeply imprinted in the hearts of consumers. This type of slogan is generally a trademark brand in advertising, which is a sign of its form. E.g:

Fresh is often in the snowy sea.
——Xiangxuehai Electric Advertising
TOSHIBA, TOSHIBA, Toshiba of the new era.
- Toshiba Electric Advertising Road, knowing the horsepower, see "Yuejin" for a long time.
——Yuejin car advertising

3. Enterprise slogan establishes corporate image, publicizes the company's business ideas, marketing purposes and development purposes, and demonstrates the slogan of corporate style and corporate spirit in the era. The corporate slogan emphasizes the spirit of enterprise, service aim and the color of the times. It often shows its distinctive personality characteristics. Try to avoid using some monotonous and repeated clichés, such as soaring, pioneering, reforming, quality first and other lack of personalized words. E.g:

Efficiency, quality, equality, and credibility.
——The slogan of KFC Fried Chicken Enterprise is a global corporate citizenship for the common prosperity of mankind.
——The slogan of the Japanese Canon company is not seeking urgency, only to be practical.
——French slogan of the Fitzgerald Industrial Group of Finland

According to the writing content and psychological effects, there are two types of advertising slogans, namely, the classification of writing content and psychological effects, that is, classification from the macro view and micro classification.
1. Classification from the giant view. In the direct statement, praise the characteristics and benefits of goods or services, thus deepening the impression of consumers. E.g:

The drops are fragrant, and the meaning is still unfinished.
- Mai's coffee slogan Seagull watch, China's timing treasure.
——Tianjin Haiou Watch Factory slogan drank Wahaha, eating is incense.
- Wahaha nutrient solution slogan

Call type. Use propaganda and agitation words to incite consumer desires and urge consumers to take purchases.

E.g:
Drink Coca Cola!
- Coca-Cola slogan As long as you have Chunlan air conditioning, spring will always be with you.
- Chunlan brand air conditioner slogan men drink men's tea.
——Ninghong Man Hancha Advertising

Emotional. The humorous and full of human words are used to promote the merits of the goods, so that consumers unconsciously accept the propaganda in a relaxed smile.

E.g:
Dance with the "wolf".
- Wolf brand sports shoes slogan in addition to banknotes, printing everything.
——The French slogan Power Washer, a love for the mother.
——Power washing machine slogan

Title type. Place the ad slogan in the position of the ad title to replace the ad title. Such as: Yun Si Dun cigarette advertising, only "suck the United States cloud, and appreciate the American spirit" a slogan placed at the top of the ad, no longer write the title.
2. Classification from the microscopic level If classified from the microscopic level, it will be inseparable. Niu Yuchen and Wei Yanyun have tried to classify eight categories in the "Advertising and Writing Skills and Excellent Example" and have selected some of them for reference. It should be noted that the advertisements mentioned by Niu and Wei are not the same as the advertisement slogan in the book. Some advertisements are obviously the advertisement title.
Mainly based on the convenience of goods, without the name of the goods or company.

By American Airlines flights, there are good weather everywhere.
- United Airlines advertising

The people on the plane hope that the weather will be good and the journey will be smooth and enjoyable. The air crash occurred in all likelihood because the weather was not good. This advertisement caught and rendered the theme that people longed for Geely, so that passengers were psychologically pinned.

Traveling in the sea, here are all.
——Singapore Seafood Restaurant Advertising

This ad resignation gives people an awkward appeal, as if to summon you to see a variety of marine life and the world of the sea.

With just 30 francs, 2 million passengers can see your ad.
- Paris MRT advertising

This ad remark highlights the strong contrast between customer pay and benefit, and achieves excellent advertising results by promising to consumers that they will benefit.

A write-off.
——Punte brand altered pen advertisement

Expressing the performance of a product with a short saying that people often hang on their lips, first of all, the reader is inexplicable, and then realizes the humor and humor, which gives a deeper impression, and also shows the excellent performance of the product.
Mainly based on the characteristics of the goods, without the name of the goods or company.

"Sauce" is famous for its traditional taste.
——A pickle advertisement

This advert will change the glyph of the idiom "will be famous", cleverly, giving people a refreshing feeling.

Fat people have the same taste.
——Yuzi brand biscuit advertisement

This ad revelation is to grasp the psychological characteristics of modern customers paying attention to the beauty of the body. On the surface, it is for the fat man. In fact, it implies that the product will not have any harmful effects on the body shape.


Notoriously long, the fragrance is floating.
——A stinky tofu advertisement

This advertisment skillfully uses the derogatory term "smelly". On the one hand, it is closely related to the product, on the other hand, it is used as a deodorant, and it is fragrant and fragrant, and achieves wonderful effects.
Focus on the convenience of the product, add the name of the product or company.

The family has a double bridge, and the rice is put a pound.
——Double Bridge Brand Prime Advertising

Sometimes it is a skill to make people look at it and let it go.

Take Wanli Road and drink Wanli Beer.
——Nanning Wanli Beer Advertising

This ad revelation is refreshing, fluent, and easy to pass on. At the same time, the ancient teachings of "walking thousands of miles and reading thousands of books" hint at the status of the advertising products in people's spiritual life.

Patients with stomach problems are "ruled" in the "quartet"!
——A stomach drug advertisement

This advertisement makes a slogan "Aspirations in the Quartet" as a word change, which succinctly highlights the product features of the advertisement, and is eye-catching and unconventional, effectively achieving the purpose of propaganda.

Tianjin Yuanlong, the goods are fair and full.
——Tianjin Yuanlong Silk Cloth Store Advertising

This is an advertisement made in 1927. Every day, the red set out is traversed in the full version, and it is repeatedly published in the newspaper. It constantly stimulates the impression of consumers and receives a quick publicity effect.
Focus on the characteristics of the product, add the name of the product or company.

Kang Shifu instant noodles, delicious to see.
——Master Kong instant noodles advertising

This advertisement is very simple, colloquial, easy to popular, and the advertising effect is good.

"Face" is a new big face.
——Taiwan instant noodle advertisement

This ad revelation is taking advantage of the ambiguous nature of the word "face", which not only closely follows the merchandise, but also highlights the key points and gives people a sense of new genre.

Tianfu peanuts, the more you peel, the more happy!
——Tianfu Peanut Advertising

This ad is a healthy and happy speech, letting people re-appreciate the enjoyment of the product and make people full of yearning.

The Milky Way is upside down for three thousand feet, and the wine is opened to the altar.
——An wine advertisement

This ad text is confrontational, beautiful, with a strong cultural atmosphere, giving readers a fresh aesthetic, as if to see the water of the galaxy flowing down, think of the poetry Li Bai.
The theme of general life is fun.

Brand names cannot grow on treetops.
——American Orange Advertising

This advertisement is a suspense. Since the famous brand does not grow on the treetops, where does it grow? In terms of service quality, humor is vivid and profound.

When the sun rises, our love lasts forever!
——Sun God oral liquid advertisement

This ad remark is closely related to the eternal melody of the sun god, highlighting the magnificent image of the rising sun, emphasizing the eternal impression of love, and the appeal of advertising goods with harmonious human feelings, making people unforgettable.

If you realize that you can restore your self-esteem and self-confidence in just a few seconds per week, you will feel that Shihran is precious.
——Xishi Shilan Xialu Advertising

This advertisement does not directly describe the efficacy of the product, but arrogantly expresses the benefits it brings to consumers. It emphasizes “restoring your self-esteem and self-confidence” by increasing consumers' confidence in pursuing beauty and inspiring their desire to buy. Let the mother relive the young dream.
——Isan Cosmetics Advertising

This advert captures the psychology of women who bid farewell to youth and tries to retain their youth. It implicitly expresses the effect of the use of the cosmetics, and expresses the good wishes of “letting mothers relive the young dreams”, making each beauty beautiful. “Mother” is emotionally motivated to achieve the advertising effect of promotional products.

You don't have to be smart.
- US and Canada net birth and spiritual advertising

This ad resignation uses the idiom "smart and superb" to visually express the performance of the product and give the patient a good wish. It has a sense of humor and is impressive.
Add news to the topic.

The shop has always sold a 10% old wine with water. If you are unwilling to mix water, please declare it in advance, but you will not be involved in the drunk after drinking.
——A hotel advertisement

This advertisement is obviously intended to expose itself and to show honesty in business. Because those hotels that boasted "never mix water" were suspicious, this advertisement was brilliant, and it caught the rebellious psychology of customers, and it was really good for business.

Adidas never compares first, but other brands always say that Adidas is the world's number one.
——Pre-West German Adidas sports shoes advertising

The cleverness of this advertisement is that it is praised by other manufacturers and points out the quality and sales of its products.

It doesn't matter, the reputation of Tianxian is "blowed out".
——Tianxian brand electric fan advertisement

This advertisement is very humorous and tells the abstract truth. On the surface, it is pleasant, but with a little thought, it is clear that this is closely related to the function of the fan. It is really intriguing.
The theme of appealing to the public's emotions.

Busy for the name, busy, busy sneaking, and drinking a cup of tea;
Work hard, work hard, make fun of it, and then pour two or two wines.
——A certain restaurant advertisement in Sichuan

This advertising association is rumored to have been written for a depressed restaurant in the 1920s. After this post was posted, the literati, the porters, and the officials were attracted to the event, and they were happy to drink a few cups. It’s a real and acclaimed trade association that saved the bankruptcy of the hotel.

The new business started from scratch, and the old phenomenon was flattened.
——A barber shop advertisement

This ad slogan, from haircuts to career, humor and warmth, makes people feel open-minded.

The car accident is terrible!
With a pair of good glasses, don't worry about crossing the road.
——A glasses company advertisement

This ad slogan makes people feel a deterrent, and then gives people a good suggestion and shows concern. If you have a pair of good glasses, you can avoid car accidents. Why not?

I only love a man, I only use one kind of perfume.
——French perfume advertisement

This advertising remark uses a contrasting approach to loyalty to the husband, which means that the product is of good quality, good effect and has a permanent charm.
Ask the public to act.

Real wine? Counterfeit wine? It is better to substitute tea for wine!
- Lemon Tea Advertising

This ad is very refined, but rich in content. It reminds and warns people that no matter whether it is real wine or fake wine, it is harmful to human health, and people are encouraged to drink tea for health.

As long as you have time to sit down, we can give you health!
——Panasonic Electronic Massage Chair Advertising

This ad remark does not directly tell the performance of the product, but the health promise and the person, that is, the concerned and suspense, lead you to action.

Look at the similarities, the "real" different hauls and good things come together.
- Hao Shi shirt advertising

This advertisement has a falsified word of “real”, which succinctly hints at the unique quality of the product and caters to the shopping tendency of affordable consumers. With the homonym of the brand, it emphasizes and satisfies the customer's psychology, and promotes the product to the greatest extent and satisfies the cultural psychology of the consumer.

Are you a successful father? Give your child an all-weather omnipotent teacher.
——Sony color TV advertising

This ad revelation is to exaggerate the TV anthropomorphic, creatively likened to a versatile teacher, using people's minds to become a child, to encourage people to buy. From Niu Yuchen, Wei Yanyun: "Advertising and Writing Skills and Excellent Example", Central University for Nationalities Press, August 1994, p. 5 - 17.