The principle of advertising title writing is novel and unique

The Jin Ren Wang Ruoxu said in the "Wen Wen", or asked: "Is the article body?" 曰: "The body is not, there must be." The same is true for writing the title of an advertising document. There is no certain format and rules, but there are some principles to follow.
The basic requirements for writing a title are simple and clear, with content; the higher requirements are fresh and vivid, and compelling. The specific principles are as follows:

A new and unique modern commodity production is extremely developed, with similar products, each manufacturer has to advertise, simply copying and imitating the advertising title of similar products is not attractive. To attract the attention of consumers, to make a deep impression and to be impressed, it is necessary to adopt a new and unique advertising title.

The following example:
Shanghai "Weekly Radio and TV News" advertisement
2700 ≠ watch TV show fun don't think that investing 2,700 yuan to buy Taiwan's big color TV can fully enjoy the fun of TV, if you don't have a weekly radio and television news, you will miss the opportunity to watch the wonderful program.
What you care about is what you care about. It is according to statistics. According to statistics, one-third of the families in Shanghai spend the night in the main pastimes of watching TV and listening to radio. When your family is enjoying radio and television, remember: The Weekly Radio and Television News is caring for you.

These two ad titles are ingenious and unconventional. The first advertisement uses the super-normal title: "2700 ≠ watching TV programs," the next one is attracting readers; the second is emotional appeal-oriented ads, title: "She cares about you...", the feelings are very strong, With suspense, people can't help but see the text.

Second, highlight the title of the ad must be able to convey the main information, not all-inclusive. Of course, the focus is not fixed, but is closely related to the sales strategy. Therefore, the focus can be on the commodity, or on the object of different appeals.

The following example:
Since the mid-April of 1977, Taiwan’s Lanli series of products have been published in newspapers. The advertisements titled “As long as the youth is not acne” are deeply attracted to the attention of consumers. The reason is this title. Written very expressively. It is easy for young men and women to understand that this is a cosmetic advertisement for the treatment of acne.
At the same time, the picture is also very beautiful. With a girl covering her cheek with a fan, she only looked at you with her eyes, which represented shame and also represented a pretty.
Vivid, natural, and the title shines. Then a subtitle, which seems to explain the meaning of this picture: "can not cover the troubles." The text follows closely: "Youth is beautiful, but the annoying acne is often disappointing. You can't hide it..." acne is a trouble, and many young people have this kind of thing. feel. These four sentences are more like the words in their hearts. As a result, this product has a good sales effect. These effects also show the functions of well-planned and designed advertisements. This product is a Lan Li sheep cream, also one of the Lan Li series products. Any manufacturer with a series of products needs to find a unique feature in it, and shape it into a leading product in this series. If consumers have a good impression of this kind of goods, they will also have a good impression on other kinds of goods.
In the past, among the products in this series, the leader was Lan Li sheep oil. It has a good reputation in the market. Since October 1976, its popularity has gradually entered the family, making many family women feel that they need this product in their lives.
I remember that in October 1976, there was an advertisement in the newspaper, with a hand and a few sheep painted in thin lines. The title says: "A long time ago, a beautiful legendary story was unfolded in one hand!" The content of the story has been compiled into a colorful English book with a Chinese description, waiting for consumers to read it.
When the consumer receives the album, it will be interesting to see it immediately. The story says: "A long time ago, a very distant place, there was a very good food king. In the Royal Royal Kitchen, there is a chef with superb cooking skills. His big meal is very popular with the king. One day, the king suddenly found that the meal was bad, and asked the chef to ask, the original chef’s hands suddenly became red and swollen, and of course he could not make a good meal. The king immediately let the doctor replace it. The chef healed, but it was a pity that the chef had to leave.
“The chef wandered to the small village in the forest and helped an old man to graze. He often touched the hair of the sheep with his hands and gradually found that his hands did not hurt. Later, he helped the old man to cut the wool, and the redness of his hands gradually disappeared. He is delighted that his hand is healed.
"He left the old man and returned to the capital. He was on the royal post to ask for the chef. So he had to go to the application. The big meal was made by the king. He said his hand has restored the dexterity of the past. When he was hired and shaved his beard, everyone discovered that he was the great chef of the past.
"The king summoned him and asked how his hand was cured. He thought about it, probably by hand tidying up the wool and getting inadvertent treatment.
"According to this clue, the king asked the scientists to study in detail. It was found that the wool contained a natural oil that was extracted and had the function of treating skin diseases. It was named by the king as Lan Li."
This legendary story was compiled by the California Lanley Company. The general agent in Taiwan used to tell many consumers in this place is a logical advertising strategy. Let this story beautify this product.
Soon, I saw a second advertisement in the newspaper. The picture is a pregnant mother, sitting in a rocking chair. The title is - "Congratulations, Dragon Mother." In 1976, it was the Year of the Dragon. The babies born were called the Dragon Son or the Dragon Girl. The mother was known as the Dragon Mother. It is a new name for advertising copy planners. The text says "Slightly massage the abdomen with a few drops of this product every day before and after production to help relax the relaxed abdomen and keep the body slim."
Obviously, the appeal of this advertisement is for family women. Especially married young women.
A month later, the third advertisement was published. The picture shows a housewife who sends her husband to work at the door and the child goes to school. The title is "full of love and go out." The text says: "In the winter, let the gentleman and the child go out with some of these products, you don't have to worry about his skin being rough and chapped."
The content of the advertisement further appealed to the housewife and expanded the use of the product.
Before and after the Spring Festival, I saw the fourth advertisement published. The performance of the picture is a grandmother's family woman sitting on the sofa and flipping through the photo album. The title is "Grandma's wish - if I go back to 18". The text says "My only regret now is that there are more wrinkles on my face. If I go back to 18, I must pay attention to the maintenance of the skin as soon as possible."
Further, the advertisements appealed to the girls in the family and expanded their use.
On Mother's Day in 1977, there were advertisements to see the newspaper. The picture was changed to a hand-drawn draft. A lady carrying a bag of gifts, the title is "Mom, I am back." Content appeal to be a daughter, should buy this product for mother. In the distant daughter, the general agent can also send the product to the mother in the form of mail.
This advertisement echoes with the fourth and strives to penetrate the family.
The market cannot be monopolized. Lanli lanolin has appealed to family women and has achieved many successes. Excerpted from Yan Boqin: "80 Cases of Successful Advertising", China Friendship Publishing Company, April 1993 edition, page 12 - 14 pages.

The above example refers to the advertisements of two brands of the Lan Li series, namely the Lan Li sheep cream advertisement and the Lan Li sheep oil advertisement. Their common feature is that the title is highlighted.
Lan Li sheep cream advertising title: "As long as youth do not acne", mainly for the love of young boys and girls to make a fuss; Lan Li sheep oil five advertising slogans, each with different priorities. The first ad title: "A long time ago, a beautiful legendary story was unfolded with one hand", the focus was on promoting the product effect; the second ad title: "Congratulations, Dragon Mother", the third ad title "Full The fourth ad title: "Grandma's wish - if I go back to 18", the fifth ad title: "Mom, I am back", the focus of the appeal is young women, young women, Teenage girls, middle-aged and older women. Although the objects of cosmetics are all women, the advertisement of Lan Li sheep oil is not a one-time confrontation with the whole, but a hierarchical appeal according to the time and place. This is its success.

The target of the three-adapted interest advertisements should be adapted to the interests of the subjects. According to relevant expert research and investigations, it is found that there are several aspects of the subject matter that can be of interest:
· It is related to people's economic interests;
·About physical health;
·About the growth and life of children;
· can stimulate people's sound desires;
· Can give people a sense of security;
· Can give people a beautiful enjoyment;
· Help to enhance people's initiative;
· Can give people comfort and happiness;
· Help to improve people's work efficiency;
· Help to promote social activities;
· Inspire people's self-respect and self-love;
· Can give people sympathy and comfort.
The following example:

Taiwan Dragon Single Slot Washing Machine Advertising

Title: Free wife and mother text: Hailong single-slot washing machine, innovative SE new technology, move the button, the clothes are completely washed automatically, it saves time and energy, and increases the housewife's empty "leisure", so that you have more More time to do the duty of the mother and wife.

The title of the advertisement was created to suit women's psychological interests. I would like to ask which housewife does not want to be a good wife and a good mother.
Four lively and interesting advertising titles should not be abstract, dry, rigid, dogmatic, and inconspicuous, but should be lively, full of fun, and even have a sense of humor. Because too abstract, dry headings are not only easy to ignore, but also puzzling and can not stimulate people's interest. Here are a few of the ad titles that are excellent and interesting:

Put the softness on your body.
- Fragrance bath ads now wash away the traces of the years from the hair.
——Taiwan shampoo ads Alishan seeds, happy at a glance.
——Alishan melon seeds are notoriously famous, and they are fragrant.
——The stinky tofu advertisement is not inconsistent, and the reputation of Tianxian brand is “blowed out”.
——Tianxian brand fan advertisement As long as you have time to sit down, we can give you health!
—— Panasonic electronic massage chair advertising five short and concise, easy to remember the title must be simple. According to experimental research by foreign advertising psychologists, the reader's reading rate is 34% for titles of less than 6 words, and only 10% for more than 6 words.
It is generally considered that the number of words in the advertisement title is more suitable between 6 and 12 words. Of course, it should not be tied to the length of the title. There is a long title with this content, which can produce a higher rate of attention than a short title without specific content.
Most of the titles are short. For example: Tian Qi toothpaste - good teeth and teeth.
- Tianqi toothpaste advertising with the shade of the green.
——Love Loli skin care cream ads used one day earlier, more youth.
- Alice's high-end cosmetics advertising is smart.
- The United States and Canada are born and sent to the West to go to the Songhe wine.
——The Songhe brand wine advertisement is open to the public, and good luck comes naturally.
——X·O brandy advertising camp has more camps, eat it and say.
——The battalion of multi-speed food noodles is not cured, what is the smile?——Hua Su tablets quickly cure the population.
- Huasu film advertisements want stomach, please take stomach.
- Stomach drug advertising gold photo - Jinguang four photos.
- Jinzhao clothing advertising six correct choice of personal pronouns to personal pronouns selection is appropriate, correct, is another key to the success of the title. For example, the following two ad titles:

A. The skin care secret of international famous movie stars
B. My skin care secrets

Both are advertising titles for Lux soap, but the promotional effects are different. Obviously, the B sentence is expressed in the position of the consumer because it uses "I" as the first person. Resonate more directly than A sentence.
The title of the seven-character title should match the content of the advertisement, so that the name matches. The title is like a hat, and it’s just too big to buckle on the head. If the title is too big or too small, it will cause consumption to feel uncoordinated, thus weakening consumer behavior.
The above mainly talks about the basic requirements for the creation of advertising titles. Correspondingly, there are also many taboos, mainly the following five points, pay attention to when creating.
One of them pulled the banner for tiger skin, and many manufacturers took the trouble to show off their products as “imported original components assembled, important parts imported from XX country”, etc.; some advertisements were displayed with the theme of “exporting to the ocean”. "Exports are on several continents and are welcomed in the country of XX." The subtext is: foreigners use our products, not to mention the Chinese.
In fact, in many countries and regions, advertising laws or advertising self-discipline are prohibited from publishing such advertisements. The content of TV advertisements in Taiwan in China shall not use the words “original, first, first or new import”, “foreign clothing” and “most popular in XX country”.
The second is the application of fuzzy learning. Some factories only win prizes for certain models of products, while advertisements generally say "the products of our factory have won the XX award"; some products have won awards in the past few years, and they have brilliant achievements in the past, although the time is glory, the charm has Retired, but because the gold medal is in the grip, it still shows off in various occasions, but it does not mention the embarrassing situation at the moment; some food advertisements call "a dozen amino acids and trace elements required by the human body", etc., but The specific ingredients and proportions are not mentioned.
The three abused suspense. Such as "new style, high quality, excellent price, reputation all over the world" and so on.
These "inferior" advertising titles can also have undesirable social consequences.
Fourth, there is no space. Some beginners who write ads often don't pay enough attention to the title, don't work hard, write the ad, and add a title, which makes some titles empty and ineffective. Some generalized titles that use the "thousands of one cavity" can't play the role of the title.
The fifth is too eager to sculpt. This tendency is manifested as: too sculpted, dazzling, and lacking in the spirit of seeking truth from facts. The result is exaggerated, inconspicuous, inaccurate, and can not play the role of the title. This is a question that should be noted when writing the title.