有效广告语的创作策略分析

Net of business affairs of electron of interview of recreational originality character earns trends of home page news experience of dispatch promotion by-talk shares current position: Information home page > recreational originality > the creates strategy to analyse effective ad saying creation strategy of effective ad saying is analysed on Feburary 28, 2013 22:36:00 origin: 0 people click time money net pay close attention to us: Clear and strong position fixed position is to be creation the difference of this product and other product. The fixed position of new product is very significant, because consumer still does not have any impression to them, if your product is not the precede person of congener product, is footy competitor only, an unique competitive fixed position, the development that can be an enterprise provides lease of life. Successful ad saying with concentrated means to consumer accurate the location that transmits a product, can hold a position in consumer intelligence, become the delegate of some category and diagnostic commodity, achieve the long-term progress of the enterprise thereby. Ai Reese, Jackie Telaote is in “ fixed position “ one book middle finger goes out “ fixed position is not creation is new, different thing, it is the thing that the change occurs already in people brains, the connection that exists those already joins afresh rise. “ [2] Wang Laoji contrives at path light-year, have “ medical tea king “ say. Wang Laoji merged into 1997 wide drug group, brand access hires group general Wang Laoji to add much treasure company, poineering initial stage puts forward “ healthy family, accompany forever “ ad slogan, devoid individual character, cannot distinguish with the competitor, wang Laoji is in awkward market position all the time before 2002: Cantonese drinks cool tea to like to go cool tea shop, two wide the consumer habit beyond falls with medicaments fire, average without the habitual; that drinks cool tea consumer thinks Wang Laoji is cool tea, function leaving anger is remarkable, unfavorable often drinkable. Wang Laoji’s ambiguous product fixed position brings about his to cannot undertake the whole nation is sold, all the time not lukewarm not igneous ground is adherence two vast markets. The Wang Laoji after 2002 put forward “ be afraid of suffer from excessive internal heat, drink Wang Laoji “ ad saying, this ad saying let Wang Laoji cast off the fixed position difficult problem with old worry, ad saying decided Wang Laoji cool tea afresh the position in consumer memory -- the natural herb drink that prevents suffer from excessive internal heat, catchword let a product break through district limitation, the Chinese traditional medicine with light product successful transition is flavour “ precautionary get angry “ strong prop up. The key that Wang Laoji locates by right of this one clarity catchword let Wang Laoji stride a success well and truly one pace. The adaptability advertisement sign that notes time and district should pay attention to long-term interests, establish brand image in order to help to be a target. Effective ad saying appeals to seek power extremely strong, circulate easily again, often become the pronoun of product or enterprise, it is the asset with valuable brand, cannot change at will, do not pass the change of the changes as time and product lifecycle, ad saying also needs with when all is entered, but the change of ad saying follows the principle with brand core changeless value only, ability strengthens the conduct propaganda of pair of brand image, meet otherwise attenuant brand image. After Wang Laoji became the sponsor of Guangzhou Asia Game 2009, ad slogan turns into “ inferior carry has me, wonderful auspicious “ , in the motherland 60 weeks of time birth when, saying of ad of king old auspicious turns into again “ auspicious China absurd, china is become red “ . Ad saying is used simply “ auspicious “ homophonic, ground of as low as specific event administrative levels is simple and associated, fail to dig the immanent meaning of product and incident deep, and the

frequency that ad saying changes is too fast, consumer cannot anew associate to Wang Laoji in ad saying “ lucky “ meaning, ad words says with its is the brand connotation that promotes Wang Laoji, be inferior to saying is to be Asia Game, National Day to publicize a service. What consumer agrees with still is “ be afraid of suffer from excessive internal heat, drink Wang Laoji “ ad slogan, consequently ad activity of these two years hit water to float, still blurred consumer is right Wang Laoji’s acknowledge. Modern society product with each passing day internationalization, the culture characteristic that the ad saying of the significant business that cross a state wants to accord with consumer of different country, different area reachs way of life. Ao Meian accuses the Hali Ruide of the company to think, originality should follow culture to go, a good originality, ought to be reflection globalization, the place of the action is changed. International advertising place changes strategy is the particularity that is based on each country and various places culture, if not comply with the culture difference of each market country, difference of consumer, inevitable meeting makes ad activity be thwarted. The ad saying of Coke Cola adopts the strategy of divide and rule according to the culture setting of different area, if the ad saying in the United States is “ cannot capture the sort of feeling “ (Can ‘ Tbeatthatfeeling) , in Italian instead “ experience uniquely “ (Uniquesensation) , changed in Chile “ the feeling of the life “ (Thefeelingoflife) , in Japan instead “ I experience coke “ (IfeelCola) , adjust its in time as particular spatio-temporal situation to express kind mediumly in different culture configuration. The magnitude exposing to the sun that increases advertisement sign is make consumer is in numerous the advertisement language that this business learns in possessing the advertisement information that block up, a recipe is in namely different agency, different setting, different situation repeats advertisement, land of the biggest range increases the magnitude exposing to the sun of ad saying, increase consumer to unscramble the opportunity of ad saying. Ad saying besides outside be applied on traditional media, appear repeatedly on the practical goods that still shows in the electron that gives freely the meal place such as screen, lantern is happy to accept, the tall frequency exposure of saying of Wang Laoji ad, make the turnover year after year of the enterprise is climbed not only litre, and hit in consumer heart “ Wang Laoji is equal to precautionary get angry “ deep brand.

 

第二篇：广告语的分析

         

一旦拥有，别无所求

   不在乎天长地久，只在乎曾经拥有。

   人头马一开，好事自然来。

   滴滴香浓，意犹未尽

这两组广告口号读起来琅琅上口，简单易记，但比教起来，前一组广告口号所指性较差，广告客体的特性不突出，如果不加以提示，人们很难知道它们是什么产品的广告；后面一组广告口号一个出示产品的品牌名称，一个突出产品优势，这样不仅语言明快优美，而且个性突出，感染力强，综合体现了广告口号的写作原则。

桌然出众，彰显尊荣（上海桑塔纳2000广告）

这则广告语言对称、音韵和谐，用词儒雅，也体现了桑塔纳轿车的品位和蕴涵的生活理念，但“彰显尊荣”这个词较为生僻，很多人不知道它是什么意思，甚至有些人听到“彰显”的读音而不知是哪两个字，这就造成不必要的 理解困难，从而影响广告的传播效果。

   味道好极了！

   感受优雅的欧洲风味。

这两个口号都是雀巢咖啡有限公司打出的。前一则在中国大陆使用，后一则在台湾使用，都取得一举成功。因为中国大陆的传统习惯是品茶，即使是都市人大多还不知道即冲即饮的雀巢咖啡，竟有如此好味道，雀巢公司特以此为依据写出‘味道好极了“的广告口号；而台湾接触了解欧洲文化较深，对咖啡文化的接受能力也必然大于大陆，故而在广告口号上表现”欧洲风格“的创意。其成功之处就在于广告人了解消费者的文化习俗、心理变移，广告口号产生了接近性和亲和力。

                   收集身边的广告词

妙脆角---妙到想不到

UPS---为您传递更多

麦当劳---我就喜欢 

明大保险箱---有我在，你安全

温岭国际婚纱摄影---用艺术打造生活

东风悦达起亚赛拉图---开启风尚新视界

中国联通——引领通讯未来

神州电器---我们想的比你更多

 雕牌洗衣粉---不选贵的，只选对的

厦华：平板电视专家

国美：无微不至，无所不在

伊利优酸乳---我要我的味道

联想笔记本---让世界一起联想

网易：趣味相投 N多快乐

卓越：超越平凡生活

ebay易趣：爱上ebay易趣生活多倍乐趣

一拍：一拍即

报纸媒体广告语

word - BY - 20##-4-26 10:20:06

《羊城晚报》真知影响人生

《新快报》  非一般的快

《解放日报》了解上海的第一选择

《新闻晨报》  新闻力量优化生活

《北京青年报》  有新闻的地方就有我们

《北京娱乐信报》新闻一条是一条 

《北京晚报》  晚报不晚报

《北京晨报》  报道昨天，服务今天，建议明天

《京华时报》  北京人的都市报

《武汉晨报》关注民生，反映社情，坚守主义，满足需求

《鲁中晨报》  让我们一起过好日子

《齐鲁晚报》翻开齐鲁晚报，开始精彩每一天

《法制文萃报》好人得好报

《海南日报》  每一天自然清新

  

威廉·伯恩巴克：如果你超过35岁……你需要

word - BY - 20##-4-25 10:20:32

如果你超过35岁……

作者：威廉·伯恩巴克（William Bernbach）

客户：奥尔巴克（Ohrbach's）百货公司

标题：如果你超过35岁……你需要

西东的价廉

你是否感到了单调而没有趣味？走过人群，你是否还能够听到男人们的口哨声？你是否还保持着你那焕发的容光和轻盈的步伐？不必记较，象你这样的年纪的确不应该如此。你现在所需要的就是从奥尔巴克百货公司那里得到西东的价廉（注）。

奥尔巴克百货公司正在廉价地销售最新式的服装，可给你那萎靡的精神以青春的活力，好似医生开给你的一个回春的妙方。其中混合了最新流行的样式和低廉的价格。趁早点去看看，你会早一点感受到轻松和愉快。

威廉·伯恩巴克广告经典：想想小的好处

word - BY - 20##-4-25 9:28:48

想想小的好处

作者：威廉·伯恩巴克（William Bernbach）

产品：德国大众（Volkswagen）金龟车

标题：想想小的好处（Think Small）

正文：

我们的小轿车并没有多少新奇之处。

一、二十个学生恐怕挤不下。

加油站的那伙计也不想搭理它。

对于它的外形，从来没有人拿正眼瞧它一下。

事实上，连驾驶我们这种廉价小轿车的人们也没有仔细想过：

一加仑汽油可行驶27英里。

五品脱的汽油顶得上五夸脱。（注：1品脱＝1/2夸脱，这里意指耗油量仅为其他汽车的一半，难怪加油站的那伙计也不想搭理它。）

从来不需要防冻剂。

月光下的收成

word - BY - 20##-4-24 21:15:40

月光下的收成

作者：李奥·贝纳（Leo Burnett）

产品：绿巨人（Green giant）豌豆：

标题：月光下的收成

无论是白天还是夜晚，绿巨人豌豆总是用最短的时间选取妥，风味绝佳。……从收获到装罐不会超过3小时。

简评：对于这一则广告，李奥贝纳说：“如果用‘新鲜罐装’作标题简直是容易极了，但是用‘月光下的收成’则兼具新闻价值与浪漫情调。它包含着某种关切，这在罐装豌豆广告中是难得一见的妙句。”

比尔盖茨的做人十理

word - BY - 20##-5-28 14:58:17

据权威英国《金融时报》调查：全球25个国家的1000位CEO、基金经理认为：微软仍是最受尊敬的公司，并在企业创新、投资价值两项中排名第一。

调查结果发现：商界舵手最重要的表现，是越来越注重领导的创新能力。在企业增长方面的突出表现，是稳中求胜的理念转而改为主动出击的新思维。

今天的比尔·盖茨成为最受尊敬的商界领袖，其地位和影响力仅次于世界管理学之父杜拉克。

盖茨先生在一次讲话中，语重心长地讲了他的十条忠告，相信会对大家有所启发。

盖茨的十条“金口玉言”

1 . 社会充满不公平现象。你先不要想去改造它，只能先适应它。(因为你管不了它)。

2 . 世界不会在意你的自尊，人们看的只是你的成就。在你没有成就以前，切勿过分强调自尊。(因为你越强调自尊，越对你不利)。

3 . 你只是中学毕业，通常不会成为CEO，直到你把CEO职位拿到手为止。(直到此时，人们才不会介意你只是中学毕业)。

4 . 当你陷入人为困境时，不要抱怨，你只能默默地吸取教训。(你要悄悄地振作起来，重新奋起)。

5 . 你要懂得：在没有你之前，你的父母并不像现在这样“乏味”。你应该想到，这是他们为了抚养你所付出的巨大代价。(你永远要感恩和孝敬他们，才是硬道理)。

6 . 在学校里，你考第几已不是那么重要，但进入社会却不然。不管你去到哪里，都要分等排名。(社会、公司要排名次，是常见的事，要鼓起勇气竞争才对)。

7 . 学校里有节假日，到公司打工则不然，你几乎不能休息，很少能轻松地过节假日。(否则你职业生涯中一起跑就落后了，甚至会让你永远落后)。

8 . 在学校，老师会帮助你学习，到公司却不会。如果你认为学校的老师要求你很严格，那是你还没有进入公司打工。因为，如果公司对你不严厉，你就要失业了。(你必须清醒地认识到：公司比学校更要严格要求自己)。

9 . 人们都喜欢看电视剧，但你不要看，那并不是你的生活。只要在公司工作，你是无暇看电视剧的。(奉劝你不要看，否则你走上看电视连续剧之路，而且看得津津有味，那你将失去成功的资格)。

10 . 永远不要在背后批评别人，尤其不能批评你的老板无知、刻薄和无能。(因为这样的心态，会使你走上坎坷艰难的成长之路)。

]

数字艺术

word - BY - 20##-5-9 7:36:17

广义的数字艺术就是数字化的艺术，比如以数字技术为手段的平面设计、以万维网为媒介传播的所谓“纯艺术”，甚至手机铃声等等，只要以数字技术为载体，具有独立的审美价值，都可以归类到数字艺术。数字艺术作品一般在创作过程中全面或者部分使用了数字技术手段。

数字艺术包括交互媒体设计、数字影像艺术、虚拟现实设计、新媒体艺术等。

交互媒体设计指以互动媒体为载体的设计，例如以万维网为载体的网页设计、网络游戏设计，以手机为载体的彩信设计、WAP设计、手机游戏设计等等；数字影像艺术包括数字动画、DV电影、数字影视广告和片头……；虚拟现实设计是指数字博物馆、数字商城这样的虚拟空间设计；新媒体艺术对应传统美术、雕塑，是以数字技术为手段和材料的纯艺术形式。