The advertisement is the soul of the advertisement, and this comprehensive question reflects the great importance of combining language knowledge and language practice, which can guide students to improve their language quality, pay attention to the society, individuals and life, and highlight the humanistic meaning.
I. Classification of Advertisement Words
1. Public Interest Advertisement Words
Public interest advertisements do not aim at obtaining economic benefits, but aim at spreading social civilization and promoting morality to the public, and creating a social atmosphere full of truth, goodness and beauty. For example:
Please formulate a public service advertisement with the slogan "Citizens' voluntary blood donation". The public service advertisement is about blood donation by citizens, and the public service advertisement is about blood donation by citizens. as the content of the public service announcement, the requirements of the theme is clear, sincere feelings, novel ideas, simple language. (The word count is 10-20)
Voluntary blood donation is a manifestation of citizens' zeal for public welfare and dedication to the society, and its advertisement should truly reflect the fact of voluntary blood donation as well as express the touching feeling that voluntary blood donation brings to the public. For example: ① a drop of blood, a love, voluntary blood donation is the most honorable! ② Voluntary blood donation, with love for life refueling! Voluntary blood donation: I don't know you, but I thank you! This kind of public service announcement word language simple, seemingly plain, but actually ingenious.
The writing of the PSA, first of all, the theme is clear, that is, the content is specific, pointing to a clear. What to advocate, what to oppose, must be concise and clear, can not be ambiguous. Secondly, the attitude should be sincere, the tone is friendly and warm. Successful public service announcements are as much as possible with? Beauty? and? Good? Personality goals, arouse people's potential desire for progress, or stir up people's inner noble spirit, so that the external behavior requirements into an internal conscious awareness. Once again, the idea should be novel. Creative public service announcements are the concentration and sublimation of culture, they skillfully grasp the exciting points of the mind, fully mobilize the language means, elegant and philosophical dissemination of ideas or concepts. Finally, the language is concise and easy to understand and remember.
2. Commercial adwords
Commercial adwords are the soul of the brand, and they are of extraordinary significance to the consumers' understanding of the brand connotation and the establishment of brand loyalty. The reputation of many world-class brands is spread by familiar classic jingles.
For example, the Nescafe jingle: Tastes great! This is the most familiar advertising slogan, catchy, simple and meaningful. Nestle paid a lot of money to collect new jingles all over the world, and found that none of them could be more classic than it, so they kept this jingle permanently.
Another example is the De Beers diamond jingle: "A diamond is forever, a diamond will last forever". This advertisement not only speaks out the real value of diamonds, but also from another level to raise the value of love to a wonderful height. From this point of view, the classic advertising words are always the most marvelous combination of rich connotation and beautiful phrases.
The writing of commercial jingles can start from the characteristics of the product. Such as Shu skin care products advertisement words? Shu skin good, love mom, care for the whole family? The ads are not only about the quality of the product, but also about the quality of the product, the quality of the product, the quality of the product, the quality of the product, the quality of the product, and the quality of the product. Commercial jingles can also be written from the function of the product into. Such as a typewriter advertising words? No? typing? Do not know each other? , with the martial arts movie heroes and heroes because of the strokes and acquaintance of the statement, simple words, tone of voice, elegance and vulgarity **** appreciation. Commercial jingles can also be written directly from the product cut. Such as Dabao skin care products advertising words? We people live, we should be like Dabao as real? The first is to cater to the general level of consumption of the people's psychology, so that people feel real, assured.
Second, the method of writing advertisements
1. Pair
① bear the risk of the four seas, to protect the peace of the nine states. (China Insurance Life advertisement)
② Speak authentic Mandarin, be a decent Chinese! (Promotion of Putonghua advertisement)
2. top true
① Haier refrigerator, refrigerator new image. (Haier refrigerator advertisement)
② car to the mountain, there will be a road, there will be a Toyota car. (Toyota advertisement)
3. Metaphor
①Fire like passion, Bosideng down jacket. (Bosideng down jacket advertisement lyrics)
② Putonghua? 1.3 billion heart to heart bridge. (Promote Mandarin advertising lyrics)
4. pun
① Get off work before it's too late (spot), please don't tease (acne) stay. (Harmonized pun on cosmetic ads)
②Buy Ping An insurance, the road to peace is right in front of you. (semantic puns of peace insurance advertising words)
5. antonyms
① Sugi suit, do not be too dashing. (Sugi Suit Ad Words)
②Truth be told, ? The name "Tien Hsien" is the name of a woman who has a reputation for being a good actress. s reputation is? I'm not going to be able to do that. I'm not going to be able to do that. (? The name of the brand is "Tian Xian" (天仙)
6. brand fan advertisement)
6. Comparison
① Xinfei advertisement is good, not as good as Xinfei refrigerator. (Xinfei refrigerator advertisement)
② Noble quality, people's price. (A drug advertisement)
7. imitation words
① Jincheng motorcycle, riding pleasure. (Jincheng motorcycle advertisement)
②? The first is to make the most of the opportunity to get the most out of the situation. The first thing you need to do is to get your hands on a new car, and you'll be able to get it back. (? The first time I've ever seen this, I've never seen it again. brand floral water advertising slogan)
8. anthropomorphism
① Apparently just kissed by Philips. (Philips razor advertising line)
② May my wings be as flowing as your hair. (Seagull shampoo jingle)
9. Quote
①What can relieve your worries? Only Dukang. (Dukang wine advertisement)
② gently I left, just as I gently came. (Reading room slogan)
10. Exaggeration
①This product has the loneliest repair work in the world. (an air-conditioning advertisement)
② If mankind does not start saving water and protecting the environment from now on, the last drop of water mankind will see will be its own tears. (water conservation advertisement)
Third, advertisement appreciation and writing training
1. "Water Margin" wrote Wu Sung tiger before there is such a paragraph: when the noon, walking belly hungry, looked ahead of a hotel, picking a large flag in front of the door, written with five words: ? Three bowls are not Gang?
According to the modern point of view of the commodity economy, ? The hotel has a big flag in front of the door with five words: "Three bowls are not Gang". It's a wonderful advertisement. What kind of intention does it imply for the hotel owner? Please answer at least two points.
2. Before the Spring Festival, several TV stations broadcast an advertisement that said: "If you don't eat wang wang in the New Year, you won't be prosperous in the new year. Please tell us what you think about this advertisement.
3. In life, we come into contact with a large number of advertisements every day. As merchants, manufacturers or publicity units elaborate . A? Big dish? , advertisements are showing the profound language art of the Chinese nation while conveying information to us. Please write out your favorite two advertising slogan, and make the comment of the eye-drawing.
4. If a new publication for middle school students, "Middle School Students Learn Language", please write a slogan for it, not more than 30 words.
5. Please use the rhetorical method of couples, for a brand of wine to formulate an advertisement.
6. Please write an advertisement in the form of ? Strive to be? Beijing Olympic Games? The Beijing Olympic volunteers? The first one is about the Beijing Olympics, and the second one is about the Beijing Olympics.
7. ? The first time I saw this, it was a very good idea for me to make it a very good idea for me. This is a favorite dish of the common people, and later derived from a household name of the hysteria. Not long ago, an administrative department called for public service announcement ideas to a plate of ? Small onion with tofu? as the main pattern of the advertisement was adopted because of its positive metaphorical meaning. What is the main idea of the advertisement? The main design of the advertisement is a plate of tofu with scallions. The main pattern of the advertisement is a suitable and concise advertisement, not less than 8 words.
8. In order to prevent epidemics after the disaster and enable people in the disaster area to receive timely medical treatment, the Chinese Red Cross Foundation calls on the whole society to extend a hand of love and donate to the poor towns and villages in the disaster area for the construction of the Boai Sanitary Hospital (station). Please write an advertisement for this good deed, no more than 25 words.
9. "Learning" magazine to the whole society to collect advertising slogan, please write an advertising slogan according to the characteristics of the magazine, the requirements of the theme is clear, sincere attitude, novel ideas, concise language. (The word count is between 8 and 20)
Reference Answers
1.(1) Emphasize the mellowness of the wine. (2) To stimulate the drinker's pleasure in drinking. (3) To imply that there are tigers, keeping guests to stay and increasing income.
2. The Spring Festival is approaching, the advertisement should be made festive and auspicious. The biggest failure of this advertisement is? Will not be prosperous? The most important thing is that it is not a good idea to have a good time, but it is a good idea to have a good time. Advertising words to consider the audience's psychological habits, causing the audience to resent the ads, not only can not achieve the effect of publicity, but also self-defeating image, is not conducive to the sale of products.
3. For example:
Anti-virus, cure colds? Not to serve. (antiviral punch advertising words)
Comment: ? The word "serve" is a semantic double meaning. The word "服" is semantically related to the word "take" in the sense that it means "to take". The word "take" has a double meaning. and the other is? The meaning is: if you have a cold, you can take it as long as you want. It means: if you have a cold, if you take an antiviral, you will admire its efficacy.
Stomach, how are you? (Gastric Health Spirit advertisement lyrics)
Comment: ? Stomach? and? Hello? It harmonizes with the sound of "hello", and it cares for your stomach affectionately with a kind greeting.
These are the words of the song.
The car accident is fiercer than a tiger, please be careful. (Traffic Safety PSA)
Comment: The use of Confucius? The car accident is fiercer than a tiger. The famous line of Confucius, indicating that the car accident is too terrible, please drivers and friends to drive carefully, cherish themselves, cherish others, cherish life.
Take white tablets in the daytime and don't doze off; take black tablets at night and sleep well. (? White plus black? Cold medicine advertisement)
Comment: From ? The advertisement of the cold medicine is not sleepy, but the black tablet is good for sleeping. and? sleep well? The two aspects, compare and contrast to illustrate? The advertisement of the cold medicine is a good example of the magic effect of the white and black medicine. The cold medicine of the miraculous efficacy.
4. Learning languages: Do you want to get to the top? The ladder is here!
5. Brewed into spring, summer, fall and winter wine, drunken east and west, south and north.
6. Everyone strives to be a volunteer pioneer, showing the Olympic style at all times.
7. Clearly (or rules and regulations) to do things, clearly do people.
8. The more disasters, epidemics? The more need for blood thicker than water true love.
9. For example:
Sent to those who seek to learn and have sought to learn.
A magazine, a heart, grow together.