1. Different functions:
The title is the window of the text advertisement and is an accurate summary of the main theme of the entire article. When people read an advertisement, they must first read the title. The title is intended to attract and guide consumers to read further. "The title is half the article." A good advertisement title should not only reveal the theme of the advertisement, but also attract the reader's interest and make it unforgettable. The advertisement title of a foreign airline is: "From December 23, the Atlantic Ocean will shrink by 20%." How could the Atlantic Ocean shrink by 20%? It turns out that the time it takes to fly across the Atlantic Ocean from the United States to Lonjiao has been shortened by 20%. This headline aroused readers' curiosity. It can be seen that the title can be unique and attractive.
Advertising slogans are designed to allow the audience to understand and accept a certain concept, thereby deepening their understanding and memory of the corporate spirit, service purpose, and the unique and excellent personality of goods and services, and creating a strong impression. The advertising slogan "What doesn't flash is healthy" is simple, loud, catchy and easy to remember. It highlights the advantages of "Skyworth" health TV. "There is no best, only better". This slogan embodies Qingdao Aucma Company's continuous pursuit and enterprising spirit of enterprise has lost the trust of consumers and affected their character. "It is better to eat more often than to never make a mistake again if you make a mistake." The "Suxiao Jiuxin Pill" produced in Tianjin has passed the test through repeated The story helps consumers establish the health care concept of "preventing disease early". It can be said that advertising slogans are a kind of instillation of ideas and emotions driven by a specific purpose.
2. Different timeliness:
According to the different requirements for advertising themes at different stages of product development (brand creation, competition, and reputation preservation), the same product can be used in different life cycles. Create text ads with different contents separately, and the titles can be changed accordingly. Even at the same stage of product development, if you create text ads with different contents based on different advertising positioning, the titles can also be changed accordingly. The titles of Sun God Hericium Oral Liquid launched during the same period were: "No Stomach Can Be Cured", "Eating with the Stomach First", "Why Does the Stomach Like It", "Be Vigilant to Keep the 'Stomach' Safe" and other words advertise. Text advertisements should be based on the text and the title should be based on the text. The title can be changed at any time. This is not the case with advertising slogans. Once a slogan is determined, it generally cannot be easily changed. Once a slogan is determined, it generally cannot be easily changed. It is relatively fixed and can be used in advertising works in various media over a long period of time. . No matter how the title or text of the advertisement changes, the slogan can still be used. After the slogan "Pepsi-Cola - the choice of a new generation" became popular for 10 years, a new slogan of "Drink Pepsi" was launched in 1991. Due to the relative constancy of advertising slogans, slogans can be registered like trademarks abroad and obtain legal protection. Of course, advertising slogans are relatively fixed. According to the overall goals of corporate development, product life cycle and advertising positioning strategy, the time must be chosen to launch new advertising slogans. As soon as Rongsheng refrigerator was launched on the market, it launched the slogan "Rongsheng, Rongsheng, quality assurance". When the product entered the maturity stage, it also launched the slogan "Rongsheng, Rongsheng, quality wins", which deeply imprinted the excellent quality in the hearts of consumers.
3. Different positions:
4. Different compositions:
The direct title often uses the name of the product, trademark or company as the title, such as "Guangming Brand White Rabbit" For influential brand-name products such as "Toffee" and "Tsingtao Beer", it is more suitable to directly use its name as the title. The slogan cannot just write the name of the company or product. The slogan pays more attention to reflecting the color of the times and the spirit of the enterprise, meeting the needs of consumers' self-image, and focusing on using a certain concept and emotion that people attach to the product as the positioning point of advertising.
Slogans such as "Kong's home wine makes people miss home", "Powerful washing machine, dedicated to mother's love", and the southern black sesame paste's "a strong fragrance, a ray of warmth" are all based on the special emotions of the product. Meaning, the product is personified and has a friendly and touching image. "Extraordinary diamond watch" and "The president wears a Parker" not only reflect the brand's extraordinary quality, but also meet the needs of consumers' self-image. "Forty years "Throughout the dusty years, China is in my heart" and "Lishen Coffee, China's own instant coffee" arouse people's patriotism.