Twenty-four solar terms originated in the Yellow River Basin and began in the Western Zhou Dynasty, which is a unique cognitive system combining meteorology and time in China. The four seasons are endless, and China people live in the infiltration of the 24 solar terms culture. Therefore, the 24 solar terms have also become one of the best ways for brand communication. So, how to make brands use advertising slogans to stand out among many solar terms?

1 Give cultural connotation.

Customs are deeply rooted in people's hearts because of inheritance, and culture shines because of continuity. On the whole, the 24 solar terms run through the idea of harmony between man and nature, highlighting the consciousness of universal enjoyment. But each solar term has a different cultural symbol. When writing a copy, we should grasp the familiar cultural atmosphere of Chinese people, refine key words and be creative.

Industry case:

Solar term: light snow

Characteristics of solar terms: it began to snow, but the amount of snow was not large.

Keywords: It's snowing.

Creativity: initial heart

Example:

The first heart is like snow, and the ingenuity is still the same.

(Manufacturing industry, technology industry)

2 insight into consumer groups

Brands ultimately serve consumers, and each brand has a target consumer group. The premise of writing a good copy of solar terms advertising is to do a good job of analyzing the target consumers. Continue to pay attention to competitors, conduct in-depth insight and research, so as to find consumer demand points, that is, what problems consumers want to solve in what scenarios. Only in this way can we directly hit the hearts of consumers.

Industry case:

Solar term: heavy snow

Industry: Clothing

Example:

Don't let your dreams cool down, and don't set limits on beauty.

(Female consumers aged 20 -25)

Let the enemies of warmth and beauty,

The harmony on a pair of wool trousers.

(Female consumers aged 30 -35)

3 Make good use of inversion technology

There are many reversed plots in novels and film and television works, which are always memorable. In the 24 solar terms, as long as we dig hard, we can write advertisements that consumers can easily remember.

Industry case:

Solar terms: beginning of winter

Creativity: Grasp the contradiction between "cold" and "hot" in winter.

Example:

A heart cold by reality,

Reheat with delicious food.

(catering)