A key point: the solid content of whole milk is as high as 12.2%.

For consumers: more fragrant, more delicious and more nutritious.

1 perceptual appeal plus implied appeal and rational appeal

Touching people with the environment stimulates the public's sensory system by creating an idealized and materialized picture of drinking milk, and the expression language is full of excitement and agitation.

Advertising originality: based on the data, 12.2% (which should be the key data value that the product is higher than the general market) indicates that the product is of high quality and high nutrition.

Advertising slogan: natural good milk in Qingqing prairie.

Advertising ideas: First, the advantages of core products reflect the solid content of full-fat milk of 65,438+02.2%, demanding better taste and higher nutrition, or trying to take the solid content of full-fat milk as the industry standard for consumers to buy, breaking through from their own advantages and distinguishing products from competitors. The reason why "Qingqing Prairie" emphasizes the milk source of Mongolian grassland is because it is well known that the milk source in Inner Mongolia is the best dairy group in China, and "natural good milk" means environmental protection, green, no additive, no content and high content.

There are two main complaints: 1 100 ml contains 130 ml of milk calcium.

For consumers: taking products with high calcium content in milk every day will bring you healthier bones, or it will be better for bone growth.

Appeal mode: Emotional appeal mode triggers the excitement of future consumer demand with healthy bones. Through simulation, the potential demand of consumers is stimulated by the sound and image of bones, and the advantages of products in core data are highlighted.

Advertising creativity: highlight the advantages of products in core data. Every 1 100 ml of Erie pure milk, I contain 130 ml of milk calcium at most. The sound image of Curious Bone shows that long-term use of this product can provide healthy development and good condition of bones, and highlight the functional effects of high nutrition and calcium supplementation.

Three major complaints: milk quality

Consumer: Suggest the quality of milk source to improve the added value of products.

Appeal way: Emotional appeal way uses "halo effect". Halo effect is a concept in social psychology, which means that if a person is considered to have some advantages, he is often considered to have many other advantages. If the public thinks that this cow has a good living environment, good mood and good air, then the milk quality should be good, right? And it seems that they should also pay part of the bill for their elegant life, suggesting that consumer goods have high emotional added value. For example, high-quality imported beef from Japan grew up by massage and listening to music, so consumers will think that this product is higher than ordinary market products except for population communication, and make the cow comfortable and elegant with the vivid picture of "quasi-cow" (hehe).

Actually, I answered a three-two, but I haven't answered the language features for a long time. I am not a graduate of Chinese journalism and communication, so write it for your reference.

Language feature one:

Repeated emphasis on testimony: an advertising text form that expresses advertising information in the language or words of consumers. The characteristics are: appearing in the consumer's own image, or standing in the first person position of the consumer, recording the consumer's feelings and comments on the use of the product in the advertisement is actually proving the actual consumption of the product's characteristics and benefits. Make the audience feel amiable and credible. It shows consumers' consumption expectations and interest points, corresponds to consumers' consumption mentality, and embodies the effectiveness of goods to meet consumption. The title should not only show consumers' interest in the product (good taste and high nutrition), but also show the promise of the product to consumers (high fixed content of whole milk).

Copywriting is easy to understand, colloquial, rhetorical and life-oriented, and the language structure repeatedly emphasizes fascinating, such as "not very fragrant! This is very unusual. "

Second, curiosity leads to the curiosity of the audience and makes them want to get to the bottom of the advertisement. The language is concise, and the audio-visual images of bones show that long-term use of this product can provide healthy development and good state of bones, highlighting the functional role of high nutrition and calcium supplementation.

The linguist Crystal once said: "The language of advertising must be carefully considered and summarized." Therefore, if an advertisement fails to achieve its purpose of selling products, providing services and expressing opinions, the reason is not that the audience did not notice the advertisement, but that the language used in the advertising slogan did not attract the attention of the audience and did not arouse their interest in the product and their desire to buy it.

Three:

The title of the copy is "clear streams, happy birds singing, rich grassland and fresh air." Give fresh, healthy and close to nature. It is said that copywriting is for sales. What face is the copywriter selling, but it is very chewy. Tell consumers frankly and objectively whether the words are easy to understand and whether the words still have the same temperament as your brand. Does it give the impression of refreshing temperament or platitudes?

four

The rhythm of the advertising slogan "Green Grassland Natural Good Milk" pursues even and flat rhymes, and relatively fixed short words conform to the memory principle and audience psychology, which can promote memory. This catchy and pleasant language will naturally win people's favor, create a deep impression, shorten the distance between merchants and consumers, and achieve the purpose of persuading consumers.

I feel a little confused when writing this. This language is very special. I really don't know LZ very well myself. Think for yourself.