"Surprise starts with the skin" but there is no promise. More of a dream, let women experience the "beginning of change" by themselves.
The positioning of Olay is a popular product. The most practical thing is to grasp the price and channels, and firmly build the kingdom of female charm through the proposition of "popularization of aristocratic products". The characteristics of Olay culture are "kindness" and "simplicity"-kindness is close to life and simplicity is close to people. Taste both refined and popular.
Olay is always a beautiful scenery.
No woman does not cherish diamonds, just as no woman does not long for love.
"Diamonds last forever", the classic slogan of De Beers, the world's largest diamond supplier and retailer, has made countless people in China know about diamonds and understand that diamonds can represent faithful love.
The slogan "Love life, love Fang La" is a household name, familiar to men, women and children, and has been tampered with and quoted the most.
Fang La literally means beautiful, fragrant and soft. Pronunciation is simple, rhythmic, easy to read and remember, easy to spread, and you won't forget it after reading it once. Fang La is closely related to life. Fang La can be your lover, a beautiful wish or the life you want.
Fang La is always happiness and hope.
4 "My skin wants to use Dabao sooner or later". In contrast, men use it more often.
As the first company to introduce the concept of male cosmetics, Dabao's approachable love culture has been deeply rooted in people's hearts. Dabao is a welfare unit under Beijing Civil Affairs Bureau. Deaf and dumb employees account for 5 1% of the production line, accounting for more than 35% of the company's total employees. "Resetting a person, saving a life, liberating a family and stabilizing a large area" is a true portrayal of Dabao's love culture. From the standpoint of consumers, national enterprises and giving back to the society with love, Dabao still lives in the cracks.
Dabao, who constantly strives for self-improvement, has his own unique temperament, just like a steady, persistent, simple and sincere father.
"See you tomorrow, Dabao, see you every day ~"
5 "Full of blood for health, blood for Jiuzhitang. Warm hands and feet, warm sleep, full of energy, full of blood, ruddy and charming! Jiuzhitang Donkey Gum Buxue Granules, don't buy it wrong! "
Deng Jie, Gao Xiumin and Li Xiang. A farce performed by women of three ages. Pretending as usual.
The beautiful women were full of energy and rubbing their hands. Deng Jie made a fist gesture and said, "She is full of vigor", and Li Xiang said shyly, "She is a charming girl with rosy complexion", and the audience all laughed.
Guizhou green wine sells "amorous feelings", Jinliufu sells "blessings", Coconut Island Guilu wine sells "filial piety", Shelley stops, Vantone Jingu film sells Zhao Benshan's humor, Mercedes-Benz sells "dignity" and Coca-Cola sells "American culture", all of which are the spirit of the products. And Jiuzhitang Donkey Gum Buxue Granules must be selling coquettish, right?
In one word, grandstanding.
6 "There are no gifts this year, only melatonin."
To tell the truth, the advertisement of melatonin is so bad. As soon as they meet, they say, "We don't accept gifts during the holidays this year, but only accept melatonin as a gift." They keep appearing in front of you, playing repeatedly, bombing the eyes, annoying the people all over the country, and then reminding you of melatonin, whether you are disgusting or not. Many friends have asked "what is melatonin?" The bear replied, "this is an unfinished building." What exactly is melatonin? This is a small bottle and a big soap bubble.
At this point, the advertisement only thinks it has some nonsense flavor.
7 "Clothes make the man, and beauty depends on beauty".
"Clothes make a man, and beauty depends on brightness" is also an advertising word blurted out by children. Say this sentence gently, and Zhao Wei, a little beauty with big eyes, will jump out vividly in your mind. Hehe, it's a lovely little woman's taste.
Clothes make the man, and horses depend on the saddle. Simple common sense makes sense. This is just a clever concept. With the affinity of "Little Swallow", Liangzhuang has been pushed to the north and south of the river. The slogan shines, and success is mutual.
Xiaoyan's transformation is successful, and the glory of Liangzhuang is also certain.
8 "All the joys and sorrows are mine!"
"Obedience doesn't mean I don't have the mind to like sour and sweet. It's true. Every day is new to me. My picky taste ... "
Everything has to do with Baby Zhang. Baby Zhang sang with headphones at first, but her singing was out of tune, which caused many people to laugh. But after she took a sip of Mengniu yogurt, her singing changed qualitatively, and people's eyes changed from ridicule to follow. Then everyone sang "Sweet and sour is me" with Baby Zhang, picked up yogurt and shouted-"Sweet and sour is me!" (Khan ...)
While Baby Zhang's sweetness and cuteness firmly attracted the audience's attention, the combination of pink interface and products skillfully cooperated with the pursuit of "super girl", creating a pink dream of youth with product connotation, and making the whole advertisement full of dreams and self-confidence.
This is what girls want-sing whenever they want and express themselves honestly.
9 "Did you drink today?"
This is a slogan of robust milk that we are all very familiar with. On the TV screen, a naive and confident little girl is holding a bottle of Robust milk. She asked the children in front of the TV and their parents, "Did you drink today?" Then a large group of children happily sang "We all drink Robust."
Seemingly gentle advertisements give you faint pressure.
It exerts psychological pressure on the children's parents through an open question. It makes use of the comparison psychology prevailing in our society to appeal that "all students drink, so do I." For parents, "other children drink, so should my children."
Face "Did you drink today?" You must give an answer. If you don't drink, your mind will make a choice because of the above influence.
The question "Did you drink today" is well-intentioned, but the tone is very strong, and it also contains the tone of suggestion. In this open and intense pressure environment, you must make a choice.
10 "Mom, I want to drink ..." Compared with Robust's inquiry, Wahaha is more direct, expressing her request directly through the little girl's mouth.
A naive, shy and lovely little girl said softly, "Mom, I want to drink ..."
The image of this little girl's innocence and shyness is very impressive, but I think the deepest impression left by many mothers may not be this image, but her gentle song-like call "Mom, I want to drink water ..."
"Mom, I want to drink ..." This call is the call of thousands of children in Qian Qian to their mothers. This name is so specific and familiar that all mothers are heartbroken.
In the face of this tender, naive and reasonable request, which mother will refuse?
Popular advertising songs
We are pests, we are pests, just lucky gods, just lucky gods, we must kill pests-lucky god pesticides.
Unforgettable reason:
This is a very popular TV advertisement in the 1980s. A pesticide can also skillfully convey product information through cartoon images combined with funny music, especially songs that are easy to remember and sing, which are very popular.
When the sun rises, our love will last forever-Sun God Group.
Unforgettable reason:
Sun God Group is the first enterprise to implement CI, and its advertisements are vigorous and full of masculinity. The commercial song conveys this tonality well, which makes people deeply impressed by this advertisement. Even after hearing this song many years later, you can easily associate it with the Sun God Group.
Love is love, love is a person-Zheng Da Group
Unforgettable reason:
This is probably the most popular advertising song in China. At that time, with the broadcast of "Zheng Da Variety", this song became a household name for several years, but it was also an image advertising song of Zheng Da Group. This is the charm of Zheng Da Group. By combining advertising songs with powerful TV programs, the image of Zheng Da Group has been deeply rooted in people's hearts unconsciously.
Long years of love, Didi Tuopai Liquor-Tuopai Qujiu
Unforgettable reason:
Tuopai Qujiu was originally a little-known liquor brand, but with the spread of "Long years, Didi Tuopai Liquor", it stood out from the liquor brands of all living beings. Although there is only one lyric, it is impressive, adding a deep cultural background and aftertaste to Tuopai Qujiu. This advertisement sings the cultural feelings of Tuopai Qujiu.
Come on, come on, give me a feeling-elf
Unforgettable reason:
May, a female singer in Taiwan Province, always gives people a feeling full of energy and passion. Coca-Cola Company hired May as the image spokesperson of Sprite, hoping to convey Sprite's brand personality with the help of May's personality. With the song "Come on, Come on, Let Me Feel" sung, Sprite's brand tends to be younger. Zhao Zheng
20-year advertising classic lens
After 20 years of evolution, advertising has changed from simply selling goods to creating popularity, from promoting product sales to leading industry breakthroughs. Advertising is affecting people's consumption and life in China and changing people's ideas and behaviors in China.
"Toshiba, Toshiba, Toshiba in the new era"
This slogan, which appears at the back of TV series every time, is still fresh in the memory of many consumers, and it still affects Chinese people's cognition of Japanese brands to a certain extent.
Flashback point:
At that time, China's advertising had just started, and Japanese advertising was not at the same level as domestic advertising in terms of creativity and production quality. Those catchy slogans and excellent advertising pictures have deeply influenced China people, and made consumers in China establish a high degree of loyalty to Japanese brands and products, and this influence has even continued to this day.
"Didi is fragrant, and the meaning is still unfinished."
A foreign man in a suit and tie has influenced the lifestyle of the people who got rich first in China and enlightened the coffee plot of China people. Today, China people have begun to accept the coffee culture from instant coffee to Starbucks.
Flashback point:
On the one hand, the large-scale appearance of international brand advertisements has established the strong position of these brands, and also changed people's concepts and lives to some extent. Nestle Coffee, Maxwell Coffee, Coca Cola and Pepsi Cola, which once represented a lifestyle and emotional appeal, entered people's daily lives through scenes and lifestyle advertisements. In advertisements such as "Delicious", "Drips are fragrant, but the meaning is still unfinished" and "Pepsi-Cola, the choice of a new generation", China people who have just opened up have seen a new way of life. These products and advertisements have unconsciously influenced the consumption concept and life of China people.
"This is the secret of softness."
In the 1990s, Procter & Gamble, which just entered China, took the lead in introducing Head & Shoulders that can remove dandruff and softness that integrates washing and care. P&G finally changed China's concept of shampoo through rational advertising appeal strategy and functional TV advertisements. The well-known secret flirtation of flight attendants is still unforgettable.
Flashback point:
Advertisements in this period gradually changed the strong appeal and selling color in the past, but led people to yearn for a new life through life scenes and emotional expressions, and the exquisite life shown in advertisements became the object of imitation.
Sanjiu Weitai-Li Moran
Perhaps it is the reason for China's first celebrity advertisement, which occupies an important position in the history of modern advertising in China. Li Moran pioneered the celebrity advertising spokesperson in China, which caused an uproar at that time. Although Li Moran donated all the advertising expenses, he was still criticized by public opinion. But in fact, due to Li Moran's fair and serious confession in the advertisement, Sanjiu Weitai has achieved good market sales.
Flashback point:
The development of celebrity advertising has also experienced its own course. When some enterprises began to realize the effect of celebrities, celebrity endorsements surged in the mid-1990s. Since then, the relationship between celebrities and products and brands has been put on the table, and issues such as popularity and reputation have also become key words. Enterprises are also beginning to reflect on whether celebrities can really solve everything.
Vigorous 28 washing powder-1:4 pieces
This is a very impressive TV advertisement in the early 1990s. A family of three kept gesturing 1∶4 in the form of rap to promote the unique formula of vitality 28 washing powder. Advertising is an early and typical advertising work using USP theory in China, which is easy to remember and cheerful.
Flashback point:
It is unforgettable to advocate originality with unique sales and constantly strengthen this concept with scenes and gestures. This is the application of USP theory in advertising. Robust purified water has been purified by 27 layers, which brings USP theory to the extreme. Since then, Arowana1:1is also an extension of this advertising model.
Oni's "Hundred Years of Hair-Love Forever"
China's version of The Advertisement of Iron Stone-a touching love story that we met unexpectedly after years of war separation, especially Chow Yun Fat's affectionate eyes and gods, vividly explained this sad love story. Unconsciously, I accepted the brand of "Hundred Years Runfa". It seems that nostalgia can also be a way to impress consumers, and the combination of product name and spokesperson also adds a lot of color to this advertisement.
Flashback point:
The advertisements from "The Great Wall" to "Andy Lau's Dream Girl" are all the ideas of his boss, but in public, he also admits that these advertisements are beautiful and don't sell goods, which seems to be in sharp contrast with the advertisements of the famous planner Ye Maozhong. Ye's advertisements have always been famous for stimulating enterprise sales quickly and effectively. "Single appeal and multiple scrolling" are the characteristics of leaf advertising summarized by insiders.
Nongfu Spring-Nongfu Spring is a little sweet.
As a backward brand, Nongfu Spring has been able to get a share from Wahaha and Robust with suspenseful advertisements and a series of differentiated marketing methods. The phrase "Nongfu Spring is a little sweet" reminds people of this natural water collected from Qiandao Lake.
Flashback point:
This advertisement is a representative of differentiated advertisement, which skillfully combines appeal and suspense, highlighting the creativity of mineral spring bottle caps, a highlight of the product. Since then, other products of Yangshengtang have followed the principle of differentiation and achieved certain results, such as "shaking the farmer's orchard before drinking".