Advertising language is indispensable in the marketing activities of enterprises. Its function is to show the characteristics and advantages of enterprises or commodities in the shortest words. Good advertising language can impress people, remember the brand, understand the brand and form identity.

"Drink Wang Laoji if you are afraid of getting angry" is a good slogan.

First, there is a strong correlation between Wang Laoji and the label of removing fire, and second, it is catchy and easy to remember and spread.

You can think of a slogan like this by counting it:

"Tired and sleepy, drink red bull!"

"Always use your head and drink six more walnuts." Although I think this is a bit unreliable, it doesn't prevent me from buying this walnut dew.

So where are they good? Is there any creative method?

Yes, five businessmen in Liu Run introduced three creative principles of advertising language, which are "stimulating purchase and promoting communication". Let's take a look together.

Easy to remember.

Australian advertiser Hess said that if an advertisement exceeds 12 words, readers' memory will be reduced by 50%. A good advertisement must be brief, which is Hess's law.

No wonder the three examples mentioned above are short and capable.

Beneficial to consumers

Many advertising slogans are very tall, but the feeling for consumers is "What's it to me?"

Therefore, some advertising slogans focus on the interests of consumers and what benefits they can get.

Solving problems, dispelling fire and nourishing the brain are all benefits.

Relatively speaking, Red Bull's "your ability is beyond your imagination" in the later period has no obvious benefits to consumers.

Related to products

Advertising language should be related to the product. Regardless of the product, consumers will feel that these benefits have anything to do with the product.

Wang Laoji and Red Bull listed above are direct products.

Apple iPod's "Put 1000 songs in your pocket" and Xiaomi weighing scale's "Perceptual accuracy of drinking a glass of water" are all related to the advertising language of the products.

Personally, the advertisements of B, faith and faith in the "BFD principle" of marketing copy are often not so closely related to products, such as Just Do It of Nike. So it doesn't seem absolute.

Generally speaking, after reading these three articles, I recall the slogan of the community I used to run. Quite simply, writing is equal to not writing. I can't say the benefits to consumers, and I feel different about users. The only thing is that I don't talk much.

Advertising language, you can also go back and read more books by Ye Maozhong, and then continue to study.