Chapter 27 Fifth Eighth↓Sixth Two Art: The Media Effect of Advertising Language

Advertising, as a medium, plays a very important role in today's market competition.Although there are various forms, such as newspapers, magazines, radio, television, etc., they are all inseparable from language or writing.Advertising with specific and humorous language can attract people's full attention, stimulate the desire to buy, and give people a beautiful enjoyment that will be unforgettable for a long time. How to use advertising language? Fifth and Eighth Technique Ⅰ: Exaggerated Contrast This is to highlight the most beautiful features of the promotional object, or contrast it with similar items to deepen people's impression of it.

For example: The slogan of a book in the United States is: One hundred dollars can buy the wisdom of a master for a lifetime. A Taiwanese chemical factory made an advertisement for its shampoo: Now, wash away the traces of time from your hair! The advertising slogan of a toothbrush factory in mainland China is even better: not pulling out any hair. The contrasting language of the stinky tofu advertisement made by a tofu shop is also very distinctive: notorious and fragrant. There is also a barber shop that uses a couplet as its advertising slogan: Come into the shop to come to the black cloud scholar; go out to the white-faced scholar.

All of the above are exaggerated and comparative advertising languages, all of which express their characteristics to attract buyers.However, be careful: exaggeration is not exaggeration, and comparisons must be realistic to be attractive. The Fifth and Ninth Technique Ⅱ: A double entendre This is a kind of advertising language that uses homonyms and synonyms. On the surface, it says one meaning, but actually refers to another meaning. It is a pun, concise and vivid. For example: An advertisement slogan of a typewriter company in the United States is: If you don't type, you don't know each other.

The slogan of a lock factory in China is: One man guards the gate.It implies that no one can leave. Alishan melon seeds produced by a food company in a certain place have an even more clever slogan: Once you eat them, you will be happy. The beating, monogamy, and nibbling in the above-mentioned examples all have puns, which have profound meanings and make people associate for a long time. Sixth Technique Ⅲ: Skillful use of idioms This is to subtly change the idioms related to the product, give them new meanings, and give people a sense of intimacy and pleasure. For example: A table clock manufacturing company has an idiom used to promote its table clock products: love at first sight.

Another advertising idiom of a shoe company is more interesting: a journey of a thousand miles begins with a single step. The above-mentioned examples are all clever use of idioms for advertising, and anthropomorphic techniques to endow the product with a vivid image, to bring forth the new through the old, and to have a unique style. Sixth Technique Ⅳ: Game Words This is the way of using word games to stimulate people's curiosity and achieve the purpose of attracting each other. The writer Li Ao once proudly said: Since Hu Shi, there are only three people in China who can be called writers. The first is Li Ao, the second is Li Ao, and the third is Li Ao!

For example: In the past, the owner of a snack shop asked a calligrapher to write the signboard.With a swipe of his brush, the calligrapher wrote the three characters for Dim Sum Shop, deliberately writing a little less on the heart characters.After the signboard was hung up, many people gathered around to watch, why there was less talk about the heart word?Someone asked a calligrapher.calligrapher said: This is a little less hearty, but I want everyone to go to the store to order something! Sure enough, there were more and more people watching, and many people actually went to the store to order a meal.For a while, the store's business was booming, and the fortune was prosperous.

There is another tofu shop that uses text as an advertisement. It uses 14 long characters to form a couplet: long long long long long Long long long long long. (Note: The second, fourth, and seventh characters of the first couplet and the first, third, fifth, and sixth characters of the second couplet all have dots.) All long characters with dots are pronounced as verbs, pronounced as ㄓㄤ'.The rest are all adjectives, pronounced as ㄔㄤ and accompanied by a horizontal comment: Seeking money in the water. This strange couplet also attracted a lot of onlookers. Everyone read it and guessed it. Naturally, they bought some tofu to go back, and the business in the store became lively.

The purpose of advertising is achieved unconsciously. Sixth Second Technique Ⅴ: Reverse Psychology This is to use people's complex and wonderful mentality to choose stimulating and interesting language to achieve the purpose of stimulating and inviting generals. For example: A cigarette manufacturing company produces Crown brand cigarettes, and the advertisement it makes is: No smoking, even Crown brand is no exception. The advertising couplet of a certain pharmacy is: I only hope that people in the world will be free from disease; I am not afraid of the dust on the shelves. French cosmetics and perfume tycoon Ke Siqin.Dior, in order to promote one of his rich floral fragrances, deliberately used a peculiar advertising slogan: poison.Unexpectedly, it was the advertising slogan with the word "poison" that made this perfume popular in the European market and made a profit of millions.

This is the social effect of people's reverse psychology.