Plaid poems of advertising design

1. Poetry about advertising With the development of advertising industry, in addition to commercial value, the cultural value of advertising language has been paid more and more attention, and the advertising language has also learned from poetry from the shallow to the deep.

There are several ways for advertising language to learn from classical poetry. 1. quotation is the most concise and direct way to use ancient poetry in advertising language.

According to the different ways of advertising language quotation, it can be divided into "direct quotation" and "word-breaking and sentence-breaking". "Direct quotation" refers to the practice of copying classical poetry without any modification in advertising language.

Typical cases are: Shanxi "Xinghua Village" Fenjiu advertising slogan "Excuse me, where is the restaurant? The shepherd boy points to Xinghua village. " "Word-cutting and sentence-breaking" refers to the practice of changing individual words in classical poetry in advertising language to meet the needs of this brand.

The famous case is that Nanchang jiangling motors Factory changed Li Bai's masterpiece "A Thousand Miles of Jiangling Return" into "A Thousand Miles of Jiangling Return". 2. Rhetoric The application of rhetorical devices in classical poetry to advertising language can make the advertising language vivid and easy to understand, which has always been loved by advertising creators.

Top truth. Topping really means using the word at the end of the previous sentence as the beginning of the next sentence, or using the last sentence of the previous paragraph as the beginning of the next paragraph, so that adjacent words, phrases, sentences and paragraphs are connected end to end.

The famous case has the slogan of "Camel" brand electric fan, "Camels enter thousands, and everyone is happy"; The slogan of "Great Wall" electric fan is "Great Wall Electric Fan, Great Wall Electric Fan"; Wan Jiale's advertising slogan is "Wan Jiale, Happy Family". Metaphor.

It refers to a rhetorical device that compares what you want to say with something similar in order to express it more vividly. Advertisements that use metaphors generally aim at highlighting the special functions of products, such as dove chocolate's "milk is as fragrant as silk"; The slogan of sunshine water heater is "bring you sunshine-like warmth"; The slogan of Hong Kong Mercury Record Advertising Company is "the rhythm of nature".

The dual rhetoric method of strengthening language effect with symmetrical words can make advertising language catchy and give people a sense of wholeness.

For example, the slogan of a tea kiosk in a Buddhist temple is "nothing is left, no one can sit for a moment;" "Two heads are better than one, and they eat things"; The slogan of "Confucius Banquet Wine" is "Drink Confucius Banquet Wine and Make a World Article"; The slogan of bosom friend magazine is "there is a vast sea of people, where there is a bosom friend;" "publications are like forests, where to find bosom friends" 3. Rhythm China's poems are closely related to music. In The Book of Songs, most of the poems are music words, and in its heyday, Song poems were written for music according to the format of epigrams, which made great achievements in rhythm and just met the requirements of catchy advertising language.

Plain. As far as the four tones are concerned, that is, flat tone, rising tone, falling tone and entering tone, the basic principle of flat tone is to require the language of poetry to have strong and weak points and a distinct sense of rhythm.

Combined with pinyin, we recognize the first and second sounds as flat sounds, and the third and fourth sounds as Legato sounds. A slogan is beautiful to read, and it is very important to abide by the leveling rule.

For example, the slogan of a watch shop is "lettering to remind people to be vigilant and advise people to cherish time", the previous sentence is "mediocre" and the next sentence is "mediocre"; Another example is the slogan of the space shuttle, "There are thousands of roads in urban and rural areas, and there are spaces in the roads". The first sentence is "plain" and the next sentence is "plain". Rhyme.

Rhyme is very common in advertising language writing, because rhyme can make advertising language harmonious, unified and coherent. For example, the slogan of Wanbao Air Conditioning is "Wanbao Air Conditioning, Happy Seasons", the slogan of Sprite Soda is "Crystal Cool", and the slogan of Gree Air Conditioning is "Good Air Conditioning, Made in Gree". What is more worth mentioning is "double phonology". In modern Chinese, disyllabic means that the initials of two words are the same, and disyllabic means that the finals of two words are the same, which has special formal beauty and musical beauty. Li Qingzhao's phrase "searching, cold and lonely, sad and miserable" is an eternal model of double phonology.

Advertising language emphasizes generosity and practicality, and cannot be burdened by rhyme, so there are few examples of double rhyme, but there are also many such excellent works, such as the above-mentioned "lettering reminds people to be alert, and the voice urges people to cherish time", the advertising language of Taiwan Province Elfa Audio Company is "ingenious in inch by inch, delicate in fax", and the famous advertising language is "Didi is fragrant, and the meaning is still unfinished". 4. Long-short sentence Wang Guowei said in "Words on Earth": "The poetry is wide and the words are long."

According to Wang Guowei's understanding, "word length" is the fundamental feature of words, and the sentence pattern with uneven length is the main reason that determines this artistic feature. From one sentence to eleven sentences, the sentence patterns of words are rich.

One sentence is "Returning to the Native Land" in Gui Zi Ballad, the other is "Waiting for a short book to stop complaining, it is better to be late" in Nanxiangzi, and the other is "Full of Xi, Liu Waidi" in Xiangsiling ... In my opinion, this kind of long and short sentence pattern of Song Ci is not only a great breakthrough in classical poetry. In terms of the number of words, an advertising word should be within 20 crosses, and a sentence can be arranged and combined appropriately to a cross sentence; In terms of melody, the sentence combination of words is formed by the rhythm of words, and the unique melody is perfect enough for the catchy and cadence music beauty of advertising language; Formally, the long and short forms of words break the "single sentence" and "symmetrical form" of advertising language in the market at present, and the uneven style is refreshing.

For example, the slogan of FAW Car mazda 6 is "Charm, Power, Technology"; The slogan of Volkswagen "Passat is the master" is "ambition is under control"; The slogan "Stop, then you can see" of Bank of China boldly adopts the combination of one sentence, two sentences, three sentences and four sentences, which not only has unique phonological effect, but also has unique form. 5. Wang Guowei absorbed western aesthetic concepts, and further divided the artistic conception of ci into "with me", "without me", "with me" and "without me", which were distinguished by different ways of looking at things.

The former is a way of looking at things from my point of view, with subjective will and interest, such as "tearful eyes asking for flowers without words"; After that.

2. On the couplets and witty sentences in advertising design:

China Construction Bank -CBC (China Construction Bank)-Do you want to eat?

Bank of China -BC (Bank of China)-Don't eat.

Agricultural Bank of China -ABC (China Agricultural Bank)-Oh, no!

Industrial and Commercial Bank of China-Industrial and Commercial Bank of China-Love

Eat or not!

The first part: love is in arrears, love has stopped, and fate is not in the service area.

Bottom line: I don't think there is a response, but I think the line is busy and my feelings can't be recharged.

Horizontal criticism: if love moves, the heart is not connected.

An optical shop couplet: "Hanging the sun and the moon, wearing clouds to shine on people".

East, west, north and south, good wine in the bow.

Great wall electric fan

China Pharmaceutical Association "hopes that everyone in the world will be healthy, so why worry about putting medicine on the shelf to produce dust".

A pair of post offices "spread thousands of miles to comfort thousands of families",

A barbershop couplet: "Although Hao Yun has no skills, he is a kung fu."

Thrift store: "I am willing to forget the past, why not have something relaxing?"

The couplets in the store "Moment Word": "Six books are all over the world, and a moment is worth a thousand dollars."

A calligraphy and painting shop couplet: "Viewing a painting is like viewing a landscape, and appreciating words is better than appreciating flowers."

There is a hotel called Dongxing in a coastal city: "No matter the wine pipes (restaurants) in the east and west, whether they are prosperous or not, you should drink them."

The advertisement of "920 Pig Food" is like this: "Liangbao 920 advises pigs not to brag".

Duya humidifier: "gentle love, gently touch you."

Zeng Yuele's medicine is "congenital deficiency, which can be supplemented the day after tomorrow".

An individual barber shop in Wuchang: "Be the best in the world, be the best in the world"

Shanghai Soap Factory: "Twenty this year, eighteen next year"

The slogan of the winery: "The wine smells like birds, and the dregs fall into the water to eat Jackie Chan."

"There is Shuangqiao monosodium glutamate at home, plus a catty of rice."

"The real wine? Like wine? It is better to use tea instead of wine! "