Try to analyze a certain TV commercial from the perspective of theme, copywriting, artistic conception, background, pictures, and sound...

(1) Appreciation of excellent advertising slogans (Zhu Huaxian)

Smoking is prohibited, even Crown Brand is no exception

——Advertising slogans to promote Crown Brand cigarettes

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[Appreciation] Cigarettes are poisonous and harmful to the human body. Therefore, smoking should not be promoted and should be banned. However, cigarettes are also a product and must be promoted. How to solve this contradiction? The advertising slogan of Crown brand cigarettes is extremely clever. The advertisement only has 12 words, but is rich in content. It not only promotes the theme of no smoking, but also achieves the effect of promoting and praising Crown cigarettes. On the one hand, it is the active promotion. All cigarettes including Crown brand are banned, and the attitude is firm; on the other hand, it is the active promotion. Although Crown cigarettes are also banned, they are different after all. If you want to smoke In other words, it is still a crown, which gives people great temptation. These two aspects are harmoniously unified in a short sentence.

Advertising takes advantage of people's psychological contrast, adopts counter-productive techniques, and uses popular and concise language. It has a strong artistic effect and leaves a deep impression on people.

Nothing added, just moisture

——Advertising words for promoting milk powder

[Appreciation] Many advertisements often like to use pure and authentic to represent their products. quality. What this milk powder advertisement also wants to highlight is the word "pure", but it ingeniously avoids this familiar word "pure". Instead, it starts from the opposite side, starting from the specific production process, using figurative language. express. The first sentence "nothing is added" shows the purity of the product, and the latter sentence is sharply changed with "but", further indicating that purity alone is not enough, there must also be no moisture, highlighting the characteristics of "powder".

The language is concise, and there are twists and turns in the 12 words. The text is simple, but the image is concrete. At first glance, the words are not surprising, but upon closer consideration, they are endlessly memorable.

There must be a road before the car reaches the mountain. There must be a Toyota car

——Advertising slogan to promote Toyota cars

[Appreciation] This advertisement successfully changed The ancient poem "Mountains and rivers are full of doubts and there is no way out, and there are dark willows and bright flowers in another village". The text is concise, but the connotation is rich: first, it shows the high quality. The advertising words do not directly promote the quality of the product, but use the large sales volume to show ; The large sales volume is not directly expressed by quantity, but indirectly expressed by roads; secondly, it shows that the car is highly adaptable. "Where there is a road, there must be a Toyota car", which implies that no matter what the road is, Toyota cars can be used horizontally and vertically. Galloping and moving freely; third, showing strong self-confidence, two "must haves", and a firm tone, giving people a feeling of trustworthiness.

The advertisement uses true rhetorical techniques. Although 9 of the 14 characters are the same, they are easy to read, pleasant to the ear, and easy to remember and spread.

Never sell your gold unless you find a suitable buyer

——Advertising slogan for jewelry stores to buy gold

[Appreciation] You want to buy gold yourself , of course I hope others will sell it. But the very beginning of this advertisement is "Never sell your gold." If you stand in the other party's shoes and consider the other party's interests, wouldn't this be a loss of your own job? However, when you see the next sentence "unless a suitable buyer is found" with eagerness, you will feel its brilliance. The brilliance lies in that it is also considering its own interests. What it really means is: gold can also be sold, as long as there is a suitable buyer; as for who is the suitable buyer, it goes without saying that it is me.

First, there is a heavy knock to give you a stimulus and suspense, and then there is a gentle smile and a quiet whisper to clear up your doubts and make you believe. The superb technique is simply breathtaking.

(Selected from "Application Writing" Issue 5, 1991)

(2) Tactical use of advertising (Yao Yaping)

No peeking!

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——Techniques for Attracting Public Attention

There is a restaurant abroad. A large wine barrel is placed in front of the door, and it is eye-catchingly written: "No peeking!" But there is no cover. Pedestrians passing by couldn't help but stopped to take a look inside the barrel out of curiosity. Unexpectedly, there was another note inside, which said: "My store has a unique, clear and fragrant draft beer for five yuan a cup. Please enjoy." The sentence "No peeking" attracted everyone's attention.

Today's advertisers generally feel that the most critical and difficult issue is how to reach the people they are trying to influence. Psychologists have compared information spread by teachers to information spread by advertisers. He believes that although teachers may not necessarily make students accept his point of view, he can ensure that students can hear his point of view because students must attend class; and an advertiser has to spend a lot of money and rack his brains to achieve the same effect. . He must choose a certain communication medium, such as television. He must find a program that everyone loves to watch, and ensure that people do not leave their seats or change channels when advertising. Even if he succeeds in all this, he will still only reach a small percentage of the desired audience - if he chooses the most popular program on television, he will only reach 30% of the television viewing population. Only 25% of the readers of ordinary newspaper editorials read it, not to mention that this is not possible under normal circumstances. The contact between advertising and the audience is a low-level contact.

An important reason for this low-level contact is that the audience has a mentality of avoiding advertising. Not only will they naturally develop a kind of resistance to resist the advertisement after hearing (seeing) the advertisement, but at the moment they hear (see) the advertisement, they will also adopt an avoidant attitude, turning a deaf ear or looking away. This phenomenon has been explained in psychology. People do not pay attention to everything in the outside world. When the information about external things reaches people's information-receiving organs, it cannot be received unimpeded. People always selectively receive the part of the information they want to receive, and adopt a kind of rejection for the information they do not want to receive. Attitudes and advertising are often among the messages that people reject. Therefore, if you want to win the advertising campaign, the first battle is to attract the attention of the audience, let them hear (see) the advertisement, and pay attention to the content of the advertisement. Only when this step is achieved can the following be achieved. The possibility of success in the second and third steps.

To make advertisements attract people's attention, the following points should be achieved:

1. Novelty

People are naturally curious about those things. New, unique and distinctive things will not only stop and watch, but also ask around. Advertising can target this psychology and adopt novel beginnings, novel techniques or novel activities. Such ads can grab people's attention. In September 1986, a circus parade dressed in clown costumes appeared on the streets of Zhuhai City. The clowns wore various masks and swaggered through the streets. When pedestrians on the street saw it, they all stopped and watched. From their banners and sash, we learned that the Japanese Kinoshita Circus will hold its first performance in China a week later with the Zhuhai Pearl Orchestra. This is their intended advertising. At the beginning, after the decision to perform was made, people were worried about how many audiences would come to watch the performance. Zhuhai's population was only 120,000. The organizer believes that the performance time is during my country's National Day, the Pearl Paradise has first-class equipment, and Zhuhai is close to Hong Kong and Macao, so there are many favorable conditions in all aspects. As long as they take the initiative in the publicity offensive, the audience will be fine. So they changed the method of putting up posters and adopted the form of a clown performance team, which greatly attracted the attention of the masses. After the masses went back, they spread the word by word of mouth and made voluntary advertisements. As a result, Zhuhai City, which has a population of only 120,000, But 470,000 tickets were sold.

2. Kindness

In today's society, people are exposed to the world of advertising and are constantly attacked by advertising. Over time, the attraction of advertising to people gradually weakens, and people's interest in advertising The psychological endurance is also gradually reduced. Therefore, the production of modern advertising must find ways to stimulate people's feelings that have been numbed by advertising and attract their attention. Because people are always interested in things that are relevant to them, ads can act accordingly.

"Do you want to get rid of bad breath? Please use West Lake toothpaste!" (Toothpaste advertisement)

"Are you tired from work? Please drink a cup of tea to wake up and refresh yourself. !" (Tea Advertisement)

"Would you like to overlook the spectacular view across the ocean? Please take the Boeing 707 from Shanghai to Tokyo!" (Shanghai Civil Aviation Administration Advertisement)

Above The advertisements all start with a question that addresses the needs of certain people. For those who happen to have this need, this kind of advertisement is indeed a kind of language that "just fits my heart". It is right in front of their eyes, making them overjoyed, "Yes." Yeah, that’s what I was thinking! Is there any way?” So, I listened to (and watched) the rest of the advertisement.

3. No notice

Advertising can be said to be an act of persuasion in a sense. Psychological research proves that persuasion without warning is more persuasive than persuasion with warning. Psychologists Jason Friedman and David Sears once conducted an experiment that confirmed this conclusion. They divided a group of teenagers into two groups, A and B. They told the teenagers in group A that they were going to listen to a speech on "Why are teenagers not allowed to drive?" The speech did not start until a few minutes later; for the teenagers in group B, there was no warning. They were presented with the same content. The results showed that Group B was more likely to be completely convinced by propaganda than Group A. The same goes for advertising practices. Some radio stations often say before broadcasting advertisements: "It's commercial time..." People often turn off the radio when they hear this sentence, because they already know that the radio is about to persuade them. In fact, it is not a good idea for radio and television stations to fix the broadcast time of advertisements. Especially recently, CCTV arranged two fixed advertisement programs before and after the news broadcast, and printed "Advertise widely" and "On the list" in front. Predictive subtitles like "Famous" reduce the better effect that the advertisement could have achieved. Nowadays, there are many TV commercials that are relatively well done. The commercial has already started. People don’t know it is an advertisement yet. They think it is the beginning of a TV series or something. They quickly watch it attentively. Although after watching it for a while, they know it is an advertisement, but they have already been exposed to the advertisement. Attracted by the content. Unlike pre-announced ads, once you hear the pre-announcement, you refuse to accept it, so that the truly attractive ads are missed.

Please tell everyone...

——Techniques for maintaining public memory

A successful advertisement must not only make the public notice it at once, but also Make the public remember it for a long time. If the advertisement becomes a passing smoke, then no matter how good the instant effect is, it will be in vain.

Only when advertising information is remembered and stored by people, and will automatically emerge when people shop, can it be said that advertising has truly achieved its effect. There is a shoe store in Taiwan that starts its shoe advertisement with a sentence:

"Please tell everyone..."

This novel sentence not only attracts people's attention, And it makes people remember it and tell each other. It is really like the advertisement hopes, everyone reads it and tells everyone again. This shoe store also became famous, and later other sugar stores and cloth stores followed suit. However, when the public saw "Please tell everyone", they still remembered the shoe store where it was first said. The reason why this advertisement can be recited by people for a long time and prevent others from copying it, and others copy it to promote themselves, is that this sentence has a strong memory effect. Being remembered is an extension of advertising effectiveness and the second key to advertising success.

To make the advertisement have a strong memory function, there are four points worth noting:

1. Strong logic and prominent viewpoints.

From a memory perspective, those with strong logical organization are easier to remember than those with weak logical organization. Those with prominent main points are easier to remember than those with obscure main points. For example:

Quick-acting cold Pills are valuable for their quick effect.

The nine-character advertisement repeated "quick effect" twice. Emphasize the key points of the advertisement and make a deep impression.

2. The rhyme is smooth and catchy.

Studies by psychologists have proven that things that rhyme well are very catchy to read, and this physiological inertia causes memory inertia. Almost everyone has a similar experience. It is much harder to memorize awkward articles than smooth poems. In addition, China has thousands of years of poetry tradition, and the rhythmic characteristics of poetry have gradually melted into the subconscious mind of the Chinese people and become a psychological need for them when reading. Therefore, many Chinese advertisements use rhymes and have achieved good results. For example:

The first in the country, excellent quality;

Bright color and strong dyeing power.

(Black and shiny shoe polish advertisement)

Rich fragrance and mellow taste;

Drink it all year round to prolong your life.

(Jiangxi Green Tea Advertisement)

Everyone is happy when there is a triumphant song at home.

(Shanghai Kaige TV commercial)

If you want to get rid of dental disease, please use grass coral.

(Nanchang Cao Coral toothpaste advertisement)

The above four examples all use rhyme to emphasize the characteristics, brand and function of the product, making it unforgettable.

3. Borrow idioms

In the languages ??of various countries, there are many idioms, idioms, clichés, quotations... and other idioms. People often use it without thinking and casually. Advertising can use these idioms to cleverly connect with the advertising content and leave a deep impression in people's memory. For example, the Japanese Toyota Motor Company advertised in Beijing:

There must be a road before the car reaches the mountain,

If there is a road, there must be a Toyota car.

Anyone who sees this advertisement will feel a sense of surprise. Out of surprise, they will read it two or three times and will never forget it. The key to its success is: first, it borrows the Chinese proverb "There must be a road before the car reaches the mountain" to find an excellent lead for the advertisement. Then, it uses a common and true technique in Chinese to carry on the "there is a road" at the end of the previous sentence. Two words, and then use "youlu" to start the second sentence, giving people the impression of logical reasoning. Finally, imitating the "must have" in the previous sentence, use "must have" in the next sentence to imply Toyota The appearance of the car is as inevitable as the appearance of the mountain road, and it also shows the confidence of the advertiser. Such advertisements will certainly be memorable and unforgettable.

4. Extraordinary combinations and deliberate mistakes

People always read advertisements at once because the brain’s reading mode ensures this reading speed. This mode is formed based on The various units of language are composed of habits based on them. Under the influence of this model, people's reading speed creates a kind of inertia, which makes people ignore some information or read (listen) without remembering it. So if the advertising language violates the general collocation rules of language, or violates the general language rules, and there is an extraordinary collocation or obvious error, it will cause people to have doubts and add a corrective activity during the reading process, so that in the brain The impression left was much more profound. Take the example of "please tell everyone". Generally speaking, the agent and the recipient of "tell" are not the same word, but the same word "everyone" is used here. It seems to be a self-instruction, but in detail Thinking about it is not the case, but during this "careful thinking", the advertisement is embedded in the memory. Another example:

You should like this cigarette.

(Winston cigarette advertisement)

It is true that toothpaste itself has a good antiseptic effect.

(Christ toothpaste advertisement)

Both advertisements make obvious word order errors, but it is the advertisements with grammatical errors that leave a deep impression on people. The former "made Winston cigarettes suddenly rise from a very low sales position to the best-selling position", and the latter also made Crest toothpaste "become one of the largest-selling brand-name products after publicity."

If the ad maker "does not make mistakes" and writes the slogan correctly: "You should like this cigarette" and "The toothpaste itself does have a good antiseptic effect", it will be difficult to achieve any amazing effect. This phenomenon has attracted the attention of social psychologists.

Long-necked It must attract and persuade the public on the front, and compete with other advertisements on the other side. Nowadays, the products promoted by many advertisements are one of the same products, and the advertisement itself is often one of many similar advertisements. Therefore, the competitiveness of advertising is extremely prominent. Even if the advertisement wants to better attract and persuade the public, , we must first win in this competition. There are several points in this competitive technique:

1. Emphasize the personality of your product

Personality is the specialty and the strength of competition. Of course, advertising must promote this. In the United States, 7-Up Soda Company competes fiercely with Coca-Cola Company and Pepsi-Cola Company. Since 1980, 7-Up has more than doubled its advertising, but still lost more than $7 million. In 1983, the company took advantage of people's fear of caffeine, emphasized the characteristics of its products, and launched a publicity campaign saying "7-Up has never and will never contain caffeine." The company turned a profit that year. There is also a brandy called X.O. abroad. When the public relations staff were imagining an advertising language for it to enter the market, they took advantage of the extremely long neck of its bottle and came up with a slogan: "Long-necked X.O., superior to others." "The advertising slogan has achieved remarkable results.

2. Citing official and authoritative proof

Social psychologist Lyle Behm has done an interesting analysis: An advertisement for aspirin claims that it is 100% Pure aspirin, the advertisement also said, official testing has proven that there is no more potent and effective pain reliever than this aspirin. In fact, this proof is actually zero, because all aspirins have the same medicinal properties. "There is no pain reliever stronger or more effective than aspirin" is equivalent to "There is no pain reliever weaker or more effective than aspirin", but Just because it mentioned the official certificate, although each hundred tablets is as high as 1.5 US dollars, which is 5 times more expensive than other aspirin, the sales volume of the former is greater than that of the latter.

3. Be realistic and speak appropriately

In the competition, the louder the advertisement, the more valuable it is. In fact, advertisements that speak appropriately and decently can make those arrogant advertisements more valuable. Compare it. It is said that there were three tailors in the same street in London. One day A put up a sign:

The best tailor in London.

B saw it and hurriedly hung up a signboard, which was also written in large letters:

The best tailor in Britain.

C looked at it and thought about it for a long time. A few days later, he also put up a signboard that read:

The best tailor in this street.

The first tailor is already exaggerating and annoying; the second tailor wants to compete with bigger cowhide, and the result will inevitably be worse; the third one has the best advertisement. Compared with using "London" and "Britain", using "this street" is undoubtedly much more modest and more realistic. Besides, the reference of "this street" also includes the two tailors, so he advertising is the most competitive.

4. Have self-confidence

Advertising practice has proven that as long as there is no exaggeration or self-promotion, increased self-confidence will undoubtedly improve the charm and effectiveness of advertising. For example, Iacocca personally advertised when he was president of Chrysler. He showed off a "trick" (Yacocca) in the TV commercial, saying:

You can buy a Chrysler car, or you can buy someone else's car - let yourself try your luck. But...

He pointed at the television camera lens and shouted with confidence:

If you can find a better car, buy it. Let's do it!

To be able to say this, of course the quality of the car must be excellent, but this alone is not enough, it also requires confident words. The appeal of this language is enormous. Iacocca received many letters afterwards, telling him: "I did what you said. But I looked everywhere, but I couldn't find a better car." And this sentence also happened in the advertising industry. Huge impact. Many people have adapted Iacocca's language. There is a big billboard in Dallas that reads: "If you can find a better bottle of bourbon, drink it!" There are even some. A direct mail advertisement sent to Jacocca himself also said: "If you can find a better lemon, suck its juice!" Jacocca had to ignore it and laughed it off. But this in itself illustrates how attractive confident language can be.

(Selected from "Language Art of Public Relations", Guangdong Science and Technology Press, 1990 edition)

(3) "VV Soy Milk Body Bar" (Shao Jianyuan)

CCTV once broadcast such an advertisement. The mother said: "VV soy milk is nutritious." The son followed up and said: "Good health."

If you compare this advertisement to When combined together, it becomes "VV soy milk is nutritious and good for the body."

"Body is great" is obviously a continuation of the previous sentence and omits the subject. But after adding the subject, it became "VV soy milk is nutritious, VV soy milk is good for the body." What does this mean?

In language expression, omission is okay, especially in specific contexts, where omission is more common, but no matter how it is omitted, it must conform to language habits. "Body stick" can only be used to describe people, not things. The words "drank" should be added before "body bar" for this sentence to make sense.

(Selected from the 1998 issue 6 of "Yuwenqiaozi")

(4) "Duoer" is not "Douer" (You Dunming)

People who often watch TV are familiar with the advertisement for "Duoer" capsules. However, if you don't look at the picture, you won't be able to figure out what the name of this beauty capsule is, because the sound in the picture is "duǒ'ěr" (dor). . “Duoer” should be pronounced as duǒ’ér. "Duo" is a character with a rising tone. As we all know, when two upper-tone characters are connected, the tone of the previous character becomes like Yangping duó, but when the upper-tone character is connected to other tones, the pronunciation does not become like Yangping. The tone of "ER" is Yangping, so "Duo" cannot become Yangping. Like the pronunciation in the advertisement, the only way is to change "And" (ér) to " Er" (ěr). People often have trouble pronouncing two words that are connected in upper tones. This reminds me of the common word "occasionally" (ǒu'ěr) as a typical example. Many people pronounce ǒu'ér, maybe because they are not familiar with "er" The intonation may be due to poor reading of the tone changes between the two upper tones. The name of this kind of capsule "Duoer" just avoids the tone change of the upper-tone characters. Why must it be changed? Nowadays, the word Duǒ’ěr (Duoer) is spoken by young girls. This ad has a good image. If the pronunciation is corrected, the ad effect will definitely be better.

(Selected from the 2000 issue 6 of "The Words and Words")

(5) Language errors in the TV series "Water Margin" (Song Lifu)

Last year, CCTV Although I only occasionally watched a few episodes of the TV series "Water Margin", I found many language errors. Now I will write down a few mistakes that I can still remember, in order to inspire others.

Your Majesty

In Episode 22, Wu Yong said to Song Jiang’s father: “The villain Wu Yong, Ruan Xiaoqi and Song Yasi are close friends of life and death, and they came here to pay homage to your Majesty. Sir. "Your Majesty" is a respectful term used to address someone's father respectfully when talking to them. "Meet your father" is equivalent to saying "meet your father". Did Wu Yong really want to meet Song Jiang's grandfather? Obviously not, but the screenwriter or actor mistakenly mistook "Your Majesty" as the title of Song Jiang's father Song Taigong.

Fushang

Fushang is also a respectful term used to address the other party’s home or hometown. Chai Jin in the play refers to his home as "my house". Since ancient times, we Chinese have been very particular about showing modesty when we call ourselves. No matter how luxurious our home is, we have to use modest words such as "humble house" to describe ourselves. Is there any reason to call our home "house"? This problem is not only found in "Water Margin", but also in a movie The movie "Raise the Red Lantern" misuses the word "household" very vividly.

Biling Wei Chi

In episode 29, Song Jiang mispronounced "Bing Wei (yù) Chi" as "Bing Wei (wèi) Chi". Wei (yù) Chi is a compound surname. The "Yuchi" in "Sick Yuchi" refers to the famous Tang Dynasty general Yuchi Gong (also known as Jingde). "Sick Yuchi" is the nickname of Liangshan hero Sun Li, describing his martial arts skills, second only to Yuchi Gong.

"Make soup"

In episode 29, Xu Ning's wife told the maid to "get up at the fourth watch and make soup." What kind of soup was she going to make? The original work of "Water Margin" continued from the above: "After a while, the soup boiled, and the noodles were put on the soup. Xu Ning washed up..." It can be seen that the "soup" here refers to the hot water for washing the face. That is what is called "noodle soup" in some local dialects in the south. In this case, this "soup" does not need to be "boiled" like porridge or medicine. Who can say that boiling water is "boiling water"? In fact, the original book says, "You get up at the fourth watch to cook soup and arrange dessert".

"I also want to meet Song Jiang."

In the 40th episode, Fang La said: "I also want to meet Song Jiang." This sentence "I also want to meet Song Jiang" The two expressions "Song Jiang" and "I also want to know Song Jiang" are mixed together, resulting in mixed sentence patterns and confusing structure. "Yia" or "Yi Yi" should be removed.

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