Ill sentences in advertisements

"You humans are so happy. Snickers can quickly fill the hunger and can be bought everywhere. " -This is the first sentence of crocodile in Snickers chocolate series food advertisement. Imagine, what does "satisfy hunger" mean in the sentence? Is the Snickers mentioned in the advertisement able to satisfy human hunger quickly?

On the whole, the advertisement adopts the fairy tale style, expresses creativity completely with words and symbols, and sets off the temptation of the promoted goods with great interest. Its unique creativity and novel means of expression let us see the hope of the birth of an excellent advertising work. Unfortunately, however, it was born with fatal trauma.

Case 2

"Yakult lives well"-this is the core slogan of Yakult active lactic acid bacteria beverage. It is said that this advertisement, which was completed in only 1 1 day, once made customers "surprised and moved." It can be seen that the creator's creativity is successful. However, it is not enough for a good advertisement to have good ideas; Because creativity is "meaning" after all, just a subjective thing. Only when the advertiser's subjective creativity is further transformed into some objective form (such as voice, text, image, animation, etc.). ) whether it can act on the audience and be perceived.

Reading aloud, one of the externalized elements of creativity endowed by reading aloud, is obviously contrary to advertising creativity, and it is far from consistent and unified with creativity. The following two analyses can prove that this conclusion is not arbitrary.

First of all, it should be noted that although there is only one word difference between "live well" and "live well", they are quite different in structure and ideographic function. "Live well" is a subject-predicate structure, which means that in the comparison between death and living, living is better than death. And "live well" is the verb head word with complement, which means: not only alive, but also living in a good state. It can be seen that Yaluoduo's advertisement should use the phrase "live well", which is contrary to creativity.

Secondly, look at the whole advertising language. Although there is a gap between "speaking loudly" and "living well", it is inevitably read as a sentence with subject-predicate structure. If so, advertising language and advertising creativity are even more different.

Case 3

"Boundless Travel, Cool Valley"-this is the title of a text advertisement published in a natural scenic spot in the suburbs of Beijing. The word "innocent" means: there is nothing to be ashamed of. How can traveling in a cool valley cause such a feeling? It can be seen that it is obviously inappropriate to use it here and cannot be used with the following words to express meaning. It makes sense to use the word "no regrets" instead.

Case 4

"One-stop service makes you feel at ease"-this is the core slogan in the pillow advertisement of an automobile club. The word "sit back and relax" in Chinese is obviously born out of "sit back and relax" and is a transformation of Chinese idioms. In order to discuss whether this change is necessary, we might as well compare the two.

1. The idiom "Sit back and relax" means that if you put your pillow away and sleep peacefully, there is nothing to worry about. The revised sentence "sit back and relax" does not add anything new to the inherent idiom, but only changes the inherent meaning of "safety" from implicit to explicit, losing the implicit meaning of the inherent idiom.

Second, the idiom "sit back and relax" has a profound historical background. It is a stereotyped structure established in the long-term cultural accumulation. Has been deeply integrated into people's language habits. In the face of such a powerful "language power", the birth of the modifier "sit back and relax" is a bit dazzling and deformed.

In contrast, this shows that there is really no need to reform the inherent idioms in advertisements. How advertisers should innovate in language use seems to be worth studying.

Case 5

"5 1" is the slogan of a wedding photography company in Beijing. At first glance, I don't know what to say. After reading the full text of the advertisement, I realized that the advertisement wanted to tell the audience that it was 50% off "5. 1". Originally, it only took six words to express the meaning clearly, but why did the advertisement use the word 14, which is still unclear? This is strange and interesting. However, we can learn a lesson from it, that is, advertisements should be sincere and never be glib to consumers, which makes people feel confused.

Case 6

"Say goodbye to the traffic jam"-this slogan once appeared on the eye-catching wall of a bustling street corner in Beijing's East Third Ring Road. It shows people's desire and determination to control traffic order and put an end to traffic jams. But when you think about it, it doesn't taste right. As a farewell speech, "bye bye" means "farewell forever", but it also means "reluctant to leave each other and eager to see you again soon". When we control traffic jams, can we hope that traffic jams will reappear as soon as possible? It can be seen that when organizing advertising language, we should use words carefully, not only to identify the meaning of words, but also to accurately grasp the emotional color implied in words.

Case 7

"More delicious, more choices"-this is one of the slogans of KFC (Hangzhou) series bus advertisements. According to relevant data, KFC (Hangzhou) bus advertising has achieved good results. However, the problem of this advertising language, to put it bluntly, will inevitably make advertisers sad. Let's see what the slogan itself means. Although the sentence is short, with only seven words, it constitutes a compound sentence with two clauses. Although KFC has many delicious foods, consumers have more choices than KFC. No matter how much food KFC has, it can't meet the needs of consumers who choose more.

Is this what advertisers want to express? However, I said it myself, and who is to blame?

Case 8

"They (referring to men-author's note) should not only undertake the important tasks of children's schooling and parents' retirement, but also ..."-the advertising slogan of a beverage enterprise. According to this slogan, it is ridiculous that children go to school and their parents retire. Obviously, the word "heavy responsibility" in the sentence should be changed to "burden", and because it is changed to "burden" here, the word "bear" in front should be changed to "bear" accordingly.

Case 9

"Quality comes from reality"-this is the core slogan of a home improvement company in bold type in its advertisement. "Really" is a good attitude. With this good attitude, can the project quality be completely worry-free? What if the material is really poor and the technology is really poor? It should be noted that a good service attitude is not the only condition to ensure the quality of the project. Customers who choose home improvement services will inevitably worry that you have no other conditions to ensure quality and give up on you. This is the result of language barrier. This kind of unscientific language, once fixed in the advertisement, will inevitably hurt the content and effect of the advertisement.

Case 10

"Tong Ling is a well-known brand in the advertising exhibition industry in China. Our company is committed to developing all kinds of advertising, exhibitions and other promotional products to serve many well-known brand enterprises at home and abroad. " -The above are the first two sentences of the self-recommendation advertisement of Changzhou Tong Ling Advertising Materials Co., Ltd. The preface of these two sentences does not match the latter, and the latter is not connected with the preface, so it is very incoherent to read. They all introduce well-informed companies. Why does it make people feel out of place? Not because of the wrong words, nor because of syntactic problems, but because the speaker (or narrator) said these two sentences from different standpoints. The first sentence is said in the third person from an objective standpoint; The last sentence was said in the first person from a subjective standpoint. In this case, how can others be uncomfortable reading? In order to make sentences fluent and coherent, it is necessary to use the first person or the third person uniformly; You can't change people without a clear explanation.