Find the contents of a book "Roaming in the Chinese World"

(A) Appreciation of Excellent Advertising Words (Zhu Huaxian)

Smoking is prohibited, even for Crown brand.

-Advertising words to promote Crown brand cigarettes.

[Appreciation] Cigarettes are toxic and harmful to the human body. Smoking should not be advocated and should be banned, but cigarettes are also a product and must be promoted. How to solve this contradiction? The advertising words of Crown brand cigarettes can be described as unique. Advertising words are only 12 words, but the content is very rich. It not only promoted the theme of smoking ban, but also achieved the effect of promoting and praising crown cigarettes. On the one hand, the propaganda is positive, and all cigarettes, including Crown brand, are prohibited, and the attitude is firm; On the other hand, actively promote sales. Although crown cigarettes are also banned, they are different after all. If you want to smoke, they are still crowns, which gives people great temptation. These two aspects are in harmony and unity in a short sentence.

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

Nothing was added, but water was added.

-Advertising words to promote milk powder

[Appreciation] Many advertisements often like to express the quality of their products with purity and truth. This milk powder advertisement also highlights the word "pure", but it cleverly avoids the familiar word "pure", but starts from the opposite side, starting from the specific production process, and expresses it in image language. The former sentence "no additive" indicates the purity of the product, and the latter sentence sharply uses "however", further indicating that the purity is not enough and there can be no moisture, which highlights the characteristics of "powder".

The language is concise and the word 12 is full of twists and turns. The text is simple, but the image is concrete. At first glance, this language is not surprising, but when you think about it, it is endless.

Finally, there will be a road and a Toyota.

-Advertising words promoting Toyota.

[Appreciation] This advertisement was successfully changed into an ancient poem, "Doubt no way back, and a bright future will bring you another village". The text is concise, but rich in connotation: first, it highlights high quality, and advertising words do not directly promote product quality, but show it through sales; Sales volume is not directly expressed by quantity, but indirectly expressed by road; Second, it shows that the car has strong adaptability. "Where there is a road, there must be a Toyota car", which means that no matter what the road is, Toyota cars can ride freely and freely. The third is to show strong self-confidence, two "must have", a firm tone, giving people a trustworthy feeling.

This advertisement uses the most authentic rhetorical devices. 14 Although there are nine words that are the same, it is easy to read, sounds good, and is easy to remember and spread.

Don't sell your gold unless you find a suitable buyer.

-Advertising words for jewelry stores to buy gold

[Appreciation] I want to buy gold myself, and of course I want others to sell it. But the real advertisement is "Never sell your gold". Standing in the other side's position and thinking of the other side, this is not to smash your own job. However, when you see the next sentence "unless you find a suitable buyer" with eagerness, you will think it is smart because it is also considering its own interests. What it really means is that gold can also be sold, as long as there are suitable buyers; As for who is the right buyer, it goes without saying that it must be me.

First, a heavy knock gives you a stimulus, causing a suspense, and then a gentle smile and a quiet whisper reassure you and convince you. The superb technology is simply amazing.

(Selected from Applied Writing No.5 199 1)

(B) the tactical use of advertising (Yao Yaping)

No peeking!

-Skills to attract public attention

There is a restaurant abroad, and there is a big barrel in front of it, which clearly says: "No peeking!" " "But there is no cover or block, and passers-by can't help but be driven by curiosity and stop to look in the bucket. Who knows that there is another note inside, which reads: "We have a unique, mellow and fragrant draft beer, with a cup of five yuan. Please enjoy. The sentence "Don't peek" caught everyone's attention.

Nowadays, advertisers generally feel that the most critical and difficult problem is how to reach the people they are trying to influence. Psychologists compare the information spread by teachers with that spread by advertisers. I believe that although the teacher may not be able to make students accept his point of view, he can ensure that students can hear his point of view, because students must attend classes. And an advertiser has to spend a lot of money and rack his brains to achieve the same effect. He must choose a certain media, such as TV, find a program that everyone likes to watch, and make sure that people don't leave their seats or change channels when advertising. Even if all this is successfully realized, he still only reaches a small part of the expected audience-if he chooses the most popular program on TV, he only accounts for 30% of the TV audience. Only 25% people read the editorials in ordinary newspapers, not to mention that all this is impossible under normal circumstances. The contact between advertisement and audience is a low-level contact.

An important reason for this low-level contact lies in the audience's psychology of avoiding advertisements. Not only after hearing (watching) advertisements, they will naturally have a psychological resistance to advertisements, but at the moment of hearing (watching) advertisements, they will also take an evasive attitude, turn a deaf ear or divert their attention. This phenomenon has been explained in psychology, and people will not pay attention to everything outside. When the information of external things reaches the information receiving organ of people, it can't be received unimpeded. People always selectively receive the part of information they want to receive. He takes an exclusive attitude towards information that he doesn't want to receive. Advertising often belongs to one of the messages that people reject. Therefore, in order to win the advertising battle, the first battle is to attract the attention of the audience, let them hear (watch) the advertisement and pay attention to the content of the advertisement. As long as this step is achieved, the second and third steps will be successful.

In order to attract people's attention, advertisements should do the following:

feeling of freshness

People are naturally curious. Not only will they stop to see new and unusual things, but they will also ask around. According to this psychology, advertisements can adopt novel beginnings, novel techniques or novel activities. Such advertisements can attract people's attention. 1In September, 1986, a circus parade dressed as a clown appeared on the streets of Zhuhai. Clowns paraded through the city wearing masks. When people in the street saw it, they all stopped to watch. From their banners and shoulders, we know that Japanese Muxia Circus will come to Zhuhai Pearl Orchestra for its first China performance in a week. This is the advertisement they expect. At first, people were worried after the performance decision was made. With a population of only 65438+200,000, how many spectators can come to see the performance? Organizers believe that the performance time coincides with the National Day of China, the Pearl Paradise is first-class in equipment, and Zhuhai is close to Hong Kong and Macao, with superior conditions in all aspects. As long as the audience actively promotes and attacks, there will be no problem. So they changed the way of putting up posters and adopted the form of clown performance team, which greatly attracted the attention of the masses. When the masses came back, they made voluntary advertisements. As a result, Zhuhai, with a population of only 6.5438+200,000, sold 470,000 tickets.

good and honest

In today's society, people are constantly attacked by advertisements in the world of advertisements. Over time, the attraction of advertisements to people has gradually weakened, and people's psychological tolerance for advertisements has also gradually decreased. Therefore, the production of modern advertisements must try to arouse people's numbness in advertisements and attract their attention. Because people are always interested in things related to themselves, advertisements can take corresponding measures accordingly.

"Do you want to have bad breath? Please use Xihu toothpaste! " (Toothpaste advertisement)

"Are you tired from work? Please have a cup of tea to refresh yourself! " (tea advertisement)

"Do you want to overlook the spectacular crossing of the ocean? Please take Boeing 707 from Shanghai to Tokyo! " (Advertising by Shanghai Civil Aviation Administration)

The above advertisements are aimed at the needs of some people, starting with a question. This kind of advertisement is really a kind of "to my heart" language for people who happen to have this kind of demand. It is close at hand and makes them overjoyed. "Yes, this is what I want! Is there any way? " As a result, I listened to (watched) the following part of the advertisement.

3. No notice

Advertising can be said to be an act of persuasion in a sense. Psychological research has proved that persuasion without warning is more convincing than persuasion with warning. Psychologists Zeng Sen Friedman and David Sears made an experiment to confirm this conclusion. They divided a group of teenagers into group A and group B. They told the teenagers in group A that they were going to listen to a speech on "Why teenagers are not allowed to drive", and the speech didn't start until a few minutes later. For group B teenagers, the same content is presented to them without warning. The results show that group B is easier to be persuaded by publicity than group A ... so is advertising behavior. Some radio stations often say, "It's time for commercial breaks ..." before they broadcast advertisements. People often turn off the radio when they hear this sentence, because they already know that the radio will convince them soon. In fact, it is not a good idea for radio and TV stations to fix the broadcast time of advertisements. In particular, CCTV recently arranged two fixed advertising programs before and after the news broadcast, and played such preview subtitles as "widely advertised" and "famous on the list" in front, which reduced the better effect that advertising could have achieved. There are many TV advertisements that are well done now. The advertisement has already started. I didn't know it was an advertisement yet, but I thought it was the beginning of a TV series or something. They quickly observed them attentively. Although I knew it was an advertisement after reading it for a while, I was still attracted by the content of the advertisement. Unlike an advertisement with a preview, you refuse to accept it when you hear the preview, so you miss the really attractive advertisement.

Please tell everyone. ...

-Techniques for maintaining public memory.

A successful advertisement should not only make the public notice it immediately, but also make the public remember it for a long time. If advertising has become a thing of the past, it is no use getting the best immediate effect at that time. Advertising information can only be remembered and stored by people, and it will automatically emerge when people shop. At this time, it can be said that the advertisement is really effective. There is a shoe store in Taiwan Province Province. In its shoe advertisement, it really says:

"Please tell everyone ..."

This novel sentence not only aroused people's great concern, but also made people forget it and tell each other. As the advertisement wishes, everyone read it and told everyone. This shoe store is also famous for it. Later, other sugar shops and cloth shops followed suit, but when the public saw "Please tell everyone", they still remembered the shoe store that said this for the first time. The reason why this advertisement can be told for a long time is that it can't be copied by others, and others can copy it for themselves, because this sentence has a strong memory effect. Being remembered is an extension of advertising effect and the second key to advertising success.

To make advertisements have a strong memory function, four points are worth noting:

1. Strong logic and outstanding views.

From the memory point of view, strong logical organization is easier to remember than weak logical organization, and prominent points are easier to remember than obscure points, such as:

Quick-acting cold medicine is valuable in quick action.

The nine-word advertisement repeated "quick-acting" twice. It's impressive to emphasize the focus of the advertisement.

2. Rhyme is smooth and catchy.

Psychologists' research proves that rhyming things are catchy to read, and this physiological inertia causes the inertia of memory. Almost everyone has a similar experience, and clumsy articles are much more difficult to remember than fluent poems. In addition, China has a tradition of poetry for thousands of years, and the prosodic features of poetry have gradually melted into the subconscious of China people, which has become their psychological demand for reading. Therefore, many domestic advertisements have adopted rhyming methods and achieved good results. For example:

Domestic first, excellent quality;

Bright color and strong dyeing ability.

(Black and bright shoe polish advertisement)

Strong fragrance and mellow taste;

Drinking it all the year round can prolong life.

(Jiangxi green tea advertisement)

There is a song at home and everyone is very happy.

(Shanghai Kaige brand TV advertisement)

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

(Nanchang grass coral toothpaste advertisement)

The above four cases all use rhyming methods, emphasizing the characteristics, brands and functions of commodities, which makes people unforgettable.

Borrow idioms

There are many proverbs, idioms, idioms, quotations and so on in various languages. People often use it without thinking. With the help of these idioms, advertisements can be skillfully linked with the contents of advertisements, leaving a deep impression on people's memories. For example, Toyota Motor Corporation of Japan advertised in Beijing:

Eventually, there will be a way,

Where there is road, there is Toyota.

Anyone who sees this advertisement has a feeling of surprise. After the surprise, he unconsciously read it two or three times, and it is hard to forget it later. The key to its success lies in: firstly, borrowing the China proverb "Everything will be solved eventually" to find an excellent lead for advertising; Then, with a truth technique commonly used in Chinese, we inherit the word "there is a way" at the end of the previous sentence, and then lead the second sentence with "there is a way", giving people the impression of logical reasoning; Finally, imitating the "there must be" in the previous sentence, such advertisements will certainly make people remember deeply and unforgettable.

4. Unusual collocation and deliberate mistakes

People always read advertisements, because the reading mode of the brain ensures this reading speed, and the formation of this mode is based on the habits of each unit of language. Under the influence of this mode, people's reading speed produces an inertia, which makes people ignore or read (listen) some information without remembering it. Then, if the advertising language violates the general collocation law of language, or violates the general language law, there will be abnormal collocation or obvious mistakes, which will make people doubt and add a correction activity in the reading process, so that the impression left in the brain will be much deeper. For example, the example of "please tell everyone" mentioned above, generally speaking, the actor and the victim of "telling" are not the same word, and the same word "everyone" is used here, which seems to be self-guidance, but not when you are thinking, but in this "thinking", advertisements are implanted in your memory. Another example is:

I like this cigarette.

(Winston cigarette advertisement)

Indeed, toothpaste itself has a good antiseptic effect.

(Crystal toothpaste advertisement)

Both advertisements have obvious word order errors, but it is this advertisement with grammatical errors that left a deep impression on people. The former "makes Winston cigarettes rise from a very low sales position to a best-selling position", and the latter also makes Crist toothpaste "one of the best-selling brand products after publicity". If the advertiser "does not make mistakes" and correctly writes the slogan: "You should like this kind of cigarette" and "Toothpaste itself does have a good antiseptic effect", it will be difficult to have any amazing effect. This phenomenon has attracted the attention of social psychologists.

Advanced long neck x.o.

Competition in advertising activities

In the ever-changing market, advertising faces two tasks. Firstly, it should attract and convince the public. Secondly, it should compete with other advertisements. Nowadays, many advertising products are one kind of similar products, and its advertisement itself is often one of many similar advertisements. Therefore, the competitiveness of advertising is extremely prominent. Even if advertising wants to attract and convince the public better, it must win the competition first. This competitive skill has several points:

1. Emphasize the personality of your product.

Personality is a specialty, that is, the strength of competition, of course, advertising should be promoted. In the United States, 7-up soda company has launched fierce competition with Coca-Cola Company and Pepsi Company. Since 1980, the advertising investment of Qixi Company has more than doubled, but it still lost more than 7 million dollars. 1983 company took advantage of people's fear of caffeine, emphasized the characteristics of its products, and launched a publicity campaign of "7-up never contains caffeine, and will never contain caffeine". The company turned losses into profits that year. There is also a kind of brandy abroad called X.O. When the public relations staff conceived a slogan for it and made it enter the market, they grasped the particularity of its wine bottleneck and drew up a slogan: "Long neck X.O., excellent", which achieved remarkable results.

2. Cite official and authoritative certificates.

Ryle Bem, a social psychologist, made an interesting analysis: an advertisement for aspirin said that it was 100% pure aspirin, and the advertisement also said that official tests proved that there was no more effective painkiller than this aspirin. In fact, this proof is actually equal to zero, because all aspirin drugs are the same. "There is no painkiller more powerful and effective than this aspirin" means "there is no painkiller weaker and less effective than this aspirin", but just because the official certificate is mentioned, although it is as high as 100 tablets 1? 5 dollars, five times more expensive than other aspirin, but the sales of the former are greater than the latter.

3. Seek truth from facts and speak appropriately.

In the competition, the louder the advertisement, the more valuable it is. In fact, advertisements with decent words can be compared with those with arrogance. It is said that there are three tailors in the same street in London. One day A hung a sign:

The best tailor in London.

B saw also hurriedly put up a sign, which also read in big letters:

The best tailor in England.

C saw it and thought for a long time. A few days later, he also hung up a sign that read:

The best tailor on the street

The first tailor has been exaggerated and bored; The second tailor wants to compete with bigger cowhide, and the result is bound to be worse; The third advertisement is the best. Compared with London and England, Benjie is undoubtedly much more modest and realistic. Besides, "Benjie" also refers to two tailors, so his advertisement is the most competitive.

4. Be confident

Advertising practice has proved that as long as we don't exaggerate and brag, the strengthening of self-confidence will undoubtedly improve the charm and effect of advertising. For example, Iacocca personally advertised when he became the president of Chrysler Automobile Company. He flashed a "trick" in a TV advertisement, saying:

You can buy a Chrysler or someone else's car-take your chances, but ...

He pointed to the lens of the TV camera and shouted confidently:

If you can find a better car, buy it!

To say this, of course, the quality of the car is really excellent, but this alone is not enough, but also depends on confident language. This language is quite attractive. Afterwards, Yaka received many letters telling him, "I did as you asked. But I have been looking everywhere, but I can't find a better car. " And this sentence also has great influence in the advertising industry. Many people imitate Yaka's language in new ways. There is a big billboard in Dallas that says, "If you can find a better bottle of bourbon, drink it!" " Even some direct mail advertisements sent to iacocca himself wrote: "If you can find a better lemon, suck its juice!" Yakoka had to ignore this and laugh it off. But this incident itself shows how charming the confident language is.

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

(3) "Weiwei soybean milk is great" (Shao Jianyuan)

CCTV once broadcast such an advertisement, and the mother said, "Weiwei soybean milk is rich in nutrition." The son answered him and said, "I am in good health."

If this advertising word is linked together, it becomes "Weiwei soy milk has good nutrition and good health" and "good health" obviously omits the subject. But after adding the subject, it becomes "Weiwei soybean milk is nutritious and Weiwei soybean milk is healthy". What has this become?

In language expression, ellipsis is possible, especially in a specific context, but no matter how it is omitted, it must conform to language habits. "Good health" can only be used to state people, not things. It is meaningful to add the word "drinking" before "good health".

(Excerpted from Chewing Words No.6 1998)

(D) "Duo Er" is not "Duo Er" (You Dunming)

People who often watch TV are familiar with the advertisement of "Duoer" capsule. But if you don't look at the picture, you won't know the name of this beauty capsule, because the picture sound is duǒr, "Duoer" should be pronounced Duoer, and "Hua" is the first syllable. As we all know, when two syllables are connected together, the tone of the former becomes like the upper tone duó, while when the syllables are connected with other tones, the pronunciation is not like the upper tone. The tone of "er" is rising tone, so "duo" can't become rising tone, just like the pronunciation in advertisements, so we can only change "er" into "er". People often can't pronounce two syllables, which reminds me of a common word "? u 'r", which is a typical example. Many people read "er" because they are not familiar with the tone of "er", or because they can't read it well. The name of this capsule "Duoer" just avoids the tone sandhi connected with the upper voice. Why does it have to be tonal? At present, all young girls have verbally appeared Duǒur (Dole). This advertising picture is good. If you correct your pronunciation, you will certainly get better advertising effect.

(Excerpted from Chewing Words, No.6, 2000)

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

Last year, although I only watched a few episodes of the TV series "Water Margin" broadcast by CCTV occasionally, I found many Chinese mistakes. Now write down a few mistakes that can still be remembered in order to attract more attention.

Your father

In episode 22, Wu Yong said to Song Jiang's father, "The villains Wu Yong, Ruan and Song are friends of life and death. I have come to see your father." Your father is a honorific, used to address each other's father when talking. "Meet your father" means "meet your father". Does Wu Yong really want to see Song Jiang's grandfather? Obviously not, but the writer or actor mistook "Your Father" for the title of Song Taigong, Song Jiang's father.

Your home

Your home is also a honorific, used to address each other's home or hometown. However, Chai Jin in the play described his home as "my home". Since ancient times, we in China have paid attention to claiming modesty. No matter how luxurious our home is, we should also call ourselves modest, such as "humble abode" Is there any reason to call our home "your home"? This problem is not only found in the Water Margin, but also in a movie called Hanging the Red Lantern, which misuses the word "your home" to the fullest.

Sick and retarded

In the 29th episode, Song Jiang mispronounced "sick captain (Yu) late" as "sick captain (Wye) late". Wei (Yu) is late, and it is a compound surname. The word "Wei Chi" in "Wei Chi" refers to Weichi Gong, a famous Tang Dynasty soldier. "Sick Weichi" is the nickname of Liangshan hero Sun Li, describing his martial arts, second only to Weichi Gong.

"Boil soup"

In the 29th episode, Xu Ning's wife told her servant girl to get up at four o'clock to make soup. What soup is she going to cook? The original work of Water Margin reads: "After a long time, the soup is boiling, the noodle soup is rising, and Xu Ning washes his face ..." It can be seen that the "soup" here refers to the hot water for washing his face, which is called "noodle soup" in some local dialects in the south. In this case, this "soup" does not need to be "boiled" like porridge and medicine. Who can call boiled water "boiled water"? In fact, what the original book says is "You four get up to make soup and arrange snacks".

"I also want to meet Song Jiang."

In the fortieth episode, Fang La said, "I also want to meet Song Jiang." This sentence mixes "I also want to see Song Jiang" and "I also want to see Song Jiang", resulting in mixed sentence patterns and chaotic structure, so "I want to see Song Jiang" or "I want to see Song Jiang" should be deleted.

doctor

The word "Da" in the 42nd episode of Doctor Wude and Doctor Wugong is wrongly pronounced as "Da (Dai) House".