Writing skills for advertising slogans and string lines

Writing skills of advertising slogans and string lines

Please look at the college entrance examination questions:

Example 1. Please draft a public service announcement with the content of "Speak Mandarin". It requires a clear theme, sincere attitude, novel ideas and concise language. (Between 10-20 words) (4 points) (National Exam Question 23 used in Shandong and other places)

Example 2. Please draft a public service announcement with the content of "Citizens' Obligatory Blood Donation". It requires a clear theme, sincere feelings, novel ideas, and concise language. (Between 10-20 words) (4 points) (National Question 23 used in Jilin and other places)

Reference answer: Example 1: True love flows and blood is connected; although I don’t know you, But I thank you; thank you in the name of life - blood; blood - the source of life, the bridge of friendship; a drop of blood, a heart, a love; because of you, life blooms like this; one person donates blood, and the whole family benefits.

Example 2: If you can speak Mandarin, you will have “close friends” all over China; “close friends” will make you more intimate - please speak Mandarin; Mandarin - standard pronunciation, so that the children of China will be more "

>Intimate".

These two questions train the formulation of public service advertisements.

The so-called advertising refers to a publicity method that introduces goods and services to the public, such as entertainment and sports programs, etc., usually through television, newspapers, radio, posters, etc. Public service advertisements refer to advertisements made for the public benefit of society. It is no exaggeration to say that middle school students across the century are the generation that grew up in advertisements. Beautiful and philosophical advertising slogans have brought many positive impacts on the language accumulation of middle school students. In particular, some public service advertisements, such as speaking Mandarin, voluntary blood donation, smoking cessation, environmental protection, poverty alleviation, traffic safety, social ethics, etc., have a wide range of topics and are close to life. There is no reason why the poster should not guide students to pay attention. Please pay attention to the following points when preparing advertising words:

1. The language is simple. It is to use ordinary and simple spoken language to prepare public service advertisements. For example, the public service advertisements with the content of "Speak Mandarin": "Promote Mandarin, rely on you, rely on me, rely on everyone", "Speak Mandarin well, you will not be afraid of traveling all over China"; and look at the content of "Citizens' compulsory blood donation" Public service advertisement slogans: "Every drop of blood is thick, humanity and fraternity are everywhere", "One blood, ten thousand love, voluntary blood donation is the most glorious", "Free blood donation, fuel life with love", "One drop of blood, one heart, A love" etc. The language is simple and unpretentious, giving people an easy-going and friendly feeling. It seems to be without modification, but in fact it is unique and original, reflecting the creative artistic conception of "plain talk is the truth".

2． Use rhetoric more often. The purpose of using rhetoric is to make words and sentences more beautiful, vivid and touching. Use vivid and vivid words to accurately express intentions, strive to be concise and clear, and have endless meanings. For example, you can use antithetical rhetoric to make the advertising words into short and concise "pairs". Please see: "Cherish life and stay away from drugs" (anti-drugs), "Send a love and gain bright sunshine" (caring for others), "Trees" Only when we are green can the earth have a pulse" (environmental protection), "Consumption promotes production, and rights protection promotes consumption" (protecting the legitimate rights and interests of consumers), etc. You can also use puns, please see the public service advertisement with the content of "Speak Mandarin": "Speak Mandarin, and 'friends' are all over China"

Mohe (Heilongjiang) Light snow Dali (Yunnan) Cloudy to light rain 12～24℃

Example 5. In order to make the news broadcast more accessible and natural, the editor plans to add some connecting words between each news item. Please help them design two such paragraphs between the three news items below. It requires natural connections and clever transitions. (Question 24 of the national paper used in Qinghai and other places)

① People in Shenyang will soon have a second "identity card" because the Shenyang Municipal Public Security Bureau will collect the fingerprints of citizens and establish National fingerprint database. ("Huashang Morning News")

② Shanghai's disaster weather warning signal issuance system will be implemented next month. In the event of typhoons, heavy rains, high temperatures, low temperatures and other disastrous weather, the Shanghai Central Meteorological Observatory will issue unified warnings signals so that citizens can promptly adjust their plans for food, clothing, housing, transportation and other activities. (Liberation Daily)

③ Four highly pathogenic avian influenza epidemics occurred in Jieyang County, Guangdong, Wugang City, Hunan, Yushan District, Ma'anshan City, Anhui, and the 12th Division of the Xinjiang Production and Construction Corps. After the epidemic was extinguished, the blockade in the affected areas was lifted yesterday. (Xinhua News Agency)

Reference answer: Example 3. ①Stand up your chest and compose magnificent poems; step up your feet and climb the ladder of success; open your arms and embrace a bright future; friends, because we are young! Please listen to the chorus below - "Young Friends Come to Meet". ②The sky is beautiful, the land is beautiful, the spring is brighter, and cities and villages are brighter everywhere. The creation of miracles depends on me, you, and more importantly, my dear friends, and our new generation of young people across the century. Please enjoy the chorus "Young Friends Come to Meet".

Example 4. ① When traveling to Sanya today, it will be more comfortable for you if you bring some sun protection items. Compared with Sanya, Mohe in Heilongjiang has a different scenery. The flying snowflakes will make friends in the south delighted.

But please don't forget to wear more clothes to prevent colds. The specific weather is...

② Mohe in the north welcomes visiting guests with white snowflakes, while Dali in the southwest looks forward to your visit with gentle drizzle. Coupled with the comfortable temperature, today I will climb Cangshan Mountain and go boating. Erhai Lake, I believe friends will never leave. But don’t forget to bring an umbrella. The weather in Dali today is cloudy to light rain, 12 to 24 degrees Celsius.

Example 5. (1) Modern information technology provides convenience to the public security system, and living in the information age, people's daily lives have become more convenient. According to the "Liberation Daily" report:...

(2) That's not all the good news today. The following news about the eradication of avian influenza epidemics must be of greater concern to everyone. According to Xinhua News Agency:...

Modern life is rich and colorful. Various evening parties, get-togethers, and news programs have become an indispensable and important part of life. Middle school students are directly involved in them and can contribute to the programs. Writing string lines is a comprehensive manifestation of the Chinese literacy of middle school students and an inevitable requirement of quality education. The examiner's examination of this has distinctive characteristics of the times.

Types of lines: the first is the program and theme, this type of line usually appears at the beginning and end of the program, such as Example 3; the second is the program and the subject, the subject refers to the program or event related Individuals or units, or general listeners, such as Example 4; the third is stringing together programs and programs. This type of stringing lines appears most frequently and appears during the program to facilitate actors getting on and off, or for program changes, or for broadcasting content. Conversion and connection, such as Example 5. The main function of stringing lines is to connect the previous and the next, and connect the upper and lower lines. There are often only a few words, but they connect the dots and add the finishing touch. They play an irreplaceable role in highlighting the theme of the party, grasping the tone, enhancing the amount of information, and mobilizing the audience's emotions. Proper use of string lines will increase the fun and humanity of the program, but poor writing will affect the effect of the program.

When writing, we must be good at grasping characteristics and features, and use celebrity anecdotes, folklore, mythological stories, poems, songs, imaginative rhetoric, etc. to increase literary talent. We should strive to make the language incisive, powerful, profound, and coherent. Never use incomprehensible aphorisms and overly gorgeous words to make the host condescending and lose the sense of intimacy.

In short, the questions with concise, coherent and appropriate language are becoming more and more open, the questions are more life-oriented and humanistic, and the difficulty is getting higher. This requires that in addition to extensive reading and classroom training, more importantly, we need to go out of the classroom and go deep into life, read newspapers and periodicals frequently, watch more TV, and listen to the radio more.

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