广告标语的创意策略与语言技巧

Linguistic Techniques and Creative Tactics of Advertising Slogans

现代广告是营销手段。广告标语创意是广告企业文化精神的外在体现。广告标语在策划时应以诚取信,频繁系列运作,与文化结缘,打造企业新形象,刺激消费心理期待,其中尤应注重“半个圆”的营销创新智慧对广告标语创意策略的作用。在语言技巧上,广告标语要独树一帜,塑造个性,深挖民族情结,陈述明显的利益及人性化的关怀。

The creation of advertising slogans is the outer embodiment of an ad. company's cultural spirit. When creating advertising slogans,we should try our best to establish company's new image and to incite customers' expectation by crediting customers with honesty, operating seriesly and constantly, and combining the company with culture. Especially, we must pay attention to the function of semi - circle' in creating advertising slogans. At the primary stage, we should form our characteristics, create our personality, tap our national emotional ties,and show benefit and humanity,so as to impress customers.