Cov lus hais tias rau advertising: qhov zoo tshaj plaws thiab hai piv txwv. Yuav ua li cas tuaj nrog ib tug zoo lus hais tias?

Raws li koj paub, advertising - lub cev muaj zog ua lag luam. Ib tug ntawm cov tseem ceeb tshaj nyob rau hauv lub nce qib ntawm cov khoom los yog cov khoom rau lub lag luam - cov lus hais tias rau advertising. Nws yuav tsum nyiam nws tus neeg saib xyuas thiab txhawb kom nws mus ua ib tug purchase.

Yuav ua li cas yog no

Advertising lus hais tias - nws yog ib tug luv luv motto ntawm lub tuam txhab los yog cov khoom uas hau yuav tsum muaj lub tswv yim ntawm tag nrho cov advertising phiaj los nqis tes. Lo lus "cov lus hais tias" yog txhais los ntawm lus Askiv lo lus "cov lus hais tias", "hu" los yog "motto". Qhov no luv luv kab lus yog ib tug lossis loj lub ntsiab lus - nrog rau cov kev pab los ntawm nws tsim qhia cov tswv yim yooj yim thiab lub hom phiaj ntawm tag nrho lawv tej advertising. Cov kev ua ntawm ib tug cov lus hais tias yog tseem ua paub txog ntawm lub hom, nws cov duab thiab cov loj heev cov tau txais kev pab.

Qhov teeb meem ntawm kev tsim ib cov lus hais tias

Raws li yuav pom los ntawm cov kev xyaum, muaj teeb meem ua lawv coj cov lus hais tias nyob rau hauv ntau manufacturers thiab sellers ntawm cov khoom. Feem ntau nws tshwm sim hais tias lub ad hu cia li tsis ua hauj lwm, yog tsis nco qab txog buyers thiab, yog li ntawd, tsis ua kev txiav txim zoo. Nyob rau hauv no hais txog, tsis yog txhua txhua tuam txhab uas muag yog npaum li cas rau cov creation ntawm ib tug cov lus hais tias, thiab nyob rau hauv cov ntaub ntawv no, advertising ib tug tej yam khoom los yog lub tuam txhab hais txhua lub sij hawm nyob rau hauv ntau txoj kev. Meanwhile kom tsim cov lus hais tias txhais tau hais tias ib tug ntau - nws tso cai rau koj los mus ua kom cov khoom yooj yim coj, nco, txhawb lub tuam txhab daim duab thiab lub hom hais tias nws sawv cev rau.

Cov lus hais tias rau advertising: yuav ua li cas rau tsim ib tug

Kws txawj nyob rau hauv lub teb ntawm advertising thiab public relations hais tias muaj ib co kev cai uas yuav tsum tau lo rau, tsim slogans. Nyob rau hauv thawj qhov chaw, kab lus no yuav tsum nco. Ntawd ces yog tsim associative array, qhov twg lub buyer, lub rooj sib hais ib tug txheej ntawm cov lo lus, xav txog tej yam ib hom tshuaj los yog cov khoom advertising uas koom tes nrog cov kab lus. Nyob rau hauv tas li ntawd, lub tuam txhab motto yog yuav tsum tau legkoproiznosimym - tsis txhob clutter nws ntev nqe lus thiab yooj yim rau to taub cov lus. Qhov tseeb tiag mas cov lus hais tias muaj xws li lus 2-4 (tej zaum tau siv 6). Qhov no pab tau tsis tsuas nyiam xim, tab sis rau cov xaav thiab cim cia.

Yog hais tias lub motto yog ntev heev, nyob rau hauv luam daim ntawv ua ntej tus kawg tsis muaj leej twg yuav nyeem. Siv lus sib dhos yog tsis tshua muaj heev rau lub xaav - lus sib dhos text zasyadet nrees nyob rau hauv lub buyer lub siab, tshwj xeeb tshaj yog tias koj siv nws tas li thiab ib tug ntau ntawm cov sij hawm. Zoo li tus nqe lus thiab koj lem ntawm kev hais lus koom nrog cov neeg lub tswv yim, thiab nws yog heev muaj txiaj ntsim rau tus tsim. Piv txwv li, advertising yog ib tug ntawm cov tsev kho mob kho hniav twb teev guarantee ntawm 10 000 chocolates. Nyob rau hauv lub minds ntawm tam sim ntawd zoo nkaus li ib tug tsi ntawm lub roob thiab ntau wrappers - li ntawd, nws yog ib qho yooj yim uas yuav tau nco. Lawm, qhov ntau siab tsim kab lus raws li tag nrho cov uas yuav tsum tau, qhov ntau zoo koj yeej yuav tau txais los ntawm nws.

Yuav ua li cas lus yuav tsum tau zam

Ib tug ntawm cov yooj yim tej yam kev mob, uas yuav tsum tau ua raws li nrog advertising lus hais tias, - originality. Qhov no yog qho tseem ceeb heev vim hais tias muaj ib tug xov tooj ntawm cov lo lus uas twb thiaj li raug ntaus thiab siv, uas cia li tsis cuam tshuam rau cov neeg. Cov no yog cov ib tug ob peb npe: lub tswv yim ntawm kev xaiv, zoo, saj, zoo nkaus li, kev sib raug zoo, kev npau suav, tshuaj zoo, xim, tsw, Library, ib daim card bliss. Adjectives uas kuj twb ices - kom, muaj tseeb, yeej muaj tseeb, tiag tiag, cim, cim, tshwj xeeb, flawless, ntxim, prestigious, loyal, tiag tiag, tiag tiag, cim, sim thiab mus soj ntsuam, zoo meej. Lawv feem ntau yog li siv nyob rau hauv advertising, uas yog tsis ntaus nqi los ntawm kev pab raws li cov lus nrog rau lub ntsiab lus, tab sis tsuas yog zoo li teem ntawm cov tsiaj ntawv. Yog hais tias ib co ntawm lawv yog tseem siv, nws yog qhov zoo tshaj plaws rau dilute lawv thawj ntxiv los yog npaj txhij txog ntsiab lus rau cov lus hais tias yog tsis ib yam nkaus thiab banal.

Lub ntsiab lus ntawm cov lus hais tias

Thaum koj tsim ib lub lus hais tias rau advertising, sau phau ntawv yuav siv ntau le caag rau nws cov ntsiab lus. Piv txwv li, koj yuav hais kom meej lub ntsiab lus thiab tej yam ntxwv ntawm cov khoom, los tshaj tawm nws qhov zoo tshaj plaws ntawm nws hom. Koj muaj peev xwm highlight cov kev pab cuam rau cov neeg siv - hais tias nws yuav tau txais thaum nriav cov khoom. Koj muaj peev xwm position koj cov khoom raws li cov feem ntau tsim nyog rau cov kev sib raug zoo, pej xeem los yog muaj hnub nyoog pab pawg neeg - aimed ntawm siv rau advertising slogans. Piv txwv: "Gilette - qhov zoo tshaj plaws ib tug txiv neej muaj peev xwm tau txais", "Lub cim tshiab nhro cov Pepsi", thiab lwm yam zoo, yog hais tias tus advertisement qhia ib tug ntawm lub ntsiab kev ua ub no ntawm lub tuam txhab - "Peb sib sau ua ke cov neeg" rau mobile sib txuas lus, rau Piv txwv li ... Ib qho zoo heev tshwm sim muab siv rau txoj hauj lwm zoo ntawm lub tuam txhab los yog nws cov high raws li txoj cai - "20 xyoo nyob rau hauv kev ua lag luam," piv txwv li, los yog "Peb nyob nraum ua ib tug kev ua si nawv siv tau" nyob rau hauv "Sportmaster". Ib txhia manufacturers tsim tej kev txiav txim ntawm sib thooj rau nws cov neeg, qhia hais tias "koj yuav tsum tau txais nws" los yog "Tag nrho cov nyob rau hauv awe ntawm koj." Nco ntsoov xav txog: slogans, advertising campaigns nyob rau hauv txhua rooj plaub yuav tsum tsis txhob yuav dismissive los yog condescending laus, koj yuav siv tsis tau tsis kam muab - vim hais tias subconsciously nws yuav ua rau luag thuam. Qhov tseem zoo variant - mus siv tsuas zoo thiab lub neej-lees nqe lus hais tias txhua txhua tus yuav xav kom muaj xws li nws tus kheej.

Tshwj xeeb cov hom kev kawm kom zoo kev cuam tshuam rau cov kev pab

Lub advertising kev lag luam txais zog feem xyuam rau txoj kev xaav ntawm lub buyer nrog kev pab los ntawm tshwj xeeb cov hom kev kawm - no muaj xws li lub pun. Piv txwv li, thaum ib tug thiaj li hu ua alliteration - tag nrho cov lus nyob rau hauv cov kab lus yog muaj li ntawm zoo xws li cov tsiaj ntawv los yog ib lo lus pib nrog tib tsab ntawv - "Koj pussy yuav yuav" Whiskas "," Ntxuav - huv si tom tsim "," Wella - Koj yog kuj zoo kawg "rau tib lub. lub hom phiaj hauv lub txais tos repetition ntawm zoo lus: "Ib tug khoom txhab nyiaj rau respectable neeg," "tshiab saib rau txiv hmab txiv ntoo" nyob rau hauv cov ntaub ntawv no, koj yuav tsum tau xav txog raws nraim qhov twg advertising yuav tsum siv - nyob rau hauv luam yooj yim load yog muab nyob rau hauv cov ntawv nyeem, muaj yog qhov tseem ceeb thiab lub ntsiab lus ntawm ib lo lus. los yog cov nqe lus yooj yim txoj kab .. Mus soj ntsuam nyob rau hauv cov kev yees duab hu ua txig Nkij los txuam rau visuals thiab kaj duab Advertisement rau lub xov tooj cua enables cov kev siv ntawm suab thiab lub suab - "RedBull okrylyayayaeeet".

Siv nruab nrab motto

Tag nrho cov advertising slogans yuav tau muab faib mus rau hauv cov neeg uas tham txog ib qho kev yam khoom los yog kev ua si, thiab cov neeg uas tsuas sawv cev rau ib tug zoo lus los yog thought: "Koj nyob nraum ib txwm ua ntej ntawm kev sib tw", "xav zoo", "Peb ua koj lub lag luam kev vam meej" . Tej nqe lus, nyob rau hauv ib tes, yooj yim nyob rau hauv cov nqe lus ntawm hloov dua siab tshiab ntawm lub tuam txhab - lawv yuav tsum tau siv rau tej yam kev ua si, txawm yog hais tias tus lub tuam txhab mam li nco dheev pib tsim ib yam dab tsi lwm tus, nyob rau hauv tas li ntawd mus rau lub ntsiab khoom, tab sis ntawm qhov tod tes, lawv muaj tsis muaj dab tsi rau taw tes thiab yuav ua tau siv nyob rau hauv lwm yam lub tuam txhab. Nyob rau hauv tas li ntawd, nws yog dab tsi raws li ib tug txheej ntawm cov lo lus - tsis muaj dab tsi hais txog ib yam khoom los yog kev pab no cov lus hais tias tsis hais li ntawd, tus neeg tej zaum yuav tsuas yog tsis xyuam xim rau nws.

Qhov zoo tshaj plaws cov lus hais tias kev advertising

Tsim advertising - ib tug muaj tswv yim tus txheej txheem, thiab cov ntawm no npaum li cas nyob tsis tau tsuas yog nyob rau hauv qhov kev siv ntawm cov kev cai, tab sis kuj nyob rau hauv cov txuj ci ntawm cov creator. Piv txwv li, muaj ntau tus nto moo tshaj plaws advertising slogans "mus rau cov neeg" - qhov no yog ib tug zoo zoo rau lub tuam txhab thiab nws cov khoom. Ntau repetition ntawm cov nqe lus cov neeg nyob lub sij hawm tsub kom lub koob meej ntawm lub hom. Qhov zoo tshaj plaws advertising slogans mus mloog rau ntau xyoo, txawm thaum cov khoom no tsis tau rau lub lag luam. Piv txwv li cov kab lus: "Kev sib haum xeeb, kev phooj ywg, kev zom khoom ntawm cov pos hniav - lub tuam txhab" RotFront "," Yandex - muaj yog txhua yam, "" Tej zaum nws yog zoo dua rau zom dua tham - Stimorol "," Russia - lub siab dawb siab tus ntsuj plig, "" Tso Tsheb Hlau Luam yog tsis ntshai ntawm av - KAMAZ "" Muab ib tug so - noj Twix free "A vam meej ua si rau lus siv nyob rau hauv advertising." - lub Volvo, "" muaj ib lub tswv yim - yog lub IKEA "lub vam meej piv txwv ntawm slogans advertising ntawm npias -." Leej twg mus rau lub "Klin?" "Ovip Locos" "lub sij hawm yoov nrog roj" - tag nrho cov nqe lus tau tswm nyob rau hauv niaj hnub lus thiab muaj feem ntau hais tsis siv rau cov hom.

Western tuam txhab uas muag feem ntau tsim ib tug tshiab lus hais tias rau txhua lub teb chaws nyob rau hauv uas lub mas khoom nyob rau hauv Lavxias teb sab kev ua lag luam, muaj ntau yam khoom tseem coj ua tsaug rau cov lus hais tias: "Rexona - yeej tsis cia koj," "Saib xyuas ntawm koj tus kheej Garnier.", "Rondo - tshiab ua tsis taus pa yooj yim rau to taub ". Tag nrho cov advertising slogans thiab slogans rau txhua leej txhua tus daim di ncauj. Vim lub heev repetition ntawm xws advertising nyob rau hauv lub xov xwm tiag tiag xwb thiab vim tau txais kev pab rau xaiv cov khoom.

Uas tsis nyob rau hauv Advertising

Hai advertising slogans, hmoov tsis, heev. Piv txwv li, nws ua rau koj xav cov lus hais tias "Yog hais tias koj yuav noj dumplings, koj yuav nyob mus ib txhis ib yam li Lenin" los yog "Peb obuem tag nrho lub teb chaws!" los ntawm cov khau Hoobkas. Tej hu tsis nyuaj heev coj txawv txawv, tsis yog txhua tus buyer yuav khiav mus yuav khoom tom qab xws li advertising. Tej zaum yuam kev yog tshwm sim los ntawm ib tug mistranslation - piv txwv li, lub Pepsi lub tuam txhab launched mus rau Suav ua lag luam ib tug yeeb yam nyob rau hauv uas tus hu "ciali nrog cov Pepsi" twb txhais raws li "tus Pepsi tsa los ntawm lub ntxa ntawm koj pog koob yawg koob," thiab ib tug ntawm cov npias tuam txhab uas muag nyob rau hauv America hu ua "Ua koj tus kheej dawb," hais tias thaum Mev translation ua "Txom nyem los ntawm raws plab." Needless hais tias cov khoom tsis txaus siab rau kev vam meej. Muaj oddities nyob rau hauv uas manufacturers yog yuam kom rename cov khoom muag nyob rau hauv lub teb chaws ntawm txhua lub teb chaws - piv txwv li, Mus saib looj tau renamed Vizit Russia, kom tsis txhob koom nrog lub "dai". Lwm cov piv txwv - Nestle lub tuam txhab nyob rau hauv txhawb lub hom "Gerber" yog tsis coj mus rau hauv tus account lub fact tias nyob rau hauv African lub teb chaws tau txais kos rau cov zaub mov ntim tsuas cov khoom lawv tus kheej, tsis yog cov neeg, raws li muaj ntau yam nyob rau hauv lub teb chaws yog tsis muaj peev xwm los nyeem thiab yog coj los ntawm cov duab ntawm lub hnab. lub tuam txhab cov khoom nrog rau cov duab ntawm kev zoo siab rau cov me nyuam thiab leej niam yog tsis nyob rau hauv coob li ntev raws li lub tuam txhab tau tsis tau hloov nws cov tsos.

zaj dabneeg

Slogans nyob rau hauv advertising pib siv ib tug ntev heev lub sij hawm. Nyob rau hauv lub Soviet Union, tuam txhab uas muag siv cov qauv no yuav ua tau kom coob. Piv txwv li, lub creation ntawm lub legendary hais hais txog Vladimir Mayakovsky - Nws sau cov motto "Tsis muaj ib nqai tsuas yog Mosselprom", "Comrades, cov neeg Nco kuaj rau hauv pem teb tsis nto qaub ncaug, thiab nto qaub ncaug rau hauv lub bins!", "Qhov zoo tshaj plaws lub txiv mis tsis yog thiab tsis yog npaj txhij nqus mus rau nws laus nws ... ".

nthuav lus tseeb

Nyob rau hauv Western teb chaws, slogans yog tsis tsuas siv rau cov neeg muas zaub nyiam, tab sis kuj mus rau lub parishioners nyob rau hauv lub tsev teev ntuj. Piv txwv li, ib tug broad nrov kab lus "shocking niam. Mus rau lub tsev teev ntuj", "guarantee txoj kev cawm seej! Txwv tsis pub refund koj tej kev txhaum."

Nyob rau hauv tej rooj plaub, lub advertising lus hais tias rau tawm tsis txhais lus khaws cia rau hauv lub tuam txhab originality thiab mus sab laj txog cov tswv yim yooj yim. Feem ntau cov feem ntau nws yog tau tso cai nrog heev luv luv kab lus, lub ntsiab lus uas yuav twv tsis tau txhais lus - piv txwv li, Volkswagen. Das pib los yog Nike. Cia li ua nws.

Los ntawm cov saum toj no nws yuav xaus lus tias tus creation ntawm ib tug cov lus hais tias - tiag tiag creativity thiab ib tug tag nrho science hais txog tej uas peb yuav tsum tsis txhob hnov qab tag nrho cov uas xav los mus txhawb nqa lawv cov khoom los yog cov khoom rau lub lag luam thiab muaj txiaj ntsim muag rau nws ntau tshaj li ib zaug.