With the development of the advertising industry, in addition to the commercial value, the cultural value of advertising slogans has also received more and more attention. As a result, the reference of advertising slogans to poetry has also evolved from shallow to deep, and further and further. The main ways in which advertising slogans draw on classical poetry are as follows.
1. Quotation
Quotation is the most concise and direct way to use ancient poetry in advertising slogans. According to the different quotation methods of advertising slogans, they can be divided into two types: "direct quotation" and "hyphenation and truncation".
"Direct quotation" refers to the practice of copying classical poetry without any modifications in the advertising slogan. A typical case is: Shanxi's "Xinghua Village" Fenjiu's slogan "Ask where the restaurant is, the shepherd boy points to Xinghua Village." "Truncating words and sentences" refers to the practice of replacing individual words in classical poetry in advertising slogans to meet the needs of the brand. A famous case is Nanchang Jiangling Automobile Manufacturing Plant, which changed the phrase "A Thousand Miles of Jiangling Returns in a Day" in Li Bai's famous poem "Early Departure from Baidi City" to "A Thousand Miles of Jiangling Returns in a Day".
2. Rhetoric
Applying rhetorical techniques from classical poetry to advertising slogans can make advertising slogans vivid and easy to understand, and has always been loved by advertising creators.
That’s true. Dingzhen means using the word at the end of the previous sentence as the beginning of the next sentence, or using the last sentence of the previous paragraph as the beginning of the following paragraph, so that the adjacent words, phrases, sentences, and paragraphs run consecutively. Famous cases include the advertising slogan of "Camel" brand electric fan, "When camels enter thousands of homes, thousands of families will be happy"; the advertising slogan of "Great Wall" electric fan, "Great Wall Fan, Great Wall Fan"; and the advertising slogan of Macro Electric Appliances, "Macro, enjoy Wanjia" .
Metaphor. It refers to a rhetorical technique that uses some similar things to compare something you want to say in order to express it more vividly. Advertising slogans that use metaphors are generally intended to highlight the special functions of the product, such as Dove chocolate's "milk fragrance, silky feeling"; Sunshine Water Heater's slogan "brings you the warmth of the sun"; Hong Kong Mercury Record Advertising Company's advertising The phrase "rhythm of nature".
Duality. A rhetorical method that uses symmetrical words and sentences to enhance the effect of language. It can make the slogan catchy and give people a sense of integrity. For example, the slogan of a tea pavilion in a Buddhist temple is "The four elements are empty, and there is no distinction between you and me when you sit for a while; there is Tao at both ends, don't ask about anything when you eat one cup"; the slogan of the "Confucius Banquet Wine" is "Drink the Confucius Banquet Wine and make a contribution to the world." ; The slogan of "Zhiyin" magazine is "There is a vast sea of ????people, where can you find a confidant; where are the publications like a forest, where can you find a confidant".
3. Rhythm
Chinese poetry has a close relationship with music. "Ya" and "Ode" in "The Book of Songs" are mostly music lyrics, and Song poetry in its heyday also relied on the lyrics. The format was written for soundtrack, and it is quite accomplished in terms of rhythm, which meets the requirements of catchy advertising slogans.
Even. In terms of the four tones of level and level, that is, level tone, rising tone, falling tone, and entering tone, the basic principle requires that the poetic language should be uplifted, changed in severity, and have a distinct sense of rhythm. Combined with Pinyin, we recognize the first and second tones as flat tones, and the third and fourth tones as oblique tones. An advertising slogan reads beautifully, and it is essential to abide by the rules of simplicity. For example, the slogan of a watch store is "Always remind people to be alert, and the voice urges you to cherish your time." The upper sentence is "廄廄平平廄廄" and the second sentence is "平平廄廄平平平"; another example is an aerospace vehicle The slogan of the advertisement is "There are thousands of roads in urban and rural areas, and there is space on each road." The upper sentence is "Ping Ping Ping Ping Ping", and the second sentence is "Ping Ping Ping Ping Ping".
Rhyme. Rhyme is very common in the writing of advertising slogans, because the same rhyme can make the advertising slogans harmonious and coherent. For example, the slogan of Wanbao air conditioner is "Wanbao air conditioner, four seasons of happiness", and the slogan of Sprite soda is "Jingjingliang, Cool the heart", the advertising slogan of Gree Air Conditioning is "Good air conditioners, made by Gree".
What is more worth mentioning is "double-tone rhyme". In modern Chinese, double-tone means that the initial consonants of two words are the same, and overlapping rhyme means that the finals of two words are the same. It has special formal and musical beauty. Li Qingzhao The phrase "Looking and searching, deserted, miserable and miserable" is an eternal example of double-voiced rhyme. Advertising slogans should be generous and practical, and should not be burdened by the rhyme or meaning of words. Therefore, there are few examples of double-voiced rhymes. However, there are also such excellent works, such as the one mentioned above, "Always remind people to be alert, and the voice urges you to cherish your time." ", Taiwan Alpha Audio Company's advertising slogan "Every inch is made with ingenuity, every detail is a fax", and another example is the famous advertising slogan "Drip by drop of fragrance, the meaning is still full of flavor", the rhyme of "fragrance" in the previous sentence is the same. ng, the initial consonant of "Yiyu" in the next sentence is both y.
4. Long and short sentence patterns
Wang Guowei said in "Human Words": "The realm of poetry is broad, and the words of words are long." According to Wang Guowei's understanding, "the words of words are long." "Long" is the fundamental characteristic of words, and the sentence patterns of varying lengths are the main reason for determining this artistic feature. From one-character sentences to eleven-character sentences, there are rich sentence combinations of words. One-word sentences include "Return, my eyes are cut off by my small green house" in "Gui Zi Ballad", two-word sentences such as "But it's too late to wait for a short book to break the hatred" in "Nanxiangzi", and three-word sentences such as "The stream is full of pings, and the willows are around the embankment" in "Acacia Ling"...
This long and short sentence pattern of Song poetry is not only a huge breakthrough for classical poetry, but in my opinion, it is also a great breakthrough for advertising slogans. Creation is also of great inspiration.
In terms of the number of words, an advertising slogan should be no more than 20 words. This number of words can make an appropriate arrangement and combination of one-word sentences to cross-word sentences in the sentence structure; in terms of rhythm, the sentence combination of words is composed of words. The unique rhythmic beauty of the words is in line with the needs of the catchy and ups and downs of the advertising slogans; and in terms of form, the long and short forms of the words break the "single sentence" and "single sentence format" of the advertising slogans currently on the market. Symmetrical style”, the uneven style is refreshing. For example, the slogan of FAW MAZDA6 is "Charm·Power·Technology"; the slogan of Volkswagen's "PASSAT" is "Ambition is in control"; the slogan of Bank of China is "stop, and then you can see", all of which are bold in sentence structure. The combination of one-character sentences, two-character sentences, three-character sentences, and four-character sentences not only has a unique pronunciation effect, but is also unique in form.
5. Artistic conception
Wang Guowei absorbed Western aesthetic concepts and further divided the artistic conception of words into "the realm of self", "the realm of no self", "writing realm" and "Creation of the environment", "the realm of self" and "the realm of no self" are distinguished by different ways of observing things. The former is a way of observing things "from my perspective", which involves subjective will and interests, such as "looking at the flowers with tears in my eyes without saying a word"; the latter is a way of observing things "from my own perspective", without attachment. The subjective emotion of "I" describes things objectively with a peaceful mind, such as "picking chrysanthemums under the eastern fence and leisurely seeing the Nanshan Mountain". "Writing a scene" and "creating a scene" are distinguished by the presence or absence of fictional artistic conception. "Scenery description" is a description made by realists based on their objective "nature", while "created scene" is a "fictional realm" that is fictionalized by idealists based on their subjective "ideals". In advertising slogans, "a state of self" can be understood as a subjective admiration for a product or service, while "a state of no self" is an objective description of quality and characteristics; "writing state" is the reproduction of a given situation. , "Creating a situation" is the innovative creation of a certain feeling, concept, or situation. There is no shortage of artistic conception requirements in the creation of advertising slogans. Although it is not as profound and complex as ancient poetry, a correct grasp of it can often produce exceptionally excellent advertising slogans.
Take De Beers' advertising slogan "A diamond is forever, a diamond will last forever" as an example. This advertising slogan is mediocre in terms of antithesis, rhyme and rhyme, but it can become a huge hit and gain popularity. What’s the point of singing for spreading the word? I think it lies in its artistic conception. Diamonds symbolize love, and love represents romance. By emphasizing the permanence of diamonds, this sentence fictionalizes a romantic situation based on subjective ideals, arousing the yearning of young men and women. This "fictional realm" gives the product a deeper The "creation of environment" technique of one-layer vitality and charm is the key to success.
From "A glimpse of Huangshan Mountain, the sky is high and the clouds are light" to "Stop, and then you can see", excellent advertising slogans are constantly being released, and their creations have also shifted from pursuing form only to emphasizing both form and connotation. Today, when advertising is ubiquitous, this not only has positive significance for advertising creation, but also has certain positive effects on regulating the market, beautifying text, and inheriting traditional culture. However, at the same time, it must be pointed out that as the creation of advertising slogans, these famous works cannot be copied indiscriminately. Generally speaking, advertising slogans for products with rich brand connotations and high-end market positioning are more suitable to draw on the profound cultural connotations of poetry, and their cultural added value can be well enjoyed by consumers. However, for some products that take the low-end market route, Simple and plain language is more appropriate.