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广告语是广告主以战略的眼光,从长远营销的利益出发,在相当长一段时间内反复使用的宣传语句,旨在加深观众对企业形象和商品的了解,同时它也是强化观众印象的有力手段,笔者认为主要有以下创作要诀。 一、细语绵绵,以情动人 渴慕爱情、讴歌爱情,这是人类社会一道永恒的主题。因此,它也必然是广告制作中不容忽视、需要重点开掘的一个切入点。如红豆饮品广告语堪称典范:“北国红豆情,滴滴相思意”,广告制作者巧借王维诗句,在无情之物上,赋予有情之思,而且又是最可珍
Advertising slogans are propaganda sentences used by advertisers from a strategic point of view, starting from the interests of long-term marketing, and used repeatedly for a long period of time, aiming at deepening the audience’s understanding of corporate image and products, and at the same time, it is also a powerful means of enhancing audience impressions. The author believes that there are mainly the following creative tips. One, whispering, touching people thirst for love, singing love, this is an eternal theme of human society. Therefore, it must also be an entry point in advertising production that cannot be ignored and needs to be focused on. For example, the advertising language for red bean drinks can be described as a model: “The red beans of the Northland and the Acacia of the Abandoned,” and the advertising creator cleverly borrows Wang Wei’s verses, giving the sentimental thoughts on the relentless objects, and it is the most precious.