Advertising words with the theme of ink and wash tradition

With the development of advertising industry, in addition to commercial value, the cultural value of advertising language has been paid more and more attention, and the advertising language has also borrowed from poetry from the shallow to the deep. There are several ways for advertising language to learn from classical poetry.

1, reference

Quoting is the most concise and direct way to use ancient poetry in advertising language. According to the different ways of advertising language quotation, it can be divided into "direct quotation" and "word-breaking and sentence-breaking".

"Direct quotation" refers to the practice of copying classical poetry without any modification in advertising language. Typical cases are: Shanxi "Xinghua Village" Fenjiu advertising slogan "Excuse me, where is the restaurant? The shepherd boy points to Xinghua village. " "Word-cutting and sentence-breaking" refers to the practice of changing individual words in classical poetry in advertising language to meet the needs of this brand. The famous case is that Nanchang jiangling motors Factory changed Li Bai's masterpiece "A Thousand Miles of Jiangling Return" into "A Thousand Miles of Jiangling Return".

2. Rhetoric

The application of rhetorical devices in classical poetry to advertising language can make advertising language vivid and easy to understand, which has always been loved by advertising creators.

Top truth. Topping really 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 next paragraph, so that adjacent words, phrases, sentences and paragraphs are connected end to end. The famous case has the slogan of "Camel" brand electric fan, "Camels enter thousands, and everyone is happy"; The slogan of "Great Wall" electric fan is "Great Wall Electric Fan, Great Wall Electric Fan"; Wan Jiale's advertising slogan is "Wan Jiale, Happy Family".

Metaphor. It refers to a rhetorical device that compares what you want to say with something similar in order to express it more vividly. Advertisements that use metaphors generally aim at highlighting the special functions of products, such as dove chocolate's "milk is as fragrant as silk"; The slogan of sunshine water heater is "bring you sunshine-like warmth"; The slogan of Hong Kong Mercury Record Advertising Company is "the rhythm of nature".

The dual rhetoric method of strengthening language effect with symmetrical words can make advertising language catchy and give people a sense of wholeness. For example, the slogan of a tea kiosk in a Buddhist temple is "nothing is left, no one can sit for a moment;" "Two heads are better than one, and they eat things"; The slogan of "Confucius Banquet Wine" is "Drink Confucius Banquet Wine and Make a World Article"; The slogan of bosom friend magazine is "there is a vast sea of people, where there is a bosom friend;" "publications are like forests, where to find bosom friends"

3. Temperament

China's poetry is closely related to music. Most of the poems in The Book of Songs are music words, and the poems in the heyday were written for music in the form of epigrams, which made great achievements in melody and just met the requirements of catchy advertising language.

Plain. As far as the four tones are concerned, that is, flat tone, rising tone, falling tone and entering tone, the basic principle of flat tone is to require the language of poetry to have strong and weak points and a distinct sense of rhythm. Combined with pinyin, we recognize the first and second sounds as flat sounds, and the third and fourth sounds as Legato sounds. A slogan is beautiful to read, and it is very important to abide by the leveling rule. For example, the slogan of a watch shop is "lettering to remind people to be vigilant and advise people to cherish time", the previous sentence is "mediocre" and the next sentence is "mediocre"; Another example is the slogan of the space shuttle, "There are thousands of roads in urban and rural areas, and there are spaces in the roads". The first sentence is "plain" and the next sentence is "plain".

Rhyme. Rhyme is very common in advertising language writing, because rhyme can make advertising language harmonious, unified and coherent. For example, the slogan of Wanbao Air Conditioning is "Wanbao Air Conditioning, Happy Seasons", the slogan of Sprite Soda is "Crystal Cool", and the slogan of Gree Air Conditioning is "Good Air Conditioning, Made in Gree".

What is more worth mentioning is "double phonology". In modern Chinese, disyllabic means that the initials of two words are the same, and disyllabic means that the finals of two words are the same, which has special formal beauty and musical beauty. Li Qingzhao's phrase "searching, cold and lonely, sad and miserable" is an eternal model of double phonology. Advertising language emphasizes generosity and practicality, and cannot be burdened by rhyme, so there are few examples of double rhyme, but there are also many such excellent works, such as the above-mentioned "lettering reminds people to be alert, and the voice urges people to cherish time", the advertising language of Taiwan Province Elfa Audio Company is "ingenious in inch by inch, delicate in fax", and the famous advertising language is "Didi is fragrant, and the meaning is still unfinished".

4. Long and short sentence patterns

Wang Guowei said in "Ci on Earth": "Poetry has territory and words are long." According to Wang Guowei's understanding, "word length" is the fundamental feature of words, and the sentence pattern with uneven length is the main reason that determines this artistic feature. From one sentence to eleven sentences, the sentence patterns of words are rich. There are two sentences in Guizi's ballad: "Go home, my eyes are broken, my family is green", two sentences are like "Wait for a short book to break the grievances, it's late" in Nanxiangzi, and three sentences are like "Xi is full, Liu is outside" in Acacia Ridge.

This long and short sentence pattern of Song Ci is not only a great breakthrough in classical poetry, but also a great inspiration to the creation of advertising language in my opinion. In terms of the number of words, an advertising word should be within 20 crosses, and a sentence can be arranged and combined appropriately to a cross sentence; In terms of melody, the sentence combination of words is formed by the rhythm of words, and the unique melody is perfect enough for the catchy and cadence music beauty of advertising language; Formally, the long and short forms of words break the "single sentence" and "symmetrical form" of advertising language in the market at present, and the uneven style is refreshing. For example, the slogan of FAW Car mazda 6 is "Charm, Power, Technology"; The slogan of Volkswagen "Passat is the master" is "ambition is under control"; The slogan "Stop, then you can see" of Bank of China boldly adopts the combination of one sentence, two sentences, three sentences and four sentences, which not only has unique phonological effect, but also has unique form.

5. Artistic conception

Wang Guowei absorbed western aesthetic concepts and further divided the artistic conception of ci into "with me", "without me", "with me" and "without me", and distinguished them in different ways of viewing things. The former is a way of looking at things from my point of view, with subjective will and interest, such as "tearful eyes asking for flowers without words"; The latter is a way of looking at things in a matter-of-fact way, without attaching the subjective emotion of "I", and describing things objectively with a calm mind, such as "picking chrysanthemums under the east fence and seeing Nanshan leisurely". "Writing" and "creation" are distinguished by whether there is a fictional artistic conception. Writing realm is a description made by realists according to their objective nature, and creating realm is a fictional realm made by idealists according to their subjective ideals. In advertising language, "the realm with me" can be understood as a subjective praise for products or services, while "the realm without me" is an objective description of quality and characteristics; "Writing situation" is the reappearance of the established situation, and "creating situation" is the innovative creation of a certain feeling, concept and situation. There is no lack of artistic conception in advertising language creation. Although it is not as abstruse and complicated as ancient poetry, a correct grasp of it can often produce exceptionally excellent advertising language.

Take De Beers' slogan "A diamond is eternal, a diamond is eternal" as an example. This slogan is dual, rhyming and plain, but it can be very popular and widely sung. What is the reason? I think it still lies in its artistic conception. Diamonds symbolize love and love represents romance. By emphasizing the permanence of diamonds, this sentence creates a romantic situation according to subjective ideals, which evokes the yearning of young men and women. This "creating environment" technology, which endows products with deeper vitality and charm by using "fictional environment", is the key to success.

From "taste Huangshan Mountain, the sky is high and the clouds are light" to "stop at a considerable place", excellent advertising works are constantly released, and their creation has also changed from single pursuit of form to equal emphasis on form and connotation. Nowadays, advertisements are everywhere, which not only has positive significance for advertising creation, but also plays a positive role in standardizing the market, beautifying words and inheriting traditional culture. But at the same time, it must be pointed out that as the creation of advertising language, we can't copy these famous works. Generally speaking, the advertising language of products with rich brand connotation and positioned in the high-end market is more suitable for learning from the profound cultural connotation of poetry, and its cultural added value can be well enjoyed by consumers, while simple and popular language is more suitable for some products taking the low-end market route.