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在商品经济发达的社会,现代生活的每一环节都离不开沟通与传播,仿佛这个世界真的像一位名人说过的“除了空气和水,就是广告了!”广告是什么?这个问题在专业书本里已有了定义与解释,而作为广告的重要组成部分——广告语,到底是什么还没有明确的注解,似乎这是简单得没必要去研究的问题。笔者本来也不想“哗众取宠”,但在实际工作中,在与企业的交流中,我发现企业如果没有人来专门研究这个问题,恐怕迟早会因小失大,悔之晚矣。 熟悉市场运作的人都知道, 通常,在大众消费品营销领域,一般产品的广告语不止一个,不同时期的广告语也不尽相同,从不同的市场角度和目标去提炼会产生多种表现形式, 有的侧重于促销作用,有的能提升品牌形象,有的具
In a well-developed economy, every aspect of modern life can not be separated from communication and dissemination, as if this world was really like a famous celebrity. “What is advertisement besides air and water?” In the professional book has been defined and explained, and as an important part of advertising - advertising slogan in the end there is no clear annotation, it seems that this is simply not necessary to study the issue. I did not really want to “grandstanding”. However, in actual work, in the communication with the enterprises, I found that if no one in a company specialized in this issue, I am afraid I will regret it later. Familiar with the operation of the market know that, in general, in the field of mass consumer products marketing, general products more than one slogan, advertising slogans in different periods are not the same, from different perspectives and goals to refine will produce a variety of forms, Some focus on promotional role, and some can enhance the brand image, and some