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China knowledge in life.
-Advertising words to promote Crown brand cigarettes.
[Appreciation] Cigarettes are toxic and harmful to the human body. Smoking should not be advocated and should be banned, but cigarettes are also a product and must be promoted. How to solve this contradiction? The advertising words of Crown brand cigarettes can be described as unique. Advertising words are only 12 words, but the content is very rich. It not only promoted the theme of smoking ban, but also achieved the effect of promoting and praising crown cigarettes. On the one hand, the propaganda is positive, and all cigarettes, including Crown brand, are prohibited, and the attitude is firm; On the other hand, actively promote sales. Although crown cigarettes are also banned, they are different after all. If you want to smoke, it is a crown, which gives people great temptation. These two aspects are in harmony and unity in a short sentence.
-Skills to attract public attention
There is a restaurant abroad, and there is a big barrel in front of it, which clearly says: "No peeking!" " "But there is no cover or block, and passers-by can't help but be driven by curiosity and stop to look in the bucket. Who knows that there is another note inside, which reads: "We have a unique, mellow and fragrant draft beer, with a cup of five yuan. Please enjoy. The sentence "Don't peek" caught everyone's attention.
Nowadays, advertisers generally feel that the most critical and difficult problem is how to reach the people they are trying to influence. Psychologists compare the information spread by teachers with that spread by advertisers. I believe that although the teacher may not be able to make students accept his point of view, he can ensure that students can hear his point of view, because students must attend classes. And an advertiser has to spend a lot of money and rack his brains to achieve the same effect. He must choose a certain media, such as TV, find a program that everyone likes to watch, and make sure that people don't leave their seats or change channels when advertising. Even if all this is successfully realized, he still only reaches a small part of the expected audience-if he chooses the most popular program on TV, he only accounts for 30% of the TV audience. Only 25% people read the editorials in ordinary newspapers, not to mention that all this is impossible under normal circumstances. The contact between advertisement and audience is a low-level contact.
An important reason for this low-level contact lies in the audience's psychology of avoiding advertisements. Not only after hearing (watching) advertisements, they will naturally have a psychological resistance to advertisements, but at the moment of hearing (watching) advertisements, they will also take an evasive attitude, turn a deaf ear or divert their attention. This phenomenon has been explained in psychology, and people will not pay attention to everything outside. When the information of external things reaches the information receiving organ of people, it can't be received unimpeded. People always selectively receive the part of information they want to receive. He takes an exclusive attitude towards information that he doesn't want to receive. Advertising often belongs to one of the messages that people reject. Therefore, in order to win the advertising battle, the first battle is to attract the attention of the audience, let them hear (watch) the advertisement and pay attention to the content of the advertisement. As long as this step is achieved, the second and third steps will be successful.
"Do you want to have bad breath? Please use Xihu toothpaste! " (Toothpaste advertisement)
"Are you tired from work? Please have a cup of tea to refresh yourself! " (tea advertisement)
"Do you want to overlook the spectacular crossing of the ocean? Please take Boeing 707 from Shanghai to Tokyo! " (Advertising by Shanghai Civil Aviation Administration)
Domestic first, excellent quality;
Bright color and strong dyeing ability.
(Black and bright shoe polish advertisement)
Strong fragrance and mellow taste;
Drinking it all the year round can prolong life.
(Jiangxi green tea advertisement)
There is a song at home and everyone is very happy.
(Shanghai Kaige brand TV advertisement)
If you want to get rid of dental diseases, please use grass coral.
(Nanchang grass coral toothpaste advertisement)
The above four cases all use rhyming methods, emphasizing the characteristics, brands and functions of commodities, which makes people unforgettable.
I like this cigarette.
(Winston cigarette advertisement)
Indeed, toothpaste itself has a good antiseptic effect.
(Crystal toothpaste advertisement)
1. Drop a drop of water today and have the Pacific Ocean tomorrow. (Pacific Insurance Company)
2. Legends from the present to the present, and legends from the past to the present. (Hubei Legend Magazine Advertising Words)
If you don't manage your money, money will ignore you. (Shanghai Century Publishing Group Weekly)
With the advancement of the new curriculum reform, Chinese class is no longer a simple Chinese knowledge teaching in the traditional sense. It is an important wing of Chinese teaching to carry out Chinese activity classes and conduct comprehensive learning. To improve students' Chinese quality in an all-round way, we must do a good job in classroom teaching and comprehensive Chinese practice activities at the same time. Chinese comprehensive practical activity class is of great significance to enrich students' life, broaden their horizons, stimulate their interest in learning, deepen their language experience, cultivate their unique personality and improve their comprehensive quality. The author made a superficial attempt to organize students to learn Chinese in life.
Once in a Chinese class, I asked my classmates if they liked watching TV. The students said in unison, "I like it!" "What is the most boring thing for students to watch TV series?" Most of the students said, "The most annoying thing is to insert advertisements." "So, advertising is of no use to us at all?" So, I assigned a task to my classmates, that is, when watching TV, pay attention to accumulating advertising words. After a week, please share the collected advertising words in the class to see who collects more and who collects well!
From then on, students no longer hate watching advertisements when watching TV, but concentrate on watching and recording carefully. A week later, the students took out the collected advertising words and exchanged them in class. Ah! A variety of advertising words. There are: Antarctic down jacket advertising words: "Everyone knows!" The advertisement of golden voice and throat treasure: "The voice is not good, please use golden voice!" " "Robust's advertising slogan:" Did you drink today! Colgate's advertising slogan: "Our goal-no tooth decay! "Wait, wait, wait. I affirmed the enthusiasm of my classmates and praised more and better classmates I found.
Students have a certain interest in advertisements, so I lost no time in guiding students to say, "After watching so many advertisements and listening to such good advertising words, can't we learn something from them?" The students swished the discussion again and reread the advertising words. I assigned another task. You can communicate with your parents when you go back, and you can also cooperate with several classmates. See what we can learn from the small advertising industry. We will discuss communication again next week.
It's time for Chinese comprehensive study again, and I organize students to exchange their own inquiry results. Bing Lin, a student, said, "I feel the refinement of words from the advertising words. Weiwei soybean milk, have fun! There are not many sentences, but it conveys the information accurately and clearly, which is wonderful. Wang Xiang said, "I learned some rhetorical knowledge from advertising words. For example, the advertising words of Great Wall electric fans-Great Wall electric fans, Great Wall electric fans, used metaphors and thimble rhetoric; The advertising word of Jinling mosquito-repellent incense-silent mosquito (taste) uses homophonic pun rhetoric. " I asked, "How do you know these stories?" He said that he had asked his father as well as his neighbors' brothers and sisters. Wang Li also said: "I learned the knowledge of life from advertising words: I know that I should brush my teeth every day, and it is best to treat it with blue sky, because its advertising words say well:' Good teeth, good appetite, good health and delicious food. You have a good eye, and the blue sky must be cured in six places. "If you catch a cold, take the cold medicine" white plus black "and" white tablets during the day and black tablets at night ". Use 999 dermatitis flat when the skin itches. " Just as I praised this classmate, Zheng Gang stood up beside me and said, "I have learned to be a man, too." A public service advertisement broadcast by CCTV 5 made me feel deeply: on TV, an athlete helped an aunt open a football that was about to fall on the child's head, helped his little brother pick up the badminton that fell on the tree, helped the grandfather push the cart up the hill and picked up the cans that fell on the road. This advertisement taught me to protect the environment and help others; CCTV children's programs and advertisements for washing my mother's feet let me know my mother's hard work and let me know how to honor my elders. " It is true that "mother washes feet" is a naive language, but it is shocking. ..... The students' answers, I didn't expect, I didn't expect that small advertising words can make students learn so much knowledge, some knowledge is simply not available in books. I also summed it up: the students answered very well. Through advertising words, we realized the charm of language, learned Chinese knowledge, mastered common sense of life and understood the truth of being a man. I ask my classmates not to get bored when they see advertisements on TV in the future, but to learn something from them!
Seeing that students are so interested in advertising, I took advantage of the trend. Since the advertising words are so beautiful, can we try to create our own advertising words? I told them that the creation of advertising words played a role in life and exams, and the enthusiasm of students was mobilized again. I want to create my own advertising words with kiwifruit, a native product of my hometown. The students are all eager to try. After a while, a classmate said, "Little kiwifruit has entered thousands of households." Some students said, "Little macaque is fantastic." ……
Small advertising world, big China stage. Through this comprehensive study of Chinese, I feel that under the new curriculum standard, Chinese teaching has a wide range of contents, diverse forms and rich means. As long as you are good at digging and carefully organizing, you can develop a "second classroom" full of vitality and vitality.
A well-known wrong advertising word
"China Life, keep promise" is a well-known advertising word of China Life Insurance Company, which has been common for many years. I don't know that this advertising word has great language defects. The word "keep one word" comes from historical records? "Biography of Ping Yuanjun and Qing Yu", the original text is "Mr. Mao () makes Zhao more important than Jiuding Road", which means "a word is worth Jiuding". It describes the great role of a word, that is, it is authoritative to speak. It is obviously inappropriate to use this idiom here.
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