How to design advertising language for the company?

As we all know, a product that was not easy to sell in the past may become a best seller after market analysis, customer orientation redesign, packaging redesign and advertising language design. As a gift company mainly sells services, it needs an advertising slogan, just like a product. A good advertising slogan is as important as a corporate identity system, representing a company's design ability and style. Let's analyze it from a case: the initial slogan of Hangzhou Vanke Gift Company is Vanke Gift Tell the Truth. The defects of this slogan are: first of all, the voice is not loud, and it feels like talking to yourself. At the end of the sentence, the sound is suppressed, not stopped. It is awkward to read, such as tongue twister, which is not convenient to spread; Secondly, from the analysis of the meaning of this sentence: the real thing emphasizes the truth, which makes people think of the fake and feels a little unconfident. On the contrary, it has the meaning of going against the original intention, which is easy to arouse others' vigilance. We know that the advertising language of international brands never emphasizes truth and falsehood, because they sell genuine products, and they are full of confidence, so there is no need to publicize truth; Moreover, this slogan has no personality and can be applied by any gift company. For example, the design of a general advertising language for a gift is true, and it is best to have four words, three words, three words, or seven words, which do not rhyme. Advertising language must be passed on from mouth to mouth and recognized by customers at the first time. In terms of content, it should reflect the social status or ability of the company, have personality and be easy to remember. The slogan of Hangzhou Vanke Gift Company was finally redesigned by Ranken Design Company of the United States: Encyclopedia, Vanke Gift. Because Encyclopedia is recognized by the world and the most authoritative at the national level, we use banners to promote Vanke gifts, so that the authoritative position of Vanke gifts in the gift industry is more clear. No matter what others say, it is just a page in the encyclopedia, which makes competitors sigh. On the other hand, Encyclopedia is just the opposite of Vanke, which conforms to the culture of the Chinese nation and is catchy to read. With the internationalization, enrichment and authoritative knowledge of Encyclopedia, Vanke's leading position in the industry and product richness are reflected. Moreover, the advertising language of Encyclopedia and Vanke gifts is very strong, which makes other gift companies have no chance to imitate it. The design emphasis of advertising language is different in different periods. At first, product advertising language emphasized product price propaganda, then product function propaganda, and now it emphasizes a kind of consumption feeling. For example, this year's festival is not a gift, but a melatonin advertisement, which emphasizes a feeling. The design trend of company advertising language also emphasizes consumer feelings. Encyclopedia, Vanke gift is an authoritative and rich feeling, and this slogan has become a classic case in the teaching of Chinese Academy of Fine Arts.