How to shout slogans in real estate? Changes in advertising language

Read on with us and interpret The Secret Behind's slogan. Is your real estate advertising language elegant and cost-effective? Does the mountain view and seascape still appear directly in the advertising language? That's too u t, it will be eliminated sooner or later. When "humble abode" became popular, Xiao San and Xiao San became the protagonists in the real estate advertising language; When buying a house becomes an obstacle for young people to get married, the mother-in-law appears in the advertising language; When women's social status is getting higher and higher, and their income is no less than that of men, women should strive for self-improvement, and having a suite before marriage has become the slogan of real estate; If you don't feel elegant and poetic, you can quote a poem from Gu Cheng when you look at the scenery. Inadvertently, the scenery shows that your times are progressing and the advertising language is changing. It can be humorous, funny, elegant and even shocking, but it can't be boring and mediocre! Because the purpose of advertising is to attract attention. If you have no good ideas, go to hell. An excellent advertising language can make consumers unforgettable, just like the daily star enjoyment of South China Country Garden; An excellent advertising language can deeply impress consumers and make them feel emotional, just as life in Bordeaux is not far away, and the homesick man of Poly Lily lives in the lily; An excellent advertising language can even help an enterprise's products win a place in the fierce market competition and produce direct selling power. For example, the slogan of Agile in Heyuan has a life called Agile. As a result, we refuse mediocrity, we refuse to be domesticated and die without good ideas. This advertising manifesto of Ye Maozhong, a famous advertiser, has been cited by many advertisers as a professional standard, and even stands out because of its novelty and outstanding creativity. Jiangxi Champagne International once made an outdoor advertisement: a fragrant nest called sex, which caused a strong rebound on the Internet and finally had to take down the billboard. The slogan of Meilin Valley in Guiyang: Not buying a house is playing hooligans. There is no need to wait for the third phase of happy life in Baihua Town, Tanzhou. When you get married, you have to enter the bridal chamber. Sure, the suite is nice. All packaging is to attract people's attention, the concept of advertising language is for concept, and packaging is for packaging, which will also cause some resentment and have the opposite effect. Someone on the Internet once ridiculed the improper use of advertising language: the last one was called out of print, the highest one was called landmark, which was inextricably linked in the old city, the one far away from the city was called ecological mansion, the foreign name was European, the Chinese name was classical, the big and expensive one was called mansion, the small and expensive one was called mansion, the finely decorated one was called five-star home, and the blank room was called creative space. Although some people think that some advertising words are exaggerated, some people think that advertising words are obscure, some people think that most real estate advertising words are the same, either flaunting high-end or luxurious life. As Yang Haihua, the general manager of Range Rover, who has always been known for his bold innovation and advanced style, said himself, advertising is self-convincing, and only the language that goes deep into human emotions is effective, and it does not differ because of the difference of skin color, race, occupation, gender and income. As long as it attracts the eye, it achieves the goal. Chen Jing, creative director of Zhuhai Bojue Advertising Company, commented on the current real estate advertising language. The development stage of advertising language is like the growth process of human beings. When it comes to advertising language, it is inevitable to pay attention to the development and change of China real estate advertising language. From the most direct sales to the later lifestyle and emotional appeal, the development of advertising language also has a simple process from childhood simplicity to impetuous rebellion after society and then back to middle-aged and elderly people. Childhood: My eyes reveal my heart. China real estate advertisements in 1990s are like children's eyes, clear and direct, without any disguise. Advertising is for sales, and the presentation of advertising language is to drive sales. Because of this, Guangzhou Fengyi Villa 1993' s slogan: Guangzhou's unique large-scale villas, if decorated slightly, then Guangzhou Jinhong Garden's eyes will be even naked, even the foreplay will be omitted: convenient transportation, cheap price and convenient property. The Hongjing Garden in Wanchai, Zhuhai is specially sold to Macao people. Price is not the main appeal of developers, but more of an environmental advantage. At the end of 1990s, the slogan was: Zhuhai is the first garden, with real mountains, real water and real gardens. It seems vulgar, but it shows a sincere spirit and will not cause resentment. At this stage, most of the advertisements for real estate in many cities are like this, such as Zhongshan Square in Shanghai: wide greening and brand-new urban feeling; Guangzhou Olympic Garden: Exercise at home; Wuhan Desheng Building: I moved the sky home. Growing up: use exaggeration and glitz to cover up your uneasy heart. Growth is always accompanied by rebellion, impetuousness and incomprehension. After entering the 2 1 century, although the real estate advertising language has the characteristics of a hundred flowers blooming and bold innovation in style, it is difficult to hide the impetuous and vacant mentality of seeking novelty and novelty. Sales volume is no longer the primary expression appeal of advertising language, but brand image, product temperament and lifestyle guidance have become the themes to be expressed in advertising words. However, the expression is different. When developers compete to introduce foreign garden styles and package themselves with exotic customs, the advertising language is full of the names of various countries: Milan Sunshine, Rome Jiayuan, Pearl River, Beijing, and Italy; Zhuhai Jinyu Gallery has lived in France for 70 years, from Southeast Asia to Europe and then to America, from the nobility of European royal family to tropical Spain, the real estate has simply become the epitome of architectural gardens all over the world in advertising language. Until 2008, the concept of borrowing exotic customs was not so obvious in advertising language. In 2008, it was subjected to unprecedented severe regulation, and the whole market was in a rare stalemate, and the turnover decreased rapidly. How to stimulate sales has become the most direct purpose of advertising. At this time, real estate advertisements are just like young people who have just entered the society. Their eyes are no longer clear, they are more eager for quick success and unscrupulous. I can't go any lower. I can't afford to buy a birthright. Give her an advertisement for a suite and a real estate in Chengdu to the third generation and challenge people's traditional moral and ethical bottom line. Maturity: Everything is floating clouds, looking for inner desires, but human beings are always rational, and finally return to simplicity after experiencing prosperity and chaos. When people reflect on their real needs and the real value of living, developers and advertisers also seize this point. Advertising language is no longer superficial in product function, garden style, publicity and promotion, but more focused on people's inner emotional desire and humanistic care presented between people under social pressure. Yang Haihua, who has nearly 20 years of advertising experience, has his own unique understanding of real estate advertising, and constantly pushes real estate advertising from the packaging stage to the promotion stage with the same simple values as others. Whether it's the outward M Gate in Beijing, Zhang Deng in Xi 'an, or even Zhuhai's Zhongzhu September and Jinmen, in Yang Haihua's values, understanding the universal truth is the same, insisting on the original way is the law, and the differentiation is the technical difference. In fact, what we have to do now is people-oriented. In the early industrial society, products were above advertisements, and the form of advertisements was mainly products. In the later stage of industrial society, advertising should be divorced from the simple relationship with products and pay more attention to people themselves. After all, people's needs are the most effective needs. Man is above all things after all. Yang Haihua is convinced of this.