1=SimSun's logo, half-text, its role is particularly important.
1. Attention is drawn that the rulers are exposed to a lot of advertisements every day.
Generally speaking. Whenever an audience reaches a print media ad. Often it is first to browse the advertising label. If the label is not attractive, the audience will give up reading. Eventually the ad is invalid. David. Ogilvy pointed out that the number of people reading the subject is five times the number of people reading the text. If measured by value. The use of the advertising standard is equivalent to 80. The advertising label has been spent on advertising costs. It is a font that is carefully selected from the refined words. It is set in the eye-catching part of the advertising layout, so that the formation of two kinds of skills makes the intention Attention. Can quickly find the advertisements of the goods they need; so that the special meanings are attracted to the target, and the public reads the text. Good advertising standards can induce the curiosity of the audience. If the target is not creative, it is impossible for the audience to read the text. Therefore, the concept design of the advertising target becomes the key point for the success of the advertisement. The advertising label of the West German Adidas shoes is to catch mice and shoot, and the audience wants to get Knowing exactly how the two relate to each other has provoked the curiosity of the audience.
Breaking through the advertising structure, it uses a variety of forms from monotony. Impress the audience and promote purchases. Describe the description of appropriate words, just the choice of fonts and the layout of artistic beauty can deepen the impression of the audience. The original concept design of the advertising target design and design is based on the study of the target audience's cultural psychological characteristics and accurate advertising positioning. The design should follow the following principles 1 + to attract attention. The text matches. Attracting the attention of the audience is the first principle of advertising. The use of various rhetorical methods at the end of the active attack makes the advertising target a strong attraction. The text is consistent, which means that the advertising target pursues a certain effect and the advertisement is not right. 2 emphasizes the characteristics of the product and highlights the brand image. The logo should use distinctive promotional words. Strive to show the unique ability of goods or services. Through the method of highlighting the brand of goods, the company has made the audience in hand for a limited time; FIYTA. Once you have it, you have nothing to ask for. The advertising label should be concise and refined. 1 Author Huang Lihui 1962. Female. Associate Professor of Guying County, Manchu, Liaoning, from marketing management research.
Yu number is less than 3 should be 7 US factory; special psychological. 145 said the experiment showed that readers with less than 6 words of the label marked 34 could remember. Readers with more than 6 words and only 13 can remember. therefore. Kaswigen once thought of a streamlined to a word of advertising label lemon n, EMX. Overall, said. In order to facilitate the audience to remember. The target length is preferably controlled within a dozen words. David. Ogilvy had created an advertisement for the 6-car sedan, which was 60 kilometers per hour, and only listened to the clock ticking. Here is the principle of squatting. Mainly for the sake of reading, easy to remember. Like a day, healthy and happy. West Germany Apple Advertising 4 is full of fun. Elegant and popular. Good advertising standards often have a shocking artistic charm. Love will surely run through it. To achieve this.
It should be based on different ethnic groups. Different regions. Even the cultural and psychological characteristics of different countries. Use different words. It’s fun to do. It also enables the audience to understand and accept. In the United States, Coca-Cola, before people entered the Chinese market, researchers studied more than 40,000 Chinese characters and finally decided to use Coca-Cola as an advertising target. good results. For another example, Hailiang Xinji toothbrush advertising is marked as gross.
The design and design skills of the advertising target 1. News style. News; 1 Any towel that is enough to cause widespread interest. The scandal is closely related to people's lives, and the people are more concerned. The news bulletin mimics the news report in form, highlighting a new word in the content. Ask for the freshest information. To make the audience interested. Such as the 5 million yuan autumn photography competition double big prize Japan Fuji film advertising standard; 81 tear; 6 is the country's first small car; novel men's Wrigley shirt breathable shirt, keep you cool.
2 suggested. Use civilized sincere and polite words to persuade the audience to take the purchase. This way includes the characteristics of advertising products. Sometimes it brings a lifestyle to the audience. For example, the reader's digest as a Christmas gift can bring fun to friends and relatives throughout the year, and it is better to drink after ice. After drinking, I will be more cool and happy. The suggested slogan should not be excessive. Otherwise, it will give people the feeling of gesticulating. Make the audience rebellious.
Advertisements may fail, 3. Praise. The label uses praised sentences to praise the excellency of the goods. This method should be based on facts and is more suitable for the advertising requirements of famous brands and their products. For example, the US Kodak automatic camera presses the shutter. I will do the rest of the work; the Moutai advertising empty cup is still full of room fragrance; the Dutch honey pomelo advertising mark the sweetest grapefruit on the earth, the Japanese Seiko quartz advertising standard 1 impact, Seiko is still extremely accurate!
Questioning style. Why or how to do it as an advertising target. To impress the audience. This kind of standard should be used in the advertisement of rational appeal. It can help consumers make decisions when they are considering what brand to buy. For example, a call from a mainland telephone company. How far can you transport, the mainland China telephone company advertising standard; you guess who is the French husband, why the French Citroen car advertising label is still bitter another summer, let the general air conditioner keep you cool!
Suspense, set a bizarre suspense in the hall of the word, so that people have a strong curiosity and want to make progress to figure out exactly what, such as the Israeli Airlines jet flight advertising mark from December 23. The Atlantic will be shortened by 20; the US Wrigley shirt is labeled with my friend Joe. Holmes. He is now a horse.
6 comparison formula. Compare the goods or services to be claimed with other similar goods or services in the target. In order to achieve the effect of drying the cloud, so as to show the brilliance of the goods or services. This gas alone provides you with hot water in large barrels. Faster than normal. The head of the horse is dry. The style is higher than that of the Frenchman's head horse wine advertising standard, 7. Stylistic. The label and the plug cooperate to illustrate the main idea of ​​the advertisement. That is, the advertising target is composed of text symbols and shapes. For example, the US holiday brand hair dye advertising label is to cover the left half, and then I will be younger. In the head of the man's head, the hair is half black. Half makes it clear.
References Southern Education Press, 1992.
3 Sun Youwei. 1.1 Inter-advertisement. Beijing 1 world knowledge. Version 4 Han Hui. Guan Daiguang 1 Xue 1. Beijing Tingdu Economic Trade from the University Press. 1997.
5 pills for 1 noon. Blush. In the market, the ghost modern factory is in an elbow. Beijing China Economic Publishing House, 1994.
6 Mewson. Dunn et al. Advertising and business. Beijing Worker
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