Confusion And Correction Of Advertising Slogans In China'S Footwear Industry

Anta: I choose, I like; beast tyrant: Road, because I am different...

These beautiful slogans are everywhere in today's Chinese shoe advertising.

However, how many of these beautiful slogans can let consumers understand, and how many really pull the product sales?

The advertising language of the shoe industry is a short slogan, which is to strengthen the impression that it appeals to the enterprise, product or service, and is used in advertising for a long time and repeatedly. It should convey a long-term concept to consumers based on long-term sales interests.

For example, Nestle coffee: "tasty" is to convey to consumers the delicious taste of Nestle coffee; "afraid of getting angry, drink Wang Lao Ji" is appealing to consumers for Wang Lao Ji's "Dispelling fire" function.

If we sort out the advertising slogans of Chinese footwear products, we can see that many advertisements can not let consumers listen to it all at once. What exactly is this product appealing to, especially the advertising slogans of famous brands, is actually trying to stir up some words that some people do not want or say.

For example, "non general feeling"; "everything is possible" and so on.

What do these slogans really want to express?

I'm afraid consumers can't do their best to think about it.

Our creative advertising and advertising language are meant to convey information quickly and to make target audiences easy to understand and understand accurately. But nowadays most of the advertising slogans in China's footwear industry are playing word games with consumers.

There are several common types: 1.

Please listen: "champion quality, ambition lofty".

If the slogan is allowed to listen to the consumer three times, can he be clear about what this is saying?

Even if it can be understood that the product is of high quality, can consumers know which brand it is?

I think it's hard enough.

The most fatal thing is that this slogan is suitable for many products, for example, a car can say "champion quality, ambition lofty"; a brand computer can also say "champion quality, lofty ambition".

To be sure, this elegant, sophisticated advertising language more than 90% of the audience can not understand, and will not be interested in listening.

They have no chance nor will they be interested in listening to business or planners to explain these 8 words in terms of brand connotation and enterprise development concept with hundreds of times in advertising language.

The slogan of red dragonfly is "passing through the four seasons is love" is also a problem. Consumers suddenly can not understand what it means to convey.

If consumers want to understand the deep meaning contained in this slogan, we must understand the corporate culture, brand concept and marketing FromEMKT.com.cn mode of red dragonfly.

This slogan is poetic in language, but poor in persuasiveness.

The same is the shoe industry slogan, Jordan sports shoes: "I do not know how many times the friction between my shoes and the ground". In the interpretation of advertising films, advertising slogans and pictures (flying Jordan's continuous fake actions and the friction between sole and floor) only reflect each other with the products. The audience can see that "Jordan sports shoes" have a very wearable character and are recognized in the hearts of the audiences automatically.

GEOX's slogan: "breathing" shoes.

Once the audience listens or sees, it will happen in the mind immediately: "Oh, this shoe is very breathable", simple and clear.

Two, word game type.

BELLE: "hundred changes, so beautiful", this is a pure word game advertising language, consumers read several times or listen to several times, at most can understand that the original sentence contains brand names, but as for the brand has what characteristics do not know.

As for dream Ting: "your beauty, my endorsement", if you do not read the words, consumers may think that they are "beautiful women". Besides, beauty and endorsement have become consumers' fixed thinking.

More worthy of the industry and business owners to think about is that many shoe products, this word game type of advertising language are almost the same, or even embezzlement of non shoes category products have given up the slogan.

The slogan of Josini's women's shoes endorsed by Hongkong movie star Cecilia Cheung is: "you have your whole life", and the slogan of the three male's shoes is: "you are the only one in the heart." it is estimated that consumers will hear or see the slogans of these two brands will be mutually deranged.

Even worse, if we simply listen to these two slogans, will the audience mistake it for the slogan of drinking water? After all, Wahaha pure water, "I only have eyes for you", has already penetrated into the minds of consumers.

Three, incomprehensible.

Perhaps it is to show creativity. Creatives create new words, refine new sentences, and avoid making sentences.

CONVERSE: "is it just playing?"; 361 degree: "be brave enough to be yourself".

This kind of advertising language is very awkward, and consumers think about it for a long time.

If there is no solid content, the form of advertising language, no matter how different, can not afford the responsibility of advertising communication.

The advertising language of Kangnai shoes: "comfort from details" is a relatively good advertising language.

First of all, in terms of content, "comfort" shows the characteristics and persuasion of the product, so that consumers feel comfortable in wearing shoes.

The reason for comfort comes from the spirit of enterprise and the pursuit of detail.

Secondly, the advertising language is concise and easy to understand. What's more, the slogan is confident, modest and cordial. It matches the brand image and the spirit of the business closely and gives each other a rich and beautiful Association.

So, for footwear products, what kind of advertising language is just right?

Good shoes advertising slogan three standards: a good shoe product slogan meets at least the following criteria: first, the theme is prominent. We know that the purpose of advertising language is to concentrate and describe the characteristics and personality of products, so that consumers can directly understand products and brand information through advertising language.

A slogan can choose different appeals, that is, different things, but always highlight one aspect.

For example, Head and Shoulders's slogan "Dandruff without trace" makes people easily associate with Head and Shoulders's "Dandruff" function and seize the special requirements of consumers for shampoo quality.

It is also like the slogan of Hua Hua women's shoes: "beautiful and lovely, exotic and unique". It emphasizes that the theme of beautiful women's shoes is beautiful and unique. The slogan is not only corresponding to the female's aesthetic psychology, but also let the consumers understand it.

Two, concise concise advertising language should be concise and concise, seize the key, no redundant words.

Because brevity facilitates repetition, memory and dissemination.

There are not many requirements for advertising slogans.

Generally speaking, the number of words in advertising language is 6 - 12 words.

It can be said that it can be widely circulated in the society and become a classic advertising language with concise and refined characteristics.

For example, the advertising slogan of the top 10 excellent advertising slogans in 2003: "more lubrication, less friction", and the slogan of farmer orchard juice: "shake before drinking".

Such an example can be seen everywhere. It is exactly the saying: "concentrated is the essence".

Three, understand and understand the advertising language must be clear and simple, easy to read, use simple words, the content can not be abstract, avoid new words, new words, professional vocabulary, isolated words, and easily produce ambiguity words, also can not play word game, barely pursue rhyme.

Tobey's leather shoes: "the temptation of real leather" is both easy to understand and prominent.

But like 361 degrees: "brave to be yourself" and "noble bird": "dare to think and dare to do" is very simple, but most consumers do not know what this is expressing.

The slogan of Nestle coffee, one of the top 500 companies in the world, is "delicious," which is worth considering by shoe companies.

This slogan is like a family member or a friend who recommends her favorites to the consumer with a smile of understanding. It is easy to understand and very friendly.

Similar examples are many in non footwear products.

How to create excellent shoes, advertising slogans and good advertising slogans should be focused on brand strategy, the purpose of marketing communication, and the feeling of consumers' needs.

Generally speaking, the creation of advertising slogans should be considered and started from the following three aspects: first, the product level.

This level mainly reflects on the advantages and characteristics of their products, that is, "unique sales proposition" (USP), which means that an advertisement must contain a sales proposition put forward to consumers. This proposition should have three main points: first, the interest commitment, what specific specific effects of product adjustment and what practical benefits can be provided to consumers; two, it is unique, which can not be raised or not raised by competitors, and three is strong and effective, so that consumers should pay close attention to it.

For example, the slogan of "jaerda air conditioning shoes": "more breathable, more dry, more comfortable", breathable, dry and comfortable, the three selling points include both the promise of interests, and the short line parallelism of the domestic men's shoes, which is not so strong and powerful.

Hopki, the originator of the "science school" in advertising, is the slogan of "Hi Li Zi beer" which is sterilized by steam.

Anyone who knows beer production knows that beer bottles of all beer brands are sterilized by steam.

Facts are secondary. The important thing is that no one else has said so.

Now, hi Li Zi has come out first, and the result is extraordinary.

The implication is that the beer bottles of other manufacturers are not sterilized by steam.

To this end, hi Li Zi beer jumped from the fifth place to the first brand.

Generally speaking, a brand new product provides us with many inherent conditions for finding effective sales proposition.

That is to say, USP is innate in new products, and it is natural to see the consumers' "eyesight".

Two, consumer level.

This level refers to what unmet needs (including physical, psychological, emotional and social) consumers consume in such products, what they are concerned about and what puzzles and problems they encounter in consumption.

We must understand the consumer's heart and attack the needs of consumers. This demand is not only material, but also psychological, emotional and even life value.

Dandruff is not a big problem before Head and Shoulders comes out. It's useless to shout loudly about the advantages of dandruff products.

So how can we arouse consumers' demand for dandruff removal?

The slogan of Head and Shoulders is like this: "consumers will not have the second chance to make a first impression."

This sentence sounds gentle and gentle, but in fact, it is a threatening demand that frightens consumers: if he does not remove his dandruff, he will ruin his career.

In TV commercials, a drama professional girl who was very fond of acting was attacked by dandruff before the decisive entrance examination.

"This time is over!"

At this time, Head and Shoulders came down from the sky, saved her career and changed her life.

Do not say that Head and Shoulders is not too expensive, that is, more expensive points have to use, multi value!

Just imagine, if Head and Shoulders says how to clean it, will anyone pay attention to it?

We must be clear about what products consumers really need.

Cosmetic cosmetics factory said, we are doing cosmetics, selling hope and beauty; McDonald's never considered itself a restaurant industry, he said he is entertainment industry, said: "we sell happiness."

Advertising is not pure natural science. It has many social psychological and emotional values.

This value is by no means empty. How is it valued by consumers?

Especially in today's material needs are greatly satisfied, those substances other than things become very important.

Three, the market level.

This level