Linguistic features ntawm kev lag luam ntawv

Nws yog dav ntseeg hais tias tsuas yog cov neeg sau ntaub ntawv muaj peev xwm sau tau cov ntawv zoo muag thiab slogans, dua li tau txais kev kawm ntau dua. Xyaum tawm tsam txoj haujlwm no. Cov sau phau ntawv ntawm kev nrhiav tau zoo tshaj plaws yog qee zaus tsis muaj tus qauv zoo nrog cov qauv sau ntawv thiab cov syntax, tab sis lawv muaj tswv yim zoo tswv yim. Hauv kev tshaj tawm, qhov tseem ceeb tshaj plaws yog ib qho tshiab, thiab gloss thiab lus flawlessness tsis tau muab rau cov khoom muag yuav luag tas los ntawm kev sau cov kws tshwj xeeb.

Txawm li cas los xij, cov neeg muaj peev xwm tseem muaj peev xwm qee zaum tsim tau cov neeg txawj ntse tiag tiag, nws yuav tsis yooj yim dua los kawm txog cov kev siv ntawm feem ntau ntawm kev hais lus thiab kev hais lus. Tom qab nkag mus nrog lawv, qhov yuav tsum tau siv lub zog ntawm qhov kev xav tau zoo ntawm qhov paub tias ntev ntev yuav ploj mus, thiab nws yuav muaj peev xwm los tsom qhov tseem ceeb tshaj plaws - kev tsim cov tswv yim zoo.

Ntawm cov cai dav dav rau cov ntawv xov xwm

Cov lus qhia txog kev tshaj xov xwm yog yuav ua raws li nws cov cai, nws txawv ntawm cov neeg ntawm lwm yam kev sau ntawv, xws li ib zaj dab neeg, phau ntawv tshiab, phau ntawv xov xwm tshiab los yog sau ntawv xov xwm, thaum lub tswv yim tsim kho ntawm cov yeeb yam no, txawm hais tias muaj kev muaj txiaj ntsim ntawm kev paub ntau, Muaj cov kev cai uas koj xav paub txog, txawm tias feem ntau ntawm cov neeg sau phau ntawv ntawm cov ntawv zoo muag twb tau txais cov qauv no ntawm nws tus kheej thiab intuitively.

Ntawm no lawv yog luv luv

- Cov lus ntawm advertising yuav tsum to taub thiab yooj yim.

- Ib qho uas yuav tsum tau ua rau kev vam meej yog qhov muaj lub tswv yim thaum xub thawj.

- Cov ntawv muag yuav tsum "khawm", uas yog, muaj ib qho kev xav zoo nkauj.

- Qhov tseem ceeb tshaj plaws uas yuav tsum tau muaj - kev tshaj lag luam ntawm tus neeg mob hlwb. Cov ntsiab lus no tsim nyog rau kev tshawb fawb, thiab lawv tau ua.

- Koj yuav tsum tham nrog cov neeg tuaj siv lub hom phiaj uas siv cov ntsiab lus nrov nyob hauv nws cheeb tsam.

- Muaj qee qhov kev xaav ntawm cov ntaub ntawv nyob ntawm txoj kev tshaj tawm hauv xov channel. Piv txwv li, cov ntawv nyeem tau nyeem ntau dua li cov lus uas hais los ntawm tus neeg tshaj tawm hauv xov tooj cua tau hnov, thiab, tig mus ob tog sib txawv los ntawm kev teb rau cov yeeb yaj duab. Qhov no yuav tsum raug muab suav rau hauv tus account, thiaj li tsis txhob tshwm sim, raws li nyob rau hauv lub paj huam zoo paub: "Nws tau du rau ntawv."

- Kev siv cov nrig ntaus nrig txog "qhov kev txiav txim siab zoo", "koj tsuas yog xaiv", "tsuas yog tam sim no thiab tsuas yog nrog peb" thiab zoo li ua rau kev ntxhov siab tib yam nkaus li thov rau txhua hom ntawv sau. Puas yuav muaj kev vam meej nyob hauv zaj dab neeg, uas muaj "poj niam nrog kev zoo nkauj ntawm kev ua zoo nkauj qub", "neeg ua hauj lwm rau siab ua hauj lwm yav dhau los cov tswv cuab" thiab lwm tus neeg uas xuav cov siv cov cim? Tshaj li "masterpieces" luag tau ntau tshaj li ib puas xyoo dhau los. Uas yog nrog advertising tib txoj kev.

Tab sis nws yog lub sij hawm yuav tsiv mus rau txhua tus neeg zoo li paub, namely mus rau qhov chaw ntawm kev hais lus thiab cov technologies ntawm lawv cov exploitation.

Pronoun

Lo lus "peb" cov neeg tsim tawm siv, qhia txog lawv tus kheej. "Nws", "lawv" thiab "nws" nyob rau hauv advertising feem ntau yog suab tsis siv raws li tag nrho puas. Cov lus tshaj tawm "koj" thiab "koj", ntawm qhov kev sib tshuam, feem ntau yog cov hauv kev sib tham uas ua ib qho chaw nyob rau txhua tus muaj peev xwm thiab cov pab pawg. "Peb tau npaj ib surprise rau koj!", Los yog "Tau kawg, koj yog nyog ntawm nws!", Los yog tej yam zoo li ntawd. Yog li, ntsiab lus: txog peb thiab koj tuaj yeem ua tau thiab koj xav tau, tab sis lawv tsis xav tau. Lawv (outsiders) tsis nyiam peb. Peb muaj peb lub lag luam nrog koj, thiab lawv tsis txhawj lwm tus.

Cov lus qhia

Nws, zoo li tus kws sau paj lug hais, "kub siab lub siab." Nyob rau hauv cov ntaub ntawv ntawm advertising, qhov no txhais tau hais tias mob siab ua thiab activating tus cwj pwm. Feem ntau, qhov tseem ceeb tshaj yog thov ("muas", "siv", "txaus siab", "hu"). Kuv nco qab txog qhov kev ua si ntawm cov lus dab neeg nyob rau hauv daim ntawv ntawm slogans ntawm lub billboards hlawv los ntawm lub hnub, thiaj li nrov nyob rau hauv lub USSR thiab hu mus ya los ntawm Aeroflot dav hlau, khaws nyiaj nyob rau hauv lub Savings Bank thiab haus dej haus "Soviet champagne. Txoj kev khiav tawm ntawm qhov kev khiav tawm, yog li cov lus qhia uas ua rau lub ntsiab lus ntawm kev siv lus txhawb, koj yuav tsum xaiv cov thawj. Piv txwv ntawm kev hais lus zoo: "Txhob txhawj!", "Tshawb xyuas!", "Nrhiav!", Tab sis cov ntsiab lus nplua nuj yuav pom ntau yam ntxiv. Cov lus qhia yog ib qho cuab yeej ua muaj zog heev nrog kev siv keej, nws teev qhov kev sib tw, puab thiab muab kev txiav txim siab. Nws yog qhov zoo tshaj plaws hauv cov khoom ua si khoom muag, tsheb, thiab lwm yam. Nyob rau hauv lub ntsiab lus tseem ceeb nyob rau hauv qhov ntsiab lus teb tsis yog siv.

Ntaus

Nws yuav tsum nco ntsoov tias "zoo tshaj" tsis tshwm sim "tshaj plaws." Thiab nyob rau hauv dav dav, ib qho zoo heev ntawm qhov chaw yog suav hais tias yog ib qho kev paub ntawm phem saj. Cov ntsiab txhais xws li "exceptional", "qualitative", "charming", "colossal", "unique", "excellent", etc., lawv yuav tsum tsis txhob hais dab tsi rau tus neeg siv khoom, thiab txhua lo lus thiab zaum ob Qhov hnyav ntawm kub. Qhov chaw nyob rau hauv lub luag hauj lwm ntawm cov epithet yog tsim los qhia txog qhov kev sib tw zoo ntawm qhov khoom thiab qhia lawv, qhia txog cov khoom sib txawv: "mos", "tart", "home." Qhov tseeb thiab qhov tseeb yog qhov tseem ceeb no.

Tam sim no hais txog kev hais lus "amplifying" hais lus siv hauv cov ntawv tshaj tawm zoo.

Tshaj Plaws

Cov kab lus ntev ntev rau txhua tus, hais lus thiab luam, ntau npaum li kuv xav, raws li nyob rau hauv ib tug paub zoo hais tias, kom chop tawm lawv nrog ib tug taus. Puas yog nws ua tau qhov no? Tau, yog tias koj ua nws ua yeeb yam thiab nrog saj zoo. "Peb tos koj. Peb muaj ib yam dab tsi los thov cov qhua. " "Thov hu rau peb. Koj yuav tsis khuv xim nws. " "Hnyuv ntxwm yog hauv tsev. Raws li ib tug qhua ntawm kuv yawg. " Ntxiv rau kev sib cais thiab kev ywj siab ntawm txoj kev xaav, qhov kev txais tos muab cov lus sib txuas lus sib tham, uas yog qhov txawv ntawm nws lub dull series ntawm cov tswv yim "mus yuav qhov txawv thiab qhov zoo tshaj plaws ...". Cov qauv hauv pob zeb ua rau ntau tshaj qhov qauv hais lus. Ib tus neeg yuav nco txog qhov kev nthuav qhia ntawm zaj yeeb yaj kiab: "Kuv lub npe yog Bond. James Bond. " Tib qho kev txais tos.

Segmentation

Lub tshuab ntawm segmentation ntawm qhov kev tshaj tawm kev tshaj tawm cov lus saum toj no-hais txog kev tso cai, tab sis txawv los ntawm nws txoj kev sib thooj. Cov kab lus muab faib ua ob los (ntau dua), uas yog crowned los ntawm ntau cov cim qhia ntawv. Piv txwv, "Cov txheej txheem hom ACME. Dab tsi ntxiv koj puas xav paub txog nws? "," Kuv muaj ib "Ferrari"! Muaj ntau cov lus nug? "," Tsev thaj tsam ntawm lub Tuam Tsev Loj. Thiab koj nug txog qhov pom ntawm lub hiav txwv? "," Koj puas xav tau qhov no? Yog! ", Thiab txawm" Them koj lub hlwb! " Yog tias muaj dab tsi los ntsaws ... ".

Cov lus nug thiab lus teb rau lawv

Cov txheej txheem no yog reminiscent of segmentation, tab sis txawv ntawm nws nyob rau hauv tus naj npawb ntawm cov lus nug interrogation. Piv txwv: "Puas yog koj nkees nkees? Tortured teeb meem? Tus poj niam yws? Cov me nyuam quaj? Niam tais txiav? Yog li hu rau lub tuam txhab AKME! ". Cov lus nug ntawm lo lus nug tau tsim muaj kev vam meej ntawm txoj kev xav thiab kev sib txuas lus.

Tso cai

Enterprise "Bee" - tus nqi pheej yig.

Lub tuam txhab "Bee" - yuav tsum tshem tawm cov teeb meem ceev.

Enterprise "Bee" - dawb thiab instant tus me nyuam.

Enterprise "Bee" - muaj kev coj ua haujlwm siab.

Txhua tus ntshiab?

Yuav siv daim ntawv sib xyaw, ua ke nrog segmentation, thaum ntau cov lus nug raug muab ib lo lus teb hauv daim ntawv ntawm lub npe los yog lub tuam txhab npe.

Lwm Yam Kev Ua Lag Luam Lus Sau

Cov cuab yeej, uas tau pov thawj zoo nyob rau hauv compiling marketing ntawv, yog ntau haiv neeg.

Ib txoj kev ntawm kev sib cav sib ceg yuav siv cov ntsiab lus ntawm ib kab lus (qhov siab tshaj plaws ntawm ib yam dab tsi zoo nrog yam tsawg kawg ntawm qee qhov teeb meem, kev yooj yim ntawm pib thiab tsis tiav ntawm kev xaus, ntawm kev lom zem, thiab ob yam zoo sib xws).

Nyob rau hauv kev kawm tiav, txhua lo lus los yog kev txhais cov ntsiab lus kom zoo dua lub zog zoo tshaj yav dhau los, nce cov nyhuv.

Feem ntau yog siv cov lus hais lus, uas yog, cov lus nug, cov lus teb uas yuav tsum tau pom tseeb.

Thiab txawm tias lo lus "tsis muaj", feem ntau suav tias yog kev ntxub ntxaug hauv kev tawm tswv yim, yuav tsum txawj siv. "Koj rau ib pliag? Tsis yog, kuv yuav nyob ntev. Tej zaum, ib si. Kuv nyiam nws ntawm no. "