Raws li koj paub, kev tshaj tawm yog lub cav ntawm kev lag luam. Ib qho tseem ceeb tshaj plaws hauv kev txhawb nqa cov khoom lossis cov khoom lag luam rau kev lag luam yog cov lus hais rau kev tshaj tawm. Nws yuav tsum nyiam cov neeg siv khoom nyiam thiab txhawb kom nws ua kev yuav khoom.
Cov lus tshaj tawm yog cov lus hais luv luv ntawm lub tuam txhab lossis cov khoom lag luam uas qhia lub tswv yim tseem ceeb ntawm tag nrho cov phiaj xwm tshaj tawm. Lo lus "slogan" nws tus kheej txhais tau tias "slogan", "hu" los yog "slogan" los ntawm lus Askiv. Cov kab lus luv luv no muaj lub ntsiab lus loj - nrog kev pab ntawm nws, cov chaw tsim khoom nthuav tawm lub tswv yim tseem ceeb lossis lub hom phiaj ntawm tag nrho nws cov kev tshaj tawm. Lub luag haujlwm ntawm cov lus hais kuj yog txhawm rau ua kom muaj kev paub txog hom npe, nws cov duab thiab nthuav dav ntawm cov neeg siv khoom.
Teeb meem ntawm kev tsim cov lus hais
Raws li tuaj yeem pom los ntawm kev xyaum, ntau lub tuam txhab thiab cov muag khoom ntsib teeb meem thaum tsim lawv tus kheej cov lus pom zoo. Nws feem ntau tshwm sim tias kev hu xov tooj tsuas yog tsis ua haujlwm, tsis nco qab los ntawm cov neeg yuav khoom thiab, yog li ntawd, tsis muaj kev nkag siab. Hauv qhov no, tsis yog txhua lub tuam txhab lees paub los tsim cov lus hais, thiab qhov nokev tshaj tawm ntawm ib yam khoom lossis tuam txhab yog nthuav tawm txawv txhua lub sijhawm. Lub caij no, cov lus hais tsim tau zoo txhais tau hais tias ntau heev - nws tso cai rau koj los ua cov khoom lag luam yooj yim lees paub, nco qab, txhawb cov duab ntawm lub tuam txhab thiab cov npe uas nws sawv cev.
Slogan rau kev tshaj tawm: yuav ua li cas
Cov kws tshaj lij hauv kev tshaj tawm thiab PR hais tias muaj ntau txoj cai ua raws thaum tsim cov lus hais. Ua ntej tshaj plaws, cov lus no yuav tsum nco ntsoov. Ntawd yog, ib qho kev sib koom ua ke yog tsim thaum tus neeg yuav khoom, hnov cov lus tshwj xeeb, xav txog lub hom phiaj lossis cov khoom lag luam uas nws tshaj tawm cov kab lus no koom nrog. Tsis tas li ntawd, lub ntsiab lus ntawm lub tuam txhab yuav tsum yooj yim tshaj tawm - tsis txhob cuam tshuam nws nrog cov kab lus ntev thiab cov lus uas nyuaj rau kev nkag siab. Qhov zoo tshaj plaws, cov lus hais muaj 2-4 lo lus (qee zaum 6 tuaj yeem siv tau). Qhov no yooj yim tsis ntau rau kev nyiam mloog raws li kev nkag siab thiab kev nco.
Yog tias lub ntsiab lus ntev dhau, tsis muaj leej twg yuav nyeem nws mus rau qhov kawg hauv daim ntawv luam. Kev siv cov lus sib dhos muaj txiaj ntsig zoo heev rau kev nkag siab - cov lus sib dhos yuav ruaj khov rau hauv lub taub hau ntawm tus neeg yuav khoom, tshwj xeeb tshaj yog tias koj siv nws tas li thiab ntau zaus. Cov lus piv txwv thiab kev hloov ntawm kev hais lus koom nrog kev xav ntawm tib neeg, thiab qhov no zoo heev rau cov chaw tsim khoom. Piv txwv li, nyob rau hauv ib qho kev tshaj tawm rau ib qho ntawm cov chaw kho hniav, kev lees paub ntawm 10,000 khoom qab zib tau qhia. Ib hom roob thiab ntau cov khoom qab zib wrappers tam sim ntawd tshwm nyob rau hauv lub tswv yim - xws li cov duab yog ib qho yooj yim rau nco ntsoov. Lawm, ntau tag nrho cov kab lus tsim sib raugtag nrho cov kev xav tau no, qhov kev vam meej ntau tuaj yeem xav tau los ntawm nws.
Yuav ua li cas zam
Lwm yam ntawm cov xwm txheej tseem ceeb uas cov lus hais rau kev tshaj tawm yuav tsum ua tau raws li qhov qub. Qhov no yog qhov tseem ceeb heev, vim tias muaj ntau cov lus uas twb raug ntaus thiab siv tias lawv tsuas tsis cuam tshuam rau cov neeg yuav khoom hauv txhua txoj kev. Cov no suav nrog ntau lub npe: lub tswv yim, kev xaiv, pom, saj, kev xav, kev sib haum xeeb, kev npau suav, kev txiav txim siab, zoo, xim, aroma, zoo siab, zais cia, bliss. Adjectives uas kuj tsis muaj txiaj ntsig yog tshwj xeeb, raug, muaj tseeb, siv tau, tshwj xeeb, tshwj xeeb, tshwj xeeb, tsis muaj tseeb, tsim nyog, muaj koob meej, ncaj ncees, tiag, tiag, tshwj xeeb, sim, zoo meej. Lawv feem ntau siv hauv kev tshaj tawm tias lawv tsis pom los ntawm cov neeg yuav khoom li cov lus nrog lub ntsiab lus, tab sis tsuas yog zoo li cov ntawv sau. Yog ib co tseem siv tau lawm ces zoo dua los dilute lawv nrog cov qub ntxiv los yog xav txog lub ntsiab lus kom cov lus hais tsis dhau banal.
Lub ntsiab lus ntawm cov lus hais
Thaum tsim cov lus hais rau kev tshaj tawm, cov kws sau ntawv tuaj yeem siv ntau txoj hauv kev rau nws lub ntsiab lus. Piv txwv li, koj tuaj yeem qhia qhov ua haujlwm subtleties thiab cov yam ntxwv ntawm cov khoom, tshaj tawm nws qhov zoo tshaj plaws ntawm nws hom. Koj tuaj yeem hais txog cov txiaj ntsig zoo rau cov neeg siv khoom - dab tsi raws nraim nws yuav tau txais thaum yuav khoom. Koj tuaj yeem tso koj cov khoom raws li qhov tsim nyog tshaj plaws rau ib qho kev sib raug zoo, pej xeem lossis pawg hnub nyoog - siv lub hom phiajnws slogans rau advertising. Piv txwv li: "Gilette - tsis muaj qhov zoo dua rau ib tug txiv neej", "Cov tiam tshiab xaiv Pepsi", thiab lwm yam. Nws yog qhov zoo yog tias ib qho ntawm cov haujlwm tseem ceeb ntawm lub tuam txhab tau qhia hauv kev tshaj tawm - "Peb txuas tib neeg" rau kev sib txuas lus ntawm tes., piv. Ib qho txiaj ntsig zoo tshaj plaws yog muab los ntawm kev hais txog qhov zoo ntawm lub tuam txhab lossis nws cov xwm txheej siab - "20 xyoo ntawm kev ua lag luam", piv txwv li, lossis "Peb ua kev ua kis las" los ntawm "Sportmaster". Qee cov tuam txhab tsim ib qho kev xav ze rau lawv cov neeg yuav khoom, paub tseeb tias "Koj tsim nyog nws" lossis "Txhua tus neeg zoo siab rau koj." Nco ntsoov coj mus rau hauv tus account: cov lus tshaj tawm ntawm cov tuam txhab tshaj tawm tsis muaj teeb meem yuav tsum muaj lub suab tsis txaus siab lossis tsis lees paub, koj tsis tuaj yeem siv tsis lees paub - vim qhov no yuav ua rau tsis lees paub. Qhov kev xaiv zoo tshaj plaws yog tsuas yog siv cov lus zoo thiab kev lees paub lub neej uas txhua tus neeg yuav khoom xav ua tus cwj pwm rau nws tus kheej.
Tshwj xeeb cov txheej txheem uas cuam tshuam rau cov neeg siv khoom
Nyob hauv kev tshaj tawm, nws yog ib txwm ua kom muaj kev cuam tshuam rau kev nkag siab ntawm tus neeg yuav khoom nrog kev pabcuam tshwj xeeb - cov no suav nrog kev ua si ntawm cov lus. Piv txwv li, thaum lub npe hu ua alliteration yog siv - tag nrho cov lus nyob rau hauv kab lus muaj cov tsiaj ntawv zoo sib xws los yog txhua lo lus pib nrog ib tsab ntawv - "Koj lub pussy yuav yuav Whiskas", "Clean - ntshiab Tide", "Wella - koj yog. zoo ". lub hom phiaj, cov txheej txheem ntawm kev rov ua cov lus zoo yog siv: "Ib lub txhab nyiaj ruaj khovtib neeg, "Ntev saib cov txiv hmab txiv ntoo tshiab." Tib lub sijhawm, koj yuav tsum xav txog qhov twg raws nraim qhov kev tshaj tawm yuav raug siv - hauv xov xwm luam tawm, lub luag haujlwm tseem ceeb yog muab rau cov ntawv nyeem, ntawm no qhov tseem ceeb thiab lub ntsiab lus ntawm txhua lo lus. Hauv cov yeeb yaj kiab, koj tuaj yeem ua tiav qhov kev thov nrog cov duab nyob ze thiab ci ntsa iab. Xov tooj cua tshaj tawm tso cai rau koj siv intonation thiab lub suab - "RedBull inspiring".
Siv lub ntsiab lus nruab nrab
Txhua cov lus tshaj tawm tuaj yeem muab faib ua cov uas hais txog ib yam khoom lossis kev ua haujlwm, thiab cov uas tsuas yog sawv cev qee yam kev hu xovtooj zoo lossis kev xav: "Koj ib txwm ua ntej ntawm kev sib tw", "Xav qhov zoo", "Peb ua kom koj txoj kev lag luam vam meej." Cov kab lus zoo li no, ntawm ib sab, yooj yim los ntawm qhov pom ntawm kev rov ua dua lub tuam txhab - lawv tuaj yeem siv rau hauv txhua yam haujlwm, txawm tias lub tuam txhab dheev pib tsim ib yam dab tsi ntxiv ntawm cov khoom tseem ceeb, thiab ntawm qhov tod tes, lawv tsis qhia dab tsi thiab yuav siv tau los ntawm lwm lub tuam txhab. Tsis tas li ntawd, nws pom tau tias yog ib pawg ntawm cov lus - xws li cov lus hais tsis hais ib yam dab tsi tshwj xeeb ntawm cov khoom lossis kev pabcuam, uas txhais tau hais tias tus neeg siv khoom tsuas yog tsis quav ntsej nws.
Zoo tshaj tawm cov lus tshaj tawm
Tsim kev tshaj tawm yog txheej txheem muaj tswv yim, thiab ntawm no ntau nyob ntawm tsis yog tsuas yog ua tiav ntawm cov cai, tab sis kuj yog cov txuj ci ntawm tus tsim. Piv txwv li, ntau lub npe nrov tshaj tawm cov lus tshaj tawm "mus rau cov neeg" - qhov no yog kev ua tiav zoo rautuam txhab thiab nws cov khoom. Kev rov ua dua ntawm cov kab lus los ntawm tib neeg lub sijhawm ua rau muaj kev nyiam ntawm lub hom. Cov lus tshaj tawm zoo tshaj plaws tau nco txog ntau xyoo, txawm tias cov khoom lag luam tsis nyob hauv khw. Cov kab lus no tuaj yeem ua piv txwv: "Kev sib haum xeeb, kev phooj ywg, zom cov pos hniav - lub tuam txhab Rotfront", "Yandex - muaj txhua yam", "Qee zaum nws zoo dua rau zom dua li hais lus - Stimorol", "Russia yog lub siab dawb siab zoo", "Tanks. Tsis ntshai av - KAMAZ "," So so - noj Twix ". Kev ua si zoo ntawm cov lus siv hauv kev tshaj tawm rau Volnoy - Volvo", "Kuv muaj lub tswv yim - muaj IKEA". ntawm cov lus hais yog - "Leej twg mus rau Klinsky?", "Ovip Lokos", "Lub Sijhawm yoov nrog Txiv Neej Rog" - tag nrho cov kab lus no tau tsim muaj cov lus niaj hnub no thiab feem ntau hais tsis tau siv rau lub hom.
Cov tuam txhab sab hnub poob feem ntau tsim cov lus tshaj tawm tshiab rau txhua lub tebchaws uas cov khoom lag luam tuaj txawv teb chaws, thiab hauv kev lag luam Lavxias, ntau cov khoom lag luam kuj tau lees paub ua tsaug rau cov lus hais: "Rexona - tsis txhob cia koj poob", "Saib xyuas. ntawm koj tus kheej. Garnier", "Rondo "ua pa tshiab ua rau kev nkag siab yooj yim dua." Tag nrho cov lus tshaj tawm thiab cov lus tshaj tawm no nyob ntawm txhua tus neeg daim di ncauj. Ua tsaug rau qhov kev rov ua dua tshiab hauv kev tshaj tawm, cov kev tshaj tawm no ua haujlwm tiag tiag thiab txhawb cov neeg siv khoom xaiv cov khoom no.
Kev ua yuam kev hauv kev tshaj tawm
Cov lus tshaj tawm tsis ua tiav, hmoov tsis, yog qhov ntau. Piv txwv li, lo lus hais tias "Yog tias koj noj dumplings, koj yuav nyob mus ib txhis" ua rau koj xav.zoo li Lenin" lossis "Peb yuav khau tag nrho lub tebchaws!" los ntawm lub Hoobkas khau. Cov hu no suab txawv txawv, tsis yog txhua tus neeg yuav khoom yuav khiav mus yuav cov khoom tom qab kev tshaj tawm. Qee zaum yuam kev los ntawm kev txhais lus tsis raug - piv txwv li Pepsi launched ib daim vis dis aus ntawm Suav lag luam uas hu ua "Zoo siab nrog Pepsi" tau txhais tias "Pepsi yuav tsa koj ntawm qhov ntxa ntawm koj cov poj koob yawm txwv", thiab ib lub tuam txhab American npias hu ua "Ua rau koj tus kheej dawb", uas, thaum twg. txhais ua lus Mev, dhau los ua "Kev mob raws plab." Needless hais, cov khoom tsis ua tiav. Muaj oddities nyob rau hauv uas cov chaw tsim tshuaj paus raug yuam kom rename cov khoom nyob rau hauv thiaj li yuav muag nws nyob rau hauv ib ncig ntawm lub teb chaws - piv txwv li, mus xyuas. Cov hnab looj qau tau hloov npe hu ua Vizit hauv tebchaws Russia kom tsis txhob koom nrog "dai". Lwm qhov piv txwv yog lub tuam txhab Thaum txhawb lub hom Gerber, Nestle tsis tau coj mus rau hauv tus account qhov tseeb tias nyob rau hauv African lub teb chaws nws yog kev cai los kos cov khoom lawv tus kheej ntawm lub ntim. cov khoom, thiab tsis yog neeg, txij li muaj ntau nyob rau hauv lub teb chaws h Lawv tsis paub yuav ua li cas nyeem thiab tsuas yog coj los ntawm cov duab ntawm lub pob. Lub tuam txhab cov khoom lag luam uas muaj cov menyuam yaus thiab cov niam zoo siab tsis xav tau kom txog thaum lub tuam txhab hloov nws tus qauv.
History
Slogans hauv kev tshaj tawm tau pib siv sijhawm ntev dhau los. Nyob rau hauv lub Soviet Union, ntau lub lag luam siv txoj kev no ntawm kev thov nce. Piv txwv li, Vladimir Mayakovsky tau koom tes nyob rau hauv lub creation ntawm legendary thov - nws sau lub mottos "Tsis muaj qhov twg tab sis nyob rau hauv Mosselprom", "Cov phooj ywg neeg!Ua kab lig kev cai! Tsis txhob nto qaub ncaug rau hauv pem teb, tab sis nto qaub rau hauv lub urn!", "Tsis muaj txiv mis zoo dua thiab tsis muaj, npaj nqus mus txog thaum laus…."
Ntiaj teb qhov tseeb
Nyob hauv cov teb chaws sab hnub poob, cov lus hais tsis yog siv los nyiam cov neeg yuav khoom xwb, tab sis kuj yog cov parishioners rau pawg ntseeg. Piv txwv li, cov lus "Npau suav rau hauv tsev teev ntuj", "Peb lav kev cawmdim! Txwv tsis pub peb yuav rov qab koj tej kev txhaum" yog nrov heev.
Qee zaum, cov lus hais rau kev tshaj tawm raug tso tseg yam tsis muaj kev txhais lus txhawm rau khaws cia lub tuam txhab originality thiab hais txog lub tswv yim tseem ceeb. Feem ntau, qhov no tau tso cai nrog cov lus luv luv, lub ntsiab lus uas tuaj yeem kwv yees txawm tias tsis muaj kev txhais lus - piv txwv li Volkswagen. Das Auto los yog Nike. Cia li ua.
Los ntawm cov lus hais saum toj no, peb tuaj yeem xaus lus tias kev tsim cov lus hais yog kev muaj tswv yim tiag tiag thiab kev tshawb fawb tag nrho, uas yuav tsum tsis txhob hnov qab los ntawm txhua tus neeg uas xav txhawb nqa lawv cov khoom lossis cov khoom lag luam thiab muag nws tau nyiaj ntau dua. ib zaug.
