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当今传媒发达,每天的广告成百上千,要使广告引起公众注意并不是一件很容易的事。据美国的一项调查,美国人每天大约会接触到2000个广告信息,但真正被注意到的只有10个,也即选择注意率仅为0.5％左右。由此看来,公众对广告视而不见,听而不闻的现象,已成为广告效应所必须跨越的一个重要障碍。现在,很多企业把跨越这一障碍瞄准在言简意赅、醒人耳目的广告语上。可以毫不夸张地说,企业已把广告语制作的好坏,看作为整个广告宣传成败的关
Today’s media is well developed and there are hundreds of thousands of advertisements every day. It is not easy to make advertisements attract public attention. According to a U.S. survey, Americans are exposed to about 2,000 advertisements a day, but only 10 are actually noticed. That is, the attention rate is only about 0.5%. From this point of view, the phenomenon that the public has turned a blind eye to advertisements and has not heard them has become an important obstacle that advertising effects must overcome. Many companies now aim to overcome this obstacle in slogans that are concise and screaming. It is no exaggeration to say that companies have considered the quality of slogan production as the success of the entire advertising campaign.