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1 1988年2月,上海钻石手表厂在报纸上公开刊登征集钻石表广告语有奖启事,认为有了成功的广告语,才会有成功的广告。这显然继早先电视广告“钻石手表、名优产品、十次评比、全国第一”之后,又一次为产品销售所作的尝试。广告语限定字数不超出二十字,要求形象生动、明快、风趣,便于领会和记忆;广告语要形象地体现出该厂产品与企业的形象不同凡响的特色;广告语要反映表的魅力、时代风貌、生活的气息,具有感染力、号召力、使顾客感到亲切、可信;广告语还要求既有朗朗上口之韵律,又有独辟蹊径之意境,且能长久使用不令人厌烦。上述四项要求几乎囊括了广告制作的全部内涵。
1 February 1988, Shanghai Diamond Watch Factory published a newspaper in the newspaper published diamond statement advertising prizes, think there is a successful slogan, there will be successful ads. This is obviously following the previous television ads “diamond watches, famous products, ten times the ratio, the country first”, once again for product sales attempt. Advertising language limit the number of words does not exceed twenty words, requires the image of vivid, bright, funny, easy to understand and memory; advertising language to the image of the plant to reflect the image of the company and the extraordinary characteristics of the business; advertising language to reflect the charm of the table, Style, life of the atmosphere, with appeal, appeal, so that customers feel warm and credible; slogan also requires both catchy rhythm, but also the artistic conception, and long-term use is not boring. The above four requirements cover almost all the content of advertising.