In 1993, Jiang Kun's version of the advertisement of "Although the wine is good, don't be greedy" appeared on the screen of CCTV, and spread all over the country, it was memorable and became a classic, helping China's wine to reach the peak of the health wine brand. This advertising slogan embodies the direct, humorous, easy to spread, and caring standards of a good advertising slogan, and is known as "the best advertising slogan in China's liquor industry", which has aroused deep thinking among people in the industry.
fromNature of AdvertisingLookAlthough the wine is good, don't be greedy."
Although the wine is good, don't be greedy."It would have beenSpiritsProduct advertisingButMake people feelIt is a public welfareAdvertisementAnd its profit motive is just reflected in its "public welfare". A kind reminder that panders first and foremost to our traditional virtues and traditional ideas. As the saying goes, "the nature of heaven and earth is precious". Although it is selling alcohol, it is not in a hurry to call on more people to consume, but to remind everyone not to drink more, which is full of love, and the humanistic care will be applied to the public, of course, it will win the trust of consumers and win the market.
From a rhetorical point of view"The wine is goodDon't be greedy"
Although the wine is good, don't be greedy for a cup" is an advertising slogan in the form of a turning sentence, but it is different from the same turning sentenceIt has two meanings that arise in contextSuperficial"ExhortationCare"RighteousnessFor consumersFocus on the latter part of the statementDeep"Compliments"RighteousnessFor spirited wine productsFocus on the first part of the statementDeep meaning: promote the product - "strong wine is good".Ostensibly about caring for consumers, a closer look reveals the deeper meaning: the ad is designed to emphasize that because the wine is so good that it's easy to be greedy, it's worth reminding consumers that it's worth it.
This advertising slogan makes good use of the context of advertising, and the surface meaning of the advertisement has the effect of "wanting to capture and indulge", and the deep meaning is cleverly embedded, and it seems to be implicitly realized. At the same time, it also makes good use of the social cognition of "drinking with caution" context, so that listeners can obtain the maximum contextual effect with minimal effort, which is easier to accept and remember.
From the cornersColor positioningLook"The wine is goodDon't be greedy"
I often drink strong wine and am full of energy"Advertising slogan with"Although the wine is good, don't be greedy.""In comparison, the roles of the two are completely different. The former clearly positions itself as:"Propagandists", vigorously promote the spiritual benefits of strong wine, more bluntly, just for"profitable". The latter is different, although its essence and purpose are still inextricably linked"Propagandists"with"Profiteers"but because it actively and appropriately expresses the reminder and care for consumers, which is highlighted"Carers"of the identity. This role adjustment makes the advertising behavior more effective. From the point of view of the consumer of the target consumer"Carers"The identity makes people feel more intimate and psychologically acceptable。That's where it succeeds in character positioning.
Judging from the narrative form, "Although the wine is good, don't be greedy".
Although the wine is good, don't be greedy."YesThe colloquial narrative form originates from the daily communication at the wine table and in life, and is easy for consumers to imitate and quote. Relative to othersMost of the liquor brands drink and drink, dry and dry persuasive advertising, this sentence is the opposite, turning the tone, but because of the connotation of humanistic care, it has won the favor of consumers. In this advertisement, "Don't be greedy" is an imperative sentence, and the additional modal word "oh" does add a friendly, playful reminder and exhortation tone. The tone of the game shakes the position of the semantic center of gravity of "don't be greedy" in the transition sentence, and plays an auxiliary role in the transfer of the semantic center of gravity and the prominence of "good wine". The meaning is long and the connotation is rich. If the "oh" is removed and replaced with "although the wine is good, don't be greedy", it is really like a serious advice, advising not to drink too much, and the focus of the sentence will stay on the matter of "drinking". In this way, it is more like the words of the official or those close to you who care about you, and it is not like the advertisement made by the strong liquor operator. Coupled with the modal word "oh", it obviously deconstructs this meaning, and at the same time, adds a friendly teasing and even ** meaning.
fromPhilosophical thoughtsLook at "although the wine is good, don't be greedy".
Although the wine is good, don't be greedy" is a typical embodiment of ancient Chinese philosophical thought, emphasizing moderation, moderation, and self-control. This sentence has the following meanings:
Self-control: We must resist the external ** and stick to the inner convictions, so as to maintain a clear mind and a firm direction in the voyage of life.
The principle of moderation: It embodies the "golden mean" in ancient Chinese philosophy, that is, to do things in moderation and not excessively, otherwise it will be counterproductive. There are many benefits to drinking strong alcohol, but if you drink too much, it will be the opposite!It is explained that the principle of moderation should be adhered to.
Holistic Thinking:This slogan reminds us to think holistically when looking at problems, consider the problem holistically, and avoid losing big things because of small things.
Balanced developmentIn the pursuit of personal enjoyment, we should also pay attention to balanced development, and do not neglect other aspects of development because of temporary happiness.
Sense of responsibility: This sentence advocates healthy drinking. As a member of society, we need to take responsibility for our actions and not cause trouble or harm to others because of our actions. Drink healthy wineDrink healthy drinks
fromPhysical propertiesLook at "although the wine is good, don't be greedy".
This slogan is mainly a reminder to drink hard alcohol in moderation. Because the strong wine is not an ordinary wine, it is a health wine, it contains Huai Yam, Xianmao, Angelica, Cistanche, wolfberry, astragalus, epimedium and other precious Chinese medicinal materials, the wine is delicious, a little mellow and sweet taste, drinking can nourish the body, increase the potential power. However, drinking health wine, a moderate amount of benefits, too harmful to the body, so to tell you to drink strong wine should not be greedy, to choose a healthy way of drinking, adhere to the moderate amount of drinking can not only get the pleasure of drinking, but also get the body's conditioning.
From the actualEffectsLook at "although the wine is good, don't be greedy".
In the field of marketing, there is a word called "altruistic thinking", altruism is self-interest. This advertising slogan borrows the affinity and appeal of "carers" with "altruistic thinking" to cater to the public, shorten the emotional distance between merchants and consumers, and make advertising more affinity. Practice has proved that this advertising slogan has also made a strong wine brand.
In an era of noisy, impetuous, and lustful, the advertising slogan "Although the wine is good, don't be greedy"."Carers"of the identity. Remind people to drink healthy alcohol;In order to emphasize moderation, the traditional philosophy of moderation andAltruismThoughtsto remind people of self-control;Get close to consumers with direct, humorous, and easy-to-communicate inflections, in a generation of consumersHeartMediumengravingUnder a deep imprint,AcquiredIt's not just thataThe memory of the times is a feeling.