It's fun, it's fun, it's unexpected, and it makes sense.
In the copywriting circle, there will always be all kinds of strange and strange cocoa ** homophonic stalks out of the circle.
Homophonic stalk is a means of taking advantage of the situation, with the help of things that are well known to the public, to reduce the cost of understanding, deepen user memory, and realizeIt's fun, it's easy to remember, and it's easy to spreadmarketing value.
The essence of the homophonic meme gameplay lies in ".Steal beams and change columnsTo steal the "no trace", you need keen insight, in-depth and detailed observation of the product or brand, improve the ability, value or tonality, dig out the idioms and common phrases related to it, homophonic substitution, in the interesting and vivid text, highlight the brand characteristics of the product.
All kinds of brain-opening homophonic stalks have contributed countless creative values. Today, I will share with you 3 interesting and fun homophonic copywriting gameplay.
A pun intended
Replace the original word with a word that sounds similar or identicalto form new words.
With the help of phonetic and semantic harmony and relevance, it not only retains the meaning of the homophonic word itself, but also contains the new meaning of the homophonic word.
For example:Idle fish return to the main series
The thing returns to the owner, squatting idle fish, tells the true story of those who squat on the idle fish to the things that are destined.
Idle fish return to the main series
Copywriting:
On the idle fish. The story of squatting to the baby happens every day.
Left and right
Squat to right for left**
By the way, I also came across, my own mr.right
Serendipity
Low-cost squatting to CCD cameras.
It's actually the same production date as me.
That's how it came to be
At the age of twenty, he squatted in full to a limited supercar.
Don't rely on hard work, all rely on hard work.
If it is fate
Squatting to a very windy co-branded model.
Paid off my childhood debts, which I didn't grow up to do.
A nostalgia
Squatted with fate to the graduate school entrance examination of the same township.
While learning from each other, they rubbed each other's backs.
Octagon branch
Go out with friends.
Tickets are up to friends of idle fish.
May every thing have a destiny
All things can be returned to the Lord
Fate, I can really squat
The thing returns to the main squatting idle fish
Another example,Shopee Shopping**Many of the products are also playing with homophonic stalks, refining the functional characteristics of the products and adding homophonic stalks for creative combination.
Fan – Keep the fan cool
Dehumidifier - Wet master, please return
Vacuum cleaner - the mote is gone
Refrigerator - one step ahead.
Paint - the lustful paint.
Durian – Durian forgets to be bored.
Seal - Life is not panicked.
*Medicine - Turning fat into minus.
Bikes – fun to ride.
Mosquito Trap Lamp - Mosquitoes and bees are scared.
Purifier - clean to be fine.
*Medicine - Turning fat into minus.
Freckle removal products - early spots.
In addition, the hot posters of solar terms have always been rich in this kind of homophonic stalk copywriting. For example: Father's Day:Dad is full of anger, Dragon Boat Festival:Different from "zongzi", ten thousand "zongzi" style, at first sight, "zongzi" love, thousands of rivers and thousands of mountains "zong" is love.
Homophonic borrowing
The expression of homophonic memes is not only limited to the text, but can also be passedVisuallyto express a point of view and present a product by substituting the object you want to express and the word that sounds the same as it.
For example:Seafood up to the subway poster
The use of these fresh ingredients instead of the text body is in line with the positioning of Taoxianda Fresh, which is refreshing.
Definitely not "melon" family
Don't be too "mang".
Your little "apricot" luck
Homophonic amplification
Dismantle the homophonic words, combine the core points to be conveyed, and give a new interpretation, which is one thing to pay attention toThe word "expanded"., composing a completely new concept and giving a new meaning.
For example:"Tmall increases the volume without increasing the price" creative animation short film
Interpret the exclusive offers of hundreds of good things without increasing the price in a brain-opening way. The short film is a hand-drawn comic style with a homophonic stalk, fromPotato chipstoI can't count how many pieces, fromWords plumtoDidn't eat until I talked, fromLaundry detergenttoWash for a few more nights, fromPastriestoDo more, fromPumping papertoCramped fingers·· The product name and the increase in quantity without price increase are homophonically interpreted, with full marks for creativity and sincerity.
The winning work of the 2020 Taiwan Golden Sentence AwardShopee Shopping "A little shrimp, a little smart" series, which also adopts the method of homophonic expansion.
Shopee Shopping Advertising copy reconstructs and expands some conventional cognitions, breaks the "mindset", and gives people a sense of humor that is "unexpected and reasonable".
Shrimp busy:
No matter how busy the shrimp is, it will be busy.
Earn rewards too.
Deliberate. 
Waste:
Be smart. It's easy.
Free shipping.
High-level homophonic meme copywriting is not a "violent patchwork", but to contain insightful creativity, convey the function of the product, highlight the characteristics of the brand, have something to say, make sense, and not force homophony, in order to create a cultural experience with both interest and connotation.
This article is the author's original and is only for learning and communication, commercial**Please contact the author for authorization, non-commercial**Please indicate the source.