广告语好坏的五大标准—如何创作优秀的广告语 作为品牌建设重要的一个部分，广告语在任何时候都是必不可少的，除非这个品牌本身具有广告语的效果，否则就很难传递其产品的价值和利益。好的广告语，不仅可以向消费者传达产品的独特卖点，展现品牌的个性魅力，激发消费者的购买欲望，而且往往还能引起社会大众的共鸣和认同，成为跨越时空的广告语言经典，深刻影响社会价值与行为规范！ 大视野结合多年经验来谈谈一条好的广告语需要具备那些特点，因为在品牌策划过程中，我们经常会碰到广告语这道门槛。那么一条的广告语应该具备哪些特点呢？什么样的广告语才算得上好广告语。具体来说，有以下五大标准：

1、策略定位

一条好的广告语首先是建立在策略定位基础上的，没有策略方向的广告语。就像是品牌森林中迷途的羔羊，根本不可能找到自己的出路。有了策略定位这个指南针，你就可以准确中找到出路。而且建立在符合品牌策略定位的基础上进行，就能够形成品牌的个性，传递品牌的核心价值和市场企图，关照到目标消费者的市场需求。并最终形成自己独特的品牌形象，与竞争对手形成差异化的表现。

比如说，百事可乐作为跟随者，采取了可乐跟随者和挑战者的策略定位，提出了具有针对性的广告语，年轻人的可乐，年轻一代的选择，从而形成了与可口可乐鲜明的对比。而七喜针对碳酸饮料市场后起之秀的特点和进行差异化诉求的策略定位，则提出了非可乐的广告语，从而形成了碳酸饮料的三极力量。

2、品牌调性

其次要符合品牌本身的调性，每个品牌生来都是带着烙印来到市场上的，从它的命名及企业的特点，能够找到线索。好的品牌策划人，是对其天生品牌烙印打磨最极致的人。也就是说，将其品牌身上的烙印发挥到极致，形成自己的独特的品牌调性。一个好的广告语如果能够体现这种品牌独特的调性，那么就能够提升和传递出品牌的价值。

品牌调性，是基于品牌的外在表现而形成的市场印象，从品牌人格化的模式来说，等同于人的性格。京剧有京剧的调性，越剧有越剧的调性。一个品牌根据它的核心价值，可以赋予独特的调性，以丰富品牌的性格，增加品牌的独特魅力，强化品牌的识别和传播。比如说哈根达斯体现的是爱的调性，所以其广告语是爱它就请它哈根斯，而星巴克体现的是舒适休闲的调性，所以诉求的是星巴克时光，传递都市白领阶层的休闲。

3、具有画面感

好的广告语，如果不能够做到画面感。那么就很难用创意去实现它，这样的广告语往往不容易被消费者认同。所以好的广告语一定是具有画面感的，而且概念很单一是衡量画面最佳方式。往往有些广告语说了太多，概念太多，画面感太复杂不够单纯，这样的广告语也不是好广告语。

比如说“怕上火喝王老吉”你就能够想到很多画面，消费者读到广告语就能够自己联想到各种画面，这样很容易就形成认同和消费植入。比如冰工厂的广告具有很好的联想，一

个冷酷的冰窟，而冰+是什么，没有联想。那么怎么办？最后我们在“+”上做文章，让冰+有一个符号化的联想，广告语“冰加水果，快乐加我”。将冰+与水果联系起来，一个果缤纷和快乐的画面就呈现在消费者面前，从而形成了与冰工厂冷酷的形象差异。

4、 避免雷同

广告语的设置应该和企业文化、产品相契合，才能最大限度的推动企业品牌的发展。雷同的广告语是完全不考虑自己产品及企业的相关情况，一味的复制大家众所周知的品牌的广告语只会让自己的产品更低端化，因此广告语切忌避免雷同。所以一条好的广告语同时是独一无二的，再同品类中找不到类似或者相似之处。这样就容易建立企业的品牌大厦，否则雷同的广告语和山寨的产品没有什么区别，大家很容易将雷同的广告语看成跟随者或者模仿者，企业的主导权将丧失。

比如说，目前功能饮料市场上，困了累了喝红牛是经典广告语，但是很多模仿是就蜂拥而上，各种累死的广告语层出不穷，提升醒脑喝乐虎、困了累了东鹏特饮等等，都是雷同的广告语。消费者很容易就把其归为低级模仿者行列，品牌要想有大的建树是在太难了。

5、符合广告法

最后好的广告语必须基于法的原则，要符合相关国家的法律法规和民族文化禁忌。在中国则必须符合《广告法》，否则到市场上去了就成为了被惩罚的对象。所以再好再华丽的语言也没有用，结果是惨痛的。

符合《广告法》是广告语最基本的法则，不符合法规的广告语根本出不了街，只能在企业内部传颂，因此这是最基本的底线和标准，如“最佳”、“最好”“最高级”之类违反广告法律法规的。还有一些食品直接诉求功能的广告语，往往也是国家工商局查处惩罚的对象。

除了以上规则需要遵循外，广告语还要讲求语言上的简练、易读记、易传播，还有语言文采等，不过广告语不是玩文字游戏，也不是华丽的词藻，需要综合考虑广告语的各方面因素来创作一个好的广告语。

第二篇：广告公司广告语

北京太阳雨广告公司：与众不同是伟大的开端，随声附和是失败的起源！

北京未来广告公司：有梦想，才有未来！

正邦品牌识别设计：你简单了，世界就简单了！

上海彩之源广告公司：满足您的挑剔要求。

上海通广传媒：通则广袤，天地宽阔与贤人为己，可图谋

北京陵兰广告公司：先锋思维、美学设计、知性服务

北京扬帆广告：为客户争得市场，因市场赢得客户，因服务赢得利润。

北京大凡盛世广告：媒体品质也是传播力

北京欣欣广告：创造 创想 创举

浙江广策广告：时间不再为沟通而等待，距离不再是合作的障碍。

杭州映象无极广告公司：我们将您的构思+我们的创意+我们的“视”界来体现塑造您的品牌 AT广告公司: 行动从广告开始。

亨福勒广告公司: 一家公司最好的广告就是它拥有的客户。

马丁.艾曼广告公司: 这里不创造产品，但创造产品的灵魂。

罗素广告公司: 巧妙的陈列商品就等于售出了一半。

哈斯豪威尔广告公司: 我们提供的服务永远超出契约。

联合广告公司: 我们所说的每一句话都会常驻人们脑际。

阿诺德广告公司: 这里才是两点之间最短的距离。

三思广告公司: 三思后的选择。

美国商标印刷公司: 更好的产品理应有更好的商标。

联盟广告公司: 惟有我们才能干预每个人的思想。

Adidas: “Impossible is nothing”

· Agere Systems: “How Communication Happens”

· Agilent: “Dreams Made Real”（梦想制造现实）

· Airbus: “Setting the Standards”（定义标准）

· AkzoNobel: “Tomorrow’s Answer Today”（今天提交明日答案） · Amazon.com: “…and You’re Done”

· AMX: “It’s Your World. Take Control”

· Anritsu: “Discover What’s Possible”

· Apple: “Think different”

· AT&T: “Your World. Delivered” 2006

· ATG Design Services: “Circuit Design for the RF Impaired” · ATI Technologies: “Get In the Game”

· BAE Systems: “Innovating for a Safer World”

· Ball Corporation: “The Leader in Small Space and Rocket Systems” · BellSouth: “Listening, Answering”

· Blackhawk: “Powering DSP Development”

· BMW: “The Ultimate Driving Machine”（终极驾驶机器）

· Boeing: “Forever New Frontiers”

· Bose Corporation: “Better Sound Through Research”

· Bowers & Wilkins (Speaker Mfg.): “Listen and You Will See”

· BP Microsystems: “Setting the Standard in Device Programming” · Cadence: “How Big Can You Dream?”

· Canon: “Know How” | Delighting you always（感动常在）亚太地区

· Cingular Wireless: “Raising the Bar”

· Cisco Systems: “The Human Network”（新网络，人为本） · Cirrus Logic: “Leading the Digital Entertainment Revolution” · Compaq (HP): “Inspiration Technology”

· Cypress Semiconductor: “Driving the Communication Revolution” · Datel (C&D Tech): “Innovation and Excellence”

· Dell Computer: “Get More out of Now”

· Diebold: “Innovation Delivered”（创新成就未来）

· DuPont: “The Miracles of Science”

· EM Research: “The ultimate source for miniature frequency synthesizers”

· Ericsson: “Taking You Forward”

· Fiber-Span, LLC: “RF On Fiber”

· Ford: “Drive One”

· Fujitsu: “The Possibilities are Infinite”

· General Dynamics: “Strength On Your Side”

· General Electric: “Imagination at Work”（梦想启动未来） · GigaLane: “Innovation and Excellence in RF & Microwave”

· Griff Specialty Paper and Film: “Materials that Create Solutions” · Hitachi: “Inspire the Next”

· Hewlett-Packard: “Invent”

· Honeywell: “We are Honeywell”

· IBM: “We Make IT Happen”（停止空谈，立即行动）

· IDT: “Powering What’s Next”

· IFI: “The Power of Choice”

· I.F. Engineering Corp: “Your challenge is our progress” · Infineon: “Keep on Thinking”

· Intel: “Sponsors of Tomorrow”（与你共创明天）2009 · Intersil: “Technology at the Speed of Life”

· ITT: “Engineered for Life”

· JRC: “You Don’t Need Wires to Communicate”

· Keithley: “A Greater Measure of Confidence”

· KFC: “finger licken’good”（有了肯德基，生活好滋味）

· Kodak: “A Virtual World of Live Pictures”

· Linksys: “At Linksys – We are making connectivity easier” · Linx Technologies: “Wireless Made Simple”

· LG: “Life is Good”

· Lockheed Martin: “We Never Forget Who We’re Working For” · Mazda: “Zoom Zoom”

· McDonald’s: “I’m Lovin’ it”

· MegaPhase: “Our Customers Connect With Us?”

· Micrel: “The Infinite Bandwidth Company”

· Micron: “The Future of Memory”

· Mitsubishi Semiconductor: “Changes for the Better” · Motorola: “Hello. Moto”

· muRata: “Innovator in Electronics”

· mWAVE Industries, LLC: “Your Partner In Antenna Technology” · National Semiconductor: “The Sight & Sound of Information”

· NEC Corporation: “Empowered by Innovation”（创新是力量的源泉） · Nike: “Just do it”（放胆做）

· Nokia: “Connecting People”（沟通你我）

· Nortel Networks: “Business Without Boundaries”

· Orbital Sciences Corporation: “The Leader in Small Space and Rocket Systems”

· Panasonic: “Ideas for Life”

· Philips: “Sense and Simplicity”（精于心，简于形）

· PMC-Sierra: “Accelerating The Broadband Revolution”

· Pragma: “Operate at Your Optimum”

· RCAT Systems: “You push the limits. We measure it.”

· RF Bites: “Helping RF Designers one Bite at a time”

· Rohde & Schwarz: “Pushing Limits”

· Thor Labs: “Photonics in the Fast Lane”

· Samsung Electronics: “Imagine”（想像）

· SIEMENS: “THIS IS HOW”（知其道 用其妙）

· SONY: “make·believe“

· ST Microelectronics: “More Intelligence Solutions”

· Sun Microsystems: “The Network Is The Computer”

· Toshiba: “Leading Innovation.”（引领创新）2008

· Unisys: “We Make It Happen”

· United Technologies Corporation: “This Is Momentum”

· Verizon Wireless: “Can You Hear Me Now? Good.”

· vidaRF: “Simple Solutions for Complex Connections”

· Vodafone: “How Are You?”

· Walmart: “Save money，live better”

· Xilinx: “The Programmable Logic Company”

· XMA Corporation: “When Performance Matters”

3PARdata Inc.: “Serving Information. Simply.”

· 7-Eleven: “Oh Thank Heaven for 7-Eleven”

· A.T. Kearney: ”Ideas That Last”

· ACCBank: ”Its All About”

· ACE Aviation Holdings: ”At Air Canada We Are Not Happy Until You Are Happy.”

· ACN Inc.: “One world. One Vision.

· AIMCO: “America Comes Home to AIMCO”

· AMC Theatres: “Experience the Difference”

· Abbott Laboratories: “A Promise for Life”

· Accenture: ”High Performance. Delivered.”

· Acorn Computers: ”No slogan”

· Adelphia: “Get. Watch. Do What You Want.”

· Affiliated Computer Services: “People Making Technology Work” · Albertsons: “Helping Make Your Life Easier”

· Allegheny Technologies: “Specialty Materials That Make Our World”

· Allstate Corporation: “You’re in Good Hands”

· Altec Lansing: “Just listen to this!”

· Aluria Software: “Security Made Simple”

· American Express: “Do More”

· American Medical Response: “Patient Focused, Customer Centered, Caregiver Inspired”

· Ameritech: “In a World of Technology, People Make the Difference.” · Apache Corporation: “Sense of Urgency”

· Apollo Group: “You Can Do This”

· Arcelor: “Steel Solutions for a Better World”

· Archer Daniels Midland: “Resourcful By Nature”

· Astaro: “Network Assurance”

· Avon Products, Inc.: “The Company for Women”

· BI-LO: “Why Pay More?”

· BP (British Petroleum): “Beyond Petroleum”

· Bayer USA: “Science for a Better Life”

· Best Buy: “Thousands of Possibilities. Get Yours.”

· Bob Evans Restaurants: “Down on the Farm”

· Booz Allen Hamilton: “Delivering Results That Endure”

· Borland: “Excellence Endures”

· Burger King: “Have It Your Way”

· Buy.com: “The Internet Superstore”

· CDW: “The Right Technology, Right Away”

· CHC Helicopter: :CHC Moves the Industry That Moves the World” · CVS/pharmacy: “Expect Something Extra”

· Capital One: “What’s in your wallet?”

· Century 21: “Real Estate for Your World”

· Circuit City: “Just what you needed”

· Citigroup: “Live Richly”

· CityJet: “Travel Without Frontiers”

· Claris: “Simply, Powerful Software”

· CompUSA: “We got it. We get it.”

· ConAgra Foods, Inc.: “The Right Kind of Food Company”

· Cracker Barrel: “Homestyle Cooking Done Right.”

· Credit Suisse First Boston: “Empowering Change”

· D-Link: “Building Networks for People”

· John Deere: “Nothing Runs Like a Deere”

· Dow Corning: “We Help You Invent the Future”

· Dun & Bradstreet: “Decide with Confidence”

· eBay: “The World’s Online Marketplace”

· E.F. Hutton: “When E.F. Hutton talks, people listen”

· Emerson Electric Company: “Consider It Solved”

· ExxonMobil: “Taking on the world’s toughest energy challenges” · FedEx: “Relax, It’s FedEx”

· GEICO: “15 Minutes Could Save You 15% or More on Car Insurance” · General Mills: “The Company of Champions”

· Global Jet Airlines: “Light is Faster, but We are Safer” · Globe Telecom: “Making great things possible”

· Goldman Sachs: “Our Client’s Interests Always Come First” · Hilton Hotels: “Take Me To The Hilton”

· Honda: “Power of Dreams”

· Hudson’s Bay Company: “We are Canada’s Merchants” · IRobot: “Business Mechanisms to Accelerate Change” · InFocus: “The Big Picture”

· Infosys: “Powered by Intellect Driven by Values”

· J.C. Penney: “It’s all Inside”

· JVC: “The Perfect Experience:

· Johnson & Johnson: “The Family Company”

· Kohl’s: “Expect Great Things”

· Konica Minolta: “The Essentials of Imaging”

· Kroger: “Right Store, Right Price”

· Lehman Brothers: “Where Vision Gets Built”

· LevelVision LLC: “Engaging People”

· L’Oreal: “Because I’m Worth It”

· Lowe’s: “Improving Home Improvement”

· Marshall Aerospace: “World Class Aerospace Solutions”

· Martha Stewart Living: “Sharing The Good Things Everyday” · Matsushita Electric Industrial: “Panasonic Ideas for Life” · Meijer: “Higher Standards. Lower Prices.”

· Merck & Co.: “Committed to Bringing Out the Best in Medicine” · Merrill Lynch: “We See Your Financial Life in Total”

· Metropolitan Life Insurance Company: “Have You Met Life Today?” · Mitsubishi: “Better Built, Better Backed”

· Morgan Stanley: “One Client at a Time”

· MySQL: “To Make Superior Data Management Available and Affordable for All”

· NVIDIA: “The way it’s meant to be played”

· Nationwide Mutual Insurance Company: “Nationwide is on Your Side” · Nestlé: “Good Food. Good Life”

·

· Nintendo: “Born to play”

· Nissan Motors: “SHIFT_”

· Novell: “Software for the Open Enterprise”

· Officeworks1: “The Works”

· Olympus Corporation: “Your Vision, Our Future”

· One Hour Heating & Air Conditioning: “Always On Time… Or You Don’t Pay A Dime”

· Optus1: “Yes”

· Oracle: “Information Driven:

· Palo Alto Auto & Body: “May We Have the Next Dents, Please?” · Panera Bread: “A Loaf of Bread in Every Arm’”

· Pentax: “For Your Precious Moments”

· Pepsi: “It’s the Cola”

· Peregrine Systems: “Evolve Wisely”

· PerkinElmer: “Precisely”

· Pier 1 Imports: “Life More Interesting”

· Pioneer Rocketplane: “Permitting Travel to Space, Travel in Space, and Travel Through Space”

· Plantronics: “Sound Innovation”

· Porsche: “There Is No Substitute”

· PricewaterhouseCoopers: “Excellence, Teamwork and Leadership” · Principal Financial Group: “We’ll Give You an Edge”

· Procter & Gamble: “Touching Lives, Improving Life”

· Prudential Financial: “Growing and Protecting Your Wealth”

· Qwest: “Spirit of Service”

· Renault: “Créateur d’Automobiles”

· Rite Aid: “With Us, It’s Personal:

· Rolls-Royce: “Trusted to Deliver Excellence”

· Sherwin-Williams: “Cover the Earth”

· Silicon Graphics: “The Source of Innovation and Discovery”

· Spencer Gifts: “Life’s A Party! We’re Makin’ It Fun.”

· Sprint Nextel Corporation: “Yes you can”

· Staples: “That Was Easy”

· Symbol Technologies: “The Enterprise Mobility Company”

· Target Corporation: “Expect More. Pay Less.”

· The Home Depot: “You Can Do It. We Can Help.”

· The Spaceship Factory: “Custom Fabrication for Interplanetary Living” · Time Warner Cable: “The Power of You”

· Toyota: “Oh What a Feeling”

· United Parcel Service: “What Can Brown Do for You?”

· United States Postal Service: “Fly Like An Eagle”

· USO: “Until Every One Comes Home…”

· VeriSign: “Where It All Comes Together”

· Verizon” Make Progress Every Day”

· Veterans Way Bicycles: “Veterans Way Bicycles, Making It Happen” · Village Cinemas1: “Where Movies Live”

· Vodafone: “Make the Most of Now”

· Volkswagen: “Aus Liebe zum Automobil,” which being translated, is, “Out of love to automobiles.” (thx to Kirtland S.)

· Wachovia: “Uncommon Wisdom”

· Wegmans Food Markets: “Every Day You Get Our Best!”

· Weight Watchers: “Watch Yourself Change:

· Wendy’s : “Do What Tastes Right”

· Wyse: “Global Leader in Thin Computing”

· Xerox: “The Document Company”