The chiphiphiritso cha malonda: zitsanzo zabwino ndi zinalephereka. Kodi kubwera ndi kuyankhula zabwino?

Monga mukudziwa, malonda - malonda galimoto. Chimodzi mwa zinthu zofunika kwambiri Kukwezeleza mankhwala kapena mankhwala pa msika - ndi chiphiphiritso cha malonda. Izo ziyenera kukopa tcheru ogula ndi kumulimbikitsa kuti chinthu.

Kodi ichi

Malonda chiphiphiritso - ndi kochepa Mwambi wa kampani kapena mankhwala transmits lingaliro chachikulu lonse malonda kampeni. Mawu "chiphiphiritso" latembenuzidwa kuchokera ku mawu English "chiphiphiritso", "amadzitcha" kapena "Mwambi". Izi yochepa mawu amanyamula tanthauzo yaikulu - mothandizidwa ndi sewerolo ake akufotokoza mfundo zikuluzikulu ndi cholinga awo onse malonda. Ntchito chiphiphiritso ndi akuchuluka kuzindikira mtundu, chifaniziro chake ndi kufalikira pakati ogula.

Vuto kulenga chiphiphiritso ndi

Monga Tingaone zochitika, angamavutike kupanga chiphiphiritso awo kuzindikira opezeka opanga ambiri ndi ogulitsa katundu. Nthawi zambiri zimachitika kuti malonda kuitana sizikuthandiza ogula, si kukumbukira Choncho, sizimatanthauza. Pa nkhani imeneyi, osati makampani onse atengedwa kwa chilengedwe cha chiphiphiritso, ndipo mu nkhani iyi akuitanira mankhwala ena kapena kampani kuperekedwa nthawi iliyonse m'njira zosiyanasiyana. Nthawiyi bwino cholinga chiphiphiritso ndafika - timatha inu kuti mankhwala mosavuta kuzindikira losaiwalika, amathandiza fano kampaniyo ndi mtunduwu iye akuimira.

The chiphiphiritso cha malonda: mmene kulenga

Akatswiri a malonda ndi maubale kuti pali malamulo amene ayenera kumamatira kupanga mawu. Mu malo oyamba, mawu amenewa ayenera kukhala wosaiwalika. Kuti, kulenga associative zosiyanasiyana, kumene wogula, pakumva makamaka mawu amenewa, kulingalira mtundu kapena mankhwala malonda nkhani yonena za mawu. Komanso Mwambi kampani ndi kukhala legkoproiznosimym - musati kuunjika katundu pamwamba mawu ake yaitali ndi yovuta kumvetsa mawu. chiphiphiritso Choncho lili ndi mawu 2-4 (zina n'kotheka ntchito 6). Izi ndi zothandiza osati kukopa tcheru, koma kwa maganizo ndi kuloweza.

Ngati Mwambi ndi aatali kwambiri, mu mawonekedwe kusindikizidwa lisanathe palibe kuwerenga. Kugwiritsa rhymes n'kopindulitsa kwambiri kwa maganizo - rhyming lemba zasyadet mwamphamvu mu malingaliro wogula, makamaka ngati inu ntchito zonse ndipo nthawi zambiri. Mphako mawu ndipo motsatana wa kulankhula umaphatikizapo m'maganizo a anthu, ndipo lipindulitsa kwambiri sewerolo lapansi. Mwachitsanzo, malonda mmodzi wa zipatala mano anali mwachindunji chitsimikizo cha 10 000 chokoleti. M'malingaliro a yomweyo zikuoneka mtundu wa phiri wrappers ambiri - choncho n'zosavuta kukumbukira. Mwachibadwa, chiganizo mokwanira anapanga akukumana amafuna onsewa, bwino kwambiri mungayembekezere izo.

Kodi mawu tiyenera kupewa

Chimodzi mwa zinthu zofunika, amene ayenera kutsatira malonda chiphiphiritso, - apachiyambi. Izi ndi zofunika kwambiri chifukwa pali mawu amene kale kotero anamenyedwa ndi ntchito, kuti monga sikumangotikhudza makasitomala. Awa ndi manauni ochepa: lingaliro la kusankha, taonani, kukoma mtima, mogwirizana, maloto, njira quality, mtundu, kukoma, zosangalatsa, ndi yamtendere chinsinsi. Adjectives amene ali kale komanso operewera - yekha, yolondola, kwenikweni, wapadera, wapadera, yapadera, opanda cholakwa, wolemekezeka, yapamwamba, wodzipereka, wowona, kwenikweni, wapadera, anayesa ndi kuyesedwa, wangwiro. Iwo kawirikawiri ntchito malonda, amene si amaona ogula monga mawu ndi tanthauzo, koma amayang'ana anapereka makalata. Ngati ena a iwo amagwiritsa ntchito, ndi bwino kuchepetsa kuwonjezapo awo oyambirira matanthauzo wosayembekezekawu chiphiphiritso sanali kwambiri banal.

Tanthauzo la mawu akuti

Pamene munakonza chiphiphiritso kwa malonda, olemba akhoza kugwiritsa ntchito njira zingapo tanthauzo. Mwachitsanzo, mukhoza mwachindunji mfundo ndi mbali zinchito katundu, kulengeza izo zabwino za mtundu wake. Inu kusankha ubwino kwa ogula - adzalandira pamene kugula katundu. Mukhoza zikukhala wanu mankhwala monga yoyenera kwambiri kwa makamaka chikhalidwe, zaziwerengero kapena msinkhu - umalimbana ntchito kwa mawu malonda. Zitsanzo: "Gilette - yabwino munthu angathe kupeza", "The mbadwo watsopano anasankha Pepsi", etc. Chabwino, ngati kulengeza zikusonyeza ina mwa ntchito zikuluzikulu za kampani - "Ife kugwirizanitsa anthu" kulankhulana pafoni Mwachitsanzo ... An chifukwa kwambiri amapereka ponena za ubwino wa kampani kapena udindo wake mkulu - "zaka 20 mu msika," mwachitsanzo, kapena "Ife tikuchita masewera Kufikika" mu "Sportmaster". Anthu ena opanga kulenga nzeru zina za moyandikana kwa makasitomala ake, akuwatsimikizira kuti "inu wochimwa" kapena "Onse mantha inu." Onetsetsani kuganizira: mawu, malonda yokopa Mulimonsemo sayenera mumanyozera kapena kudzichepetsa kamvekedwe, simungathe ntchito kukana - chifukwa Subconsciously izo adzachititsa kukanidwa. Kwambiri akadakwanitsira zosinthika - kugwiritsa ntchito okha zabwino ndi mawu moyo otsimikiza kuti aliyense wogula akufuna monga yekha.

njira Special mosavuta Zimakhudzanso ogula

Makampani otsatsa malonda analandira mochenjera yosokoneza maganizo a wogula mothandizidwa ndi njira yapadera - zikuphatikizapo pun. Mwachitsanzo, pamene otchedwa alliteration - mawu onse mawu ndi lili ndi zilembo zofanana kapena liwu lililonse akuyamba ndi chilembo yemweyo - "kumoto zanu anagula" Whiskas "," Oyera - woyera Vuto "," Wella - Ndinu zazikulu "yemweyo. zolinga phwando kubwerezabwereza mawu abwino: "a banki olimba anthu olemekezeka," "watsopano amafufuza zipatso" mu nkhani iyi, muyenera ndithudi kuganizira chimodzimodzi kumene malonda zidzagwiritsidwanso ntchito - kulisindikiza katundu ikupezeka amene ali m'lemba, pali kufunika ndi tanthauzo la liwu lililonse. kapena mawu njira yovuta .. Kuti asa- mu foni kanema angathe yothandizana zithunzi ndi zithunzi yowala Advertisement pa wailesi chimathandiza ntchito intonation ndi mawu - "RedBull okrylyayayaeeet".

Ntchito ndale Mwambi

mawu onse malonda angathe kugawidwa anthu amene amalankhula za mankhwala makamaka kapena zochitika, ndi amene zangokhala uthenga wabwino kapena ganizo: "Inu nthawizonse patsogolo pa mpikisano", "ndikuganiza zabwino", "Ife kupanga malonda anu wolemera" . Mukapeza mfundo zoterezi, pa dzanja limodzi, yabwino mwa mawu a kutembenuka kwa kampani - kugwiritsidwa ntchito pa ntchito iliyonse, ngakhale ngati kampani mwadzidzidzi wayamba kubala chinachake, kuwonjezera waukulu mankhwala, koma Komano, iwo alibe kanthu pa mfundo ndi akhoza kukhala ntchito mu kampani ina. Komanso, amaona ngati mawu amenewa - kulumikiza za mankhwala kapena utumiki chiphiphiritso ichi silimanena choncho, kasitomala mwina si kumumvetsera.

Best chiphiphiritso cha malonda

Kupanga malonda - njira kulenga, ndipo apa zimadalira osati pa kukhazikitsa malamulo, koma pa ndalama za Mlengi. Mwachitsanzo, ambiri yotchuka mawu malonda "anapita kwa anthu" - ichi ndi kupambana kwakukulu kwa kampani ndi mankhwala ake. Angapo kubwereza kwa mawu anthu pa nthawi kumawonjezera kutchuka kwa mtunduwu. The bwino mawu otsatsira malonda m'maganizo kwa zaka zambiri, ngakhale pamene mankhwala si kale pa msika. Zitsanzo ndi mawu akuti: "Mtendere, ubwenzi, kumatafuna chingamu - kampani" RotFront "," Yandex - pali chilichonse, "" Nthawi zina ndi bwino kutafuna kuposa nkhani - Stimorol "," Russia - wopatsa moyo, "" akasinja samuopa dothi - KAMAZ "" Tengani yopuma - kudya Twix ufulu "a kusewera bwino pa mawu malonda." - pa Volvo, "" pali lingaliro - pali IKEA "zitsanzo bwino mawu malonda a mowa -." ndani amapita ku "Ovip Locos" "Klin?" "nthawi ntchentche ndi Mafuta" - mawu awa onse akhazikika chinenero chamakono ndipo amatchulidwa popanda kutchula mtunduwu.

makampani Western zambiri kupanga chiphiphiritso yatsopano nthawi iliyonse dziko limene kunja mankhwala pa msika Russian, mankhwala ambiri zikomo kuzindikira kuti mawu akuti:. "Rexona - sindidzakusiya pansi," "Cecília Garnier", "Rondo - mwatsopano mpweya losavuta kumvetsa ". Onse mawu awa malonda ndi mawu pa milomo aliyense. Chifukwa kubwerezabwereza pafupipafupi malonda amenewa pa TV amathandizadi ndipo akuchititsa ogula kusankha mankhwala amenewa.

Zolakwa Malonda

Atalephera mawu otsatsira malonda, mwatsoka, zachilendo. Mwachitsanzo, zimakupangitsani inu ndikudabwa mawu akuti "Ngati inu muti kudya dumplings, inu adzakhala ndi moyo kosatha ngati Lenin" kapena "Ife obuem dziko lonse!" ku fakitale nsapato. kuchezera zinali zachilendo ndithu, aliyense wogula adzathamanga kugula katundu pambuyo malonda amenewa. Nthawi zina zolakwa chifukwa cha mistranslation ndi - mwachitsanzo, kampani Pepsi anapezerapo ku msika Chinese filimu imene kuitana "kukulimbikitsani ndi Pepsi" linamasuliridwa kuti "Pepsi auke kwa manda a makolo anu," ndipo wina wa makampani mowa mu America wotchedwa "Khalani mfulu," kuti pamene yomasulira Spanish anakhala "Lolani kuchokera m'mimba." Nkosafuna kunena kuti zinthu sanasangalale bwino. Pali ovuta kuwamvetsa amene opanga amakakamizidwa Sinthani dzina mankhwala kugulitsa m'gawo la dziko lililonse - mwachitsanzo, Pitani makondomu anali anadzatchedwa Vizit Russia, kupewa kuyanjana ndi "alenjeka". Chitsanzo china - Nestle kampani kulimbikitsa mtundu "Gerber" si n'komwe chakuti m'mayiko African anatengera okhudza ma CD chakudya chokha mankhwala okha, osati anthu, monga ambiri a m'dzikoli sangathe kuwerenga ndi oongoka kokha mwa zithunzi pa phukusi. mankhwala kampani ndi chithunzi cha ana osangalala ndi amayi sali mu ankafuna bola ngati kampani sanasinthe maonekedwe ake.

nkhani

Mawu malonda anayamba kugwiritsa ntchito nthawi yayitali. Mu Soviet Union, makampani ambiri amagwiritsa ntchito njira imeneyi kuonjezera akumufuna. Mwachitsanzo, kulengedwa kwa apilo lodziwika bwino ankachitira Vladimir Mayakovsky - Iye analemba Mwambi "Palibe kupatula Mosselprom", "comrades, anthu Khalani otukuka pansi musati kumulavulira, ndi kumulavulira bins ndi!", "The nipple yabwino sanali ndipo si wokonzeka akuyamwitsa mpaka atakalamba ... ".

mfundo zosangalatsa

M'mayiko Western, mawu osati ntchito kukopa makasitomala, komanso atsogoleri a chipembedzowo mu mpingo. Mwachitsanzo, yotakata otchuka akuti "ozunguza amayi. Pitani ku mpingo" "chitsimikizo chipulumutso! Apo ayi ndalama machimo anu."

Nthawi zina, malonda chiphiphiritso cha kuchoka popanda yomasulira kusunga m'maganizo kampani ndi kutsindika mfundo zikuluzikulu. Nthawi zambiri izo amaloledwa ndi ziganizo yochepa kwambiri tanthauzo la sipangakhalenso anaganiza popanda yomasulira - mwachitsanzo, galimoto. Das Auto kapena Nike. Ingochitani.

Kuchokera pamwamba Ndizachidziwikire kuti chilengedwe cha kuyankhula - zilandiridwenso weniweni ndi sayansi lonse limene sitiyenera kuiwala anthu onse ofuna kulimbikitsa awo mankhwala kapena mankhwala pa msika ndi kopindulitsa kugulitsa kuposa kamodzi.