Advertising decisions rely not on democratic voting but on dictatorial creativity. Budget constraints are rational. With sufficient budget, everything becomes emotional. When consumers take out their wallets to make a purchase, their budget must be sufficient. At this moment, impulse defeats reason, emotion triumphs over rationality.
Individual Declaration
Why can’t your advertising slogans break through?
Because you always want to speak from a godlike perspective, representing a group’s voice. Often, speaking like this isn’t relatable. When you represent an individual’s voice, such as “I want to make money,” it’s a collective consciousness, not a distinct individual consciousness. If it changes to “I want to stand and earn money,” then it becomes individual consciousness.
So, don’t rely on advertising books. They are hindsight experts, summarizing a group’s experiences. Instead, learn from scriptwriting. Scriptwriting teaches us how to tell stories, how to create well-rounded characters. When a character is fully developed, what they say is believable. In fact, our advertising slogans are the protagonist of the story speaking for themselves. When they authentically express their inner monologue, and your slogan captures the essence of individual declaration, you’ll surely succeed.
Advertising slogans are an art of breaking through. If your slogan only stays within your organization, recited by employees, printed on products but ignored by consumers, no one talks about it on the streets, and no one criticizes it, then your efforts are in vain.
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