of Once, due to the cold weather, I wanted to buy a cup of hot drink on the vending machine, and saw the slogan on the button selling latte: “So hot, so delicious.”
This slogan revealed that it is Based on the concept of “low calories, it’s not good”, perhaps it can be further understood. Its implication is “the latte needs to be sweetened with sugar”.
In short, this slogan does not use words that are directly related to calories, such as “adding sugar” and “adding a lot of cream, and the taste is smooth”, but uses vague and ambiguous words such as “delicious”, which makes me quite suspicious of it. Interested.
For such text-based advertisements, how to make good use of common sense or knowledge to provide eye-catching information is the key to success. From this slogan composed of only a few numbers, we can see what kind of premise the advertiser uses to understand this product. It is also a joy to observe to be able to analyze it in this way.
The communication method of “prohibition of use”
Recently , the government has promulgated various regulations and regulations, and it has also advanced the issue of indoor smoking ban. The seats in the drink shop I often go to are also divided into non-smoking areas and smoking areas, but there is no way to distinguish them in the toilet.
Since this beverage store is located in an old building, there is an ashtray integrated with the wall on the tiled wall in the toilet. However, because of the ban on smoking, a sign “Please help not to smoke here” was pasted on the top of the ashtray, indicating that it is no longer usable.
It is worth noting that in order to ban the ashtray, the measures taken by the store are not directly pasting the warning words expressly “forbidden”, nor sealing the ashtray entirely, but putting small bells or chess pieces inside. Things, creating a feeling of “I always feel that I can’t push the cigarette butt in, and I don’t want to use it as an ashtray”.
Abandon simple persuasion and warning, and use the physical discomfort that everyone has to restrain actions. Presumably this approach will be more effective!
Inside and outside of the white line
When the train enters the station at high speed, passengers on the platform must be kept at a certain distance from the track so as not to be involved by the train. Therefore, when the train arrives, the station platform will play the announcement “please stand inside the white line”.
But the problem is that the white line is just a concept. Although we are very clear that the outside of the white line is a dangerous area, it looks like a line after all, and the warning of “absolutely not to go beyond” is very weak.
On a platform I have been to, red and white slashes are painted on the outside of the white line. People waiting for the bus can feel a warning atmosphere of “absolutely do not enter” at a glance. A dangerous atmosphere.
A place like the platform, where a split second of judgment may determine life and death, really needs people to intuitively read the “absolutely do not enter” warning and react. This kind of method of using color to influence people’s actions still has a lot of room for development, just waiting for us to explore one by one.
The subtext of “Welcome”
A few days ago, I turned into a store on my way to work to buy something. There were two cash registers on both sides of the entrance. The one on the right happened to have a customer checking out, so I went to the one on the left. The clerk behind the cash register on the left is probably concentrating on sorting out the materials in his hand because there have been no customers for a while, while the clerk at the cash register on the right who is paying the bill notices that I am approaching, so he calmly said to me: “Welcome Come.” The clerk who was staring at the information heard this sentence, immediately raised his head, noticed my arrival, and naturally helped me check out.
In other words, the “welcome” shouted by the clerk on the right was a signal to my colleagues before I said “sorry” to remind me: there are customers coming!
He can greet guests cordially, and at the same time, he can naturally remind his colleagues to pay attention. I am very impressed by his skillful use of the so-called greeting language. Multiple messages are implied in one sentence, and such communication skills are really superb.