Rita , WeChat public account: Originally published on Everyone is a Product Manager. Reproduction without the author’s permission is prohibited. The title image is from Unsplash , based on the CC0 agreement. Why are there fewer and fewer advertising buzzwords nowadays? Chen Wuyong Follow 2023-05-22 2 Comments 4624 Views 6 Favorites 7 Minutes Free your eyes, put on your headphones, and listen ! 00:00 00:00Looking back, there were many slogans that we could not forget for a long time. But now , emerging consumer brands can sell very well without slogans or buzzwords, and there are fewer and fewer advertising buzzwords. Why? The author of this article will reveal the secrets for you. When we were young , the slogans on TV often became popular phrases in our daily lives, such as " There is no best, only better " , " Don't follow the beaten path " , " Men should be a little harder on themselves " , etc. " advertising led the trend " . Now the probability of an advertisement coming up with a popular phrase is about the same as winning the lottery. " Self-discipline gives me freedom " is one of the few. In fact, it is not just the advertising industry that has produced buzzwords. Industries related to content creation, such as literature and performing arts, also rarely produce buzzwords.
In the past, the Spring Festival Gala would contribute some annual buzzwords, such as " I don't recognize you when you put on a vest " , " What do you want a bicycle for " , " Not short of money "... Now the Spring Festival Gala is basically a hodgepodge of Internet buzzwords, which is unbearable to watch. 01 The sheep no longer graze in the same france whatsapp number data place The information world is like a prairie. In the era of traditional advertising, centralized media such as CCTV were large pastures with fresh grass, and people were like obedient sheep, crowding in one place to graze. If the slogan had a bit of insight, could be seamlessly integrated into the various life scenes of the sheep, and then huge amounts of feed were put on the ranch, it would easily become a buzzword and spread overnight.
With the advent of the Internet , the big pasture has been divided into small pastures of strange shapes by various APPs . The sheep are grazed in different APPs . Each sheep has its favorite pasture. Occasionally, they will go to other pastures to eat different grass, but most of the time they still stay in the pasture they are familiar with with their companions. Some sheep don’t like to go to the pasture and only eat wild grass in its original ecology, or simply grow their own grass. In this case, if an advertisement wants to create a buzzword, it must first have an astonishing budget and penetrate various online apps and offline scenarios. Secondly, it must hit the current social sentiment, and finally it needs a little bit of luck. Ordinary brands cannot afford it, and there is no need for it.