New trend of domestic film slogan in 2015: simple and rough or the finishing touch

Film slogans, like posters, are both the "face" of the film and an important means for the audience to understand the film. The style, characteristics and even level of a film can be found in its slogans

Original title: 2015 domestic film slogan new trend one sentence marketing simple and crude or finishing touch

Film slogans, like posters, are both the "face" of the film and an important means for the audience to understand the film. The style, characteristics and even level of a film can be found in its slogans. In the muddy Chinese film market, the level of film slogan is also uneven. Most of the films are painless“ ×× Release "“ ×× Presentation "(" the return of the great sage "," the presentation of the giant screen ";" the beautiful release "of the imperial woman Yang Guifei"; "the story of catching demons" and "the world catching demons"). However, more and more domestic films have begun to pay attention to slogan, and many new attempts and successful cases have been presented this year

Strong > · comedies that rush to the box office: simple and rude, no bottom line /p >

" Charlotte troubles ": hahaha together

in recent years, most of the blockbuster domestic films are comedies. Some people joke that the taste of Chinese films is nothing more than ha ha, Pa Pa Pa, bang bang bang. In order to emphasize the funny attribute, this year's comedy slogan is simple and rough to the bottom line," Charlotte annoyance "uses" ha ha together ", and" never thought "directly" ha ha ha ", which is not matched with the sound effect of ha ha.

in comparison, the" funny return "of" Hong Kong embarrassment "is too ordinary to impress; therefore, Gu Dezhao's" villain's good news "sword went wrong, and slogan" hehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehe; ">" villain angel "features Deng Chao and Sun Li, the husband and wife partner of the nerve knife. Slogan" Chao Li Hi "plays a homonym. In addition to explaining the starring role of the film, the film is also positioned as" high film ". Of course, it is high or low, and you have your own judgment.

strong > · help marketing: a trick with its own topics, allusions and stems boy /p >

" old cannon "Feng Xiaogang takes you to see people's hearts

nowadays, films pay attention to marketing, and if you want good marketing results, you have to create topics. So some films have their own topics in slogan. For example, Guan Hu's" old gun "slogan is" see people's hearts ". Before Feng Xiaogang roast that" speed and passion 7 ", which grossed $2 billion, can see Mao Kong, but it just can't see people's hearts." what you show me is a lively, I'm not satisfied, I see people's hearts. " The bombardment of small steel cannons has attracted heated discussion among netizens. The "quick shock" fans fought back sharply: look at people's hearts and go to the anatomy room! "Old cannon" is not afraid of big things, but uses the whole stem directly as a slogan. However, it is gratifying that the sixth master played by Feng Xiaogang really let the audience see the hot hearts. And with the help of "old cannon" xiaogangpao and the netizens who quarreled last time, they were able to communicate and reconcile to some extent, just like LiuYe and Xiaofei in the film

"Dragon searching rhyme" plays the slogan of "touching gold to celebrate the new year", and the publicity has repeatedly emphasized that he is an "authentic gold touching fan". Only the original fans of novels can smile at the word "touching gold". And this sentence slogan also secretly asked another fantasy film "nine story demon tower", which is also adapted from "ghost blows the lamp" but has nothing to do with tomb theft, to lie silently with a gun. It's really a trick, boy

Of course, there are also teasing jiafuzi about his self-esteem. For example, a spoon, which was edited and remade because of a star's drug abuse incident, lamented on slogan that it was not easy to "turn a thousand times, and finally see the dawn", in which the bitterness was beyond expression. It's a pity that it was finally released, but it couldn't beat the snobbish market and turned into a few day tour of the cinema

The erotic "growth of all things" not only plays with sexual hints on the poster, slogan is also a naked "work of tiger and Wolf", which not only presupposes the "ferocity" of the film, but also reminds the audience that this is a film that uses the lower body to think (Feng Tang's original book is salty enough). "One night stallion, lifelong love" comes from "you love me". This slogan has a strong desire to tease, but the film is poor, and the fire and firewood can't be burned

Strong > · youth film balderdash: the second grade girl looks up at the 45 degree sky /p >

left ear: right love is love, wrong love is youth

after" to youth ", youth films have been flooded in recent years. When fighting, abortion, skipping classes, suicide and going abroad have become the mainstream of youth films, it has really broken away from youth and become imagination. Many slogans of youth films are also written like the QQ signature of the second grade girl. For example," love is love when you are right, love is youth when you are wrong ", said" youth class " "Knowing astronomy from the top and geography from the bottom means you don't understand adolescence". This kind of slogan is a word game that sounds very literary at first glance and illogical when thinking carefully

Guo Jingming's "small age" is even more a master. As the final chapter, "small age 4" features a slogan "I use ten years of youth to go to your last appointment" - the first three are "long live friendship, eternal youth", "endless darkness, side by side with you" and "grow up without regrets, fight for you". Maybe we should be glad, after all, he didn't use the sentence "sadness flows upstream into a river"

"Youth and dream, speed and passion" in "broken wind" and "remember that person in youth" in "my girlhood" Compared with the film itself, it is much simpler and has a higher fit

Strong > · slogan top5 of the year: the finishing touch

The editor believes that a really good film slogan should be a masterstroke to make the finishing touch. It is refined to refine the theme of the film, which should be clear at a glance and full of charm

1. The assassin Nie yinniang "no one is like" /p > The best slogan of the year will be awarded to the assassin Nie yinniang. Hou Xiaoxian's "willful" blank created great obstacles for ordinary audiences to watch the film, and also led to an insurmountable gap between film critics and audiences. But this slogan can be regarded as a floating bridge across obstacles and chasms. Even if you know nothing about hou Xiaoxian, even if you can't stand Shu Qi's zero degree performance, even if you sleep in the cinema and mutter "what the hell", you can also experience the lonely heart of this woman in black from this sentence "no one has the same kind"

2. "Everyone can only walk with you for a while" /p > Jia Kechang's film semiotics is still playing around, but the extension of time and space makes the film's emotion and aftertaste longer. The theme of the old man of mountains and rivers is the change of times and the separation of people. Slogan, who "everyone can only walk with you for a while", seems appropriate and poetic

3. The scorching sun "heaven is watching" /p > There are two slogans in the scorching sun, which are "exterminating the family, sinking for seven years, outlaws, and desperate." And "heaven is watching". The former borrows the storytelling style in the film, while the latter has religious meaning and fatalism. Obviously, the latter is more delicious

4. Heart maze "what can be buried is a secret, and what has nowhere to be placed is a worry" /p > The small budget masterpiece maze of the heart can be called the conscience and surprise of domestic films. The slogan of the film "what can be buried is a secret, and what has no place to put is a worry" not only reveals the core of the story, but also conforms to the black suspense and slightly absurd atmosphere of the film

5. Get out of here, Mr. tumor, "hurry up and get dry" /p > "Hurry up and get dry" is the slogan of "get out of here, Mr. tumor". After watching the film, he looks lonely, sorry and helpless

Of course, there are far more praiseworthy ones in this year's domestic films, "there is hope alive" in "save my husband"; "One door, two worlds" in "Taoist down the mountain"; The "time killing" of the intruder also fits the film and has the effect of finishing the point. I hope that the domestic films in 2016 can contribute more excellent works and wonderful slogans.

editor: vian