The copy of the Dragon Boat Festival is simple, easier said than done.

How to put it simply? Everything can be the word "Zongzi". How many brands have been associated with the Dragon Boat Festival? You see:

"Zongzi" means "Zongzi". Enjoy, put and express "Zongzi". "Zongzi" means that "Zongzi" is horizontal, different from "Zongzi" and has a variety of customs. ...

If the word "Zongzi" is mechanically inserted into this emotionless homophonic stalk, it will look stiff, even awkward, let alone insightful.

0 1 Everyone misunderstood the homophonic copy! In fact, a truly qualified homophonic copy must have a pun effect. In other words, it must have two meanings. The first layer is the meaning of homophonic words themselves; The second layer is the meaning of homophonic words themselves.

The final effect is: both meanings must be true! Many homophonic copywriting can only be done on the first floor, and most of them die on the second floor.

For another example, there is a hardcore homophonic copy, which may be older than all readers and is an advertising copy of freckle-removing beauty products:

Of course, this is not what the original advertisement looks like. The original advertisement is too old to find, only the words have been handed down.

The first meaning comes out at a glance, right: get off work early, please don't stay; The second layer means the efficacy of freckle-removing and acne-removing products, and also expresses the characteristics of quick effect.

Anyone who talks nonsense can be a "zongzi" So everyone should understand, so let's take a look at these emotionless and embarrassing homophonic characters of the Dragon Boat Festival. Take this as a lesson.

For example: Wei Long.

Wei Zongsheng is from Long Tianxia.

The first meaning is very reluctant: for all existence, Long Tianxia (what the hell? ) Second meaning: Defend the life of Zongzi, Long Tianxia? It's meaningless, let alone touching people.

For example: JD.COM Fresh.

The list of Shan Zong Small.

The first meaning: other mountains are dwarfed under the sky. , a familiar ancient poem; The second meaning: the mountain that looks like zongzi becomes very small at first sight? Can't understand anything? It's still a little hard to understand, not as good as the sentence "a lazy shirt is small."

There are too many such examples. Here are some more:

Fade the "reed" costume and put on the "zongzi" imagination.

From the association.

"Zongzi" loves the Dragon Boat Festival, and "Zhi" leaves a lingering fragrance.

From coolpad.

"Zongzi" looks for its place, # beyond what it sees #

From one plus mobile phone.

Zongzi is waiting for you.

From Meizu mobile phone.

I also read a lipstick copy of the Dragon Boat Festival, which said: You can only make zongzi by coloring your lips. Why? Can you still grow zongzi on your lips with this lipstick?

Anyone who has passed the exam can be a "zongzi"! After reading all kinds of nonsense, anything can be "zongzi" Let's see what the qualified homophonic terrier looks like during the Dragon Boat Festival.

For example: anal Thai

One thousand zongzi is good, don't eat too much.

The first meaning: even if there are many benefits, don't eat too much; Second meaning: Zongzi has all kinds of good things, but don't be too full. That makes sense!

For example: Netlibao

Zongxiang shroud

The first meaning: enjoy the benefits and show the benefits of financial management; The second meaning: it can probably be understood as "Zongzi enjoys and receives overflowing fragrance", which mainly combines animation creativity to make up for this far-fetched meaning.

Can't you write a zongzi without harmony?

In fact, nothing can be "zongzi". Cann't you write a copy normally if the Dragon Boat Festival is not harmonious? No, think more about life, feel more, and write a copy in people's words.

For example, we give corporate cats this sentence:

Every grain of rice has a special meaning!

In other words, zongzi is also used to associate the Dragon Boat Festival. As long as you want to go deeper, you can also cut in with the taste of zongzi, which can stimulate more expression inspiration.

For example, jiang to:

The leaves of zongzi are salty and sweet, so the family can bear the sadness.

This simple truth can make us resonate with home without playing word games? A little homesick ripple in my heart?

For example, Tai Fang:

Whether it is sweet or salty, reunion is the best filling.

For example: Ctrip:

Thousands of miles.

I'm from the salty zongzi area.

Come and see you in the sweet zongzi area

Even, it can be cut into the shape of zongzi, such as leaves and ropes. These are relatively fresh and unique thinking angles.

For example: Jiang

There are different ways to open festivals.

The feeling of "unbinding" is the same

The word "Xie", combined with the picture, does not appear the word "Zongzi", but it also embodies the elements of Zongzi.

From this, we can think of more similar words, such as "binding", "binding" and even "kidnapping", and the word "binding" can be used to write products about marriage/dating, such as "Please bind the happiness of the rest of your life with me".

Besides zongzi, there are also dragon boats!

In addition, the Dragon Boat Festival culture has a long history, and there are many related elements, not just zongzi. Qu yuan, Li Sao, dragon boat race, realgar wine, wormwood and sachet. ...

Didn't Mr. Li Xinpin arrange several related elements of the Dragon Boat Festival for us?

Necessity of Dragon Boat Festival

Zongzi is better than sushi.

Dragon boat is safer than Titanic.

Wormwood is better than mosquito killer.

Sachets last longer than perfume. Realgar wine is more exciting than chivas regal.

Among them, dragon boat racing is also a good connection, and it is also easy to become an element of picture creativity. So there are also many brands used to make posters for the Dragon Boat Festival.

For example: cha-cha:

Take it when you are happy, leaving no residue.

This homophonic stalk is also an excellent example. The first meaning: have fun, don't leave any strength. Just be happy when you should be happy; The second meaning: when you are happy, you should eat melon seeds, and you should eat all the melon seeds. There is nothing left.

Such a thoughtful idea will of course be "saluted".

Wang Laoji rarely made a hot poster:

Dragon Boat Festival

Cross the river against the current and seize the auspicious time.

It is related to the brand and the elements of the Dragon Boat Festival. The "auspicious" here refers to both the auspicious time of rowing the dragon boat on the Dragon Boat Festival and the "auspicious" of Wang Laoji.

Dragon boat racing can be regarded as a kind of water transportation, which is naturally related to the sense of competition and speed, and the picture is easy to show the tonality of the atmosphere, so it is often used for creativity in the automobile industry.

The elements of dragon boat racing can also be related to sports, fitness industry, or education and training. For example, life is like dragon boat racing, if you don't advance, you will retreat.

The above are thoughts and suggestions about the Dragon Boat Festival copywriting. I suggest that you pursue something, don't fall into the quagmire of homophonic copywriting, think more, and it is not difficult to say a few fluent and natural words.

To sum up the above points a little:

1. Anything without feelings can be "Zongzi", so use it with caution;

2. Homophonic copy must have pun effect;

3. In addition to homophonic, the expression of speaking human words is more acceptable;

4. Zongzi also has details such as taste and shape that can be cut in;

Besides zongzi, dragon boat races can also be combined.

Above.