For example, the enterprise itself is also a big carrier, and its image is expressed through its operation mode, management level and the quality of employees. It is also an invisible advertisement and a soft advertisement.
Extended data:
The definition of soft advertising:
1. Narrow definition: refers to the plain text advertisements published by enterprises in newspapers, magazines and other propaganda carriers. This definition is an early definition, which is the so-called paid text advertisement.
2. Broad definition: refers to the publicity and explanatory articles published by enterprises in newspapers, magazines, networks and other propaganda carriers, which can enhance the brand image and popularity of enterprises or promote the sales of enterprises, including specific news reports, in-depth articles, paid short advertisements, case studies, etc.
Soft-text advertisement is an advertisement that attracts the attention of potential consumers, enhances the sales force of products, improves the reputation of products, realizes the strategic and tactical objectives of products and guides consumers to buy.
The working principle of soft advertising:
1, soft advertisement about information coding
In order to widely inform consumers of the information of goods or services, general advertisements often compile articles in the form of language symbols to spread and operate, forming a certain mindset in the hearts of the audience.
With the appearance of excessive advertising and the formation of audience's rebellious psychology, this orthodox flat-line language advertising form has also been implicated and become less attractive or lovable.
So advertisers began to look for some non-verbal advertising forms such as music, painting, packaging, physical objects and behavior to do soft advertising. Sometimes nonverbal symbols and linguistic symbols work together to achieve the effect of graphics, text, sound and emotion in advertisements, and sometimes it is simply that nonverbal symbols work independently, making people accept infection first without knowing it is an advertisement.
Have some intentions in your mind, then calm down, think about it and see the advertising intentions; However, due to the psychological inertia of the form itself, the audience is not so disgusted at this time.
Generally speaking, advertising copy is encoded by the structure of advertising title, advertising slogan, advertising text and advertising essay. This fixed structure has become a "formula" in the eyes of the audience.
The reason why the audience is tired of this advertising structure is that they are tired of advertising, and more importantly, the formulaic format of this advertising application text is somewhat boring. Therefore, people try to make soft advertisements in the form of non-advertising copy. Almost all styles can be used for advertising as long as they are believed by the audience or liked by others.
As a literary form covered with advertising, the theme is not directly expressed, but by means of metaphor, symbol, personification and other rhetorical devices, and the theme is often obtained by the reader's own taste. Of course, literary advertisements make the audience taste the moral of themselves, which is often the advertising target preset and seduced by advertisers.
2. Make soft advertisements in the media.
The purpose of advertising is to make it widely known, so generally choose large-scale media with wide coverage, such as newspapers, radio and television networks. However, this ambitious media is sometimes eclipsed by too many advertisements. If you do the opposite, using non-advertising media or even abnormal media that people despise or don't realize will achieve unexpected results.
The enterprise itself is also a big carrier, and its image is expressed through its operation mode, management level and staff quality, and it is also an invisible advertisement. Many enterprises attach great importance to their face building.
For example, a green environment and a beautiful factory are soft advertisements. Employees are the living carrier of corporate image. Their words and deeds, every move shows the level of quality of enterprise, especially in foreign exchanges, different employee behaviors and working methods will convey different credit about the enterprise to the society.
Therefore, in the communication carrier of enterprises, employees are the most common, difficult to control and flexible carrier. An enterprise with communication awareness and brand awareness must work hard on the quality of its employees.
Packaging media is a kind of soft advertising media that uses the sales packaging of commodities to promote sales. It is directly attached to retail commodities and has a unique role. It can directly face customers, form customers' first impression of goods, and act as a "silent salesman"
Function: In the fierce competition market, unique packaging design can attract customers' attention and stimulate their interest and desire to buy; Moreover, the packaging of the goods will not be discarded after use, and the publicity effect can be preserved for a long time;
In addition, its advertising cost has become a part of the cost of goods, and it is not necessary to prepare an advertising budget, which improves the economic benefits. Moreover, exquisite packaging can increase the added value of goods.
Science and education media, using science and education media to advertise is a kind of soft advertisement. Science and education are serious and convincing, and the audience spontaneously accepted the advertisement in the process of seeking knowledge, learning and even asking for help. Such as cases in textbooks, examples in teachers' teaching, arguments in scientific papers, data in statistical annual reports or
Baidu encyclopedia-soft advertisement