The motto of a trading company examples. Mottos and slogans in the company

The subtitle and the lead are included in the so-called heading complex. Their task is to designate the topic of journalistic material.

Differences and similarities

The heading complex includes headers, headings, headings (we have already talked about them), overheads (as a rule, they are invented by the publishing editor when designing the page), subheadings and leads.

“Lead” in journalism is the first paragraph (from the English lead - to lead, encourage, lead, be the first, be ahead, lead).

According to general observations, many journalists, even established ones, confuse the subtitle with the lead. Meanwhile, the subheading and the lead are different components of the heading complex.

You can distinguish them as follows: the subtitle usually supports only the title (specifies its content), the lead reveals the main theme / idea of ​​the journalistic material.

And more differences: the subtitle usually consists of one sentence (usually up to ten words), the lead can consist of several sentences. Or one, but long, with periods.

Here is an example, not the first one that came across, but nevertheless came to hand, from the latest issue of “KP in Belarus”:

Title:“In Vitebsk, a drunk on a tram in broad daylight attacked a child with a knife.”

(By the way, a somewhat drawn-out and too emotional title, “in broad daylight” could easily be transferred from it to a subtitle or lead).

Subtitle:"The boy was saved by an employee of the Investigative Committee."

(The classic subtitle pattern is five words, one sentence, three nouns, one verb, and one adjective.)

Lead:“A 13-year-old boy received a cut wound in his shoulder when he was just riding a tram. At one of the stops, a tipsy man came into the salon and settled on Maxim's seat. The man mumbled something incomprehensible for a while, and then grabbed a sharpener and hit the child. (Standard lead: three sentences briefly describing what happened).

As you can see from the above example, the subtitle and lead are significantly different from each other. And they are united by a common task: to captivate the reader deep into the text. I mean, lure.

But this is, in a good way, without any of the Criminal Code and the Code of Administrative Offenses: this is how modern journalism works.

What are they needed for?

Journalists do not always use subtitles and leads. But it would be better if they used it: with them, the material becomes more exciting from the very beginning, and from the very beginning it becomes clear whether to read it or not.

Let's say more: detailed information, correspondence, an article without a subtitle and a lead - this is generally a disaster. It happens that you need to crawl to the middle of the material in order to understand what it is about, what kind of topic?

It is rather difficult to give an example of this kind here, in which case it is necessary to quote the entire material. But the curious can easily find them and see the “picture” from the series: “What, dear, do we have a millennium in the yard?”

Meanwhile, more and more in our central (and not only) media, it is considered good form to use a subtitle or at least a lead in informational materials (which, in general, make up the majority of newspaper or Internet publications).

And this trend is understandable: it is not only a question of taste and quality, but also of competition. The reader will prefer to deal with the press, where the materials are presented conveniently and tasty.

Moreover, as modern researchers note, the heading / subheading and lead should account for approximately 70% of the total meaning of the information and only 30% for the rest of the publication, regardless of the total number of lines.

And rightly so: the reader sliding through the headings, subheadings and leads should immediately understand what kind of material is in front of him and what is its main topic.

It is precisely for this purpose that the information material in modern media: in the beginning - the main thing (answers, if not to all six (who? what? when? where? why? how?), then at least four questions of journalism), then - secondary (details, explanations, comments, background) ...

This principle of construction is called the “inverted pyramid” (we will talk about it in a similar way in subsequent publications).

Where and how are they used?

So far, we've talked about subheadings and leads - in general. Not tied to genres. But, of course, there is a difference for what material it is planned to write them.

If for information (note, report, interview, report), then, as we have already noted, the subtitle and lead for the convenience of readers should carry information about the event. About what the journalist is going to talk about in the publication.

If for a feature article, correspondence, essay, feuilleton, etc., then the subtitle (if used) and lead do not have to be "informational".

In particular, the lead here can be "playful", or, as it is also called, "stage", interrogative, anecdotal. And also - contrast, statistical, retrospective, etc.

Here, the journalist himself must determine what is more important for him to highlight, to bring to the fore in the material. Moreover, to endure so that the readers are "demolished", covered with a wave of interest in this publication. When this happens, consider that your task as a journalist is completed.

Expert opinion

Alexander Tomkovich, journalist, writer.

In my opinion, subheadings and leads are no less important than what we write “in expanded form”, that is, in the journalistic material itself. Because they contain the very essence, the very heart of the material.

For example, in books (I'm speaking as a writer) it doesn't seem so important. But this is only at first glance. All these things in them, in fact, are no less important than in newspapers. For books also need to be “sold” to readers. The only difference is that they are not "sold" every day, but much less frequently...

This is what readers will pay attention to first. What should it be? Intriguing, engaging, unexpected and concise. One short phrase, designed for the representative of the target audience to want to know what is written next - this is what the title of the selling text is.

Naturally, the title must be true. Internet reporters often deceive readers by putting up flashy headlines like this: "Bezrukov blew up a mine!!". It turns out that during the filming of the film about the war, the actor simply decided to perform some tricks (including tricks with explosions) himself, without an understudy. The trust of visitors to the site where this news is posted is also undermined. On a mine of deceit. In selling texts, as we said in the lesson "", the trust of readers is one of the main factors determining the effectiveness of the "salesperson".

Create a header

In principle, it is not so important when you title your text - before or after it is written. But the main thing that must be present in the headline is the key benefit for the potential buyer. What are you going to surprise and interest him in the text.

What does yours crave the most? How can you "hook" the reader as soon as he enters the site? If you know the answers to these questions, you can easily write a headline.

You need to write a text for the website of a company that sells X-led energy-saving lamps. We know that they are bought by people who pay a lot of bills and want to reduce financial costs for electricity. This is the main benefit. And we also know that there are a lot of fakes on the market, so the reader should immediately understand that they will be sold a quality product here.

We compose the title according to one of the templates proposed below:

1. Template " Benefit»: LampsX-led: a lot of light, 3 times less energy consumption!;

2. Template " How»: How to save 1000 rubles. per year per bulb(note: we do not put a question mark - the reader should not have the idea that we are asking a question, and not telling HOW);

3. Template " call»: Save tens of thousands of dollars with certified X-led lamps!

4. Template " Wish»: Want to stop counting kilowatts? Change light bulbs to X-led!

Important!

• When writing a headline, do not forget about the portrait of the target audience. Remember, in the lesson about Central Asia, we talked about the imaginary interlocutor Ivan Ivanov? Now, he's still sitting across from you and listening to every word.
• Make sure you have multiple headings. Later, after looking at them with a “fresh eye”, you will identify a few of the best. Offer these several options to the customer when handing over the text. Tell him that he can test them with the site's target audience and choose the one that performs the best. Believe me, your customer will be pleasantly surprised by the level of your professionalism and attentive attitude to the order!
• No denial in the title! Particles "not" in it should not be present in any case!
• Give specific information. Not “a lot of money” will be saved by the buyer, namely “1000 rubles. per year on each lamp.
• Contact a specific person. That is, not to an abstract group of people, but to a certain representative of Central Asia (again, we recall our Ivan Ivanov). The reader should not feel like a part of the human mass, he needs to believe that everything read refers specifically to him.
• The title should be easy to read. If you yourself at least once stumbled, rereading it - cross it out immediately.

Lead paragraph

Lead is a word in English language has several meanings: lead, lead, lead, direct, manage. Each of them is great for explaining why you need a lead paragraph:

• He is able to bring buyers.
• It is designed to guide the reader to the right choice.
• He heads the selling text (that is, he is at the very beginning).
• It directs the thoughts of a potential buyer to the seller needs channel.
• And finally, it controls the reader's attention.

Internet marketers also call every visitor who comes to the site a lead. He theoretically can become a buyer, which means he is a lead. Perhaps this also became one of the factors for the appearance of this name in the first paragraph of the selling text.

A well-written first paragraph is no less important than the title of the text.

Anchor in lead paragraph

The lead paragraph should contain the so-called "anchor", that is, some information that will promise the reader that it will be even more interesting next. And that he will find in this text a way to satisfy his needs. For example:

Now we will make you an offer that is simply impossible to refuse. You will learn how to make one of the most bargain shopping energy-saving lamps and at the same time get stunning bonuses.

The anchor is thrown. The reader will want specifics. And the specifics will be closer to the end of the text, where you will talk about low prices, about bonuses, about benefits and what needs to be done to get it all.

Do not write about bonuses and prices in the last paragraph. The site visitor will look for them exactly there, without reading the entire text.

Do not deceive the reader! Write only about real prices, real discounts and bonuses.

So, you know everything a copywriter needs to know about preparing to write a selling text and about the initial stage of its creation. In you will learn about one of the elements of the "salesman" that can encourage almost any reader to buy (here's another example of an anchor for you, by the way. You are already in a hurry to move on to the next lesson, right?).

Widely used in journalism lead method: from English word lead - lead, lead. The material begins with the most complete and most concentrated presentation of the main fact. Everything else in the text is devoted to deciphering what is stated in the lead. This allows journalist state the facts as concisely as possible and build the structure of the material as clearly as possible; to the reader - quickly orient in the material, assess the significance of the fact, decide * to continue or not to continue reading. The specifics of this lead: it is suitable only for informational genres, its maximum effectiveness is in the genres of notes or correspondence, sometimes it is effective in a monologue interview.

There are two types of leads: leads designed for the rigid structure of the material (factual information "about the event, sensations); leads designed for the soft construction of the material (more details and details are added to the factual information, sometimes comments).

Rigid Material Leads- id of one element. It is used when there is a very strong element in the news. For example, the entire lead can be focused on the result of some event, event, the time of its occurrence.

Lead summary. It is used if several equally important elements appear in the material. For example, it is necessary to pay attention to the place and time of the action, or to the action and person.

Lead- "hanger". Its peculiarity lies in the fact that the first paragraph almost completely exhausts all the material. All the facts are "hung" on him. This is a very difficult lead, as it greatly devalues ​​the material that follows and is itself chaotic.

Lead - quick identification. Directly answers the question "who?". Gives a very accurate answer. Justified in materials announcing the participation of a very famous person in the event described.

Lead-protracted identification. It is used in materials based on the participation in the event of a not so important person, but a person who became important as a result of the event (murder, catastrophe). Entering "who" does not give complete information about the person. Some of them carry over to subsequent paragraphs.

Lead single shot. Applicable when the subject of the message can be briefly or aphoristically indicated.

Lead comment. According to the form of expression of thought, it consists of news that looks objectively, but is accompanied by comments. Such comments are inconspicuous. They can be evaluative words, reservations, introductory words.

Leads of soft materials:

Narrative lead. It differs from the lead story by the presence of a pronounced intrigue.

Lead contrast. In the first paragraph, there is a clash of old and new, different circumstances that accompany the main material.

Directed-addressed lead. In the first paragraph of the text - direct appeal to the reader (you, you ...).

Lead staccato. A series of short, abrupt phrases containing hints, understatement.

Lead question. It can be any form of questions - open, closed, semi-open, direct, indirect.

Lead quote. The first paragraph starts with open quotes. This form of lead came to us from French journalism and is still especially common there.

Bright Side collected a selection of the best slogans Russian advertising. It includes not only slogans created by advertisers in the era of modern capitalist advertising that began 20 years ago, but also favorite and eternal slogans of the Soviet era, elegant and competent localizations of Western slogans.
The study was based on a variety of criteria, such as whether the slogan somehow became a catch phrase and how actively it was used in Russia, the creative value, the fame of the author, the use of the possibilities of the Russian language. Some slogans made it to this list solely for many years of service and the steadfastness of advertisers.

The best slogans of Russia

• Peace, friendship, chewing gum! (Rotfront, 1957)
• There was no better nipple and is not, ready to suck until old age (copywriter - Mayakovsky)
• There is everything (Yandex, author — Yandex team)
• The World History. Bank Imperial
• Demand topping up beer after settling foam (Restaurant "Glavpivprom")
• Sometimes chewing is better than talking (Stimorol)
• Pay your taxes and sleep well (Tax Police)
• M&M's. Melts in your mouth, not in your hands
• There is an idea - there is IKEA
• Your pussy would buy Whiskas
• It's time for you and it's time for you to conclude agreements with the fan factory (MOVEN).
• Vote or lose (Yeltsin's 1996 election campaign)
• Snickers. Don't slow down - snickers
• Prices are just o*uet (Euroset)
• Russia is a generous soul
• That's why they don't bite (Moskitol)
• He is so alone (Tinkoff)
• Tanks are not afraid of dirt (KAMAZ)
• Fly with Aeroflot
• This is not a dream, this is Sony
• Take a break - eat Twix

Also worth noting are retro slogans:

• It's time for everyone to try how tasty and tender crabs are (Glavryba)
• Nowhere but in Mosselprom
• Keep money in savings banks
• NPO "Alternativa". With all the richness of choice, there is no other alternative.
• Who goes where, and I'm in the savings bank
• Stole? Should have put Clifford
• Hopper Invest. Great company!

3 best slogans of the cellular communication industry:

• MTS. People says
• Beeline. Live on the bright side
• Megaphone. The future depends on you

The best car slogans

• Free — Volvo
• Volga. You surprise me
• Lada Priora. On all roads of the country
• GAS. Russian cars
• Daewoo. Get your favorite
• Mazda. How dare you
• Toyota. Manage dream
• Nissan. Exceeding expectations
• Lexus. The pursuit of excellence
• Skoda. Simply brilliant

Beer

• Ovip Lokos. In the name of good!
• Baltic. Where Russia
• Patra. Beer with cork
• Who is following Klinsky?
• Golden barrel. We need to meet more often
• Solodov. Responsible for quality
• Doctor Diesel. We are so different, and yet we are together
• Stella Artois. Perfection is priceless.

Beverages

• Sprite. Don't let yourself dry out!
• Fanta. Pour in!
• Invite. Just add water
• Red Bull
• Pepsi. Take everything from life
• The new generation chooses Pepsi
• Hershey Cole. Taste of victory!
• It's good to have a house in the countryside
• Mirinda. Life is good when you drink slowly
• Rich. Life is a good thing. Anyway
• May tea is my favorite tea
• Hello. Live orange juice

Hygiene and cosmetics

• Pampers. Toddlers inspire
• always. Speaks your body language
• Be sure. Wear Libresse.
• Kleenex is soft like velvet!
• Clear Vita Abe. No dandruff
• Take care of yourself. Garnier
• Millions of germs will die (Domestos)
• Rexona. Will never let you down
• Orbit. The most delicious protection against caries
• Everyone is in awe of you, and you are from Maybelline
• Ax. Full Ax Effect
• Gillette. There is no better for a man

Clothing and footwear

• Ralph Ringer. Twisting the earth
• Savage. Freedom to be yourself
• camelot. Leave your mark
• From Paris to Nakhodka "Omsa" - the best tights!
• Eco. Shoes for life

Insurance

• Rosno got it!
• Insurance group Spassky gates. Like behind a stone wall
• Rosgosstrakh. Did everything right!
• Renaissance Insurance. The art of remembering the future
• Ingosstrakh pays. Always.

Sweets

• Mars. Everything will be in chocolate
• Rondo. Fresh breath makes it easier to understand
• Mentos. fresh solution
• Everyone loves Mamba. And Serezha too!
• Chewits. Chew don't worry
• Skittles. Do not sour - hang on the rainbow
• Dirol Kids. Now banana!
• Bounty. Paradisaic delight
• juicy fruit. Already want!
• juicy fruit. Full Banana!
• Nuts. Charge your brains
• Snickers. Ate - and the order!
• Wispa. It's all about the magic bubbles
• Milk tastes twice as good if it's Milky Way!
• There is time. There is a Meller
• Tic Tac. Sweetness and freshness in just two calories

Media

• Echo of Moscow. Listen to the radio, the rest is visibility
• TNT. Feel our love
• TV channel Sport. Not a day without sports
• Russian radio. Everything will be fine
• Kommersant. For a real merchant - 15 years is not a term

Retail

• Crossroads. Move on to the best
• Technosila. We know people, we offer solutions
• El Dorado. Home of low prices
• Company Party. Out of politics! Out of competition!
• Technosila. Common Sense Stores
• The Snow Queen. Where do you dress?

Technique

• Indesit. We work, you rest
• Reliable Appliances exists. Proven by Zanussi
• Sony. CD and listen
• Philips. Let's change life for the better
• Tefal. We care about you.

Snacks

• BEERka. Delivered to beer
• Pringles. Having tried once, I eat now
• Chester loves Cheetos
• Yum-yum, buy Mikoyan.

Food

• Russian sea. Fish favorites
• Samych himself. Dumplings without haste
• People love Doshirak
• Knorr - tasty and skorr!
• Gallina Blanka - bul bul
• Canned Green Ray - opened and eaten
• Danissimo. And let the whole world wait

pharmaceuticals

• Nazivin. For noses and spouts
• There is a hurricane in the stomach - take Espumizan
• Bromhexine. When kids cough, a blue bear will help them!

Other

• Aeroflot. Easy to get up
• Telemarket. We sit and the money goes
• Bridgestone. Victory over the road
• Once Persil, Always Persil
• Purity - pure Tide
• Erich Krause. Feel-good work
• Oblomov restaurant. complete collection pleasures
• Fun and delicious at McDonald's
• Pedigree. Sign of care and love
• Bzzzz, bzzzz, Suprimex!

Slogan criteria
Strict compliance with the brand line
the slogan should take into account all aspects marketing strategy and be a part of it
memorable
easily reproducible, excluding confusion in words, having a good and simple rhythmic pattern
Gone to the people
Conciseness
Takes full advantage of the language
literate, pleasant, interesting turns of speech
Phonetics
harmonious sound, ease of pronunciation
rhythm
Having a simple, pleasant rhythmic pattern
Contrast
allows you to stand out from the competition
The presence of a second bottom
The slogan, understood in two ways, while the "second bottom" does not contradict the main message, but positively complements it.

Background information about the study

Types of slogans:
On the subject of promotion:
. Commodity - appeal to the rational side of the target audience through arguments. Its task is to convey to the consumer the main difference, the advantage of the product over others, to create a certain emotional attitude of the consumer to the product or its quality. As a rule, the questions are answered: What is a product? What product? Who/what is the product for? What is its advantage? What should the buyer do?
. Image - to feelings through emotions. Aimed at increasing the awareness of the company, brand with an emphasis on any common feature in the activities of the company, which applies to all products or services. They offer a potential client to feel a certain atmosphere and draw the necessary analogies with the advertised product.
Linked to product
. Related − Includes product names. Such a slogan is inseparable from the name. "Your pussy would buy Whiskas"
. Attached - correlate with the name rhythmically and phonetically. "Gillette. There is no better for a man”;
. Free - they are self-sufficient and independent. “Take everything from life”, “The aroma that brings together”. Just do it.
By volume
. Corporate/slogan mission - Once and for all. “If there is an idea, there is Ikea” (Ikea).
. Promotion - Promotes a limited-time promotion. Does not contradict the values ​​of the corporate slogan. "For the most important people" (Ikea. Promo collection of children's furniture).
By shape
slogan-news - "Bond. Brook Bond. Now in tea bags! "The legend returns!" (Yamaha)
slogan-question - "Would you say I have no taste?" (Winston) or "Does perfection need advertising?" (BMW)
slogan-stating - “Our skin loses ½ of water. Every day" (Vichy) or "Milk tastes twice as good if it's Milkyway"
slogan-engagement — “Fanta. Get in!"
step-by-step solution slogan - “50 steps to your new Ford” or “I saved up money in the savings bank, bought a ticket to the resort”
Q&A slogan: “They say you can’t buy health. Members of our club know that this is not so” (Word Class) or “Do you want to lose weight? Ask me how! (Herbalife"
joke slogan - “We do not have regular readers” (advertising for a newspaper of vacancies).