Uniquely Inspiring Slogans 鼓舞人心的独特口号

A slogan is important for promoting a product, and the product becomes saleable if the slogan is uniquely inspiring. I will use two examples to illustrate as below:

Recently I was at Sandakan, a mid-size town located in the East Coast of Sabah. We went to a shop for lunch. And the slogan of the shop is 丰衣粥食, literally, it means abundant clothing and porridge food. The four Chinese characters used for the slogan is a modification of an idiom, 丰衣足食, which means abundant clothing and sufficient food. The slogan is indeed uniquely inspiring. It is uniquely inspiring because by modifying one of the characters having the similar phonic sound, the slogan has turned out to be having double implications. The original implication is abundant clothing and sufficient food, which is a form of blessing for many Chinese. The second implication is about porridge. The eaters would think of the porridge as food that leads to satisfaction based on its connection with the original idiom. It would not be surprised if such slogan can attract eaters to make an attempt to taste the porridge of that shop.

The second example is an advertisement I saw at the back of the seat in front of me while flying to Xiamen. The advertisement is about a certain type of wine. And the slogan is 万家共享, literally it means, ten thousand families enjoying together. The four characters help to evoke certain thought. It is a thought of popularity because ten thousand implies all, if not, many people. The characters, 家 and 共 (Families and Together) also indicate enhancement of relationship. The last character, which is 享 (enjoy), implies something leading to satisfaction. Hence, the slogan is used as an attempt to attract people irrespective of who they are to come together to enhance relationship satisfactorily.

In view of the above, many people may be attracted to the slogans which are uniquely inspiring. Even though they don’t know much about the product, they are willing to give it a trial.

适当口号对推广产品有关键性作用；如果一个口号独特及能启发人，它就能达到销售效果。我会用两个例子来说明。

最近在沙巴东海岸山打根，我们去一间店用午餐；该店的口号是「丰衣粥食」。从字面上看，它意味着衣著丰富和粥食品。此口号其实是来自「丰衣足食」这成语，即是指在衣服和食物均充足丰富。这口号的确独特和具有启发性，因为通过修改了原来成语的一个同音字，该口号变成了有双重含义。这原来的成语表达了许多中国人以之为福份的丰足衣服及食物。第二个含义是关于粥，看到这口号的食客不僅会以粥为食物，並会联想到原来的成语而意识到该店的粥食能够帶来滿足感；如果该口号吸引人去品尝该店的粥并非是偶然的事情。

第二个例子来自我在飞往厦门的途中；我發现前座背后有关销售酒的厂告。而口号是「万家共享」，其意思是指一万个家庭一起享受。这四个字会引起共鸣，它包含了欢迎因为万人意味着所有人或非常多人，「家」和「共」也显示可以加強关系，而最后一个「享」字即意味着该酒可导致满足。所以使用该口号显然是要吸引人透过在一起品尝该酒以加强关系及獲得满足。

上述口号即独特又可以鼓舞人心，即使接触到口号的人对产品知之甚少，他们大概也会甘心一试。