kphy

“Catch word” in has the opportunity (group chart) 2010-03-20 09:41: 00 origins: Liberates net – Liberation Daily (Shanghai) with pasting 0 handsets reads the news

　　An interesting phenomenon: Since the new year, the Chinese and foreign medias liked inventorying the summary past year, which catch word was born. Therefore, ten big current politics catch word, ten big cultural catch word, eight big love catch word and other editions\’ catch word issued in abundance.

　　The inventorying catch word, looks all about the world matter.

　　The catch word is social hot spot information pronoun – -, regardless of being “peekaboo” “grows”, regardless of being “Fan Paopao” “building is crisp”, is in a time the media and public universal attention hot spot phenomenon, the big event and social concern, is a public opinion focus of attention refraction.

　　The catch word is social mentality reflection – - financial crisis time, the traditional source of wealth billowing, thought that the matter becomes and gathers money, good luck in everything and other congratulatory remarks, because the harmonics lay-off is billowing, salary 40%, suffer cuts endures, Wan Shiru to recall full, is all shielded, on the contrary “I want to praise joyful” and “Niu Zhuanqian Kun” and “to discuss knee-to-knee firewood” and other implications “I want to raise in salary” and “changing the course of events” and “having an intimate conversation” and so on, but big line of its road.

　　Popular word or language vivid humorous seasoning – - “I comes out to hit the soy sauce”, represents with oneself has nothing to do and is disinclined to respond; “Thunder “by” thunder, is represented very much” receives to frighten extremely shocks and so on.

　　Because just the popular word clearly reflected a place\’s time sentiment, tacit understanding and social overall atmosphere, its sympathetic chord is very therefore high, the dissemination rate is extremely broad. Therefore, judgment keen business by any means possible it and opportunity suspension hook.

　　Catch word opportunity externally

　　Catch word: Why you cannot shut up

　　In November, 2007 holds in Chile in Ibero-America state leader conference, Spanish King JuanCarlos I once to Venezuelan President Chavez said that “why you can\’t shut up?”Finally, these words in online rapid spread, become the popular word. The intelligent business is joined to music to make it immediately the handset ting, but also these words India above clothes.

　　Last month, with Venezuelan President Chavez\’s related new popular word widely popular, has into opportunity\’s possibility. When February 22, Colombian President Uribe attended the Rio Group summit had the quarrel with Venezuelan President Chavez, Uribe the decision which of freeze bilateral trade relations made Chavez in last August compares with the US to economic blockade of Cuba. These words have initiated both sides\’ dispute. Chavez in the quarrel said that must withdraw from the conference site, Uribe responds: “Puts out the male human appearance, stays here! We face the face-to-face talk, because you curse at people in the distant place frequently.”

　　Through the network, “puts out male human appearance” these words afterward in the online rapid spread, becomes the new catch word. In “styles of makeup” making friends website, the user has established many to take “Chavez to put out male human appearance” as the group, population most groups had nearly 500 members. In micro blog website “pushes especially” on, many users start “to put out male human appearance” to take the discussion topic.

　　Catch word: I want to work as calendar female

　　The Japanese developed film and television is the catch word birth hotbed. At the end of 2008, Japan was born a popular word – - experience female, represents likes looking at the Japanese historical drama and love study history female. Not only this enables to have the plot ancient battlefield to become the popular sightseeing scenic spot, the tourist market starts to promote historical drama subject 2 days 1 night of touring party, participates many are over 20-year-old a female, group 60 people, less than 2 days fulfil the quota. Moreover, takes Japanese Warring States great soldier Masamune Date and Yukimura Sanada as lead\’s animation and movie also makes contact with the available vehicle; Takes the military commander as the title page between-meal snack and clear wine to go on the market in abundance, before the sales result unexpectedly is 2 times; Department store sets up “the Warring States military commander commodity”, like the doll, clothing and so on, estimated that can bring 70 billion Japanese Yen opportunities, “undergoes female” the market might made one be flabbergasted.

　　The newest Japanese popular word is “forest is girl”, the making a general reference makings gentle, do not love the back name brand package and advocation natural female student. Now, in Japanese large-scale making friends website mixi, several thousand people joins the group. In the market acted swiftly to get there the first merchant to aim at “forest department” girl style to establish the magazine, has the feminine apparel brand to develop the market by this subject.

　　Follows the popular word development commodity, becomes the making money shortcut in Japan. Last year, Japan was born two discussion marriage idol play, finally, lets “marriage live” a word to pass the half the sky red, the marital referral center holds this popular word to write an essay greatly, while facilitating many predestined matches, has gained earthen bowl Man Penfan.

　　Catch word opportunity in China

　　Catch word: Jia Jun huge mythical bird your mother shouted that you go home to eat meal

　　Last year, at an online game forum, presented this kind of card, above only then a few words: “Jia Jun huge mythical bird your mother shouted that you go home to eat meal.”No one can think, short in two days, this card click rate breakthrough 11 million times, and some 310,000 web cam replies. Afterward, Jia Junpeng starts to appear in the T-shirt unlined upper garment, blog as well as the song, from “Jia Jun huge mythical bird your mother shouted that you go home to eat meal” to grow each kind of commercial advertizing:

　　A Sichuan car dealer has split out this kind of slogan: “Jia Jun huge mythical bird your mother calls you 550 to open the glory prestige goes home”;

　　A Beijing restaurant is hanging this kind of banner: “Jia Jun huge mythical bird your mother shouted that you eat the Yanjing hot pot”;

　　A Dongguan chain-like convenience store splits out advertisement: “Jia Junpeng, your mother shouted that you come here to buy moon cake”;

　　The online handset shop splits out such advertisement language to a model of well-known brand handset: “Jia Junpeng, your mother bought the handset for you”;

　　A Shenyang beauty salon hangs scroll: “Jia Jun huge mythical bird your mother shouted that you do hair”;

　　A Nanjing estate promotes such outdoor advertizing major suit: “Jia Junpeng, your mother shouted that you return to the beautiful territory to take vacation” ……

　　Even, staff lining up of Ningbo company waits for gives blood, the nearby propaganda language is: “Jia Jun huge mythical bird – - your mother calls you to give blood”.

　　American Los Angeles Times reporter was specially right “Jia Jun huge mythical bird” phenomenon to carry on the report. Until now, still did not have “Jia Jun huge mythical bird” each kind of edition advertisement sales result to disclose, but the advertizing industry public figure truly favors to similar advertisement, the expert believes that on the Internet leaps up the red words and expressions utilization in the advertisements propaganda, truly will give the human to feel freshly, the list looking from the advertizing info dissemination characteristic, this procedure time-saving, reduces effort, attracts consumer\’s eyeball effectively. In the history once had a similar advertisement. In 1925, JohnCaples must write a sales promotion music extension course advertisement for the American conservatory the title, he knocked on the keyboard the print advertisement history a most famous title: “I sat when the piano sometime ago they ridiculed me, but when I started to play ……” this title have sold the extension course successfully, became the advertizing industry the catch word. Dozens of years later it widely was still applied mechanically by the advertisement creator. 60 years later, imitates this title advertisement “I my husband to laugh at me when the online order rug, but when our province next 50% money, ……” causes this company\’s rug sales volume to compare the preceding year to increase 26%.

　　Catch word: “”

　　囧, sound with “embarrassed”, the original intention is the light and bright meaning. This originally strange ancient Chinese characters, because “is only long” to open likely is wrinkling a pair of worried look face, by net friend “distortion” expressed unexpectedly melancholy and sad, helplessness, does not have the language, now is called “the 21st century most to be in fashion Chinese character” and one kind of Chinese expression.

　　Has emerged one after another incessantly regarding “囧” the character development\’s commodity: 囧 the pocket, 囧 the T-shirt, 囧 the wristwatch, 囧 the underpants, “囧” books, \”Go to work A little 囧\” ……It is said that Li Ning develops “囧 is very very lovable” “囧 shoes”, black cat sheriff, ne zha and Baogong and so on various characters “囧” face India on the instep, 100,000 pairs of shoes less than two months is out of stock.

　　Business circle in studying how richly “囧” the opportunity, self-ridicules, release class besides the development “囧” outside product, but also the exploration regarding self-ridiculing and the self-release mood young people launches “囧” emotion marketing, by any means possible young people “囧” vigor unearths. And opens the block cartoon is this aspect successful case, “excels to work overtime, does not excel to pursue the girl, not excels to flatter the boss ……” block image, is rented “packing” by many big brands advertisement.

　　Catch word: Dwelling

　　“Dwelling” spoken lines are the cat at home do not go out, chooses this silkworm cocoon life style along with more and more youth men and women, these popular words\’ opportunities also gradually spreads regarding “dwelling male dwelling female”:

　　Washed the valuable net the volume of trade to amount to 200 billion Yuan last year, a part gave credit to “dwelling economy” being all the rage. The business taking advantage of constant development\’s network and 3G technology catch up, to promote with it necessary online expense, serves in being confined at home, dwelling occupies the imperial clan, takes care of the body and mind “a dwelling race”. Therefore, when the fingertip moves the mouse and keyboard, “food and clothing lives” then by defeat in detail.

　　Catch word: Village

　　The village notebook, the village electrical appliances, the village star and village construction are emerging one after another incessantly, they are evolution come from “village machine”, and meaning by censuring to be praised, had won acceptance of market even to appreciate. Because in consumer opinion, the village product\’s general character is: Mass ratio shoddy goods are much better, the price is much cheaper than the name brand product. Therefore, village culture opened a huge market to various trades and occupations in the consumer psychology. In the price stratification plane, the village culture let the business discover “poor high-grade ore”, the village became one to transfer “poor person” to expend the enthusiastic advertisement, business who was in the inferiority in the market, paves “countryside has surrounded city” way.

　　The experts believe that “village” the opportunity lies, people to imitating innovation tolerance and approval, is containing the certain extent to the intellectual property rights gray area tolerance. “Village” has become one marketing innovation way, so long as raises the village, many people knew that this innovation “is I want”, does not need to make the explanation. “Village” also gave enterprise to make oneself brand the opportunity.

　　Catch word opportunity: Being fleeting

　　Popular will be always obsolete, is a catch word, has the effectiveness. Along with information content detonation, the catch word greatly multispeed red also fast decays, brings the opportunity also unavoidable such characteristic by it: Being fleeting. Once according to “hit soy sauce” this catch word manufacture online game of the same name, to take “peekaboo” to promote named which “hides” and “cat cat” “pilosity cat” for the prototype puppet, appears briefly, the time is not long is forgotten by the market.

　　Because of opportunity must not be lost time won\’t come again, therefore the capture catch word opportunity, must clear-sighted deft. For instance, most recent several years tidying up wind gets up, each kind of man-made beautiful woman big game, the man-made beautiful woman project, the man-made beautiful woman qualifications document and so on emerged one after another incessantly, was born a catch word: “Man-made beautiful woman”, became in 2004 one of most popular new words. But after many medical establishments make this popular word, actually does not have to unearth the opportunity thoroughly, but will study the feminine underwear\’s enterprise actually “man-made beautiful woman” application to register for the clothing class trademark, and is accepted by the national mark bureau, becomes in the wall to open outside the crenellated wall the fragrance.

　　Simultaneously the expert reminded, development catch word opportunity, not only need speak the opportunity, but must strictly limit the utilization catch word. If there is dispute words and expressions to use in the self-propaganda, probably will bring the negative influence to the enterprise image. The catch word is very difficult to be used to manifest the enterprise core culture value, this propaganda technique most time is suitable for the amount few fast consumables. (This article originates: Liberation Daily)