According to the "2019 China Popular Advertising Slogans Audience Research Report" released by Ipsos, slogans that are catchy, resonate with life participation, and are brainwashing are more likely to occupy consumers' minds. From the analysis of consumers' memory channels for various types of popular slogans, attractive ad copy that frequently contacts audiences through mainstream media such as elevators, the internet, and television is more easily remembered.**** This survey mainly targeted people with monthly income above 4,000 yuan in Beijing, Shanghai, Guangzhou, and Shenzhen, and above 3,000 yuan in other regions except Xinjiang and Tibet, aged 18-60, with a total sample of 2,000 people. Among them, those with a bachelor's degree or above accounted for 70%. In the "2019 China Popular Advertising Slogans Audience Research Report," Ipsos studied the creative characteristics and communication channels of various types of popular slogans, including hot slogans, word-of-mouth slogans, slogans highlighting brand uniqueness, and slogans with clear functional selling points. The following information is from this consumer survey data. **-01- **2019 Top 10 Hot Advertising Slogans In the era of fragmentation, brand building is increasingly difficult, but it does not hinder the birth of national brands with broad influence. In the past year, the three major brand slogans of Douyin's "Record Beautiful Life," Guazi Used Car's "No Middleman to Earn the Difference," and Feihe's "More Suitable for Chinese Babies' Constitution" highly matched consumers' core needs and pain points, ranking as the top three in the "2019 Top 10 Hot Advertising Slogans" with the highest recall. In respondents' memories, the Top 10 slogans were seen in elevator ads, followed by TV. **-02- **2019 Top 10 Word-of-Mouth Advertising Slogans In the context of consumption upgrading, consumers' continuous pursuit of quality of life provides potential market opportunities for creative products, healthy foods, and life services. Old brands are constantly refreshing, and new brands are emerging. The report shows that the top three in the "2019 Top 10 Word-of-Mouth Advertising Slogans" are Xibei Youmian Village's "Order with Eyes Closed, Every Dish is Delicious," Yiche's "Know All Prices, Buy Cars Without Loss," and Miaokelando's "Miaokelando Cheese Sticks, High Calcium and Nutritious, Accompanying My Growth, Truly Delicious." Ipsos research shows that the top ten word-of-mouth slogans are mainly spread through elevator media, followed by internet media. With changes in lifestyle, consumption structure is upgrading faster, and consumers' pursuit of life taste is developing rapidly. While brands seize opportunities for expansion, they also optimize around consumer experience and enhance integration into consumption scenarios. Through word-of-mouth, they connect different levels of consumption fields and become familiar life companions. **-03-**2019 Top 10 Advertising Slogans Highlighting Brand Uniqueness The most important role of an advertising slogan itself is precise brand positioning. Keep's "Fear is Right," Qiaqia's "Master Key Freshness Preservation Technology, Daily Nuts Recognize Qiaqia Little Yellow Bag," and Haokang's "Super Good at Cooking, That's a Cook" rank in the top three of the "2019 Top 10 Advertising Slogans Highlighting Brand Uniqueness." Abraham Lincoln once said: Public sentiment and opinion, with it nothing can fail; without it nothing can succeed.****When brands communicate with consumers, how to make people remember in a short time , giving consumers a reason to choose you over other brands, in addition to emotional connection, directly pointing out product functional selling points is also one of the effective ways to communicate with consumers. **-04-Core Elements of Explosive Communication 1. Advertising copy with sharing value As people's participation and connection in life become closer, some good 'memes' can form effective communication chains and be continuously used and spread. 'I'm so hard' originated from exploring people's current situation, establishing a strong connection, and instantly triggering many people's spontaneous spread. In recent years, brand advertising creativity that spreads and becomes classic has more inherent vitality compared to the past: **1) Both packaging and core value. ** Brands need to focus on consumer experience, insight into consumer demand changes, provide warm and valuable products and services, and avoid excessive packaging and marketing. People's pursuit of quality of life, happiness, and health has never changed. Brands should exert efforts in both function and emotion to give consumers dual satisfaction of material pursuit and spiritual pleasure. **2) Unique expression. ** Today, different circles not only have different views, but consumption segmentation is obvious. Brand building should follow the characteristics of target groups, be familiar with the unique temperament of circles, adopt precise marketing models, and use their language for communication. According to the survey, slogans with distinct and refreshing viewpoints are highly praised by consumers. Brands can focus on the main circle, use their language to communicate, and narrow the distance with target audiences. 3) Interesting and valuable. ** Some slogans last from weeks to days from birth to popularity to demise. Brands can trigger spread through a certain interest point and continuously expose on mainstream media, repeatedly stimulating and strengthening people's subconscious. After the stimulus, they should return to the brand's connotation and value. In addition to deep insight into consumers, brands must also have personality and culture, and pay attention to exploring the topicality and life relevance of 'memes' to make them a continuous hot topic. 2. Find attention explosion points in fragmented channels According to respondents' recall of different types of popular slogans in the past year, the main memory channels for the top ten slogans are elevator media (81%), home TV (50%), and the internet (54%). Ipsos survey shows: now, consumers spend more time browsing information on mobile phones and internet information platforms, mainly watching content and news. In the era of fragmentation, how to capture consumers' attention is very important. Elevator media, as offline media, is located in living spaces such as apartment buildings and office buildings that the city's mainstream people pass through daily. In a low-disturbance elevator scene, ads constitute high-frequency and forced contact with users , making users who wait and take elevators at least 4-6 times a day remember the repeatedly played ad slogans more deeply. Since elevator media is the mainstream media platform where the city's main consumers frequently contact ad slogans, its close-range high-frequency brainwashing quickly refreshes consumers' memory, thus having high advertising memory. Guazi Used Car's "No Middleman to Earn the Difference," Feihe's "More Suitable for Chinese Babies' Constitution," Xibei Youmian Village's "Order with Eyes Closed, Every Dish is Delicious," and other familiar slogans have been placed on elevator media. When furtheranalyzing the characteristics of elevator media, it is found that in the detonation of brand slogans, it becomes consumers' collective brand memory, mainly with two core elements: 1) The first is the position it occupies , for example, Focus Media occupies about 70% of the Chinese elevator advertising market, and its elevator media can radiate to 300 million mainstream consumers living in cities. Now, in the past decade of mobile internet tide, elevator media's mainstream consumer groups provide good opportunities for many brands to detonate the market, and these consumer groups have also become the target of various brand advertising competition. In recent years, this media has received high attention and become an important consideration for whether to detonate brand communication. Many brands regard the amount and method of placement on this media as key observation and consideration. 2) The second is its forced communication method , which makes it a window for inputting information in a specific time and space, with high attention concentration. Due to these two advantages, it has become one of the few growing communication channels in this era that has the ability to detonate brands and create popular slogans. With the start of 2020, due to the development of the epidemic, people's life trajectories have changed dramatically. The almost two-point-one-line lifestyle has changed media contact habits. The ecological environment of online platforms is also changing with the rise of private domain traffic. The contact of life circle media is more prominent, and the integration of online and offline media is more concentrated. At the same time, with the deepening of advertising marketing digitalization, intelligent and digital changes also promote further upgrading of the marketing environment. After the epidemic, major brands need to keep up with changes in consumer psychology and consumers' demand for health. For brands, marketing strategies that comprehensively consider brand and public interest information during the epidemic will attract more attention. In the short term, consumers' focus is still on epidemic-related events. Brands with a positive attitude, outputting positive energy and heartwarming content are the focus points to win consumer favor and memory. Once the tip is adopted, a reward of 400-2000 yuan will be paid.