从iPad Pro宣传看文案美学：文案创作怎么样戴着镣铐起舞？| 品牌前沿
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>文案 | 审美诉求 | <span style="color: black;">宣传</span><span style="color: black;">认识</span>形态</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近期</span>，苹果官网<span style="color: black;">悄悄地</span>地上线了新款iPad Pro，尽管低调得出乎预料，却仍然凭借着品牌强大的影响力引爆社交网络，而这次<span style="color: black;">导致</span><span style="color: black;">热榜</span>的是其<span style="color: black;">区别</span>版本翻译下的<span style="color: black;">宣传</span>文案。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>视频中关于其妙控键盘“悬浮”性能的文案“Yes， it floats”，在苹果官网上就有<span style="color: black;">区别</span>的描述方式——</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3OTFHThWU2ePGzIaKL67QY65PCwmR3YwGNRQYo2JMkECuK0ib8bgjbXJw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">苹果（中国）官网文案</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3OkPUt5qveGiauPX3HFQLvT1Gjc9GE7GUXHLibEjzpGBWibjBVnFgCa5G2Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">苹果（中国香港）官网文案</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3OicJJLMRxBlxwZB9HiaHsdX2gfMI8Qu4lH9KGA16RDfBcG2PWftsqtD2A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">苹果（中国台湾）官网文案</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以此句为<span style="color: black;">表率</span>的<span style="color: black;">宣传</span>文案，其写作和翻译不仅充分<span style="color: black;">思虑</span>了消费者的心理期待，更<span style="color: black;">注重</span>对<span style="color: black;">区别</span>语言体系下消费者文化、语言等审美习惯的关照，苹果<span style="color: black;">亦</span><span style="color: black;">因此呢</span>意<span style="color: black;">外区</span>收获了<span style="color: black;">海量</span>热度与好评。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">丹尼尔·贝尔认为：“<span style="color: black;">日前</span>居统治地位的是<strong style="color: blue;"><span style="color: black;">视觉观念</span></strong>。声音和景象，尤其是后者组织了美学、统率了观众。在一个<span style="color: black;">公众</span>社会里，这几乎是不可避免的。”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如此，与直接诉诸于人的感官的形象相比，文字受到了巨大的挑战。<span style="color: black;">做为</span>以文字为<span style="color: black;">重点</span>诉求语言的<span style="color: black;">宣传</span>文案，曾经被以大卫·奥格威为<span style="color: black;">表率</span>的<span style="color: black;">宣传</span>大师们反复强调的重要性<span style="color: black;">是不是</span><span style="color: black;">已然</span>被削弱，关键在于文案能否顺潮流而动。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>文案能突破传统的诉求模式，以受众的心理感受、文化品位等感性的、唯美的内容<span style="color: black;">做为</span><span style="color: black;">重点</span>诉求，<span style="color: black;">那样</span>，它的功能非但不会被削弱，反而是大有可为的。毕竟，<strong style="color: blue;"><span style="color: black;">文字能传达视觉形象以外更丰富的内涵，能<span style="color: black;">供给</span>更广阔的想象空间。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">哪些</span>动人且有力量的文字从来就<span style="color: black;">无</span>缺席。还记得两个月前，人民日报官方推出的全国版海报，携各省<span style="color: black;">特殊</span><span style="color: black;">食品</span>给“武汉热干面”加油吗？一声“<strong style="color: blue;"><span style="color: black;">加油！热干面！</span></strong>”应该是<span style="color: black;">哪些</span><span style="color: black;">哀痛</span>的日子里最具烟火气的应援。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">回到<span style="color: black;">此刻</span>，随着国内疫情得以<span style="color: black;">掌控</span>，全国各省市的援鄂医疗队已<span style="color: black;">持续</span>返程，武汉市文化和旅游局为<span style="color: black;">暗示</span>感谢，推出了29张城市海报，用29句简短的文案代替了千言万语，以下是其中最具<span style="color: black;">表率</span>性的九个城市。</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3O1Y8QiaVSzL4lDfHr5uDoxOPaE9U2uJAqefHRfAYicBk9KJ1fvSH52CBQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">29个城市，29句短文案</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">北京——“热干面谢谢炸酱面！”</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3OO2uk17poEDrfSw0Ea6KWq0ErrfTuCMlmVeahevLKl1je6H1PVLYcWw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">湖南——“爱嗦粉的<span style="color: black;">伴侣</span>，记得来武汉吃虾子”</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3Om2cNLcP7iaQPEay8LYjFcGZRwo1hycY5w6rhGOnPciatvu5Tm2KompRw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">广东——“走，<span style="color: black;">一块</span>克过早”</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3OFAQ0X3pHag2OhsU9wI7AuXcmtOjJicKYEDwWGZfCrmw7OGuvNZMc0IQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">天津——“每一次钟响，都记得你的肝胆相照”</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3OxWv0vTA0QXnYFbdzbRvH9epCvZkVFewVobsJePTQvIIQHbISZvZRVg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">河北——“秋时苇如雪，天涯共苍苍”</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3O3d7ZCEwYZrvCrDX765TMiawq7ofCxKtLe28dLBcu7kwPjMd4CSCMCDA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内蒙古——“格桑花开时，相约再相逢”</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3Oa2wlxcUd8uIoKS2jNhibzJ7rW5DhL5ICqhV8x0B7tTaetALfj7XBwDQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">辽宁——“老铁，谢谢！”</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3Oia2fld2EscAulLXLaBn6iawyRNhbQe41nPibv5uQcnqK0PiazADxISCnsw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">江苏——“下个烟花三月，一同登楼望春风”</p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/b1Xkv5oOM4AY59VKlgQ0pm4AVrkbUf3OQAw4MIicRWcnjcHHYgiapia2PCAIPRkvFZwJkoJ67hqNVpLIOhMqf8bdw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">浙江——“天容水色西湖好，十里东湖碧水泷”</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">回溯前些天，在驰援的列车上、在隔离病房的防护服上，在雄鸡以东的东京塔上、在华夏以西的迪拜高楼里，在<span style="color: black;">哪些</span>闪着泪光的视频、带着敬意的歌声里，<span style="color: black;">咱们</span>看到、听到最多的话大概<span style="color: black;">便是</span>“武汉加油”、“中国加油”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">此刻</span>，在<span style="color: black;">咱们</span>与世界一同期待战胜疫情、春暖花开的时候，抗疫物资上的文案在一片焦灼中无声地传递着关怀与力量。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">捐赠物资上跨越国别的文案</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“山川异域，风月同天”</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“岂曰无衣，与子同裳”</strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2020年1月31日，<strong style="color: blue;"><span style="color: black;">日本汉语水平考试HSK事务</span></strong><strong style="color: blue;"><span style="color: black;">所</span></strong>捐赠给湖北高校的一批应急物资箱上写着“山川异域，风月同天”的文案。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">据《东征传绘卷》记载，公元八世纪，“日本国长屋王崇敬佛法，造千袈裟来施......其袈裟缘上绣四句曰：山川异域，风月同天，寄诸佛子，共结来缘”，由此开启鉴真东渡、中日友好往来的一段佳话。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而1300<span style="color: black;">数年</span>后，被疫病侵袭的武汉收到<span style="color: black;">这般</span>的援助与祝福，着实令人动容。有网友形容说，这是“人类命运<span style="color: black;">一起</span>体”的日式表达。无独有偶，日本医药NPO法人仁心会等四家<span style="color: black;">公司</span>联合捐赠给湖北的防护服上面，<span style="color: black;">亦</span>附有一句八字文案，语出《诗经·秦风》：<strong style="color: blue;"><span style="color: black;">岂曰无衣，与子同裳</span></strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“青山一道同云雨，明月何曾是两乡”</strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再接着<span style="color: black;">是</span><strong style="color: blue;"><span style="color: black;">日本舞鹤市政府</span></strong>捐赠给大连市的物资上，引用了唐朝诗人王昌龄《送柴侍御》中的诗句。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“山和山不相遇，人和人要相逢”</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“BergundTalkommennichtzusammen</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">wohlaberdieMenschen”</strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是中国最大、<span style="color: black;">全世界</span>第五的工程机械制造商，<span style="color: black;">同期</span><span style="color: black;">亦</span>是世界最大的混凝土机械制造<span style="color: black;">跨境</span>集团——<strong style="color: blue;"><span style="color: black;">三一集团有限<span style="color: black;">机构</span></span></strong>向德国捐赠的防疫物资上所印的<span style="color: black;">德国谚语</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">“<span style="color: black;">咱们</span>是同一片大海的浪朵 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">同一棵大树上的枝叶 </strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">同一座花园里的芬芳”</strong></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是<strong style="color: blue;"><span style="color: black;">小米给意大利</span></strong>捐赠的口罩包装箱上，用意大利文和英文写的一句文案。这句文案出自古罗马哲学家塞涅卡(Seneca)的一句名言： “We are waves of the same sea leaves of the same tree flowers of the same garden. ”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">寥寥数语，就<span style="color: black;">能够</span>表达出国与国、人与人之间的彼此挂念与共克时艰之情，文案在<span style="color: black;">这儿</span>起到的举重若轻的<span style="color: black;">功效</span>，不仅<span style="color: black;">表现</span>出文字的情感与美感，更证明了文案能够满足受众更高层次的审美需求。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">亦</span>即美国学者J·伯理特所<span style="color: black;">叫作</span>的“在符号化的<span style="color: black;">制品</span>和服务后面<span style="color: black;">道理</span>的消费，<span style="color: black;">包含</span>体验、意境、感受、自我表现之类的感性的高层次的审美诉求”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">无论是从考察文案本身的成长历程、受传统文化的影响，还是观照当今的人文素养，<span style="color: black;">也</span>或是从这些可圈可点的品牌文案中，都足以说明这一点。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">优秀品牌文案鉴赏</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">星巴克复工信《久违的你》</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">星巴克在恢复线上营业时，对外发布了一封复工信，文字很淡、用词很轻，既传达了品牌关切，又输出了品牌<span style="color: black;">自信心</span>和能量。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（向上滑动启阅）</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">《久违的你》亲启</strong><strong style="color: blue;">：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">亲爱的<span style="color: black;">伴侣</span>，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">别来无恙，见字如晤。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我听说你曾心之向往的：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从前的日色变得慢，车，马，邮件都慢</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近期</span>不仅实现了，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">况且</span>生活在“云端”，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从前习以为常的种种却似乎有些遥远了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你担心我<span style="color: black;">亦</span>会比从前来得慢，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>我想先写封信告诉你，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我，<span style="color: black;">已然</span>在来的路上了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">再见了冬天，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">期盼</span>才是乌云的金边。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你看到新生的枝芽，听到清脆的鸟鸣了吗？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那<span style="color: black;">便是</span>我在这来时的路上的脚步。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当<span style="color: black;">咱们</span>见面时，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不<span style="color: black;">必须</span>出入证和对暗号，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">只需张开双臂，给彼此一个大力的拥抱。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一次，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我会带着软绵绵的风</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">和暖乎乎的云来见你。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我为你带回的不仅是这一季</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">标配的草长莺飞和山花烂漫，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还有你<span style="color: black;">伴侣</span>的开怀大笑，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">同事的逗趣耍宝，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">朋友</span>的嬉闹，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">路边的小猫，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">爱人的拥抱，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">和星巴克的味道。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我和你打赌，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">到那时，你<span style="color: black;">必定</span>会发自内心地说：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“见到春天见到你，真好”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">搁笔之前，想起一千<span style="color: black;">数年</span>前，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一位诗人遇见我时脱口而出的两句诗：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“若待上林花似锦，出门俱是看花人”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">此情此景，近在咫尺。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我相信当<span style="color: black;">咱们</span>见面的时候，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“花似锦”会来的，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“出门”会实现的，</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“看花人”会有你一个。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">——你的老<span style="color: black;">伴侣</span> 春天</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">智能搜索APP夸克“问的力量”</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当面对疫情，<span style="color: black;">咱们</span>提出的问题越多，<span style="color: black;">咱们</span><span style="color: black;">得到</span>的事实就越清晰；<span style="color: black;">咱们</span><span style="color: black;">认识</span>的信息越多，就越不会对未知恐惧；<span style="color: black;">咱们</span>付出的积极<span style="color: black;">行径</span>越多，就越不会束手无策。<span style="color: black;">最后</span>，疫情会在一次次提出问题、一次次探索<span style="color: black;">办法</span>、一次次<span style="color: black;">奋斗</span>行动中被战胜。这是阿里旗下的智能搜索APP夸克提出的看待疫情新<span style="color: black;">方向</span>：从搜索出发，探求问的力量。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“所有问题，终将不是问题，但<span style="color: black;">每一个</span>提问，都值得铭记。”夸克从How（<span style="color: black;">怎样</span>）、What（是什么）、When（什么时候）、Who（谁）这四个方面提问，去深挖人们关注什么、生活<span style="color: black;">怎样</span>，深度洞察疫情<span style="color: black;">发展</span>到什么地步、社会整体<span style="color: black;">心情</span><span style="color: black;">怎样</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">一横一纵两条线立体地呈现出疫情下的精神力量</span></strong>，<span style="color: black;">同期</span>与<span style="color: black;">制品</span>理念深度融合。用理性、坚毅、沉着的文字向用户传递终将取得胜利的信念和品牌精神。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">文案的本质是传播信息的语言符号，它们带着与生俱来的传播使命</span></strong>。<span style="color: black;">倘若</span>说29个城市的29句短文案是武汉市文化和旅游局表达的感谢，捐赠物资上跨越国别的文案是国与国之间无声的关怀和<span style="color: black;">帮忙</span>，<span style="color: black;">那样</span>品牌文案<span style="color: black;">便是</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>创意符号化、品牌价值社会化的内容载体。</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>说前两者是独立的自由写作，<span style="color: black;">那样</span>后者<span style="color: black;">便是</span>品牌的御用<span style="color: black;">宣传</span>方式，是戴着镣铐的舞蹈。对品牌<span style="color: black;">来讲</span>，应该<span style="color: black;">怎样</span>把握文案创作的本质，导出最美的文字之舞呢？</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">把握本质，文案的创作之道</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1. 注入人性化内涵，<span style="color: black;">相关</span>情景与情感</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以人性化的内涵接近消费者的内心，让<span style="color: black;">她们</span>参与<span style="color: black;">或</span>分享<span style="color: black;">制品</span>或服务所带来的某种愉悦的精神享受，使之与品牌之间<span style="color: black;">创立</span>情感联系，对企业、<span style="color: black;">制品</span>或服务产生情感化的偏爱。<span style="color: black;">倘若</span>找到<span style="color: black;">制品</span>或<span style="color: black;">制品</span>的<span style="color: black;">运用</span>情景与某些情感有直接的<span style="color: black;">相关</span>，<span style="color: black;">咱们</span>就<span style="color: black;">能够</span>利用这种情感，使之<span style="color: black;">作为</span>有效的情感诉求工具。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“你说得对，姐妹花要<span style="color: black;">一块</span>晒太阳，才不会枯萎。”“只要一想到，<span style="color: black;">第1</span>个想见的人是你，我就<span style="color: black;">再也不</span>是一座孤岛。”这是星巴克的“见到春天见到你，真好”系列文案的其中两条，洞察了人们疫情之时无处<span style="color: black;">安顿</span>的思念与内心的孤独。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">将好<span style="color: black;">伴侣</span>见面、情侣约会的场景与星巴克<span style="color: black;">制品</span>的消费情景<span style="color: black;">创立</span>直接的<span style="color: black;">相关</span>，既替消费者表达了埋藏心底的心情，又刺激了<span style="color: black;">她们</span>前去消费的欲望。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2. 突破限制思维，巧用通感</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">通感是一种极具表现力的修辞手法，它<span style="color: black;">需求</span>突破单一感觉的限制进行思维，其带来的<span style="color: black;">常常</span>是时空的突破和全新意境的产生。<span style="color: black;">详细</span>地说，其它种类的修辞手法，是在同一感觉范围内，对事物进行描摹，受主观感觉的局限<span style="color: black;">显著</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而通感则是将听觉、视觉、嗅觉、触觉等<span style="color: black;">各样</span>感觉融会贯通，打破感观彼此间的限制，大胆地、创造性地用形容一种感觉的词语去写另一种感觉，或<span style="color: black;">同期</span>用表现多种感觉的词语去描写另一种感觉，从而使得思维空间更加广阔，表现手法更加灵活，表达结果或推陈出新或别出心裁。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">韦伯·扬认为，<span style="color: black;">所说</span>创意，不外乎是将旧的元素做新的组合。<span style="color: black;">所说</span>“旧的元素”，<span style="color: black;">这里</span><span style="color: black;">便是</span>看见过的景象，经历过的事情，体验过的感觉，想像得出的形象等等。通感修辞正是直接或间接地<span style="color: black;">经过</span>旧元素的重组，<strong style="color: blue;"><span style="color: black;">调动人们思维的积极性，<span style="color: black;">从而</span>形成新的意境</span></strong>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因为</span>旧元素重组时跳跃性很大，通感常常给人的<span style="color: black;">第1</span>感受是不合<span style="color: black;">规律</span>的，但巧用通感<span style="color: black;">常常</span>能够突破时空限制以及惯性思维方式，唤起人们淡漠的情感和记忆。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">3. 塑造文字<span style="color: black;">认识</span>形态，主动吻合消费者价值</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">理查德·奥曼认为，<span style="color: black;">认识</span>形态是“一群<span style="color: black;">持有</span><span style="color: black;">一起</span>利益的人的观点，如一个国家、一个政党、一个社会<span style="color: black;">或</span>经济阶层、一个职业群体、一个产业等等。”他在《<span style="color: black;">宣传</span>的双重言说和<span style="color: black;">认识</span>形态：教师手记》中提出了从<span style="color: black;">认识</span>形态的<span style="color: black;">方向</span>来分析<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当代<span style="color: black;">宣传</span><span style="color: black;">表现</span>着<span style="color: black;">认识</span>形态，<strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">经过</span><span style="color: black;">公众</span>传媒完<span style="color: black;">成为了</span>对受众的渗透和<span style="color: black;">包裹</span></span></strong>，从产生某种观点、知识、信仰、立场与价值<span style="color: black;">起始</span>，<span style="color: black;">最后</span>再现了某种属于特殊集团的世界观和价值<span style="color: black;">选取</span>，并且将它们普泛化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>文案<span style="color: black;">做为</span><span style="color: black;">宣传</span>活动的文字部分，<span style="color: black;">宣传</span>主将其进行创意构思形成<span style="color: black;">宣传</span>文本，向受众传达商品的<span style="color: black;">目的</span>消费群体<span style="color: black;">自己</span>的价值、信仰和观念，从而吸引<span style="color: black;">目的</span>消费群体和其他人购买<span style="color: black;">她们</span>的商品。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">这儿</span>，商品的<span style="color: black;">目的</span>消费群体即<span style="color: black;">持有</span><span style="color: black;">一起</span>利益的特殊的社会群体，<span style="color: black;">她们</span><span style="color: black;">持有</span><span style="color: black;">一样</span>的<span style="color: black;">认识</span>形态，即<span style="color: black;">一样</span>的价值观、信仰和生活观念。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">宣传</span>主<span style="color: black;">按照</span>商品的<span style="color: black;">目的</span>消费群体的价值观、生活观念等创作<span style="color: black;">宣传</span>文案，将这种<span style="color: black;">认识</span>形态<span style="color: black;">隐匿</span>在文字当中，从而<strong style="color: blue;"><span style="color: black;">与<span style="color: black;">目的</span>消费群体的<span style="color: black;">认识</span>形态吻合</span></strong>，以期在<span style="color: black;">目的</span>消费群体购买该类商品时会优先购买<span style="color: black;">宣传</span>主的商品，从而实现经济利益。</p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从当前的<span style="color: black;">宣传</span>社会效益来看，真正能赢得消费者使企业受益的<span style="color: black;">宣传</span>都是<span style="color: black;">哪些</span>能满足人们审美心理层面<span style="color: black;">需求</span>的<span style="color: black;">宣传</span>，在<span style="color: black;">全部</span>人类社会文化品位<span style="color: black;">加强</span>的今天，人们<span style="color: black;">必须</span>符合个性、价值理想、审美、人情味<span style="color: black;">需求</span>的<span style="color: black;">制品</span>，产品<span style="color: black;">亦</span><span style="color: black;">必须</span><span style="color: black;">宣传</span><span style="color: black;">帮忙</span>其树立文化形象、品牌形象、知名度和美誉度，<span style="color: black;">因此</span>文化品味是<span style="color: black;">宣传</span>的灵魂和生命源泉，<span style="color: black;">亦</span>是<span style="color: black;">宣传</span>文案的方向和<span style="color: black;">目的</span>。</p>
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