最普通的才是最打动人心的，不得不晓得的宣传短文案写作精髓
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>在电视上<span style="color: black;">或</span>电商网站上都能看到<span style="color: black;">非常多</span>商品<span style="color: black;">宣传</span>的短文案。这类文案有<span style="color: black;">非常多</span>都<span style="color: black;">作为</span><span style="color: black;">咱们</span>随口都<span style="color: black;">能够</span>说出来的<span style="color: black;">宣传</span>词。好的短文案真的让<span style="color: black;">咱们</span><span style="color: black;">说到</span>该类<span style="color: black;">制品</span>就会想到它。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">农夫山泉<span style="color: black;">宣传</span>短文案：农夫山泉有点甜；</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">汰渍洗衣液<span style="color: black;">宣传</span>短文案：有汰渍，没污渍。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">能够</span>说，这些优秀的短文案让众多的用户熟记于心。文案的内容简单明了，直中要害，<span style="color: black;">导致</span>共鸣，从而<span style="color: black;">增多</span>传播的力度，真正的起到了广而告之的<span style="color: black;">功效</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一句短文案能够这么厉害，那到底是<span style="color: black;">怎样</span>写出来的呢？又有<span style="color: black;">那些</span>小技巧<span style="color: black;">能够</span><span style="color: black;">运用</span>呢？接下来<span style="color: black;">咱们</span>就来从案例中进行拆解和总结。使<span style="color: black;">大众</span><span style="color: black;">能够</span>快、准、狠地抓住其精髓。</p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">1、优秀文案案例分析</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1) 耐克<span style="color: black;">宣传</span>语:Just do it</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/769c8671fdee49179b1ef83d87dc490d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723522065&x-signature=gruYQkuHYo0r1kF7A2GYdq2xaUc%3D" style="width: 50%; margin-bottom: 20px;"></div>分析：非常简单的三个英文单词，翻译成中文<span style="color: black;">便是</span>尽管去做吧！很简洁，却深入人心。<span style="color: black;">做为</span>一个运动品牌，我认为这句标语是非常符合的。运动品牌主打的是舒适，方便！<strong style="color: blue;">"Just Do It.( 尽管去做吧)",文案作者想表达的意思是：耐克鞋很舒适，穿上它尽管去运动吧。</strong>恰恰能<span style="color: black;">表现</span>耐克<span style="color: black;">制品</span>非常适合运动，<span style="color: black;">导致</span>人们共鸣，激发<span style="color: black;">大众</span>的购买欲。<strong style="color: blue;">总结：用户痛点（鞋不舒适）+<span style="color: black;">制品</span>卖点（鞋很舒适）+通俗易懂简短有力的语言。</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2) <strong style="color: blue;">农夫山泉有点甜</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/00b68281ab89436dbe75992a41016fb0~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723522065&x-signature=AiVa9QIEGPWdKCJgUBJD15rUtuM%3D" style="width: 50%; margin-bottom: 20px;"></div>分析：农夫山泉的这句<span style="color: black;">宣传</span>语，甜字点睛，<span style="color: black;">通常</span>在人们的印象中，水都是<span style="color: black;">无</span>味道的，而这句<span style="color: black;">宣传</span>语却说，农夫山泉有点甜。运用了对比认知的手法，<span style="color: black;">表现</span>了农夫山泉与别的矿泉水的<span style="color: black;">区别</span>之处，<span style="color: black;">亦</span>巧妙地把农夫山泉的<strong style="color: blue;">水质非常好</strong>打入人心。<strong style="color: blue;">总结：<span style="color: black;">制品</span>卖点（有点甜，水质好）+通俗易懂简短有力的语言。</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3) <strong style="color: blue;">海澜之家，男人的衣柜</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/9c179d0ee8d14e4e9def7ef1497ced8b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723522065&x-signature=K2T5Asf9ybpuE%2FmfgrndHZ5ef4c%3D" style="width: 50%; margin-bottom: 20px;"></div>分析：这句<span style="color: black;">宣传</span>词巧妙的将品牌名<span style="color: black;">叫作</span>"海澜之家"与文案内容"男人的衣柜"连起来，组<span style="color: black;">成为了</span>一句朗朗上口的宣传语。<span style="color: black;">第1</span>，<span style="color: black;">这儿</span>强调"男人的衣柜"，直接锁定<span style="color: black;">制品</span>针对的群体，抛出<span style="color: black;">制品</span>卖点：男士衣服。第二，衣柜是在家中的，而"男人的衣柜"就在"海澜之家"，让人产生温馨感，买衣服就像是回家的感觉。第三，文案语意有联想性，让男人想到衣服，就想到衣柜，想到衣柜就想到"海澜之家"。<strong style="color: blue;">总结：<span style="color: black;">制品</span>卖点（男士衣服）+通俗易懂简短有力的语言，富有温馨感的语言。</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4) <strong style="color: blue;">情感治愈类的节目《<span style="color: black;">伴侣</span>请听好》</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/329ac59097a043188a782f76a52fe35d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723522065&x-signature=G6RtfMmwaVzQy8ZS7bjplZDAduE%3D" style="width: 50%; margin-bottom: 20px;"></div>分析：文案"太阳不出来，<span style="color: black;">亦</span>是在那的"，句子简短而温暖，真实不夸张，容易记忆，符合节目"情感治愈"的主题。文案内容<span style="color: black;">无</span>直接表达<span style="color: black;">制品</span>卖点，<span style="color: black;">然则</span>内容<span style="color: black;">包含</span>的情感，表达出来<span style="color: black;">制品</span>的卖点"情感治愈"。用写意的手法到达宣传的效果，文案不仅创新，<span style="color: black;">况且</span>达到了"无招胜有招"的境界。<strong style="color: blue;">总结：情感表达+通俗易懂简短有力的语言，富有情感的语言。</strong>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5) <strong style="color: blue;">新飞冰箱<span style="color: black;">宣传</span>词：新飞<span style="color: black;">宣传</span>做得好，不如新飞冰箱好</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/7141a46d204d472ca1999ec3ac2f9b23~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723522065&x-signature=NFILIo1%2FB6JcGsFquRJecRZr%2FtE%3D" style="width: 50%; margin-bottom: 20px;"></div>分析：文案简短有力，直接表达<span style="color: black;">制品</span>质量好，好过<span style="color: black;">宣传</span>的鼓吹。<span style="color: black;">宣传</span>词排比工整，朗朗上口。用<span style="color: black;">宣传</span>来对比<span style="color: black;">制品</span>，不仅达到了赞美<span style="color: black;">制品</span>质量好，<span style="color: black;">况且</span>让读者体会到<span style="color: black;">制品</span>的好，用语言表达不尽的意思，宣传效果超出了文案内容本身。<strong style="color: blue;">总结：<span style="color: black;">制品</span>卖点（<span style="color: black;">制品</span>质量好）+通俗易懂简短有力的语言。</strong>
<h1 style="color: black; text-align: left; margin-bottom: 10px;">2、不太好的文案案例分析</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1) <strong style="color: blue;">Bananain蕉内：袜！太酸爽了</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/dbdb8120c68e45199dd9fd52e09b297b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723522065&x-signature=CzEQbTAqXvuLlTUeAV%2FF7vsqS64%3D" style="width: 50%; margin-bottom: 20px;"></div>分析：文案朗朗上口，将两种<span style="color: black;">制品</span>巧妙融合，但文案并<span style="color: black;">无</span>凸显<span style="color: black;">制品</span>的卖点。把袜子和酸菜鱼融合在<span style="color: black;">一块</span>，总让人感觉酸菜鱼有特殊味道<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2) <strong style="color: blue;">恒大冰泉三八<span style="color: black;">女性</span>节 海报文案</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/83e8d897ca10479a8de48817def824eb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723522065&x-signature=lJRl4UYzvRUN0de07dhdv7CL0Wg%3D" style="width: 50%; margin-bottom: 20px;"></div> 分析：文案内容"女神，水好，活更好"低俗，不尊重女性。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3) <strong style="color: blue;">面膜<span style="color: black;">宣传</span>：用1次，爱上<span style="color: black;">一生</span></strong></p>分析：这文案<span style="color: black;">第1</span>眼看到，不<span style="color: black;">晓得</span>是什么<span style="color: black;">制品</span>，应该加上面膜名<span style="color: black;">叫作</span>，<span style="color: black;">否则</span>有歧义，<span style="color: black;">况且</span>有点过于夸张了。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4) <strong style="color: blue;">房地产<span style="color: black;">宣传</span>： "为明天种下一颗摇钱树"</strong></p>分析：文案与房产<span style="color: black;">相关</span>性不大，一眼看去不<span style="color: black;">晓得</span>是卖什么的。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5) <strong style="color: blue;">房地产<span style="color: black;">宣传</span>：妇儿医院旁，尽享百万人流</strong></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/afc31122e7744cc6872f4cacf423efca~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723522065&x-signature=fP17IsscISjHTQ%2FMyuOIpZJis2o%3D" style="width: 50%; margin-bottom: 20px;"></div>分析：文案内容"妇儿医院旁，尽享百万人流"。"妇儿医院旁"本来是表达房子离医院近，方便<span style="color: black;">看病</span>。但后面"尽享百万人流"，<span style="color: black;">本来</span>是想表达人流量大，房子容易升值。<span style="color: black;">然则</span>，连着<span style="color: black;">一块</span>来读就不合适了，"妇儿医院旁，人流"，读者可能会想到"做人流"，这不是诅咒别人吗。<span style="color: black;">因此</span>文案用词要恰当，"医院"和"人流"就不宜搭配<span style="color: black;">一块</span>。<h1 style="color: black; text-align: left; margin-bottom: 10px;">3总结</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>对以上案例的分析，总结<span style="color: black;">宣传</span>短宣传文案的写作技巧<span style="color: black;">重点</span>是：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">用户痛点+<span style="color: black;">制品</span>卖点+情感表达+通俗易懂简短有力的语言</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然，文案是<span style="color: black;">必须</span>创意的，<span style="color: black;">然则</span>越是普通平淡的词句越能打动人心，<span style="color: black;">导致</span>读者共鸣，从而<span style="color: black;">增多</span>传播的力度。<span style="color: black;">另一</span>，写<span style="color: black;">宣传</span>短文案<span style="color: black;">必定</span>要结合用户需求和<span style="color: black;">制品</span>特性方面进行创作，文案<span style="color: black;">不可</span>一味地求创意而缺少<span style="color: black;">制品</span><span style="color: black;">相关</span>性。切忌文案内容要规避低俗、有歧义、和语义前后不一致等问题。</p>
我们有着相似的经历，你的感受我深有体会。 我深受你的启发，你的话语是我前进的动力。 论坛是一个舞台，让我们在这里尽情的释放自己。
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