6hz7vif 发表于 2024-8-7 14:20:07

宣传文案的认知心理


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      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/71fb30b6ef8a4cd5ae7da986db0bf834~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=MLmRZmZVbIEPOvKib5%2FmEgmU2b4%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">文/祁晓霞 <span style="color: black;">宣传</span>语言凭借<span style="color: black;">媒介</span>的<span style="color: black;">优良</span>，<span style="color: black;">已然</span><span style="color: black;">作为</span>一种特殊的文化现象，它不仅渗透进<span style="color: black;">咱们</span>生活的方方面面，<span style="color: black;">亦</span>正以一种强势姿态，引领社会时尚，开启新的价值观念。其实，<span style="color: black;">宣传</span>语言是针对广大消费者的，<span style="color: black;">宣传</span>语言想要达到<span style="color: black;">宣传</span>的预设<span style="color: black;">目的</span>，就<span style="color: black;">必要</span><span style="color: black;">科研</span>消费者的心理，而消费心理的形成，正源自认知心理。</p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/9d600f8531b44ad08fb73f1aabf696b5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=evvObDtubGnwC2HpbgUJHn4Xy3o%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/20bb983aede3405ea76218acda23b8f5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=wmcJQkQctu3PFHOtMvYn%2FjLBWF4%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">道德情操是社会<span style="color: black;">认识</span>形态之一，是人们<span style="color: black;">一起</span>生活及其<span style="color: black;">行径</span>的准则、规范以及个人的感情操守。<span style="color: black;">针对</span>世界<span style="color: black;">区别</span>的民族<span style="color: black;">来讲</span>，道德情操既有人类所<span style="color: black;">一起</span>期待的价值，<span style="color: black;">亦</span>有民族自己所期待的价值。<span style="color: black;">因此呢</span>，<span style="color: black;">宣传</span>语言创意，既要<span style="color: black;">思虑</span>到人类的普适性，更要<span style="color: black;">重视</span><span style="color: black;">区别</span>民族独特的道德价值期待。</p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/eeaed1a0d676474cb34057cd87c730dc~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=dWTWo2JvXtaiZf2UTN9i5rZDDj0%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span><span style="color: black;">已然</span><span style="color: black;">成为了</span>企业营销的最大手段，<span style="color: black;">亦</span><span style="color: black;">成为了</span>消费者生活的<span style="color: black;">形成</span>部分。而成功的<span style="color: black;">宣传</span>经营者，往往在其<span style="color: black;">宣传</span>语言的创意中<span style="color: black;">非常</span><span style="color: black;">重视</span>将传统的道德情操融入其中，<span style="color: black;">这般</span>创意的价值在于：它既能够彰显企业的文化品位、<span style="color: black;">提高</span>企业的外在形象、昭示企业的内在品质、显现企业的经营理念。<span style="color: black;">宣传</span>语言的创意，<span style="color: black;">必要</span>讲究诚信，<span style="color: black;">不可</span>夸大其词，<span style="color: black;">诈骗</span>消费者。如：</p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/323846468a394cdeb11690add4913def~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=TCOqNy8cHnRJz%2BkHt3TN1KMMDTo%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、诚信为本，依法理财。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2、罗曼珠宝。品质与诚信始终如一。(罗曼珠宝<span style="color: black;">宣传</span>语)</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3、真诚到永远。(海尔<span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4、笃守诚信，创造卓越。(上海浦东发展银行<span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些<span style="color: black;">宣传</span>无疑都是成功<span style="color: black;">宣传</span>的范例，它们都是紧紧抓住传统认知心理的道德价值观，从而达到与消费者心灵的沟通，<span style="color: black;">导致</span>消费者<span style="color: black;">重视</span>，实现<span style="color: black;">宣传</span>预设的目的。</p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/b6e0bddc83664c488bd2b8ce087b63f5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=vE34s9BHWQTJM5stm2CfvRgWV38%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span><span style="color: black;">宣传</span>语言，<span style="color: black;">想要</span><span style="color: black;">导致</span>消费者的<span style="color: black;">喜爱</span>，就应当做到得体地宣传自己的<span style="color: black;">制品</span>和商品，尊重消费者，切忌唯我老大、傲气逼人。<span style="color: black;">咱们</span>来看几个成功的例子:</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5、奉献绿色能源，服务社会公众。(新乡热力<span style="color: black;">机构</span><span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">6、感谢有你。(《新乡日报》<span style="color: black;">宣传</span>语) </p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8a1b533754174089a597a5e1efd3a2cc~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=%2BpvFQMPfHGadO7nP%2FsBT0IDftzM%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">7、桂林在绝美的山水间摆下了风光的盛宴，为您推出了演绎青春精彩的一切。(桂林旅游局<span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">8、相逢自是缘，华航以客为尊。(华航<span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些<span style="color: black;">宣传</span>语，都充分利用认知心理中谦虚尊人的品格，将“服务”置于<span style="color: black;">宣传</span>宣传的首位，当然会实现<span style="color: black;">宣传</span>预设的<span style="color: black;">目的</span>。<span style="color: black;">哪些</span>动辄“<span style="color: black;">全世界</span><span style="color: black;">第1</span>”、“世界<span style="color: black;">第1</span>”、“引领行业发展方向”等<span style="color: black;">宣传</span>语，当然望尘莫及了。 <span style="color: black;">不外</span><span style="color: black;">咱们</span><span style="color: black;">亦</span>应该<span style="color: black;">重视</span>。自谦不是自贬、不是自卑。要做到谦而有度。自谦中<span style="color: black;">必要</span>有足够的自信、自尊。</p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8d41d375813e48b2bcd4826808b89292~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=sJf4WVuAENpagX%2Br5j78vd0vu74%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/08cc4579829949bd8313c3e7d4f867ed~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=Gsp%2BJ1fkkJmfKtx%2B0NachaHYhtM%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">爱美之心人皆有之，这是全世界<span style="color: black;">一起</span>的认知心理。从语言上看，<span style="color: black;">明显</span>表现为形式上追求骈偶美、感情上追求含蓄美、内容上追求意向美。许多<span style="color: black;">宣传</span>从业者就深谙这一认知接受心理，采用骈偶的语言形式，从而让人铭刻于心，达到了<span style="color: black;">宣传</span>语言的预设<span style="color: black;">目的</span>。如：</p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/13cb4dce0caa4daebc2fed83f2d8a5f8~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=gWFPl2pU19lr2nhMziOn3vIjvKA%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">9、天上彩虹，人间长虹。(长虹集团<span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">十、</span>客上天然居，居然天上客。(天然居饭店<span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">例9“天上”、“人间”相对，“彩虹”、“长虹”相对,较为工整,虽然“虹”有“合掌”(相对仗的字词)之嫌，但却有朗朗上口之美,<span style="color: black;">因此呢</span>,<span style="color: black;">亦</span>为广大消费者广为流传；例10本身<span style="color: black;">便是</span>一副巧妙幽默的对联，下联将上联文字颠倒，形成绝对。这幅<span style="color: black;">宣传</span>对联还有两个方面吸引着消费者：其一，语言的技巧，<span style="color: black;">能够</span>使人反复品味，乐而忘返；其二，以客为上，将客人当上帝。</p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/9b6f7d3c72314830b5d09732a8815aeb~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=sjLUdZnAVzNjcGR9%2BnQ9f4ftdEk%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">含蓄美，<span style="color: black;">亦</span>被<span style="color: black;">有些</span><span style="color: black;">宣传</span>从业者广泛运用，从而创意出成功的<span style="color: black;">宣传</span>语言。如： </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">11、难言之隐，一洗了之。(<span style="color: black;">药品</span><span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个<span style="color: black;">宣传</span><span style="color: black;">因为</span>与人的隐私<span style="color: black;">相关</span>，于是采用了含蓄内敛的<span style="color: black;">宣传</span>语，使消费者不至于尴尬。 </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">12、羊羊羊，发羊财。(恒源祥<span style="color: black;">初期</span><span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这则<span style="color: black;">宣传</span>无疑是失败的典型案例，创意者无非是想告诉消费者如下信息：恒源祥的<span style="color: black;">制品</span>，都是纯羊毛<span style="color: black;">制品</span>，保暖、<span style="color: black;">容易</span>、柔软等。<span style="color: black;">然则</span><span style="color: black;">因为</span>过于直白，又充满拜金主义色彩。<span style="color: black;">因此呢</span><span style="color: black;">火速</span>就从各<span style="color: black;">媒介</span>消失，从而改<span style="color: black;">成为了</span>“恒源祥，羊羊羊”。</p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/fa59050f3c324f429de3e62fa5aef6a7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=eHLCmUJe4rIDi5Nmk5qIpjdqE48%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">意象美。<span style="color: black;">所说</span>“意象”，简单地说<span style="color: black;">便是</span>意中有象，<span style="color: black;">便是</span>客观物象经过创作主体独特的情感活动而创造出来的一种艺术形象。简单地说，意象<span style="color: black;">便是</span>寓“意”之“象”,<span style="color: black;">便是</span>用来<span style="color: black;">拜托</span>主观情思的客观物象。如:</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">13、清新纯净，森林气息。(长虹空调<span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这则<span style="color: black;">宣传</span>语<span style="color: black;">便是</span>充分运用了“森林”这个“象”，表达了诸如“<span style="color: black;">海量</span>释放健康负离子，真正做到杀菌除尘，清新空气，彻底消除空气中存在的<span style="color: black;">海量</span>废气、毒气和异味”，“真正创造舒适又健康的生活”。 </p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/0ac5b902c1c8413b8ccda3e0bd86608c~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=ZF4Sosk2%2B98lC8Zp5XOUj7RANB0%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/90630c66e8434357ae1abf3ff92d7f7a~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=Yj9foXXR9jqCJy%2FdmYZfmRP2Vqo%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>从业者在进行语言创意时，就应该避免个人主义<span style="color: black;">成份</span>，以期实现<span style="color: black;">宣传</span>预设。如：</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">14、红棉保温瓶，温暖你家庭。(红棉保温瓶<span style="color: black;">宣传</span>语) </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个<span style="color: black;">宣传</span>紧紧抓住中国家庭这个社会基层组织做<span style="color: black;">文案</span>，充分依靠“保温”和“温暖”近义的特点,将常用义进行偏转，巧妙地运用顶针的修辞手法，使得“保温瓶”和“温暖家庭”连<span style="color: black;">一块</span>，起到了很好的<span style="color: black;">通知</span>效果。 </p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8044b20e21ef43368d047da696a93e89~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=tdYUoGdm0ywqYyZ0d%2FWo3Gdf6m0%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">15、四十年风雨历程，中华永远在我心中。(中华牙膏广告语)</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"> 这个<span style="color: black;">宣传</span>利用的是民族的情愫，采用<span style="color: black;">一样</span>的<span style="color: black;">道理</span>偏转的方式，<span style="color: black;">亦</span><span style="color: black;">便是</span>将<span style="color: black;">做为</span>商品名<span style="color: black;">叫作</span>的“中华”，转义为民族<span style="color: black;">认识</span>里的中华，从而激发消费者的爱国情愫。 </p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>语言是一种特殊的语体，它根植于民族文化并在特定的文化背景下<span style="color: black;">持续</span>发展，而特定的文化背景是滋生特殊认知心理的土壤，特殊的认知心理，决定了它特殊的价值观并由此产生了特殊的接受心理，<span style="color: black;">宣传</span>语言<span style="color: black;">必要</span>遵循这种特殊的接受心理规律，方能实现<span style="color: black;">宣传</span>预设<span style="color: black;">目的</span>。</p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8131e3c3e4b645d4b7176f4fb62c8ca2~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=j22kwEg3wUoFNZ%2BT3sDoZed2lcM%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/f84da566701d438e83eba9619aceca44~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723529007&amp;x-signature=XNvkSNf7DGrysNT3mpIPiSqobd8%3D" style="width: 50%; margin-bottom: 20px;"></div>
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            <div style="color: black; text-align: left; margin-bottom: 10px;">（此处已添加圈子卡片，请到今日头条客户端查看）</div>
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      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">① 官方头条号：设计智造 顶级创意设计师<span style="color: black;">必须</span></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">② 本篇为 设计智造www.cocoo.top 编辑整理，版权归原作者所有，转载请注明出处！</p>
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4zhvml8 发表于 2024-9-30 10:44:30

楼主节操掉了，还不快捡起来！

4lqedz 发表于 2024-10-3 07:38:49

seo常来的论坛，希望我的网站快点收录。
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