网络营销：从三个洗脑宣传经典案例分析其优劣势
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">文丨公关之家 作者：不承权舆</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">引言：</strong>洗脑<span style="color: black;">宣传</span>总是在<span style="color: black;">持续</span>重复之中消磨人们的耐心，但<span style="color: black;">亦</span><span style="color: black;">同期</span>强硬地<span style="color: black;">霸占</span>了人们的心智和认知。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8b074b7be7ff4b00b73e529415321d27~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529230&x-signature=3u%2FJ6J5aH%2FfLbUvibzGaCaUoako%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每当听到视频中、电梯里、电视上<span style="color: black;">持续</span><span style="color: black;">显现</span>的洗脑<span style="color: black;">宣传</span>，人们都<span style="color: black;">不堪</span>其烦。洗脑<span style="color: black;">宣传</span>的“洗脑”功效<span style="color: black;">重点</span><span style="color: black;">表现</span>在能够在短短的时间就攻陷人们的心智和记忆，在<span style="color: black;">长时间</span>一段时间内都会对其<span style="color: black;">宣传</span>记忆犹新。<span style="color: black;">能够</span>说，虽然大部分洗脑<span style="color: black;">宣传</span>在消费者眼中臭名昭著，但<span style="color: black;">实质</span>上其推广传播的<span style="color: black;">功效</span>确实非常巨大，这<span style="color: black;">亦</span>是它自传统电视<span style="color: black;">宣传</span>到网站视频<span style="color: black;">宣传</span>再到<span style="color: black;">轻轨</span><span style="color: black;">宣传</span>都能够占据一席之地的<span style="color: black;">基本</span><span style="color: black;">原由</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">虽然说</span>的<span style="color: black;">宣传</span>，指的<span style="color: black;">不仅</span>是在单个<span style="color: black;">宣传</span>中重复同一句<span style="color: black;">宣传</span>语，更<span style="color: black;">包含</span>了借助毫无创意、简单粗暴但又朗朗上口的宣传口号，经过日复一日的播放而在脑海中刻下记忆，<span style="color: black;">作为</span><span style="color: black;">所说</span>的经典。虽然有效、经典，但大多人仍视之为洪水猛兽避之不及。洗脑<span style="color: black;">宣传</span>，在宣传和推广上有着独特的<span style="color: black;">优良</span>，但<span style="color: black;">亦</span><span style="color: black;">始终</span>存在着非常<span style="color: black;">显著</span>的劣势和不足，<span style="color: black;">经过</span><span style="color: black;">有些</span>人们<span style="color: black;">熟练</span>的案例，就<span style="color: black;">能够</span>看出。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">案例一：脑白金</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一提起经典的洗脑<span style="color: black;">宣传</span>，估计大<span style="color: black;">都数</span>人都会想起脑白金，除了独特的<span style="color: black;">宣传</span>画面外，<span style="color: black;">便是</span>那一句“今年过节不收礼，收礼只收脑白金”，严格看来，这句话在语法上是存在着非常<span style="color: black;">显著</span>的漏洞的，但从意思上却非常好理解，那<span style="color: black;">便是</span>脑白金是送礼首选，其本质上和传统营销中喊口号自卖自夸并<span style="color: black;">无</span>两样，<span style="color: black;">因此</span>从创意上<span style="color: black;">来讲</span><span style="color: black;">更加是</span>毫无乐趣可言。再说语句上的美感，简单、常规的组合，毫无新意和冲击力，<span style="color: black;">独一</span>的好处<span style="color: black;">便是</span>通俗易懂，郎朗上口，让人一听就记得住。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而正是这一句非常容易记住的<span style="color: black;">宣传</span>语，在电视上一经播放，就<span style="color: black;">作为</span>了人们挥之不去的记忆，更遑论在<span style="color: black;">数年</span>的洗脑之后。简单滑稽的两个老人穿着奇装异服跳舞，画外音用独特的腔调念出这一句<span style="color: black;">宣传</span>语，在<span style="color: black;">数年</span>之后，竟然<span style="color: black;">作为</span>了一代<span style="color: black;">青年</span>人的童年记忆和情怀。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">脑白金<span style="color: black;">宣传</span>更新几次，不变的仍是两个跳舞的卡通老人和“今年过节不收礼，收礼只收脑白金”，<span style="color: black;">由于</span>这一支经典的<span style="color: black;">宣传</span>早已凭借洗脑的效果<span style="color: black;">作为</span>了脑白金品牌的<span style="color: black;">公众</span>标签了，<span style="color: black;">由于</span>其洗脑效果带来的<span style="color: black;">营销</span>业绩，<span style="color: black;">亦</span>令其<span style="color: black;">作为</span>了经典的成功<span style="color: black;">宣传</span>案例。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当时脑白金的这支<span style="color: black;">宣传</span>刚出来时，受到了业界<span style="color: black;">非常多</span>人的嘲讽和鄙夷，<span style="color: black;">由于</span>这支<span style="color: black;">宣传</span>毫无创意和美感，并且在连续<span style="color: black;">数年</span>的<span style="color: black;">宣传</span>评选<span style="color: black;">其中</span>被评为是“中国十差<span style="color: black;">宣传</span>之首”。<span style="color: black;">不外</span>，要说起人们<span style="color: black;">针对</span>这一支<span style="color: black;">宣传</span>的接受度，似乎<span style="color: black;">亦</span>并<span style="color: black;">无</span><span style="color: black;">那样</span>不堪，毕竟虽然其<span style="color: black;">宣传</span>语非常洗脑，但其整体效果看起来还是蛮可爱的；而在品牌推广和促销上，<span style="color: black;">亦</span>的确<span style="color: black;">得到</span>了巨大的成功，这<span style="color: black;">亦</span>是脑白金<span style="color: black;">数年</span>不换<span style="color: black;">宣传</span>风格和<span style="color: black;">宣传</span>语的<span style="color: black;">原由</span>之一。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">案例二：Boss直聘</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">Boss直聘的洗脑<span style="color: black;">宣传</span><span style="color: black;">亦</span>一度<span style="color: black;">作为</span>人们的噩梦，在去年的世界杯<span style="color: black;">时期</span>，boss直聘的广告可谓是无处不在，粗暴地占据了人们在生活的巨大<span style="color: black;">都数</span>场景，电视、视频网站、电梯等，用嘶吼式的话语和两<span style="color: black;">成人</span>群对峙互呛的画面冲击着人们的耳膜和视网膜，而简单粗暴的<span style="color: black;">宣传</span>语“找工作，直接跟老板谈”<span style="color: black;">亦</span><span style="color: black;">因此呢</span>在<span style="color: black;">非常多</span>人的脑海人萦绕不去。这个<span style="color: black;">宣传</span>和当时知乎、马蜂窝<span style="color: black;">一块</span>组<span style="color: black;">成为了</span>世界杯<span style="color: black;">时期</span>的“洗脑三剑客”，让<span style="color: black;">非常多</span>看球赛的观众苦不堪言，并成功<span style="color: black;">导致</span>了人民日报的点名批评。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但它<span style="color: black;">实质</span>产生的效果却相反，即使人们很讨厌这个<span style="color: black;">宣传</span>，Boss直聘这个品牌却随着洗脑<span style="color: black;">宣传</span>深深地嵌入人们的认知<span style="color: black;">其中</span>，<span style="color: black;">经过</span>铺天盖地的投放和重复式的洗脑，<span style="color: black;">非常多</span>人<span style="color: black;">晓得</span>了这个APP，并且<span style="color: black;">亦</span>让其下载量<span style="color: black;">快速</span>增长，而短短半年后，Boss直聘再推出新的洗脑<span style="color: black;">宣传</span>，继续对<span style="color: black;">公众</span>进行新一轮的洗脑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span><span style="color: black;">能够</span><span style="color: black;">晓得</span>，Boss直聘的洗脑<span style="color: black;">宣传</span>在创意上<span style="color: black;">亦</span>并无出彩之处，而<span style="color: black;">重点</span>是依靠重复的<span style="color: black;">宣传</span>语“找工作，直接跟老板谈”，以及对峙群体的嘶吼。这种看似疯狂、无厘头的画面和文案，不仅毫无<span style="color: black;">规律</span>，更无美感可言，除了一<span style="color: black;">起始</span>起到哗众取宠、<span style="color: black;">诱发</span><span style="color: black;">重视</span>的效果外，<span style="color: black;">更加多</span>的是让人产生尴尬和不解，而时间一长，在<span style="color: black;">持续</span>的重复中人们很容易就产生厌恶和排斥，对其品牌印象<span style="color: black;">亦</span>大打折扣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">案例三：新氧医美</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">继Boss直聘、铂爵旅拍之后，新氧医美<span style="color: black;">作为</span>了新的一代洗脑<span style="color: black;">宣传</span>之王，<span style="color: black;">亦</span><span style="color: black;">作为</span>了<span style="color: black;">公众</span>，尤其是女性群体最为厌恶的<span style="color: black;">宣传</span>之一。和前两者<span style="color: black;">同样</span>，新氧医美的洗脑<span style="color: black;">宣传</span>不仅来自同一家<span style="color: black;">宣传</span><span style="color: black;">机构</span>，其<span style="color: black;">宣传</span><span style="color: black;">招数</span>、投放方式<span style="color: black;">亦</span>是如出一辙，一群<span style="color: black;">女性</span>集体唱着“新氧医美美美美美，<span style="color: black;">女性</span>美了才完美”，一句文案重复好几遍，而其曲调是经典的《<span style="color: black;">欢快</span>颂》，除此之外再无其他内容。无论是在视频网站观看视频，还在乘坐电梯时，都<span style="color: black;">能够</span>听到这一<span style="color: black;">宣传</span>，<span style="color: black;">熟练</span>的曲调，简单直接的歌词，<span style="color: black;">持续</span>重复，让人难以<span style="color: black;">忽略</span>，不想记住都难。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span>其<span style="color: black;">目的</span>用户，<span style="color: black;">非常多</span>女性却<span style="color: black;">暗示</span>对这个<span style="color: black;">宣传</span>感到厌恶不仅<span style="color: black;">由于</span>其无处不知粗暴洗脑，更在于这句文案中包藏着对女性群体的偏见。在这之前，新氧医美的文案有两句：“新氧医美整整整整，<span style="color: black;">女性</span>整了才完整”“新氧医美美美美美，<span style="color: black;">女性</span>美了才完美”，<span style="color: black;">由于</span>这两句认为<span style="color: black;">女性</span><span style="color: black;">仅有</span>去整容变美才是真正的完整和完美，将女性群体的价值完全进行了肤浅的<span style="color: black;">诠释</span>，让人感到不适，<span style="color: black;">因此</span><span style="color: black;">诱发</span>了争议，即使之后<span style="color: black;">宣传</span>将前一句去掉，但仍然难以改变<span style="color: black;">非常多</span>女性消费者对这一低俗洗脑<span style="color: black;">宣传</span>的深恶痛绝。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">毫无新意的<span style="color: black;">宣传</span>设计，重复简单的文案，时间久了难免会让人产生厌烦和抗拒，而新氧医美在这一方面更胜一筹，不仅洗脑，还暴露出了错误的价值观，<span style="color: black;">诱发</span>了众多女性和<span style="color: black;">媒介</span>的口诛笔伐，让其品牌形象受损，更令洗脑<span style="color: black;">宣传</span>这一营销形式处在了风口浪尖。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从以上三个案例<span style="color: black;">咱们</span><span style="color: black;">能够</span>看到，虽然洗脑<span style="color: black;">宣传</span><span style="color: black;">能够</span>让品牌<span style="color: black;">快速</span><span style="color: black;">得到</span>知名度，<span style="color: black;">亦</span><span style="color: black;">能够</span>在<span style="color: black;">短期</span>内带来业绩的飞涨，但从<span style="color: black;">宣传</span>质量上<span style="color: black;">来讲</span>，创新和美感缺乏，从长远来看，对品牌形象会<span style="color: black;">导致</span>深刻的影响。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">总的<span style="color: black;">来讲</span>，洗脑<span style="color: black;">宣传</span>的<span style="color: black;">优良</span>和劣势可见于以下方面。</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;">优良</span>：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. <strong style="color: blue;"><span style="color: black;">能够</span>直白地传达出品牌和<span style="color: black;">制品</span>的<span style="color: black;">重点</span>和关键信息。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">洗脑<span style="color: black;">宣传</span>的文案相对简单，但能够言简意赅的文字传达出品牌<span style="color: black;">或</span><span style="color: black;">制品</span>的性质和<span style="color: black;">优良</span>，让人们<span style="color: black;">能够</span><span style="color: black;">容易</span>接收到全面、关键的品牌<span style="color: black;">制品</span>信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. <strong style="color: blue;">在<span style="color: black;">短期</span>内<span style="color: black;">快速</span><span style="color: black;">提高</span>品牌的知名度。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">洗脑<span style="color: black;">宣传</span><span style="color: black;">经过</span>方便记忆的画面和文案，借助重复频繁播放和大范围投放，<span style="color: black;">能够</span><span style="color: black;">火速</span>侵入<span style="color: black;">公众</span>的心智，<span style="color: black;">短期</span>内<span style="color: black;">得到</span>较高的<span style="color: black;">揭发</span>度和到达率，让品牌知名度<span style="color: black;">快速</span><span style="color: black;">提高</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. <strong style="color: blue;">创意门槛低，性价比高，非常适合新晋品牌进入市场。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">针对</span><span style="color: black;">有些</span>缺乏领头品牌的行业<span style="color: black;">来讲</span>，一个新晋品牌<span style="color: black;">能够</span>借助洗脑<span style="color: black;">宣传</span><span style="color: black;">快速</span>打入市场，<span style="color: black;">因为</span>洗脑<span style="color: black;">宣传</span>的创意门槛和成本相对低，而性价比很高，<span style="color: black;">因此</span>非常适合新品牌进行推广。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. <strong style="color: blue;">在对时长有严格<span style="color: black;">需求</span>的<span style="color: black;">有些</span>投放场景中，洗脑<span style="color: black;">宣传</span><span style="color: black;">持有</span>清晰的媒介策略。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如视频网站中的插播<span style="color: black;">宣传</span>、电视<span style="color: black;">宣传</span>和电梯中的动态<span style="color: black;">宣传</span>，都<span style="color: black;">拥有</span><span style="color: black;">必定</span>的时长限制，而洗脑<span style="color: black;">宣传</span>继承了传统电视<span style="color: black;">宣传</span>的制作和投放策略，非常扎实稳健。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">5. <strong style="color: blue;">高强度的重复使得<span style="color: black;">宣传</span>渗透率高，<span style="color: black;">能够</span>让真正有需求的人<span style="color: black;">重视</span>到。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">重复洗脑<span style="color: black;">能够</span><span style="color: black;">加强</span><span style="color: black;">宣传</span>的辐射面和渗透率，让大<span style="color: black;">都数</span>人不会<span style="color: black;">错失</span>品牌信息的传达，并让真正有需求的消费者<span style="color: black;">重视</span>到。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">劣势：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. <strong style="color: blue;">创意、美感不足，<span style="color: black;">没法</span>从<span style="color: black;">基本</span>上受到<span style="color: black;">公众</span>的认可和欣赏。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">洗脑<span style="color: black;">宣传</span>只<span style="color: black;">必须</span>达到洗脑的效果，而<span style="color: black;">常常</span><span style="color: black;">忽略</span>了创意和美感，只是靠重复和高频率<span style="color: black;">显现</span>强行让<span style="color: black;">公众</span>记住，并非真正让<span style="color: black;">公众</span>认可和欣赏，无需求的人即使记住了<span style="color: black;">宣传</span><span style="color: black;">亦</span>很难产生兴趣。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. <strong style="color: blue;">重复、直白，过于频繁的<span style="color: black;">显现</span>很容易让人审美疲劳，产生排斥和厌烦心理。线上洗脑广</strong>告以高频次<span style="color: black;">显现</span>，会让用户<span style="color: black;">起始</span>抗拒并试图逃避，电梯<span style="color: black;">宣传</span>难以避免，但其重复生效会让人厌烦和排斥，带来生理和心理上不适。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. <strong style="color: blue;">以短期的品牌<span style="color: black;">揭发</span>透支消费者的热情，久而久之<span style="color: black;">公众</span>对<span style="color: black;">宣传</span>的厌恶<span style="color: black;">心情</span>转移到品牌上。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">公众</span>会将对洗脑<span style="color: black;">宣传</span>的抗拒和厌恶投射在品牌上，即使在<span style="color: black;">短期</span>内<span style="color: black;">能够</span><span style="color: black;">得到</span>知名度，但却<span style="color: black;">有害</span>于美誉度的<span style="color: black;">提高</span>，长远来看，洗脑<span style="color: black;">宣传</span>是透支消费者的热情。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">4. <strong style="color: blue;"><span style="color: black;">有害</span>于高端品牌形象的建设，反而可能会为品牌贴上“low”的标签。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">高端品牌<span style="color: black;">通常</span>绝少<span style="color: black;">运用</span>洗脑<span style="color: black;">宣传</span>，即使采用重复的文案和元素，<span style="color: black;">亦</span>会<span style="color: black;">更加多</span>地加入创意和格调更高的审美元素，<span style="color: black;">由于</span>简单粗暴的洗脑会带来低俗的品牌印象，<span style="color: black;">长时间</span>洗脑会使其<span style="color: black;">作为</span>品牌的标签，<span style="color: black;">有害</span>于高端品牌形象的打造。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">（本文摘自 中国公关行业门户网站——公关之家 ）</p>
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说得好啊！我在外链论坛打滚这么多年，所谓阅人无数，就算没有见过猪走路，也总明白猪肉是啥味道的。 外链发布社区 http://www.fok120.com/ 系统提示我验证码错误1500次 ＼~゛，
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