宣传文案技巧之化用：化腐朽为神奇，现学现用
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>文案技巧专题：以分析+实战+案例的模式，为<span style="color: black;">大众</span>分享与分析<span style="color: black;">宣传</span>文案撰写技巧。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6svx2GkBPk9~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=FlRz7S4CWjuFK7xR%2B3IwfMU9qOw%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">1、</span>化用/仿拟</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">化用，<span style="color: black;">亦</span><span style="color: black;">叫作</span>为仿拟，<span style="color: black;">重点</span>是化用信息接受者<span style="color: black;">熟练</span>的词语、句子新造词语、句子，以达到旧瓶装新酒的效果。在<span style="color: black;">商场</span>文案，尤其是<span style="color: black;">宣传</span>文案中，化用/仿拟能够拉近商家和顾客之间的情感距离，<span style="color: black;">同期</span>又能<span style="color: black;">加强</span>文案的记忆点，扩大信息传递的效果。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>化用的运用</h2>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">1. 分析<span style="color: black;">目的</span>受众的背景环境</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>说明一点，在<span style="color: black;">商场</span>文案中，化用的<span style="color: black;">运用</span><span style="color: black;">必要</span>要<span style="color: black;">思虑</span><span style="color: black;">目的</span>受众的背景环境<span style="color: black;">才可</span>彰显效果。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我以前的<span style="color: black;">文案</span>中有提过，影响文案创作和营销成品的<span style="color: black;">原因</span><span style="color: black;">包含</span>主题元素、品牌特性、<span style="color: black;">目的</span>受众、传播<span style="color: black;">途径</span>和成品形式；而化用<span style="color: black;">由于</span>本质是<span style="color: black;">经过</span>信息接受者所<span style="color: black;">熟练</span>的字词话语<span style="color: black;">做为</span>载体，拉近情感距离和<span style="color: black;">加强</span>记忆点，<span style="color: black;">因此呢</span>信息接受者，<span style="color: black;">亦</span>即是<span style="color: black;">目的</span>受众的背景环境是非常重要的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">众所周知，<span style="color: black;">区别</span>群体有<span style="color: black;">区别</span>的语言环境，<span style="color: black;">包含</span>有发音和词汇的<span style="color: black;">运用</span>习惯；而在化用时最<span style="color: black;">必须</span><span style="color: black;">重视</span>的则是<span style="color: black;">目的</span>受众的词汇<span style="color: black;">运用</span>习惯，<span style="color: black;">区别</span>群体的划分跟语言学里的方言划分<span style="color: black;">同样</span>，<span style="color: black;">重点</span>以时间和空间<span style="color: black;">做为</span>界限；前者<span style="color: black;">包含</span>时代背景和年龄，后者<span style="color: black;">包含</span>现实空间和虚拟社区。尤其是虚拟社区，<span style="color: black;">区别</span>的网络平台的用户，<span style="color: black;">例如</span>知乎和b站的社区环境不<span style="color: black;">同样</span>，能够化用的载体就不<span style="color: black;">同样</span>，下面会<span style="color: black;">仔细</span><span style="color: black;">说到</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另一</span><span style="color: black;">必须</span><span style="color: black;">弥补</span>的一点是：性别不在<span style="color: black;">思虑</span>之列，<span style="color: black;">由于</span>当下社会环境，<span style="color: black;">触及</span>性别的文案都容易招惹是非，<span style="color: black;">尽可能</span>不要以此为切入点<span style="color: black;">就可</span>。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">2. <span style="color: black;">认识</span>化用的种类</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span>的化用<span style="color: black;">指的是</span>仿拟，<span style="color: black;">然则</span>为了方便<span style="color: black;">大众</span><span style="color: black;">认识</span>和整合<span style="color: black;">运用</span>，我把引用这种方式<span style="color: black;">亦</span>归纳到化用中。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">引用简单<span style="color: black;">来讲</span><span style="color: black;">便是</span>直接<span style="color: black;">选取</span>合适的句子，以图形的构造来结合品牌特性。在本文的化用中，有直接引用，<span style="color: black;">亦</span>有引用后<span style="color: black;">经过</span>谐音等方式换掉某一部分的化用，<span style="color: black;">亦</span>有<span style="color: black;">按照</span>句子、字词结构仿照的仿写。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这三种各有特点，引用与读者的情感关系更强，仿写最弱；仿写的原创性最强，与品牌<span style="color: black;">关联</span>联的可塑性最高，引用最弱；化用最有创意，记忆点最强，最能刺激读者的传递欲望。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">3. 善用化用的<span style="color: black;">平常</span>载体</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">通常</span><span style="color: black;">来讲</span>化用的载体<span style="color: black;">平常</span>的有歌词、经典台词、诗句、熟语等。下面<span style="color: black;">根据</span>载体<span style="color: black;">掰开</span>谈谈。</p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">2、</span>歌词</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">歌词偏向于<span style="color: black;">青年</span>人，适合用于传递读者的情感和态度，<span style="color: black;">因此呢</span><span style="color: black;">必须</span>达到“歌词传他心”的目的。<span style="color: black;">例如</span>在80后中，可能beyond的歌词传播效果更好；90后则是周杰伦，这是时代背景；又<span style="color: black;">例如</span>粤语地区的人更<span style="color: black;">熟练</span>谭咏麟、四大天王的粤语歌曲；而台湾则是更倾向于李宗盛、罗大佑、周杰伦的歌曲，这是地域背景。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除此以外还能<span style="color: black;">按照</span>主题来划分——奋斗类、爱情类、友情类、家庭类、价值观等，最为成功的例子当然是可口可乐的歌词瓶。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还有，杰士邦母亲节海报<span style="color: black;">选择</span>了周杰伦《听妈妈的话》，歌词耳熟能详，能<span style="color: black;">导致</span>读者的情感共鸣。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6stO8WHgMDZ~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=qIQy4dULyfWvZ6w%2FS3acupCD%2FA4%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6sw9Horm3pn~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=NSVELnLGHK0OoHQCIQ5jcSGZGhE%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">3、</span>经典台词</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">经典台词的话<span style="color: black;">能够</span>分为影视作品和小说作品，前者适合娱乐比较强的人群，后者适合文艺人群。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然还<span style="color: black;">必须</span><span style="color: black;">按照</span>品牌的特点来分析消费群体是哪类：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">假如是网络科技<span style="color: black;">机构</span>，<span style="color: black;">那样</span>超级英雄电影的台词是<span style="color: black;">能够</span>的；假如是动画<span style="color: black;">机构</span>，<span style="color: black;">那样</span>著名动画片的台词是<span style="color: black;">能够</span>；还<span style="color: black;">例如</span>针对<span style="color: black;">青年</span>女性可能爱情类电影如《小时代》、《前任》、《闺蜜》的台词更有效果；针对宅一族则是经典的动漫台词像“我<span style="color: black;">必定</span>要当上海贼王”、“真相<span style="color: black;">仅有</span>一个”、“超级赛亚人”更有杀伤力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">像下面前三张海报是属于<span style="color: black;">爱好</span>看超级英雄电影的人群的化用案例，最后一张是关注国产电视剧的例子，来自于《人民的名义》。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6svhA5zHK1K~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=QEW6nvbd3iKQdUAmAJY0vYjR3Wk%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6swLMq0fVY~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=I1uf0y5hJJVOlV2ark2qVSxXuY4%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6t5VHceUF6Y~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=0QNA2HFWbeWvn%2FiS%2BKxC8hZ5QVI%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQRSDnmC46RMW6~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=xetVV5o%2BctML8ErrXmT2JRfY1Nw%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">4、</span>诗句</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">古诗是一个比较独特的载体，<span style="color: black;">便是</span>很难去界定某个群体<span style="color: black;">是不是</span><span style="color: black;">熟练</span>。究其<span style="color: black;">原由</span>是诗句<span style="color: black;">做为</span>中国传统文化，哪怕撇开专门<span style="color: black;">科研</span>古诗词的学者，依然有简单而又耳熟能详、九年义务教育接触过的这一类，又有文学<span style="color: black;">兴趣</span>者水平的这一类的，这个关乎兴趣<span style="color: black;">兴趣</span>和传统文化，很难从<span style="color: black;">目的</span>群体背景中调查出来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>诗句化用时，<span style="color: black;">通常</span><span style="color: black;">选择</span>经久不衰、代代相传的名句，像李白《静夜思》（床前明月光）、杜甫《绝句》（两个黄鹂鸣翠柳）、杜牧《清明》（清明时节雨纷纷），可谓是全民都合适，千万不要<span style="color: black;">选取</span>自己<span style="color: black;">熟练</span>但读者不<span style="color: black;">熟练</span>的诗句。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个例子，马自达汽车的清明节文案“清明时节雨纷纷，雨中漫步行车稳”，将“清明时节雨纷纷，路上行人欲断魂”化为“清明时节雨纷纷，雨中漫步行车稳”，解释为雨中行车容易打滑不安全，需漫步行驶，与品牌特性（抓地技术）结合起来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span><span style="color: black;">选择</span>“听风听雨过清明”的文案，虽然<span style="color: black;">亦</span>是化用诗句，但诗句本身<span style="color: black;">不足</span>耳熟能详，<span style="color: black;">无</span>很好地清晰传递信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面<span style="color: black;">亦</span>是如此，一加手机的化用是人所共闻的诗句；而另一个<span style="color: black;">宣传</span>化用的诗句，<span style="color: black;">非常多</span>普通消费者听都没听过。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6t5q5JS8mzq~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=9s3SLmRn%2B%2FYDSguCWxBbISj6kmI%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6t612YoHJ85~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=%2FNS5pw5bD84yOUDCJ%2FQ1FTFfLtM%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">5、</span>熟语</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前三者都比较好理解，而熟语<span style="color: black;">重点</span><span style="color: black;">指的是</span>特定群体<span style="color: black;">运用</span>的词汇中广为<span style="color: black;">她们</span>所知的一部分。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">它们的传播力有可能突破了特定群体，<span style="color: black;">例如</span><span style="color: black;">平常</span>的成语一诺千金、千里马；<span style="color: black;">亦</span>有可能传播力仅限于该特定群体中，<span style="color: black;">例如</span>知乎中<span style="color: black;">平常</span>的泻药，b站中的两开花、前方高能、送终鸡都是其社群<span style="color: black;">熟练</span>但外人不熟知的熟语。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然同一类的熟语并非天生就注定了<span style="color: black;">是不是</span>能突破特定群体，而是会<span style="color: black;">出现</span>变化的，<span style="color: black;">例如</span>粤语中“生旧叉烧好过生你”就依然只是在粤语<span style="color: black;">运用</span>群体中，而粤语的“靓仔”本来只是粤语<span style="color: black;">运用</span>群体的熟语，但经过网络传播<span style="color: black;">已然</span>变化为全国通用的语言，而其中转变的模式<span style="color: black;">便是</span>先变化为网络语言，<span style="color: black;">而后</span>再一次扩大<span style="color: black;">运用</span>。像本来在b站的“两开花”<span style="color: black;">亦</span>蔓延到了全网络。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面前两张案例都是<span style="color: black;">选择</span>了网络语言，分别是浪起来和老司机；而第三张则是传统汉语熟语十八般武艺，后者更具广泛性。</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6t6DH4g6aQC~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=iv%2FAx4Y1yfGOm4mtXN3wduKietY%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6tFa2MNyOJs~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=zlUh2PQ2U8NWho8hcQFT%2Bzwgzxo%3D" style="width: 50%; margin-bottom: 20px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6tFp2aVqXag~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=lg84KGLNmeTNyqUwzJ7LIYaHNOU%3D" style="width: 50%; margin-bottom: 20px;">
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">6、</span><span style="color: black;">重视</span>事项</h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">化用最重要的点当然<span style="color: black;">便是</span>关注<span style="color: black;">目的</span>群体的背景环境，<span style="color: black;">最少</span><span style="color: black;">必须</span>读者能够get到商家传递的信息。<span style="color: black;">同期</span><span style="color: black;">亦</span>要<span style="color: black;">思虑</span><span style="color: black;">是不是</span>存在歧义的问题，<span style="color: black;">不可</span>让文案产生以下这种糟糕的效果，虽然说确实<span style="color: black;">加强</span>了记忆点，但不仅不会和读者拉近情感距离，反而会<span style="color: black;">导致</span>反效果。切记切记！</p><img src="https://p3-sign.toutiaoimg.com/pgc-image/RQV6tG2GytyjBW~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529502&x-signature=Bkq%2FLN2t3b0UOSHaExYxZnsIXNA%3D" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下一期，我将会结合品牌特性，以行业<span style="color: black;">做为</span>参数，盘点出适合<span style="color: black;">区别</span>行业<span style="color: black;">运用</span>的歌词、电影台词、诗句。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">照片</span><span style="color: black;">源自</span>网络，侵权删。</p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;">#专栏作家#</h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者：fat c，<span style="color: black;">微X</span>公众号：“奇葩的脑洞”，一名脑洞奇葩<span style="color: black;">病人</span>，专注于创意营销分享。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文原创发布于人人都是<span style="color: black;">制品</span>经理，未经许可，禁止转载</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">题图来自Unsplash, 基于CC0协议</p>
系统提示我验证码错误1500次 ＼~゛， 楼主的文章深得我心，表示由衷的感谢！ 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。 你的话语如春风拂面，让我感到无比温暖。
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