期末复习｜宣传文案写作重点
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>文案写作重点</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1、</span></span><span style="color: black;">填空</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>文案四大部分</span></strong><strong style="color: blue;"><span style="color: black;">P15</span></strong><span style="color: black;">：<span style="color: black;">宣传</span>语（品牌标志性符号和消费<span style="color: black;">保准</span>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">标题（信息，趣味和创意展现）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">正文</span><span style="color: black;">(</span><span style="color: black;">完整信息和深度诉求</span><span style="color: black;">)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随文（最后的推动）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span><span style="color: black;">P25</span><span style="color: black;">美国<span style="color: black;">宣传</span>史中美国“专业”的文案撰稿人：</span><span style="color: black;">1880</span><span style="color: black;">年</span><span style="color: black;">约翰·鲍尔斯</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">中国清政府《政治官报》发布的《政治官报章程》以“<span style="color: black;">宣传</span>”代替“告白”是在</span><span style="color: black;">1906</span><span style="color: black;">年。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">P35</span><span style="color: black;">美国薪酬最高的文案撰稿人：约翰·肯尼迪</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">美国最伟大的文案撰稿人：克劳德·霍普金斯</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"> P43 1994.10.27 </span><span style="color: black;">《中华人民共和国<span style="color: black;">宣传</span>法》中国<span style="color: black;">第1</span>部<span style="color: black;">宣传</span>法</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span><span style="color: black;">P37</span><span style="color: black;"><span style="color: black;">认识</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">罗瑟·里（瑞）夫斯：独特<span style="color: black;">营销</span>主张</span><span style="color: black;">（</span><span style="color: black;">USP</span><span style="color: black;">）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">李奥·贝纳：<span style="color: black;">制品</span>即英雄</span><span style="color: black;">与生俱来的戏剧性</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大卫·奥格威</span><span style="color: black;">品牌形象（</span><span style="color: black;">BI</span><span style="color: black;">）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">威廉·伯恩巴克</span><span style="color: black;"> ROI</span><span style="color: black;">理论</span><span style="color: black;">: </span><span style="color: black;"><span style="color: black;">相关</span>性</span><span style="color: black;">(Relevance)</span><span style="color: black;">、原创性</span><span style="color: black;">Originality)</span><span style="color: black;">、</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">震撼力</span><span style="color: black;">(Impact)</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、</span><strong style="color: blue;"><span style="color: black;">头脑风暴法</span></strong><span style="color: black;">又<span style="color: black;">叫作</span>脑力激荡法，滚雪球法。最早由美国著名<span style="color: black;">宣传</span>人<strong style="color: blue;">奥斯本</strong>创用</span><span style="color: black;">.</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、</span><span style="color: black;">P75</span><span style="color: black;">品牌定位策略<strong style="color: blue;"><span style="color: black;"><span style="color: black;">重点</span></span></strong><strong style="color: blue;">定位方式</strong>：<span style="color: black;">制品</span>差异定位，<span style="color: black;">运用</span><span style="color: black;">机会</span>定位，竞争者定</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">位，利益定位，消费者心理定位。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6、</span><strong style="color: blue;"><span style="color: black;">P172</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">选取</span>性定律<span style="color: black;">包含</span>：</span></strong><span style="color: black;">选择性接触，<span style="color: black;">选取</span>性理解，<span style="color: black;">选取</span>性记忆。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7、</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>诉求<span style="color: black;">重点</span>三种方式：</span></strong><span style="color: black;">①情感的感性诉求</span><span style="color: black;">②认知的理性诉求</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③认知和情感的情理结合诉求</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8、</span><strong style="color: blue;"><span style="color: black;">P259</span></strong><strong style="color: blue;"><span style="color: black;">标题的种类</span></strong><span style="color: black;">（</span><span style="color: black;">8</span><span style="color: black;">个）：①类比式标题</span><span style="color: black;"> ②</span><span style="color: black;"><span style="color: black;">资讯</span>式标题</span><span style="color: black;"> ③</span><span style="color: black;">疑问式标题</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">④</span><span style="color: black;">故事</span><span style="color: black;">/</span><span style="color: black;">叙事式标题</span><span style="color: black;"> ⑤</span><span style="color: black;">命令</span><span style="color: black;">/</span><span style="color: black;">祈使</span><span style="color: black;">/</span><span style="color: black;"><span style="color: black;">意见</span>式标题</span><span style="color: black;"> ⑥</span><span style="color: black;">悬念式标题</span><span style="color: black;"> ⑦</span><span style="color: black;">反问式标题</span><span style="color: black;"> ⑧</span><span style="color: black;">对比转折事标题</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">9、</span><strong style="color: blue;"><span style="color: black;">P299</span></strong><strong style="color: blue;"><span style="color: black;">长文案种类</span></strong><span style="color: black;">（</span><span style="color: black;">6</span><span style="color: black;">个）：①故事型长文案（简单信息的生动诉求）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②<span style="color: black;">制品</span>剖析型长文案（<span style="color: black;">供给</span>丰富的<span style="color: black;">制品</span>信息）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③社论型长文案（鲜明观点的深入阐述）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">④业务通讯型长文案（丰富信息的<span style="color: black;">资讯</span>式表述）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑤知识型长文案（以有用<span style="color: black;">新闻</span>吸引阅读）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">⑥阅读材料型长文案（<span style="color: black;">供给</span>阅读的乐趣）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">十、</span></span><strong style="color: blue;"><span style="color: black;">P319</span></strong><strong style="color: blue;"><span style="color: black;">系列<span style="color: black;">宣传</span>种类：</span></strong><span style="color: black;">①信息一致型（传达相同的信息，加深印象）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②信息并列型</span><span style="color: black;">(</span><span style="color: black;">传达相同性质信息，保持一致形象</span><span style="color: black;">) </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③连续式<span style="color: black;">宣传</span>（<span style="color: black;">连续</span>的吸引）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">11、</span><strong style="color: blue;"><span style="color: black;">P348</span></strong><strong style="color: blue;"><span style="color: black;">广播<span style="color: black;">宣传</span>的<span style="color: black;">重点</span>类型和规格</span></strong><span style="color: black;">：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">广播<span style="color: black;">通常</span>有</span><span style="color: black;">60</span><span style="color: black;">秒，</span><span style="color: black;">30</span><span style="color: black;">秒，</span><span style="color: black;">15</span><span style="color: black;">秒，</span><span style="color: black;">5</span><span style="color: black;">秒等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">重点</span>类型：（</span><span style="color: black;">1</span><span style="color: black;">）<span style="color: black;">供给</span>节目<span style="color: black;">宣传</span></span><span style="color: black;">（</span><span style="color: black;">2</span><span style="color: black;">）插播<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（</span><span style="color: black;">3</span><span style="color: black;">）电台<span style="color: black;">宣传</span>节目</span><span style="color: black;">（</span><span style="color: black;">4</span><span style="color: black;">）报时<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2、</span></span><span style="color: black;">名词解释</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、</span><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>文案：</span></strong><span style="color: black;">每一<span style="color: black;">宣传</span>作品中为传达<span style="color: black;">宣传</span>信息而<span style="color: black;">运用</span>的<span style="color: black;">所有</span>语言符号（包括有</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">声语言和文字）所<span style="color: black;">形成</span>的整体。它与非语言符号<span style="color: black;">一起</span><span style="color: black;">形成</span>有效传达信息的<span style="color: black;">宣传</span>作品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span><strong style="color: blue;"><span style="color: black;">P70</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>战略</span></strong><span style="color: black;">：在对企业内<span style="color: black;">外边</span><span style="color: black;">要求</span>、市场、<span style="color: black;">制品</span>、消费者进行全面深入分</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">析的<span style="color: black;">基本</span>上，<span style="color: black;">协同</span>企业总体营销<span style="color: black;">目的</span>而制定的<span style="color: black;">长时间</span>的全局性的<span style="color: black;">宣传</span><span style="color: black;">指点</span>方针。</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;"><span style="color: black;">宣传</span>策略：</span></strong><span style="color: black;">为实现特定的<span style="color: black;">宣传</span><span style="color: black;">目的</span>而在<span style="color: black;">区别</span><span style="color: black;">周期</span>采取的对策和应用的方</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">式、<span style="color: black;">办法</span>和特殊手段。</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;"><span style="color: black;">宣传</span><span style="color: black;">目的</span>：</span></strong><span style="color: black;"><span style="color: black;">按照</span>营销<span style="color: black;">目的</span>确定，是对<span style="color: black;">宣传</span>活动目的和要达成的效果的<span style="color: black;">详细</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">限定。<span style="color: black;">协同</span><span style="color: black;">区别</span>的营销<span style="color: black;">目的</span>，<span style="color: black;">宣传</span>的<span style="color: black;">目的</span><span style="color: black;">亦</span>会是多种多样的，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如：塑造品牌形象；吸引新的消费者。<span style="color: black;">宣传</span><span style="color: black;">目的</span>是<span style="color: black;">宣传</span>活动的<span style="color: black;">基本</span>出发点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span><strong style="color: blue;"><span style="color: black;">创意活动</span></strong><span style="color: black;">：现代<span style="color: black;">宣传</span>运作的一个核心环节，是创意人员<span style="color: black;">按照</span><span style="color: black;">宣传</span>策略对有效</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">的<span style="color: black;">宣传</span>信息传达方式的创造性思考过程。</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;"><span style="color: black;">宣传</span>创意：</span></strong><span style="color: black;">现代<span style="color: black;">宣传</span>运作中创意活动的产物，是有效<span style="color: black;">况且</span><span style="color: black;">拥有</span>创造性的<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">信息传达方式。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、</span><span style="color: black;">P111</span><span style="color: black;">（总结）理查·范乐尔提出了“核心创意”的概念，认为创意概念是广</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">告创意最<span style="color: black;">基本</span>的核心，即核心创意。</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;">核心创意：</span></strong><span style="color: black;">是连接着“承诺”与<span style="color: black;">实质</span>执行环节的创意<span style="color: black;">过程</span>，是<span style="color: black;">宣传</span>的核心所在；能够适应<span style="color: black;">区别</span><span style="color: black;">媒介</span>的<span style="color: black;">宣传</span>表现；一个重要的品牌资产；一经点明，且为<span style="color: black;">关联</span>各方所接受之后，便是神圣不可侵犯之物，要做任何改变，都需经过最高主管的同意。<span style="color: black;">宣传</span><span style="color: black;">机构</span>和客户除了<span style="color: black;">必要</span>尽力<span style="color: black;">守护</span>这个核心创意之外，还<span style="color: black;">必须</span>确定新执行的<span style="color: black;">宣传</span>都能赋予它新生命。</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;">5、</span></strong><strong style="color: blue;"><span style="color: black;">P193</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>诉求三种手法：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）</span><strong style="color: blue;"><span style="color: black;">理性诉求：</span></strong><span style="color: black;">定<span style="color: black;">位置于</span>诉求对象的认知，或真实、准确的传达企业、<span style="color: black;">制品</span>、服</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">务的功能性利益，为诉求对象<span style="color: black;">供给</span>分析判断的信息，或<span style="color: black;">知道</span>提出观点并进行论证，<span style="color: black;">促进</span>消费者经过思考，理智地做出判断。理性诉求既<span style="color: black;">能够</span>做出正面说服，传达<span style="color: black;">制品</span>、服务的<span style="color: black;">优良</span>和购买<span style="color: black;">制品</span>、接受服务的利益，<span style="color: black;">亦</span><span style="color: black;">能够</span>做出<span style="color: black;">消极</span>表现，说明<span style="color: black;">或</span>展现不购买的影响或危险。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）</span><strong style="color: blue;"><span style="color: black;">感性诉求：</span></strong><span style="color: black;">针对消费者的心理、社会<span style="color: black;">或</span>象征性需求，表现与企业。<span style="color: black;">制品</span>、</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">服务<span style="color: black;">关联</span>的感情与<span style="color: black;">心情</span>，<span style="color: black;">经过</span><span style="color: black;">导致</span>消费者情感上的共鸣，引导消费者产生购买欲望和行动。感性诉求以诉求对象情感反应为<span style="color: black;">目的</span>，不<span style="color: black;">包含</span>或只<span style="color: black;">包含</span>很少的信息，依赖于感觉、感情、<span style="color: black;">心情</span>的<span style="color: black;">创立</span>以及品牌与这些情感的联系。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）</span><strong style="color: blue;"><span style="color: black;">情理结合诉求：</span></strong><span style="color: black;">既以理性诉求传达客观信息，又以感性诉求<span style="color: black;">诱发</span>诉求对象</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">情感共鸣，结合二者<span style="color: black;">优良</span>，以达到最佳说服效果。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6、</span><strong style="color: blue;"><span style="color: black;">P225</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>语：</span></strong><span style="color: black;">又<span style="color: black;">叫作</span><span style="color: black;">宣传</span>口号、主题句、标题句，是为了加强诉求对象对企业、</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>或服务的印象而在<span style="color: black;">宣传</span>中<span style="color: black;">长时间</span>、反复<span style="color: black;">运用</span>的简短口号性语句。基于长远的<span style="color: black;">营销</span>利益，向消费者传达一种<span style="color: black;">长时间</span>不变的观念。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7、</span><strong style="color: blue;"><span style="color: black;">P271</span></strong><strong style="color: blue;"><span style="color: black;">正文：</span></strong><span style="color: black;">是<span style="color: black;">宣传</span>中承接标题，对<span style="color: black;">宣传</span>信息进行展开说明、对诉求对象进行</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">深入说服的语言或文字内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">8、</span><strong style="color: blue;"><span style="color: black;">P291</span></strong><strong style="color: blue;"><span style="color: black;">随文：</span></strong><span style="color: black;">又<span style="color: black;">叫作</span>附文，是<span style="color: black;">宣传</span>中传达购买商品或接受服务的<span style="color: black;">办法</span>等基本信息，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">促进<span style="color: black;">或</span>方便诉求对象采取行动的语言或文字。<span style="color: black;">通常</span>出<span style="color: black;">此刻</span><span style="color: black;">宣传</span>结尾。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">9、</span><strong style="color: blue;"><span style="color: black;">P313</span></strong><strong style="color: blue;"><span style="color: black;">系列<span style="color: black;">宣传</span>：</span></strong><span style="color: black;">在同一<span style="color: black;">宣传</span>活动中基于同一创意概念创作，用于同类<span style="color: black;">媒介</span>的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">集中刊播，<span style="color: black;">宣传</span>信息相同或紧密<span style="color: black;">关联</span>的两个以上的<span style="color: black;">宣传</span>作品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">特征：风格一致</span><span style="color: black;">表现变化</span><span style="color: black;">内容<span style="color: black;">相关</span></span><span style="color: black;">刊播集中</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">十、</span></span><strong style="color: blue;"><span style="color: black;">P329</span></strong><strong style="color: blue;"><span style="color: black;">解释性媒介：</span></strong><span style="color: black;">传播较<span style="color: black;">繁杂</span>的信息，便于进行<span style="color: black;">仔细</span>的解释。例如：报纸、</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">杂志、直邮<span style="color: black;">宣传</span></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;"><span style="color: black;">通知</span>性媒介：</span></strong><span style="color: black;">只能传播较简单的信息，<span style="color: black;">不方便</span>于进行深入的解释。例如：广播</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">11、</span><strong style="color: blue;"><span style="color: black;">P443</span></strong><strong style="color: blue;"><span style="color: black;">公益<span style="color: black;">宣传</span>：</span></strong><span style="color: black;">是<span style="color: black;">有些</span>公共<span style="color: black;">公司</span>、公益性社会团体<span style="color: black;">亦</span><span style="color: black;">必须</span><span style="color: black;">经过</span><span style="color: black;">宣传</span>向公众</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">传达有教育<span style="color: black;">道理</span>和<span style="color: black;">行径</span><span style="color: black;">指点</span><span style="color: black;">道理</span>的信息，如吸毒有害健康，环保有益于人类等。这些<span style="color: black;">宣传</span>活动<span style="color: black;">拥有</span>社会公德建设、公众<span style="color: black;">行径</span>规范、倡导良好观念的<span style="color: black;">道理</span>。<span style="color: black;">有些</span>企业为了表现认同并乐于承担社会责任，<span style="color: black;">亦</span>会赞助制作和刊播公益<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">3、</span></span><span style="color: black;">简答之类</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;">1、</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>文案的本质</span></strong><strong style="color: blue;"><span style="color: black;">p5:</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(1)</span><span style="color: black;">.</span><span style="color: black;">是手段不是目的</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(2)</span><span style="color: black;">核心本质：传达信息的手段</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(3)</span><span style="color: black;"><span style="color: black;">运用</span>符号：有声语言和文字</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(4)</span><span style="color: black;">沟通对象：诉求对象——人</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(5)</span><span style="color: black;">传达方式：创意限定的创造性传达方式</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span><span style="color: black;">创意符号化的一个环节（<span style="color: black;">认识</span>）</span><span style="color: black;">p7</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span><strong style="color: blue;"><span style="color: black;">文案写作的思考层面：</span></strong><span style="color: black;">p17</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）</span><span style="color: black;">策略层思考：把握策略，先求对，后求好。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）</span><span style="color: black;">创意层思考：精研创意</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）</span><span style="color: black;">有效沟通层思考：<span style="color: black;">熟练</span>人性</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（4）</span><span style="color: black;">工具层思考：善用语言</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、</span><strong style="color: blue;"><span style="color: black;">好文案的标准（<span style="color: black;">怎样</span>判断是好文案）</span></strong><span style="color: black;">P20</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(1)</span><span style="color: black;">符合策略</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(2)</span><span style="color: black;">完美展现创意</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(3)</span><span style="color: black;">真实</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(4)</span><span style="color: black;"><span style="color: black;">精细</span>的信息传达</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(5)</span><span style="color: black;">以诉求打动人心</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(6)</span><span style="color: black;">人性化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(7)</span><span style="color: black;">有吸引力，<span style="color: black;">导致</span>兴趣</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(8)</span><span style="color: black;">无论长短，务求简明</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">(9)</span><span style="color: black;"><span style="color: black;">运用</span>魅力的语言</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;">5、</span></strong><strong style="color: blue;"><span style="color: black;">文案写作思考过程</span></strong><strong style="color: blue;"><span style="color: black;">p55</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）</span><span style="color: black;">沃勒斯的创造过程理论</span><span style="color: black;">: </span><span style="color: black;">①准备<span style="color: black;">周期</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">②酝酿<span style="color: black;">周期</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">③明朗<span style="color: black;">周期</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">④验证<span style="color: black;">周期</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）</span><span style="color: black;">詹姆斯·韦伯·杨的五<span style="color: black;">周期</span>论</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第1</span>步，为心智收集原始资料。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第二步，用心智去仔细<span style="color: black;">检测</span>这些资料</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第三步，深思熟虑，消化和潜<span style="color: black;">认识</span>的创作</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第四步，产生结果</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第五步，形成和发展创意，使它能够<span style="color: black;">实质</span>应用。</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;">6、</span></strong><strong style="color: blue;"><span style="color: black;">P112</span></strong><strong style="color: blue;"><span style="color: black;">创意容易<span style="color: black;">显现</span>的缺陷：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）</span><span style="color: black;">仅有执行点子，<span style="color: black;">无</span>创意概念。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）</span><span style="color: black;">仅有概念，<span style="color: black;">无</span>精彩点子。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）</span><span style="color: black;">以奢华执行弥补创意不足。</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;">7、</span></strong><strong style="color: blue;"><span style="color: black;">P122</span></strong><strong style="color: blue;"><span style="color: black;">文案表现创意的途径</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）</span><span style="color: black;">准确把握诉求重点</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）</span><span style="color: black;">准确阐释巧妙关系</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）</span><span style="color: black;">准确<span style="color: black;">表现</span>创意限定的形象<span style="color: black;">原因</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（4）</span><span style="color: black;">准确<span style="color: black;">表现</span>创意所限定的<span style="color: black;">宣传</span>格调</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;">8、</span></strong><strong style="color: blue;"><span style="color: black;">P330</span></strong><strong style="color: blue;"><span style="color: black;">文案与<span style="color: black;">宣传</span>其他要素的关系</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个有效的<span style="color: black;">宣传</span>是多种符号<span style="color: black;">形成</span>的统一整体，以有声语言或文字表现的文案，近视<span style="color: black;">宣传</span>的有机<span style="color: black;">构成</span>部分，而不是<span style="color: black;">所有</span>。文案人员的工作<span style="color: black;">便是</span><span style="color: black;">帮忙</span>完成一个有效的<span style="color: black;">宣传</span>，而不是写出一篇杰出的文案。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">因此呢</span>，写<span style="color: black;">区别</span><span style="color: black;">媒介</span><span style="color: black;">宣传</span>文案尤其<span style="color: black;">重视</span>画面和谐<span style="color: black;">协同</span>，包括何时以文案为主，何时让<span style="color: black;">位置于</span>画面等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">4、</span></span><span style="color: black;">分析</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、</span><strong style="color: blue;"><span style="color: black;">优秀创意：</span></strong><span style="color: black;">创造性</span><span style="color: black;">简明</span><span style="color: black;">人性化</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span><strong style="color: blue;"><span style="color: black;">P235</span></strong><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>语写作要点：</span></strong><span style="color: black;">力求简单</span><span style="color: black;">, </span><span style="color: black;">单纯<span style="color: black;">知道</span></span><span style="color: black;">,</span><span style="color: black;"><span style="color: black;">运用</span>流畅的语言</span><span style="color: black;">, </span><span style="color: black;">避免空洞的套</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">话</span><span style="color: black;">, </span><span style="color: black;">避免虚假的大话</span><span style="color: black;">,</span><span style="color: black;">时间与地域的适应性</span><span style="color: black;">, </span><span style="color: black;">媒介的适应性</span><span style="color: black;">, </span><span style="color: black;">追求个性</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span><strong style="color: blue;"><span style="color: black;">P255</span></strong><strong style="color: blue;"><span style="color: black;">标题写作要点：</span></strong><span style="color: black;">紧扣创意</span><span style="color: black;">, </span><span style="color: black;">集中于一点</span><span style="color: black;">,</span><span style="color: black;">避免平铺直抒</span><span style="color: black;">, </span><span style="color: black;">个性化的语言</span><span style="color: black;">,</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">简介凝练</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、</span><span style="color: black;"><span style="color: black;">宣传</span>文案主题的类型（文案分析）</span><span style="color: black;">P48—P55</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、</span><span style="color: black;">P181 </span><span style="color: black;">案例</span></p>
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