论坛 › 广东 › 宣传文案创意——哪些优秀的宣传从何而来？

ikkhksvu 发表于 2024-8-7 18:37:52

宣传文案创意——哪些优秀的宣传从何而来？

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/qUfU2E5MUzAXRibf27ZgfhejibFazhPXRlUIsQ4tpAC8IMC2SwSC8dL5XWRSTic8lWmrA9F7wR9jLPwx3J3rgGslw/0?tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/yqVAqoZvDibHW4ynpBjRrolMxOZtKTiaYgGib3Z1r7qO6vXvLcXPmzYxbdQeJ8vcQcICOj6WbeuYRM3kdvBzehtkA/640?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">移动互联网的时代，人们<span style="color: black;">每日</span>都在获取海量信息，使得<span style="color: black;">宣传</span>创意的<span style="color: black;">存活</span>空间变得越来越小，<span style="color: black;">同期</span>，<span style="color: black;">亦</span>受益于移动互联网时代所带来的信息传输<span style="color: black;">方便</span>性，才让<span style="color: black;">哪些</span>创意新颖、有<span style="color: black;">专题</span>性的<span style="color: black;">宣传</span>能够在<span style="color: black;">短期</span>内被广泛传播。<strong style="color: blue;"><span style="color: black;">那样</span>，优秀的<span style="color: black;">宣传</span>文案是<span style="color: black;">怎样</span>创作的呢？</strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/qUfU2E5MUzAvmCibZLich6bwxBibdB2j5BZqZmqGVLYhpp3mY2kWG8UpH3JNqpWiaJkeicJ8pcic6ib5yLyXdjYHniaHkg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">宣传</span>文案是<span style="color: black;">拥有</span>经济利益目的的<span style="color: black;">商场</span>创作，虽然<span style="color: black;">一样</span>借助于写手的文笔功底，<span style="color: black;">然则</span>最终要以说服、引导消费者为目的。从这个<span style="color: black;">方向</span>来看，<span style="color: black;">宣传</span>文案其实很像<span style="color: black;">宣传</span>创意，谁都能想谁<span style="color: black;">亦</span>都能写，<span style="color: black;">然则</span>结果却是大相径庭。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一个初级创意人员都<span style="color: black;">晓得</span>的文案创作基本公式：“KISS=KeepItSweetandSimple”，中文意思为“令其甜美并简洁”或“简洁加甜美”，<span style="color: black;">因为</span>几个英文首字母的缩写恰巧是英文单词“KISS（吻）”，<span style="color: black;">因此</span>又被<span style="color: black;">宣传</span>人戏<span style="color: black;">叫作</span>之为“亲吻公式”。文案人员<span style="color: black;">不仅</span>要有文采，<span style="color: black;">况且</span>还要<span style="color: black;">把握</span>“KISS”之类的<span style="color: black;">宣传</span>文案创作技巧。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">宣传</span>专业的立场上，美术<span style="color: black;">指点</span>将创意点子形诸于图象，而<span style="color: black;">宣传</span>文案人员（CopyWriter）则是将创意点子形诸于文字，<span style="color: black;">因为</span>文字相<span style="color: black;">针对</span>平面图象对人们<span style="color: black;">拥有</span>更强的想象和联想空间，<span style="color: black;">因此</span>说：广告文案应该是理想的<span style="color: black;">商场</span>造梦者。<span style="color: black;">一样</span>是《廊桥遗梦》，看小说版本、连环画版本、乃至电影版本都会有<span style="color: black;">区别</span>的感受，有位精于文字的作家看完电影后连连摇头：电影拍得美是美，可惜太实了。</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;">做为</span><span style="color: black;">商场</span>造梦者，<span style="color: black;">宣传</span>文案人员<span style="color: black;">能够</span><span style="color: black;">经过</span>构筑一个场景、<span style="color: black;">或</span>编织一个情节，借助于商品信息传递形式去和观众沟通，并<span style="color: black;">从而</span>打动商品的<span style="color: black;">目的</span>消费者，更<span style="color: black;">能够</span><span style="color: black;">经过</span>气氛渲染来使人们感性起来进行消费。</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;">倘若</span>你恰巧是CopyWriter，<span style="color: black;">况且</span>成天<span style="color: black;">懊恼</span>于<span style="color: black;">宣传</span>文案的创作，<span style="color: black;">那样</span>恭喜你——文案人员相<span style="color: black;">针对</span>美术<span style="color: black;">指点</span><span style="color: black;">来讲</span>是<span style="color: black;">潜能</span>无限的，大师级的<span style="color: black;">宣传</span>人奥格威、韦伯·扬、李奥贝纳、伯恩巴克、雷斯、罗必凯等都是文案出身，直到今天，许多国际化<span style="color: black;">宣传</span><span style="color: black;">机构</span>的创意总监<span style="color: black;">亦</span>都是文案出身！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/qUfU2E5MUzAvmCibZLich6bwxBibdB2j5BZw589rlrSDxocTGjweiasXI2ibC4lrRURpzibuQle7UyGt5ic2A1uibmrEjw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">&gt;</span><span style="color: black;">&gt;</span><span style="color: black;">&gt;</span><span style="color: black;">&gt;</span><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;">宣传</span>大师们对<span style="color: black;">宣传</span>文案创作各持观点</strong></strong></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;">伯恩巴克认为：</span></strong><span style="color: black;">文案写作<span style="color: black;">尤其</span>是在结构和形式上<span style="color: black;">不该</span>该有教条，<span style="color: black;">宣传</span>文案无<span style="color: black;">所说</span>稳定的结构，而是要看<span style="color: black;">必须</span>，<span style="color: black;">是不是</span>适合。他曾说过：我不要对我的创作小组说，把<span style="color: black;">照片</span>放在上方，下面放进标题，把文案放在下面，在另一方面，我<span style="color: black;">亦</span>不要说：不要那样做；有时<span style="color: black;">无</span>标题才合适，有时有一个标题才合适，有时带有<span style="color: black;">机构</span>名<span style="color: black;">叫作</span>、商标才行，有时你<span style="color: black;">倘若</span>用上<span style="color: black;">机构</span>名<span style="color: black;">叫作</span><span style="color: black;">便是</span>天下最糟的事。</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;">奥格威则认为：</span></strong><span style="color: black;"><span style="color: black;">仅有</span>结构完整的<span style="color: black;">宣传</span>文案<span style="color: black;">才可</span>完整地表现<span style="color: black;">宣传</span>信息，每则<span style="color: black;">宣传</span>都应该是一个独自且完整的结构，他<span style="color: black;">因此呢</span>非常反对无标题的<span style="color: black;">宣传</span>文案，反对悬念<span style="color: black;">宣传</span>文案，并且<span style="color: black;">供给</span>了关于<span style="color: black;">宣传</span>文案正文写作的原则：</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><span style="color: black;">不要旁敲侧击，要直截了当地用准确的语言来写作；</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;">2、</span></strong><span style="color: black;">不要用最高级的形容词、<span style="color: black;">通常</span>化字眼和陈词滥调，要讲事实且把事实讲得引人人胜；</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;">3、</span></strong><span style="color: black;">要经常运用用户经验谈<span style="color: black;">宣传</span>信息；</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;">4、</span></strong><span style="color: black;">向消费者<span style="color: black;">供给</span>有用的咨询<span style="color: black;">或</span>服务而<span style="color: black;">不仅</span>单纯地讲<span style="color: black;">制品</span>本身；</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><span style="color: black;">纯粹文学派的<span style="color: black;">宣传</span>是无聊的；</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><span style="color: black;">避免唱高调，避免自吹自擂、自我炫耀；</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><span style="color: black;">用消费者的通俗语言写作文案；</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><span style="color: black;">不要贪图写作获奖<span style="color: black;">宣传</span>文案；</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;">9、</span></strong><span style="color: black;">衡量优秀<span style="color: black;">宣传</span>文案人员的标准是看<span style="color: black;">她们</span>使多少新<span style="color: black;">制品</span>在市场上腾飞而不是用文字娱乐读者。</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;">曾任日本电通创意总监的石田胜寿认为：</span></strong><span style="color: black;">优秀的<span style="color: black;">宣传</span>文案撰稿人是<span style="color: black;">必须</span>些天资的，<span style="color: black;">包含</span>“<span style="color: black;">拥有</span>纤细而结实的神经”，还要有“母爱、童心、<span style="color: black;">大夫</span>的观察力、<span style="color: black;">青年</span>人的热情、适当的凑热闹精神、忍耐力和体力”，并且“能够将丰富的想象力整理成最精简的文字能力”。</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;">针对</span>文案创作的消费者顾及层面，石田先生还提出了一个万丈天堑般的标准：写谁都能懂，<span style="color: black;">然则</span>谁都写不出来的文案。<span style="color: black;">宣传</span>文案是<span style="color: black;">拥有</span><span style="color: black;">必定</span>主观性的创作，<span style="color: black;">然则</span><span style="color: black;">不可</span>只存在“创意写作者的立场”，<span style="color: black;">必要</span>要<span style="color: black;">思虑</span><span style="color: black;">宣传</span>主和消费者的接受<span style="color: black;">方向</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;">咱们</span>身边不乏有才情的文案人员，<span style="color: black;">然则</span>不<span style="color: black;">必定</span>是最优秀的，<span style="color: black;">倘若</span><span style="color: black;">不可</span>着力于消费者心理、<span style="color: black;">行径</span>的潜<span style="color: black;">认识</span><span style="color: black;">科研</span>，就<span style="color: black;">没法</span>营造出对位的接受关系。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/qUfU2E5MUzDvMJXqYTf1icyCFiakHM2AxYCQFlQVRF3CpCjlQCdgBxricQZDo35PBKv9ydEcxfq1UlUPawv7NZmbw/0?tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">秋叔说</strong></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;">宣传</span>创作的任何一个环节都是“编码”环节，而“解码器”在消费者心里，接收并不等于接受，接受<span style="color: black;">亦</span>不等于行动，而<span style="color: black;">宣传</span>创作的<span style="color: black;">最后</span>目的是影响<span style="color: black;">行径</span>！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_gif/qUfU2E5MUzALHLDAFdn4nZFbvDseicOzvmg0fpPQUbXgaqicmYaoZusO74LCGAsLiaOxfsQ0ibTEwcDKE8uhyBLSfA/0?tp=webp&amp;wxfrom=5&amp;wx_lazy=1" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">关联</span>精选<span style="color: black;">文案</span><span style="color: black;">举荐</span></span></strong></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">抱住IP的大腿？<span style="color: black;">小心</span>，你有可能<span style="color: black;">作为</span>下一个老坛酸菜牛肉面！</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><span style="color: black;">资讯</span>营销<span style="color: black;">怎样</span>布局关键词才更加</span></a><span style="color: black;">拥有</span>推广性？</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">回顾百雀羚的神<span style="color: black;">宣传</span>，到底好<span style="color: black;">欠好</span>？</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">看水做小人是怎么动起来的？</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/qUfU2E5MUzAXRibf27ZgfhejibFazhPXRlAFGiauH3AhJoJNdwx63NtcanhFEliaqcibicHbCuG0IDn9pmhJHicibC08OQ/640?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/qUfU2E5MUzCUtiaTicLobEXfOmYG4c5ib2WETOy5N4AYONQUXb6vw2XublYxExF8yuzGIk7KaAxxtWhIru1KS2QFQ/640?tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>

j8typz 发表于 2024-8-26 07:09:28

祝福你、祝你幸福、早日实现等。

7wu1wm0 发表于 2024-10-25 21:26:13

论坛的成果是显著的，但我们不能因为成绩而沾沾自喜。

查看完整版本: 宣传文案创意——哪些优秀的宣传从何而来？