1fy07h 发表于 2024-8-8 16:42:41

13本书,宣传文案人入门必要的利器!


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      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1533206733241fabd1a6216~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=QBS8Z22D1M0R8HsSEQ5Sy%2BilIx8%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>一名合格的<span style="color: black;">宣传</span>文案人,不管你是新手还是老司机,都应该<span style="color: black;">贮存</span>丰富的理论知识、<span style="color: black;">把握</span><span style="color: black;">必定</span>的写作技巧、<span style="color: black;">持有</span>发散性思维以及创意的能力。这些皆<span style="color: black;">能够</span><span style="color: black;">经过</span><span style="color: black;">平常</span>的学习与训练来<span style="color: black;">累积</span>,好的学习途径又从何而来呢?</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">阅读<span style="color: black;">关联</span>书籍、浏览专业网站、模仿歌词创作是<span style="color: black;">宣传</span>文案人<span style="color: black;">提高</span>能力、快速入门、顺利进阶的三大方式。<span style="color: black;">这里</span>,我精选了13本书2大作词人<span style="color: black;">举荐</span>给<span style="color: black;">大众</span>,<span style="color: black;">期盼</span>你能够在这些工具中找到合适自己的、有用的部分,为<span style="color: black;">宣传</span>文案的创作添砖加瓦。</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;">宣传</span>文案人的入门与进阶书单</strong></p>
      <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>文案从业者,从入门到进阶最有效的途径之一<span style="color: black;">便是</span>阅读,而种类繁多的书籍无疑是最佳的读物。从阅读中,<span style="color: black;">能够</span><span style="color: black;">增多</span>专业的理论知识、<span style="color: black;">把握</span>实用的技巧、拓宽思路、启发创意、<span style="color: black;">累积</span>材料,<span style="color: black;">每一个</span><span style="color: black;">宣传</span>、文案人都应该有一份属于自己的个人书单,<span style="color: black;">能够</span>是<span style="color: black;">同期</span>符合“个人<span style="color: black;">爱好</span>+业务<span style="color: black;">必须</span>+能力<span style="color: black;">提高</span>”的。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今天,我想给<span style="color: black;">大众</span><span style="color: black;">举荐</span>13本<span style="color: black;">相关</span>于<span style="color: black;">宣传</span>、文案、心理方面的书,是我接触过、读过的同类型书籍中<span style="color: black;">尤其</span>专业、实用的<span style="color: black;">有些</span>,<span style="color: black;">经过</span>简单的介绍以及目录展示,供<span style="color: black;">大众</span><span style="color: black;">认识</span>与参考。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">文案与写作</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO1.《文案训练手册》(约瑟夫·休格曼)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">关键词:</strong>知识、实践、情感、心理诱因、文案要素</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;">举荐</span>指数:★★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/15332066603449dc5cc2f63~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=rPimrUbHOngIR5Y%2BxPnn3kHEZjY%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/1533206660737e9100faf69~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=a896H3%2BLARJ3Omtfu1%2FyFZH2OoM%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本书作者休格曼既是作家又是资深文案撰稿人,这本《文案训练手册》浓缩了他创作的精髓,不拘一格、天马行空的文案风格总能让读者倍感惊艳,从理论到实践,你将从中<span style="color: black;">认识</span>到文案写作是一段精神旅程,每一个好<span style="color: black;">宣传</span>都是词语、感受和印象的情感流露……。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《文案训练手册》能够培养你的创意和思考方式,由浅入深地带领你走进文案写作的世界,不管你之前<span style="color: black;">是不是</span>接触过专业的文案知识,都不妨碍你去阅读和理解;每一个文案技巧会配实例加以阐述,例子皆来自作者或作者身边人的亲身经历。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我认为,这是<span style="color: black;">宣传</span>文案人的入门宝典之一,认真理解并加以运用里面的<span style="color: black;">办法</span>技巧,将会<span style="color: black;">提高</span>个人文案创作的能力。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">PS:转发这篇<span style="color: black;">文案</span>转发到<span style="color: black;">伴侣</span>圈,<span style="color: black;">而后</span>截图,<span style="color: black;">微X</span>发给草莓君,<span style="color: black;">就可</span>领取《文案训练手册》、《文案完全创作手册》、《文案发烧》、《小丰现代汉语<span style="color: black;">宣传</span>语法辞典》、《一个<span style="color: black;">宣传</span>人的自白》、《蔚蓝诡计》、《超级符号<span style="color: black;">便是</span>超级创意》、《影响力》、《乌合之众》等9本电子书。</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO2.《文案创作完全手册》(罗伯特·布莱)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:营销力、<span style="color: black;">宣传</span>文案、标题、市场<span style="color: black;">科研</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;">举荐</span>指数:★★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1533206660444d5799570aa~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=hfTFNCixXRh%2FkQxMoNbmjH25upw%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/1533206660737e9100faf69~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=a896H3%2BLARJ3Omtfu1%2FyFZH2OoM%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《文案创作完全手册》是美国文案大师罗伯特·布莱结合自己<span style="color: black;">数年</span>的从业经验,以“<span style="color: black;">营销</span>力”为出发点和落脚点,撰写的一本文案实操手册。他强势主张“<span style="color: black;">宣传</span>的目的不是要讨好、娱<span style="color: black;">阳光</span>众或赢得<span style="color: black;">宣传</span>大奖,而是要把<span style="color: black;">制品</span>卖出去”,书中所教授的<span style="color: black;">宣传</span>文案创作技巧性极具<span style="color: black;">营销</span>力、说服力和命中率。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容<span style="color: black;">触及</span>对<span style="color: black;">宣传</span>文案的基本理解、<span style="color: black;">拥有</span>吸引力标题的撰写、有卖点的文案写作、市场调研、多种(平面、直邮、电视、网络、公关等等)文案的创作技巧……。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO3.《超文案》(朱冰)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:创意、文案、微时代、案例精选</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;">举荐</span>指数:★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/153320666036167eb58de2d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=KAWDFMILQ%2FaFG3JK5WjxKfHGipA%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/153320666047000a51fb3c7~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=ijvR8%2BNC1CRXkiaEXNM8GLk0Wik%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是一本清新脱俗的文案书籍,<span style="color: black;">无</span>大篇幅的理论,优美凝练的文字、幽默有趣的文风,穿插着电影、剧本、<span style="color: black;">宣传</span>、出版物等数百个精选案例,经典如“沃尔沃汽车<span style="color: black;">宣传</span>(像恨它<span style="color: black;">同样</span>开它)”流行如“江南style”,把文案的“道”与“术”结合的春风化雨、润物无声。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">能够</span>把它当散文来看,<span style="color: black;">亦</span><span style="color: black;">能够</span>当故事去阅读,它<span style="color: black;">乃至</span>还是高级的安利读物:《纸牌屋》、《<span style="color: black;">宣传</span>狂人》、《星际穿越》、《国王的演讲》、《时间简史》、《贫民窟的百万富翁》等等电影、书籍<span style="color: black;">都在</span>其中,再加上全书的编排非常美观,视觉良好,大大的<span style="color: black;">举荐</span>!</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO4.《文案发烧》(路克·苏立文)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:<span style="color: black;">宣传</span>、创意、<span style="color: black;">宣传</span>人</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;">举荐</span>指数:★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/153320666043502e24301ec~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=egouCEjOIB0pPLnHv6HYwUWJysA%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p9-sign.toutiaoimg.com/pgc-image/15332066608443a530814e1~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=euQZmMMc%2FidXt89CZ%2B%2Brlky7fto%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者以<span style="color: black;">自己</span>丰富的从业经验,结合多个<span style="color: black;">区别</span>的实例,给读者阐述了关于平面、电视、广播和户外等<span style="color: black;">宣传</span>文案的撰写技巧、创作规律、操作原则及<span style="color: black;">重视</span>事项。这本书以<span style="color: black;">第1</span>人<span style="color: black;">叫作</span>作展开,<span style="color: black;">白话</span>化的语言风格,在<span style="color: black;">容易</span>自然、风趣幽默的行文中,你将<span style="color: black;">把握</span>多种创意、文案写作的实用<span style="color: black;">办法</span>。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO5.《小丰现代汉语<span style="color: black;">宣传</span>语法辞典》(丰信东)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:汉语、语法、用词、用语</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;">举荐</span>指数:★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1533206660967126b1b0f07~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=SBJlkrkVyWKkVzw65xb1M48Zfqk%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">书如其名,<span style="color: black;">便是</span>关于汉语<span style="color: black;">宣传</span>文案用词、用语的<span style="color: black;">有些</span>见解,全书共29个小节,每节的篇幅都很短,现代诗形式的排版风格,非常的别致。从“字、词、句”到“段、章、节”,从“主、谓、宾”到“名、动、副、介”,从“语速、语流、语韵”到“语气、语调、语态”……。<span style="color: black;">宣传</span>文案中<span style="color: black;">怎么样</span>的语法组合才是最佳的?<span style="color: black;">能够</span><span style="color: black;">经过</span>此书<span style="color: black;">认识</span>到文字<span style="color: black;">运用</span>、人<span style="color: black;">叫作</span>、标点等基本要素。</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;">宣传</span>与创意</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO1.《一个<span style="color: black;">宣传</span>人的自白》(大卫·奥格威)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:经典、大师;<span style="color: black;">机构</span>、客户、<span style="color: black;">宣传</span>、文案</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;">举荐</span>指数:★★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1533206661023d9eddb74ab~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=1utzpqPfo5MfOoQqN70aCcLWKJg%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/1533206660988d89e00abf2~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=OvcBqA711sSOdzRLtL9ptDgiuM4%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">奥美的创始人、现代<span style="color: black;">宣传</span>教皇大卫奥格威的经典之作,<span style="color: black;">每一个</span><span style="color: black;">宣传</span>人案头<span style="color: black;">必须</span>的书籍。奥格威以<span style="color: black;">第1</span>人<span style="color: black;">叫作</span>的自白形式,讲述了他<span style="color: black;">做为</span>一个<span style="color: black;">宣传</span>人,在自己的<span style="color: black;">宣传</span>生涯中,<span style="color: black;">怎样</span>经营<span style="color: black;">宣传</span><span style="color: black;">机构</span>、<span style="color: black;">怎么样</span>和客户打交道、<span style="color: black;">怎样</span>进行文案创作以及<span style="color: black;">怎么样</span>制作高水平的<span style="color: black;">宣传</span>。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从《一个<span style="color: black;">宣传</span>人的自白》中,你能看到如今被<span style="color: black;">广泛</span>遵循的“以消费者为中心”的原则:消费者不是低能儿,她是你的妻子,别侮辱她的智商;你<span style="color: black;">亦</span>能学到<span style="color: black;">宣传</span>创作的实用技巧:成功的关机那在于允诺给消费者好处——诸如更好的味道、清洗的更白、每一加仑<span style="color: black;">能够</span>多跑些路、肤色更好等。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些观点、<span style="color: black;">办法</span>、理论,直到今天仍然影响着<span style="color: black;">宣传</span>行业与每一个<span style="color: black;">宣传</span>人,被反复论证、反复<span style="color: black;">运用</span>。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO2.《<span style="color: black;">宣传</span>学》(吕巍)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:战略、策略、<span style="color: black;">媒介</span>、受众、预算</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;">举荐</span>指数:★★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/15332066610082e62808f27~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=kVBmseiLk%2Bi0GZZUVYYjwsx4de8%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是营销学的一本教材,尽管里面的案例不算新(初版是在2006年),但它<span style="color: black;">包括</span>了<span style="color: black;">全部</span><span style="color: black;">宣传</span>体系,从理论到实践步步深入,对<span style="color: black;">宣传</span>发展的历史、<span style="color: black;">宣传</span>的基本概念、<span style="color: black;">宣传</span>战略、<span style="color: black;">宣传</span><span style="color: black;">目的</span>与预算、<span style="color: black;">宣传</span>受众、<span style="color: black;">宣传</span>策略、<span style="color: black;">宣传</span>制作、<span style="color: black;">宣传</span>效果<span style="color: black;">评定</span>这一系列的要素都作了<span style="color: black;">仔细</span>的介绍,<span style="color: black;">海量</span>的专业术语、<span style="color: black;">平常</span>理论(5R理论、ROI理论、共鸣理论、涉入理论)都在书中一一提及。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些专业性极强的知识,<span style="color: black;">针对</span>想要从事<span style="color: black;">或</span><span style="color: black;">刚才</span>进入<span style="color: black;">宣传</span>行业的人<span style="color: black;">来讲</span>,是<span style="color: black;">必要</span>要<span style="color: black;">把握</span>好的。《<span style="color: black;">宣传</span>学》这本书理论虽多,但从表达到辅助案例解析都非常清楚,不会<span style="color: black;">显出</span>晦涩难懂,适合<span style="color: black;">做为</span>入门书籍去阅读。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO3.《<span style="color: black;">宣传</span>设计创意有道》(王欣东)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:创意、艺术、案例丰富</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;">举荐</span>指数:★★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1533206661173958daa44a4~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=HsTYlprE2tstPf3WK4AyggUZlLk%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/1533206661612a402a0b1c9~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=6VkE0uMH2DW%2Bk%2FFOCsEba0%2FFLwQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">借用“豆瓣”上关于这本书的介绍:《<span style="color: black;">宣传</span>设计创意有道》首次从艺术创作流派的独特视角出发,总结归纳了28大类、60多条通往“罗马”的创意道路,并<span style="color: black;">经过</span>精心挑选的400多幅由国际顶尖4A<span style="color: black;">宣传</span><span style="color: black;">机构</span>近年来创作的优秀获奖<span style="color: black;">宣传</span>作品诠释出来。<span style="color: black;">况且</span>,不论何种语言的<span style="color: black;">宣传</span>,《<span style="color: black;">宣传</span>设计 创意有道》都前所未有地给出“准确、生动、给力”的<span style="color: black;">宣传</span>语翻译和精彩点评。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我个人觉得,这本书在启发<span style="color: black;">宣传</span>人的创意方面,确实<span style="color: black;">供给</span>了行之有效的<span style="color: black;">办法</span>,读者在阅读过程中能够很好地拓宽思路,发散思维,产生联想。多个精彩的<span style="color: black;">宣传</span>案例不仅让人大开眼界,<span style="color: black;">亦</span>进一步丰富了<span style="color: black;">宣传</span>材料的<span style="color: black;">累积</span>。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO4.《蔚蓝诡计》(乔治・路易斯)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:大创意、定位、客户、名人、政治</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;">举荐</span>指数:★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/153320666137439758eb221~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=A9eCevVaERy%2BpTLbrx57BZse2UU%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/15332066614725468f46021~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=a8%2BQ0mphJtyaHKYIe4Xd86eJoZ8%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“BIG IDEA”即“大创意”,<span style="color: black;">能够</span>看出,这是一本关于<span style="color: black;">宣传</span>创意的书籍。本书的作者乔治·路易斯被《华尔街日报》<span style="color: black;">评估</span>为“个性急而才高八斗的家伙”,在<span style="color: black;">宣传</span>世界,掀起了一阵创意的风暴,<span style="color: black;">不仅</span>对<span style="color: black;">宣传</span>的制作产生了深远的影响,<span style="color: black;">同期</span><span style="color: black;">亦</span>改变了美国人的购买习惯。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《蔚蓝诡计》路易斯的经典之作,他从一个<span style="color: black;">宣传</span>人视角记述了许多美国政客、大企业家和<span style="color: black;">宣传</span>人的奇闻逸事,讲述了美国社会中许多重大的社会事件。而<span style="color: black;">哪些</span>宝贵的<span style="color: black;">宣传</span>创意就借助这些事件一一表现了出来,他说“<span style="color: black;">宣传</span>是一种有毒气体”,认为“创意无公式”,“<span style="color: black;">倘若</span>要用户买账,<span style="color: black;">必要</span>以死要挟的话,那就以死相逼吧”。可见其个性十足的观点、大胆犀利的言论以及风格多变语言。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在这本书中,你将会领略到<span style="color: black;">哪些</span>颠覆市场的<span style="color: black;">宣传</span>创意手段,你的创意思维<span style="color: black;">亦</span>将更加开阔。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO5.《超级符号<span style="color: black;">便是</span>超级创意》(华杉/华楠)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:品牌、创意、超级符号、超级话语</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;">举荐</span>指数:★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/15332066615069bb26ec6f1~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=aJDKrvM05KQHw0Roir1Hi7i7TZE%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/153320666159679468a6331~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=tQtkXIDuEVBob4uEcmFtO3XktyU%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是一本独具中国<span style="color: black;">特殊</span>的 “品牌+创意”书籍,以<span style="color: black;">海量</span>的本土化案例,以传播学和符号学为理论<span style="color: black;">基本</span>,讲述了品牌、<span style="color: black;">制品</span>、<span style="color: black;">宣传</span>、企业战略、调研以及消费者等多方面的营销创意,而<span style="color: black;">宣传</span>文案的创意是其中的重要<span style="color: black;">构成</span>部分。</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;">行径</span>与心理</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO1.《消费者<span style="color: black;">行径</span>学》(符国群)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:消费者<span style="color: black;">行径</span>、购买、决策、心理、动机</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;">举荐</span>指数:★★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1533206661720c0e4fe6509~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=9JoE0OcsJhIkNtC0v9zKtMvcmJ0%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/1533206661788bf6a2695ea~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=ALd1%2BLIvTwZINhmWlqqA%2BGxtK6o%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是一本市场营销专业的教材书籍,全书共分为四大模块十六个章节,<span style="color: black;">仔细</span>地阐述了消费者<span style="color: black;">行径</span><span style="color: black;">科研</span>的历史、消费者决策的过程(<span style="color: black;">包含</span>信息收集、<span style="color: black;">评估</span>购买、购后<span style="color: black;">行径</span>)、影响消费者<span style="color: black;">行径</span>的个体与心理<span style="color: black;">原因</span>(资源、动机、<span style="color: black;">感觉</span>、学习、记忆、态度、个性)、影响消费者<span style="color: black;">行径</span>的环境<span style="color: black;">原因</span>(文化、社会阶层、社会群体、口传、流行、创新扩散、情景、<span style="color: black;">守护</span>)。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从内在到<span style="color: black;">外边</span>,从个人到群体,本书深入<span style="color: black;">科研</span>了消费者的<span style="color: black;">行径</span>、心理、需求与动机。消费者<span style="color: black;">做为</span><span style="color: black;">宣传</span>文案的<span style="color: black;">重点</span>受众,在营销以消费者为中心、传播以受众为导向的今天,<span style="color: black;">想要</span>创作出高质量的有效的<span style="color: black;">宣传</span>或文案,<span style="color: black;">必要</span><span style="color: black;">认识</span>消费者的心理、购买<span style="color: black;">行径</span>以及特点。《消费者<span style="color: black;">行径</span>学》<span style="color: black;">便是</span>一本不可多得的系统书籍。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO2.《影响力》(罗伯特•B•西奥迪尼)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:社会心理学、互惠、<span style="color: black;">爱好</span>、权威、稀缺</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;">举荐</span>指数:★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/15332066620583a1a6e50f6~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=hFcgXa%2B1GoUcK%2Fdk4H42%2FTv8yjk%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/153320666192673a41bf5e5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=dWgrxk89IrRD4Q2zNZ%2Fd8VhB2fY%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者<span style="color: black;">经过</span>3年的实验与参与式观察等<span style="color: black;">办法</span>搜集实例,结合<span style="color: black;">自己</span>的社会心理学知识和经验,撰写出这本心理学著作。全书着重阐述了互惠、承诺和一致、社会认同、<span style="color: black;">爱好</span>、权威、稀缺6大原理,深入解释了<span style="color: black;">为何</span>有些人极具说服力,而<span style="color: black;">公众</span>总是容易上当受骗。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">认识</span>这些心理的特性、表现,<span style="color: black;">科研</span>其对<span style="color: black;">行径</span>产生的影响,<span style="color: black;">针对</span><span style="color: black;">宣传</span>文案从业者<span style="color: black;">来讲</span>,<span style="color: black;">拥有</span>非常重要的<span style="color: black;">道理</span>,利用人们的心理,<span style="color: black;">例如</span><span style="color: black;">爱好</span>、<span style="color: black;">例如</span>稀缺,能够创作更加贴近消费者、<span style="color: black;">诱发</span>共鸣的<span style="color: black;">宣传</span>以及文案。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO3.《乌合之众》(古斯塔夫·勒庞)</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关键词:<span style="color: black;">公众</span>心理学、群体、心理、意见、信念</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;">举荐</span>指数:★★★★</strong></p>
      <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/153320666202819ded2e015~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723536113&amp;x-signature=lLetVZPB0tuOMf%2B2I8WJdCSzglQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">摘自“百度百科”对本书的简介:《乌合之众:<span style="color: black;">公众</span>心理<span style="color: black;">科研</span>》是解析群体心理的经典名著,虽然是一部学术性著作,但语言生动流畅,分析鞭辟入里,入木三分。<span style="color: black;">因此呢</span>,《乌合之众》一经<span style="color: black;">面世</span>,便广受欢迎,已被译成十几种语。《乌合之众:<span style="color: black;">公众</span>心理<span style="color: black;">科研</span>》颠覆了人们<span style="color: black;">一般</span>对群体的认识,将群体的特点剖析得淋漓尽致,让人先是惊异,后是佩服。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者层层分析,逐步推进,<span style="color: black;">知道</span>指出个人一旦融入群体,他的个性便会被湮没,群体的思想便会占据绝对的统治地位,而与此<span style="color: black;">同期</span>,群体的<span style="color: black;">行径</span><span style="color: black;">亦</span>会表现出排斥异议,极端化、<span style="color: black;">心情</span>化及低智商化等特点,<span style="color: black;">从而</span>对社会产生破坏性的影响。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">➤ 歌词即文案,从歌词中寻找文案灵感</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">歌词是诗歌的一种,它讲究形象、节奏、音韵、修辞、遣词炼字,善于抒情、叙事。好的歌词能<span style="color: black;">诱发</span>人的共鸣、塑造<span style="color: black;">剧烈</span>的画面感、留下深刻的记忆。这与文案有着异曲同工之妙,<span style="color: black;">经过</span><span style="color: black;">平常</span>的摘抄、诵读、模仿、修改歌词(<span style="color: black;">必定</span>要<span style="color: black;">重视</span><span style="color: black;">实质</span>运用中版权的问题),能很好地<span style="color: black;">熬炼</span><span style="color: black;">咱们</span>的文笔,触发<span style="color: black;">咱们</span>创作的灵感。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在<span style="color: black;">这儿</span>,我想<span style="color: black;">举荐</span>2位个人最<span style="color: black;">爱好</span>的歌词创作人,<span style="color: black;">大众</span>应该<span style="color: black;">亦</span>很<span style="color: black;">熟练</span>:</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO1.方文山</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">周杰伦御用金牌作词人,有“词圣”的美誉。其<span style="color: black;">善于</span>拆解语言<span style="color: black;">运用</span>的惯性,重新浇灌文字重量,赋予其新的<span style="color: black;">道理</span>,纺织出新的质地,建构后现代新词风。其创作的词曲中有画面感和东方风,非常符合江湖的整体音乐风格。(PS:摘自百度百科)</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">画面感强+遣词炼字+比喻</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">《青花瓷》——周杰伦</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">色白花青的锦鲤跃然于碗底</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">临摹宋体落款时却惦记着你</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">隐匿</span>在窑烧里千年的<span style="color: black;">奥密</span></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">极细腻犹如绣花针落地</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">篱外芭蕉惹骤雨门环惹铜绿</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而我路过那江南小镇惹了你</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">画面感强+情感共鸣</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">《东方破》——周杰伦</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一盏离愁 孤单伫立在窗口</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我在门后 假装你人还没走</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">旧地如重游 月圆更寂寞</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">夜半清醒的烛火 不忍苛责我</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一壶漂泊 浪迹天涯难入喉</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你走之后 酒暖回忆思念瘦</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">NO2.林夕</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">香港著名的作词人,为张国荣、张学友、王菲等乐坛名将创作了无数脍炙人口的歌词。借用“凤凰网”对林夕的<span style="color: black;">评估</span>:擅用<span style="color: black;">各样</span>修辞描绘缱绻情感。排比、比兴、象喻是其最常用的手法,用婉转曲折<span style="color: black;">乃至</span>隐晦的方式摹饰<span style="color: black;">繁杂</span>多变的情感,更给了人们无限的想象空间。</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">排比+情感共鸣</strong></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;">上下</span>手》——张国荣</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从那天起我不辨别前后</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从那天起我竟调乱左右</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">习惯都扭转了<span style="color: black;">呼气</span>都张不开口</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你离开了 却散落四周</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从那天起我恋上我左手</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从那天起我讨厌我右手</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为么</span>没力气去捉紧这一点火花</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">比喻+情感共鸣</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">《我》——张国荣</strong></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我永远都爱<span style="color: black;">这般</span>的我</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">愉快</span>是 <span style="color: black;">愉快</span>的方式不止一种</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">最荣幸是 谁都是造物者的光荣</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不消</span>闪躲 为我<span style="color: black;">爱好</span>的生活而活</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不消</span>粉墨 就站在光明的角落</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我<span style="color: black;">便是</span>我 是颜色不<span style="color: black;">同样</span>的烟火</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">天空海阔 要做最坚强的<span style="color: black;">泡泡</span></p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我<span style="color: black;">爱好</span>我 让蔷薇开出一种结果</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">孤独的沙漠里 <span style="color: black;">同样</span>盛放的赤裸裸</p>
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">除了上面截取的这几段歌词,2位词人还创作了许多用词达意优美深刻的歌曲,直接百度搜索就能找到,要善于体会其遣词造句、修饰文辞的精妙之处,学习其情感表达、画面描述的技巧,方能无尽所用。</p>
    </div>




外链专员 发表于 2024-8-30 09:28:25

楼主果然英明!不得不赞美你一下!

wrjc1hod 发表于 2024-9-25 23:21:58

一看到楼主的气势,我就觉得楼主同在社区里灌水。

j8typz 发表于 2024-10-1 20:18:39

你的见解独到,让我受益匪浅,期待更多交流。

wrjc1hod 发表于 2024-10-7 14:14:41

期待更新、坐等、迫不及待等。

7wu1wm0 发表于 2024-10-25 03:51:15

“NB”(牛×的缩写,表示叹为观止)‌

4zhvml8 发表于 2024-10-29 02:22:44

论坛的成果是显著的,但我们不能因为成绩而沾沾自喜。

m5k1umn 发表于 2024-11-6 09:29:20

谢谢、感谢、感恩、辛苦了、有你真好等。
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