技巧｜90%的创意宣传文案来自这6个模板
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz/MUu776l6BlaIFAvyuwrzWoZyT4RoKiaJhRLyHMWc4sedVRRf6EHQqnYX1MW1K1cdicUfClVWRmJs3OzFibSjUd8Jw/0?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">全世界</span>好文案</strong>（glogocopy）</span><strong style="color: blue;">——<span style="color: black;">好文案的传播者，文案垂直<span style="color: black;">行业</span><span style="color: black;">第1</span>微刊！</span></strong></span></span></strong></span></strong></strong></strong></strong></strong></strong></strong></span></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/2Tv8S7ZqVcC3QSnpMB8ytKoicYFLsuQBG3MagCzRQWNdDRyLsKFcPQVic9UAXRZ9o2ruwqLu6B8khIico0Mww6SyQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;"><strong style="color: blue;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">▼</span></strong></span></strong></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;">那样</span><span style="color: black;">怎样</span>构思一个绝佳的<span style="color: black;">宣传</span>创意呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大部分人的理解是：把一群人放到会议室里奇思妙想、发散思维，<span style="color: black;">而后</span>就<span style="color: black;">能够</span>得到"伟大的创意"。<span style="color: black;">非常多</span>人<span style="color: black;">乃至</span>把"<span style="color: black;">宣传</span>创意"想象<span style="color: black;">成为了</span>"不经过专业的学习和训练就能自动<span style="color: black;">把握</span>的东西"。</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;">然则</span><span style="color: black;">实质</span>上"创意"的过程并<span style="color: black;">无</span>大<span style="color: black;">都数</span>人想象得<span style="color: black;">那样</span>有"创意"：<span style="color: black;">非常多</span>的创意是遵循规则的产物，是<span style="color: black;">海量</span>学习的结果，而不是漫无方向的发散思维。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">Goldenberg在顶尖营销学术期刊<strong style="color: blue;">《Marketing Science》</strong><span style="color: black;">发布</span>的一篇<span style="color: black;">科研</span><span style="color: black;">表示</span>：89%的优秀获奖创意<span style="color: black;">宣传</span><span style="color: black;">实质</span>上来自6个创意模板，而在<span style="color: black;">无</span>获奖的创意<span style="color: black;">宣传</span>中，<span style="color: black;">仅有</span>2.5%的<span style="color: black;">运用</span>了这6个模板之一。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOX07qokZCaTZPkriclHXIzHpa6lzjDBiaz2ekoWcMHYWA8hQX3MRWjTPww/640?tp=webp&wxfrom=5&wx_lazy=1&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;"><span style="color: black;">因此</span>，"<span style="color: black;">宣传</span>创意"是一门关于"<span style="color: black;">导致</span>好奇、惊叹和关注的科学"，而不是随便开个会就能"头脑风暴"出来的奇思妙想。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而<span style="color: black;">科研</span><span style="color: black;">发掘</span>，<span style="color: black;">海量</span>的创意<span style="color: black;">宣传</span><span style="color: black;">实质</span>上遵循了6大模板，巧妙地<span style="color: black;">运用</span>这6大模板<span style="color: black;">能够</span>在<span style="color: black;">宣传</span>中"人为地制造惊叹"。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这6个模板分别是：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">形象化类比—The Pictorial Analogy Template；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">极端情景—The Extreme Situation Template；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">呈现后果—The Consequences Template；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">制造竞争—The Competition Template；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">互动实验—The InteractiveExperimentTemplate；</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">改变维度—The Dimensionality Alteration Template</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">调查<span style="color: black;">发掘</span>，在获奖<span style="color: black;">宣传</span>中，这6种模板的<span style="color: black;">运用</span>频率为（美国市场的数据）：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOXhvI5ETHRDE8RicS9lqBiaFKdMn7mibAzYe5ewU9go4bP6aLHLCQVue7Ag/640?tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">那样</span><span style="color: black;">怎样</span>参考6种模板来"人为地制造惊叹"呢？</span></strong></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;">1、形象化类比</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">The Pictorial Analogy Template</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把某个象征性的物品，加到你的<span style="color: black;">制品</span>上。</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;">例如</span><span style="color: black;">怎样</span><span style="color: black;">明显</span>避孕套很薄？</span></p><span style="color: black;">1</span><span style="color: black;"><span style="color: black;">首要</span>想一下在<span style="color: black;">公众</span>心理中，"薄"的象征是什么？（<span style="color: black;">例如</span>吹的气泡是薄的象征）。</span><span style="color: black;">2</span><span style="color: black;"><span style="color: black;">而后</span>再想一下<span style="color: black;">制品</span>的那个方面<span style="color: black;">能够</span>跟某个"薄"的象征物联系起来（<span style="color: black;">例如</span><span style="color: black;">制品</span>的包装、LOGO、形状等）。</span><span style="color: black;">3</span><span style="color: black;">创造某个创意的新形象，把两者联系起来。<span style="color: black;">例如</span>这个杜蕾斯的<span style="color: black;">宣传</span><span style="color: black;">便是</span>把"薄的象征"（气泡）和<span style="color: black;">制品</span>的形状联系起来，从而给人一种"杜蕾斯很薄"的感觉：</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOXnO2GcTW2OyrnpKY70VSHDFQtzVylibicdRoJmyLnS3UbfsOxpxVKOvTg/640?tp=webp&wxfrom=5&wx_lazy=1&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;">它<span style="color: black;">创立</span>联系的过程是<span style="color: black;">这般</span>的：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOXUYcDuHxw5x41DBbjxQdKLicR2Px2uNxeKlXj0FGwGRyrCXhzK6eMlLQ/640?tp=webp&wxfrom=5&wx_lazy=1&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;">一个<span style="color: black;">制品</span>的<span style="color: black;">宣传</span><span style="color: black;">常常</span>要表达一个抽象的概念，<span style="color: black;">例如</span>"轻薄"、"<span style="color: black;">靠谱</span>"、"安全"、"<span style="color: black;">快速</span>"等，而<span style="color: black;">公众</span>对<span style="color: black;">这般</span>的抽象概念<span style="color: black;">常常</span>难以产生直观感受。</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>就<span style="color: black;">必须</span>给<span style="color: black;">这般</span>的抽象概念找一个"象征物"，<span style="color: black;">而后</span>把这个象征物和自己<span style="color: black;">制品</span>的某个方面联系起来。</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;">例如</span>上面杜蕾斯的例子中，"薄"的象征物是"气泡"，就把这个气泡用杜蕾斯避孕套的形状联系了起来，做出"避孕套形状的气泡"，让人直观感觉到：杜蕾斯像气泡<span style="color: black;">同样</span>薄。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无数的创意<span style="color: black;">宣传</span><span style="color: black;">运用</span>了这个<span style="color: black;">办法</span>，为自己的某个<span style="color: black;">制品</span>特点找到了象征：</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">护肤品创意<span style="color: black;">宣传</span>：按下岁月的暂停键</span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOXPaQEwjZM1ElgyYSCpUk8kyFiawcBCPiaukEYHHQ8CRjSdD7icY8S02edQ/640?tp=webp&wxfrom=5&wx_lazy=1&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;">要表达的信息：让你<span style="color: black;">再也不</span>变老</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">该信息的象征：播放器中的暂停键</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">连接点：面霜被<span style="color: black;">运用</span>后的样子，类似暂停键</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">某糖果<span style="color: black;">宣传</span>：你愿意随身带在身上的糖果</span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOXicv4271mwDEeX1DQg2E69zm5ygNib9aUuO4wSruSRueUvnjib3p8iaM8HQ/640?tp=webp&wxfrom=5&wx_lazy=1&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;">要表达的信息：随身带在身上</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">该信息的象征：钱包（钱包是人人随身带着的东西）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">连接点：用糖果的形状做的钱包</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">喜力啤酒：在罗马举行的欧冠决赛赞助商</span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOXq7M8navs7NWB05c5jgf15kSITINhkYMNy2nJcuuqaxzLiaKfwa1L0Ug/640?tp=webp&wxfrom=5&wx_lazy=1&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;">要表达的信息：罗马的欧冠决赛</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">该信息的象征：罗马角斗场</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">连接点：喜力啤酒瓶做的罗马角斗场</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">纯天然棉花制造的床上用品</span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOXzg3Mkc744TGlOfjTZykqDL23ftiaaDuRxsws7w6TrmEv0kEkeIgCR6g/640?tp=webp&wxfrom=5&wx_lazy=1&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;">要表达的信息：天然</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">该信息的象征：自然界生长的棉花</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">连接点：床上用品（枕头）形状的棉花</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">长城是中国的象征，超人是正义的象征，子弹是速度的象征，钢铁是坚固的象征，乌龟是长寿的象征……总之，几乎任何一个抽象的概念，你都<span style="color: black;">能够</span>找到不只一个"象征物"。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把它同自己<span style="color: black;">制品</span>的某个方面（<span style="color: black;">例如</span>形状、LOGO、包装）结合起来，你就得到了一个"形象化类比"的创意<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;"><strong style="color: blue;">2、极端<span style="color: black;">状况</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">The Extreme Situation Template</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">找到一个情形，在该情景下，<span style="color: black;">制品</span>的一个卖点重要到了不切<span style="color: black;">实质</span>的程度。</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;">例如</span>宜家为了<span style="color: black;">明显</span>"鞋柜<span style="color: black;">不足</span>用了，你<span style="color: black;">必须</span>买个好鞋柜"，呈现一张"<span style="color: black;">由于</span>鞋子放不下而不得不把一只鞋塞到另一只鞋"的<span style="color: black;">照片</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOX5XzjYyMK6xjMsbSDB2035VLtaCUwv1WyYDo3wdgKiatnCJvm2l9FdEg/640?tp=webp&wxfrom=5&wx_lazy=1&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;">再<span style="color: black;">例如</span>为了说明车"非常灵活"，就塑造一个极端到不切<span style="color: black;">实质</span>的情景：为了到达下面这个房子，车的灵活性非常重要。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了塑造<span style="color: black;">这般</span>的"极端情形"，一个最常用的技巧<span style="color: black;">便是</span>"荒谬的取代"—<span style="color: black;">经过</span>一个极端情形别人暗示：你不必购买<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>，其实有替代<span style="color: black;">方法</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;">例如</span>在奥迪车GPS导航的<span style="color: black;">宣传</span>中，塑造了一个极端情形：在荒无人烟的<span style="color: black;">地区</span>，你<span style="color: black;">无</span>我们的GPS服务<span style="color: black;">亦</span><span style="color: black;">能够</span>，你<span style="color: black;">能够</span>用路线上的巨大路标来取代。（这是荒谬的，不可能的）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOXz16taWpaxkJcNRFNU1iac1TEIS23pJaYX0xic8SAhX4QxSxhAibJiaia4MQ/640?tp=webp&wxfrom=5&wx_lazy=1&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;">这个"荒谬取代"的构思过程是：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOX5jDHnYMj98ia3Yjjkxfibb4lonHDY4XHe3KyXsqiaptTSEX1HvlljkkNQ/640?tp=webp&wxfrom=5&wx_lazy=1&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;">再<span style="color: black;">例如</span>烧烤餐具的<span style="color: black;">宣传</span>：野炊时<span style="color: black;">能够</span><span style="color: black;">无</span><span style="color: black;">咱们</span>，你<span style="color: black;">能够</span>用扫把<span style="color: black;">做为</span>替代<span style="color: black;">方法</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOXsOkMJ62bLm75tKibWkpZu03lJVe3zicy3CI4YzIiaLk9nfy04viceLpzxA/640?tp=webp&wxfrom=5&wx_lazy=1&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;"><strong style="color: blue;"><span style="color: black;">3、呈现后果</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">The Consequences Template</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">向消费者呈现<span style="color: black;">运用</span><span style="color: black;">制品</span>的极端后果（<span style="color: black;">乃至</span>是<span style="color: black;">消极</span>的后果）。</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;">例如</span>杜蕾斯为了<span style="color: black;">明显</span>避孕套避孕效果好，呈现了<span style="color: black;">运用</span><span style="color: black;">制品</span>的极端后果：所有人都用杜蕾斯，结果<span style="color: black;">引起</span>人类文明的衰落（<span style="color: black;">无</span>生<span style="color: black;">孩儿</span>的人）。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">OLAZ美白<span style="color: black;">制品</span><span style="color: black;">宣传</span>：不要用<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>，否则你会变白得签证官都认不出你！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz/p2xPibpcgiaGUbsvEoZggiaRuO0orViamHOX9GcjKFlNiaicTFsRKQicAL055VrHDqTMq7Gib7pZB7MU85G9u7HpOsclZg/640?tp=webp&wxfrom=5&wx_lazy=1&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;">这个<span style="color: black;">宣传</span>的构思过程是：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">联想笔记本太薄了，让你一不小心容易丢到下水道里！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">谁说<span style="color: black;">宣传</span><span style="color: black;">必定</span>要夸<span style="color: black;">制品</span>好？有时候你创造性地呈现一些"<span style="color: black;">由于</span>功能太好而<span style="color: black;">引起</span>的<span style="color: black;">消极</span>后果"，<span style="color: black;">常常</span><span style="color: black;">能够</span>加强消费者对<span style="color: black;">制品</span>功能的认可。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了说明男士香水太好，你<span style="color: black;">能够</span>说"不要给男<span style="color: black;">伴侣</span>买我的香水，否则会有太多女生追他！"</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为了说明车载音响声音大，有的创意<span style="color: black;">宣传</span>提醒消费者：不要在过桥的时候开音响，否则会把桥震塌陷。</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;">乃至</span>我前几天偶然看到一个美女的签名都是"胸厚得听不到心跳"。</span></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;"><span style="color: black;">4、制造竞争</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">The Competition Template</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把你的<span style="color: black;">制品</span>跟非同类的<span style="color: black;">制品</span>进行对比和竞争，以<span style="color: black;">明显</span><span style="color: black;">制品</span><span style="color: black;">优良</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;">例如</span>NIKE球鞋<span style="color: black;">宣传</span>，让代言人C罗跟布加迪威龙跑车进行百米跑比赛，结果C罗赢了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">这个创意的构思过程：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">再<span style="color: black;">例如</span>著名的谷歌Chrome浏览器创意<span style="color: black;">宣传</span>视频：为了<span style="color: black;">明显</span>Chrome快，让它和闪电的速度进行竞争。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">再<span style="color: black;">例如</span>为了<span style="color: black;">明显</span>麦片的"停不下来"，让某人在来<span style="color: black;">tel</span>时，犹豫是继续再吃一口麦片，还是接<span style="color: black;">tel</span>。（吃麦片和接<span style="color: black;">tel</span>的竞争）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除此之外，<span style="color: black;">非常多</span>创意<span style="color: black;">宣传</span>为了"制造竞争"，会让<span style="color: black;">制品</span><span style="color: black;">处在</span>某个"不常用的情形"下，以替代更加常用的<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;"><span style="color: black;">例如</span>为了<span style="color: black;">明显</span>牛仔裤结实，有创意<span style="color: black;">宣传</span>塑造<span style="color: black;">这般</span>的情形：车抛锚后拖车来了，<span style="color: black;">然则</span>没有绳子，于是让拖车用牛仔裤拖着后面的车走。（牛仔裤同绳子竞争）</span></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;"><span style="color: black;">5、互动实验</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">The Interactive Experiment Template</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">让消费者<span style="color: black;">按照</span><span style="color: black;">宣传</span>的描述，完成一个行动。<span style="color: black;">或</span>让消费者想象完成行动的情景。</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;">例如</span>洗发水<span style="color: black;">宣传</span>用一个黑色的纸贴头皮，让人看到后就<span style="color: black;">亦</span>会这么做（<span style="color: black;">或</span>这么想），从而对自己的头皮屑问题更加<span style="color: black;">敏锐</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">再<span style="color: black;">例如</span>手表<span style="color: black;">宣传</span>，把公交车把手换成手表的样子，让人产生"戴手表"的假想<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;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">6、改变纬度</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">The Dimensionality Alteration Template</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">对<span style="color: black;">制品</span>进行时间、空间上的转换，<span style="color: black;">例如</span>：把它复制、把它分解、把它放到<span style="color: black;">将来</span><span style="color: black;">或</span>过去等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把它复制，创造新的关系</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;">例如</span>把有的饮料品牌用无数个易拉罐<span style="color: black;">构成</span>变形金刚，<span style="color: black;">或</span>下面找个鞋的品牌，用无数鞋印踩出人的头像等</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">把它分解：<span style="color: black;">例如</span>摩托车把零件分解，组<span style="color: black;">成为了</span>人头。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">把它放到<span style="color: black;">将来</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;">例如</span>某保险<span style="color: black;">机构</span>的<span style="color: black;">宣传</span>中，丈夫在天堂中和妻子争吵到底要不要买保险（为时已晚）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">把它放到过去：</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;">例如</span>某时尚<span style="color: black;">制品</span>让古代的皇帝爱不释手等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好了，结合这6个模板，我想你<span style="color: black;">能够</span><span style="color: black;">起始</span>设计一个创意<span style="color: black;">宣传</span>了！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
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