广告文案写作[1]

广告文案写作广告创意简史•回顾现代广告的发展进程，特别是广告创意思想的演变历程，可以看到由于媒介手段、制作技术、受众心理、传播环境等因素的不断变化，而导致广告创意表现方式的变化：•文字（长文案）与此同时还有声音的广播•图形（视觉图形）照相摄影技术的引入•影像（电视，直到今天互动自由的网络视频）广告创意简史•然而不管怎么变化，广告创意的核心依然没变：广告是一种信息的传播，人类的语言是信息传播的最本质工具；编码者（创意人）将所欲表达的信息以语言为主的方式进行创意思维，然后再生成视觉的、影像的语言（当然这个过程并非绝对单线逻辑）；解码者（创意对象）则根据自己的所知所感转化成语言，进行概念记忆（当然也会有图像的记忆），语言是创意的本质，只不过转化成文字、图形或影像。剥离开一切外在，广告都是在讲故事。文案出身的广告名人堂•克劳迪·霍普金斯（ClaudeHopkins）•“独占先机”的创意策略（Pre-emption）在产品类别中，率先提出某种共同的产品属性或品质，将此归为自己所有•案例：LUCKYSTRIKE幸运香烟，“烘焙过的烟”史立滋啤酒，“经过蒸汽消毒的玻璃瓶”•著作《科学的广告》文案出身的广告名人堂•海伦·兰斯顿·雷瑟（HelenLansdowneResor）•JWT早期文案，和丈夫一起创造新的JWT•“名人广告”的创意策略（Celebrity）以名人形象证言背书产品，提高消费者关注•案例：LUX，魅力、奢华、名望、性感象征文案出身的广告名人堂•约翰·坎波（JohnCaples）•BBDO早期文案•“直接回应及文案测试”的创意策略在文案中提供回邮表格的方式，判断消费者反应•案例：“TheylaughedwhenIsatdownatthepiano,butwhenIstartedtoplay!”•著作如何使你的广告能为你赚钱[Headline]TheyLaughedWhenISatDownAtthePianoButWhenIStartedtoPlay!--[Caption]Canhereallyplay?agirlwhispered.Heavensno!Arthurexclaimed.Heneverplayedanoteinhislife.[BodyCopy]ArthurhadjustplayedTheRosary.Theroomrangwithapplause.Idecidedthatthiswouldbeadramaticmomentformetomakemydebut.Totheamazementofallmyfriends,Istrodeconfidentlyovertothepianoandsatdown.Jackisuptohisoldtricks,somebodychuckled.Thecrowdlaughed.TheywereallcertainthatIcouldn'tplayasinglenote.Canhereallyplay?IheardagirlwhispertoArthur.Heavens,no!ArthurexclaimedHeneverplayedanoteinallhislife...Butjustyouwatchhim.Thisisgoingtobegood.Idecidedtomakethemostofthesituation.WithmockdignityIdrewoutasilkhandkerchiefandlightlydustedoffthepianokeys.ThenIroseandgavetherevolvingpianostoolaquarterofaturn,justasIhadseenanimitatorofPaderewskidoinavaudevillesketch.Whatdoyouthinkofhisexecution?calledavoicefromtherear.We'reinfavorofit!camebacktheanswer,andthecrowdrockedwithlaughter.[Subhead]ThenIStartedtoPlay[BodyCopy]Instantlyatensesilencefellontheguests.Thelaughterdiedontheirlipsasifbymagic.IplayedthroughthefirstfewbarsofBeethoven'simmortalMoonlightSonata.Iheardgaspsofamazement.Myfriendssatbreathless--spellbound!IplayedonandasIplayedIforgotthepeoplearoundme.Iforgotthehour,theplace,thebreathlesslisteners.ThelittleworldIlivedinseemedtofade--seemedtogrowdim--unreal.Onlythemusicwasreal.Onlythemusicandvisionsitbroughtme.Visionsasbeautifulandaschangingasthewindblowncloudsanddriftingmoonlightthatlongagoinspiredthemastercomposer.Itseemedasifthemastermusicianhimselfwerespeakingtome--speakingthroughthemediumofmusic--notinwordsbutinchords.Notinsentencesbutinexquisitemelodies![Subhead]ACompleteTriumph![BodyCopy]AsthelastnotesoftheMoonlightSonatadiedaway,theroomresoundedwithasuddenroarofapplause.Ifoundmyselfsurroundedbyexcitedfaces.Howmyfriendscarriedon!Menshookmyhand--wildlycongratulatedme--poundedmeonthebackintheirenthusiasm!Everybodywasexclaimingwithdelight--plyingmewithrapidquestions...Jack!Whydidn'tyoutellusyoucouldplaylikethat?...Wheredidyoulearn?--Howlonghaveyoustudied?--Whowasyourteacher?Ihaveneverevenseenmyteacher,Ireplied.AndjustashortwhileagoIcouldn'tplayanote.Quityourkidding,laughedArthur,himselfanaccomplishedpianist.You'vebeenstudyingforyears.Icantell.Ihavebeenstudyingonlyashortwhile,Iinsisted.IdecidedtokeepitasecretsothatIcouldsurpriseallyoufolks.ThenItoldthemthewholestory.HaveyoueverheardoftheU.S.SchoolofMusic?Iasked.Afewofmyfriendsnodded.That'sacorrespondenceschool,isn'tit?theyexclaimed.Exactly,Ireplied.Theyhaveanewsimplifiedmethodthatcanteachyoutoplayanyinstrumentbymailinjustafewmonths.[Subhead]HowILearnedtoPlayWithoutaTeacher[BodyCopy]AndthenIexplainedhowforyearsIhadlongedtoplaythepiano.Afewmonthsago,Icontinued,IsawaninterestingadfortheU.S.SchoolofMusic--anewmethodoflearningtoplaywhichonlycostafewcentsaday!Theadtoldhowawomanhadmasteredthepianoinhersparetimeathome--andwithoutateacher!Bestofall,thewonderfulnewmethodsheused,requirednolaboriousscales--noheartlessexercises--notiresomepractising.ItsoundedsoconvincingthatIfilledoutthecouponrequestingtheFreeDemonstrationLesson.ThefreebookarrivedpromptlyandIstartedinthatverynighttostudytheDemonstrationLesson.Iwasamazedtoseehoweasyitwastoplaythisnewway.ThenIsentforthecourse.WhenthecoursearrivedIfounditwasjustastheadsaid--aseasyasA.B.C.!And,asthelessonscontinuedtheygoteasierandeasier.BeforeIknewitIwasplayingallthepiecesIlikedbest.Nothingstoppedme.Icouldplayballadsorclassicalnumbersorjazz,allwithequalease!AndIneverdidhaveanyspecialtalentformusic![Subhead]PlayAnyInstrument[BodyCopy]Youtoo,cannowteachyourselftobeanaccomplishedmusician--rightathome--inhalftheusualtime.Youcan'tgowrongwiththissimplenewmethodwhichhasalreadyshown350,000peoplehowtoplaytheirfavoriteinstruments.Forgettheold-fashionedideathatyouneedspecialtalent.Justreadthelistofinstrumentsinthepanel,decidewhichoneyouwanttoplayandtheU.S.Schoolwilldotherest.Andbearinmindnomatterwhichinstrumentyouchoose,thecostineachcasewillbethesame--justafewcentsaday.Nomatterwhetheryouareamerebeginneroralreadyagoodperformer,youwillbeinterestedinlearningaboutthisnewandwonderfulmethod.[Subhead]SendforOurFreeBookletandDemonstrationLesson[BodyCopy]Thousandsofsuccessfulstudentsneverdreamedtheypossessedmusicalabilityuntilitwasrevea