广告文案写作[1].ppt

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,HeadlineTheyLaughedWhenISatDownAtthePianoButWhenIStartedtoPlay!-CaptionCanhereallyplay?agirlwhispered.Heavensno!Arthurexclaimed.Heneverplayedanoteinhislife.BodyCopyArthurhadjustplayedTheRosary.Theroomrangwithapplause.Idecidedthatthiswouldbeadramaticmomentformetomakemydebut.Totheamazementofallmyfriends,Istrodeconfidentlyovertothepianoandsatdown.Jackisuptohisoldtricks,somebodychuckled.Thecrowdlaughed.TheywereallcertainthatIcouldntplayasinglenote.Canhereallyplay?IheardagirlwhispertoArthur.Heavens,no!ArthurexclaimedHeneverplayedanoteinallhislife.Butjustyouwatchhim.Thisisgoingtobegood.Idecidedtomakethemostofthesituation.WithmockdignityIdrewoutasilkhandkerchiefandlightlydustedoffthepianokeys.ThenIroseandgavetherevolvingpianostoolaquarterofaturn,justasIhadseenanimitatorofPaderewskidoinavaudevillesketch.Whatdoyouthinkofhisexecution?calledavoicefromtherear.Wereinfavorofit!camebacktheanswer,andthecrowdrockedwithlaughter.SubheadThenIStartedtoPlayBodyCopyInstantlyatensesilencefellontheguests.Thelaughterdiedontheirlipsasifbymagic.IplayedthroughthefirstfewbarsofBeethovensimmortalMoonlightSonata.Iheardgaspsofamazement.Myfriendssatbreathless-spellbound!IplayedonandasIplayedIforgotthepeoplearoundme.Iforgotthehour,theplace,thebreathlesslisteners.ThelittleworldIlivedinseemedtofade-seemedtogrowdim-unreal.Onlythemusicwasreal.Onlythemusicandvisionsitbroughtme.Visionsasbeautifulandaschangingasthewindblowncloudsanddriftingmoonlightthatlongagoinspiredthemastercomposer.Itseemedasifthemastermusicianhimselfwerespeakingtome-speakingthroughthemediumofmusic-notinwordsbutinchords.Notinsentencesbutinexquisitemelodies!SubheadACompleteTriumph!BodyCopyAsthelastnotesoftheMoonlightSonatadiedaway,theroomresoundedwithasuddenroarofapplause.Ifoundmyselfsurroundedbyexcitedfaces.Howmyfriendscarriedon!Menshookmyhand-wildlycongratulatedme-poundedmeonthebackintheirenthusiasm!Everybodywasexclaimingwithdelight-plyingmewithrapidquestions.Jack!Whydidntyoutellusyoucouldplaylikethat?.Wheredidyoulearn?-Howlonghaveyoustudied?-Whowasyourteacher?Ihaveneverevenseenmyteacher,Ireplied.AndjustashortwhileagoIcouldntplayanote.Quityourkidding,laughedArthur,himselfanaccomplishedpianist.Youvebeenstudyingforyears.Icantell.Ihavebeenstudyingonlyashortwhile,Iinsisted.IdecidedtokeepitasecretsothatIcouldsurpriseallyoufolks.ThenItoldthemthewholestory.HaveyoueverheardoftheU.S.SchoolofMusic?Iasked.Afewofmyfriendsnodded.Thatsacorrespondenceschool,isntit?theyexclaimed.Exactly,Ireplied.Theyhaveanewsimplifiedmethodthatcanteachyoutoplayanyinstrumentbymailinjustafewmonths.SubheadHowILearnedtoPlayWithoutaTeacherBodyCopyAndthenIexplainedhowforyearsIhadlongedtoplaythepiano.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!SubheadPlayAnyInstrumentBodyCopyYoutoo,cannowteachyourselftobeanaccomplishedmusician-rightathome-inhalftheusualtime.Youcantgowrongwiththissimplenewmethodwhichhasalreadyshown350,000peoplehowtoplaytheirfavoriteinstruments.Forgettheold-fashionedideathatyouneedspecialtalent.Justreadthelistofinstrumentsinthepanel,decidewhichoneyouwanttoplayandtheU.S.Schoolwilldotherest.Andbearinmindnomatterwhichinstrumentyouchoose,thecostineachcasewillbethesame-justafewcentsaday.Nomatterwhetheryouareamerebeginneroralreadyagoodperformer,youwillbeinterestedinlearningaboutthisnewandwonderfulmethod.SubheadSendforOurFreeBookletandDemonstrationLessonBodyCopyThousandsofsuccessfulstudentsneverdreamedtheypossessedmusicalabilityuntilitwasrevealedtothembyaremarkableMusicalAbilityTestwhichwesendentirelywithoutcostwithourinterestingfreebooklet.Ifyouareinearnestaboutwantingtoplayyourfavoriteinstrument-ifyoureallywanttogainhappinessandincreaseyourpopularity-sendatonceforthefreebookletandDemonstrationLesson.Nocost-noobligation.RightnowwearemakingaSpecialofferforalimitednumberofnewstudents.Signandsendtheconvenientcouponnow-beforeitstoolatetogainthebenefitsofthisoffer.Instrumentssuppliedwhenneeded,cashorcredit.U.S.SchoolofMusic,1031BrunswickBldg.,NewYorkCity.,文案出身的广告名人堂,布鲁斯巴顿（BruceBarton）BBDO合伙人之一创意策略了解自己的真正业务，是卖口红还是卖浪漫利用故事来销售真挚诚恳在推动销售方面的价值“能够撰写说服人心采取行动的广告的人，对于他们的阅读者的才智都有持久的尊重，而对于他们所要销售的产品的优点，也都有深深的诚意。”,文案出身的广告名人堂,雷鲁比坎（RaymondRubicam）杨罗比凯Yahappyeconomy.17.Therearetwoseparatesystemsofpowerbrakes,hydraulicandmechanical.TheRolls-Royceisaverysafecar-andalsoaverylivelycar.Itcruisesserenelyateighty-five.Topspeedisinexcessof100m.p.h.18.Rolls-Royceengineersmakeperiodicvisitstoinspectownersmotorcarsandadviseonservice.19.TheBentleyismadebyRolls-Royce.Exceptfortheradiators,theyareidenticalmotorcars,manufacturedbythesameengineersinthesameworks.TheBentleycosts$300less,becauseitsradiatorissimplertomake.PeoplewhofeeldiffidentaboutdrivingaRolls-Roycecan,ThemanfromSchweppesishere(copy)MeetCommanderEdwardWhitehead,SchweppesmanExtraordinaryfromLondon,England,wherethehouseofSchweppeshasbeenagreatinstitutionsince1794.CommanderWhiteheadhascometotheseUnitedStatestomakesurethateverydropofSchweppesQuinineWaterbottledherehastheoriginalflavorwhichhaslongmadeSchweppestheonlymixerforandauthenticGin-and-Tonic.HeimportstheoriginalSchweppeselixir,andthesecretofSchweppesuniquecarbonationislockedinhisbriefcase.Schweppervescence,saystheCommander,laststhewholedrinkthrough.IttookSchweppesalmostahundredyearstobringtheflavoroftheirQuinineWatertoitspresentbittersweetperfection.Butitwilltakeyouonlythirtysecondstomixitwithiceandgininahighballglass.Then,gentlereader,youwillblessthedayyoureadthesewords.P.S.IfyourfavoritestoreorbardoesntyethaveSchweppes,dropacardtousandwellmaketheproperarrangements.AddressSchweppes,30East60thStreet,NewYorkCity.,CAPECODS:Anoysterofsuperbflavor.Itschiefenemyisthestarfish,whichwrapsitsarmsabouttheoysterandforcesthevalvesopenwithitsfeet.Thebattlelastsforhours,untilthestarfishisrewardedwithagoodmeal,butalas,noGuinness.GUINESSGUIDETOOYSTERSNEWORLEANS:ThiswasJeanLafittesoyster,whichisnowusedinOystersRockefeller.Valuablepearlsareneverfoundinostreavirginica,thefamilytowhichEastCoastoystersbelong.GREENPORT:Theseoystershaveasaltyflavoralltheirown.TheywereasmashhitwiththewhalerswhoshippedoutofGreenportinoldendays.Oysterscontainiron,copper,iodine,calcium,magnesium,phosphorous,VitaminA,thiamine,riboflavinandniacin.TheEmperorTiberiuspracticallylivedonOysters.OYSTERBAY:OysterBaysaremildandheavy-shelled.Itissaidthatoystersyawnatnight.Monkeysknowthisandarmthemselveswithsmallstones.Theywatchforanoystertoyawnandthenpopthestoneinbetweentheshells.Thustheoysterisexposedtothegreedofthemonkeys.TANGIER:Thisisoneofthesweetestandmostsucculentoysters.ItcomesformtheEasternShoreofMaryland.PocahontasfedTangierstoCaptainJohnSmith,withfamousresults.OystersgodownbestwithGuinness,whichhaslongbeenregardedastheperfectcomplementtoallsea-food.BLUEPOINTS:ThesedeliciouslittleoystersfromGreatSouthBaysomewhatresemblethefamousEnglishnativesofwhichDisraeliwrote:IdinedorrathersuppedattheCarlton.offoysters,Guinnessandbroiledbones,andgottobedathalfpasttwelve.Thusendedthemostremarkabledayhithertoofmylife.LYNNHAVEN:ThesegiganticoysterswereDiamondJimBradysfavorites.Morefishermanareemployedcatchingoystersthananyotherseafood.TheDamariscottamoundinMainecontainsthreemillionbushelsofoystershells,piledtherebypre-historicBradys.DELAWAREBAY:ThiswasWilliamPennsfavoriteoyster.Only15%ofoystersareeatenonthehalf-shell.Therestfindtheirwayintostews,orendtheirdaysinablazeofgloryasAngelsonHorseback.Oneoysterwasdistinctlyheardtowhistle.CHINCOTEAGUES:ManyepicuresregardChincoteaguesasthesupremearistocratsoftheoystertribe,butsomeWestCoastgourmetsprefertheOlympiaoyster,whichisnobiggerthanyourthumbnail.BothChincoteaguesandOlympiasareattheirbestwithGuinness.ALLOYSTERStastetheirbestwhenwasheddownwithdraftsofGuinness-whatProfessorSaintsburyinNotesOnACellar-Bookcalledthatnobleliquor-thecomeliestofblackmalts.Guinnesscomes