广告文案写作1.ppt

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

2、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（Claude Hopkins） “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： LUCKY STRIKE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 （Helen Lansdowne Resor） 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

3、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（John Caples） 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： “They laughed when I sat down at the piano, but when I started to play!” 著作 如何使你的广告能为你赚钱,Headline They Laughed When I Sat Down At the Piano But When I Started to Play! - Caption Can

4、he really play? a girl whispered. Heavens no! Arthur exclaimed. He never played a note in his life. Body Copy Arthur had just played The Rosary. The room rang with applause. I decided that this would be a dramatic moment for me to make my debut. To the amazement of all my friends, I strode confident

5、ly over to the piano and sat down. Jack is up to his old tricks, somebody chuckled. The crowd laughed. They were all certain that I couldnt play a single note. Can he really play? I heard a girl whisper to Arthur. Heavens, no! Arthur exclaimed He never played a note in all his life. But just you wat

6、ch him. This is going to be good. I decided to make the most of the situation. With mock dignity I drew out a silk handkerchief and lightly dusted off the piano keys. Then I rose and gave the revolving piano stool a quarter of a turn, just as I had seen an imitator of Paderewski do in a vaudeville s

7、ketch. What do you think of his execution? called a voice from the rear. Were in favor of it! came back the answer, and the crowd rocked with laughter. Subhead Then I Started to Play Body Copy Instantly a tense silence fell on the guests. The laughter died on their lips as if by magic. I played thro

8、ugh the first few bars of Beethovens immortal Moonlight Sonata. I heard gasps of amazement. My friends sat breathless - spellbound! I played on and as I played I forgot the people around me. I forgot the hour, the place, the breathless listeners. The little world I lived in seemed to fade - seemed t

9、o grow dim - unreal. Only the music was real. Only the music and visions it brought me. Visions as beautiful and as changing as the wind blown clouds and drifting moonlight that long ago inspired the master composer. It seemed as if the master musician himself were speaking to me - speaking through

10、the medium of music - not in words but in chords. Not in sentences but in exquisite melodies! Subhead A Complete Triumph! Body Copy As the last notes of the Moonlight Sonata died away, the room resounded with a sudden roar of applause. I found myself surrounded by excited faces. How my friends carri

11、ed on! Men shook my hand - wildly congratulated me - pounded me on the back in their enthusiasm! Everybody was exclaiming with delight - plying me with rapid questions. Jack! Why didnt you tell us you could play like that?. Where did you learn? - How long have you studied? - Who was your teacher? I

12、have never even seen my teacher, I replied. And just a short while ago I couldnt play a note. Quit your kidding, laughed Arthur, himself an accomplished pianist. Youve been studying for years. I can tell. I have been studying only a short while, I insisted. I decided to keep it a secret so that I co

13、uld surprise all you folks. Then I told them the whole story. Have you ever heard of the U.S. School of Music? I asked. A few of my friends nodded. Thats a correspondence school, isnt it? they exclaimed. Exactly, I replied. They have a new simplified method that can teach you to play any instrument

14、by mail in just a few months. Subhead How I Learned to Play Without a Teacher Body Copy And then I explained how for years I had longed to play the piano. A few months ago, I continued, I saw an interesting ad for the U.S. School of Music - a new method of learning to play which only cost a few cent

15、s a day! The ad told how a woman had mastered the piano in her spare time at home - and without a teacher! Best of all, the wonderful new method she used, required no laborious scales - no heartless exercises - no tiresome practising. It sounded so convincing that I filled out the coupon requesting

16、the Free Demonstration Lesson. The free book arrived promptly and I started in that very night to study the Demonstration Lesson. I was amazed to see how easy it was to play this new way. Then I sent for the course. When the course arrived I found it was just as the ad said - as easy as A.B.C.! And,

17、 as the lessons continued they got easier and easier. Before I knew it I was playing all the pieces I liked best. Nothing stopped me. I could play ballads or classical numbers or jazz, all with equal ease! And I never did have any special talent for music! Subhead Play Any Instrument Body Copy You t

18、oo, can now teach yourself to be an accomplished musician - right at home - in half the usual time. You cant go wrong with this simple new method which has already shown 350,000 people how to play their favorite instruments. Forget the old-fashioned idea that you need special talent. Just read the l

19、ist of instruments in the panel, decide which one you want to play and the U.S. School will do the rest. And bear in mind no matter which instrument you choose, the cost in each case will be the same - just a few cents a day. No matter whether you are a mere beginner or already a good performer, you

20、 will be interested in learning about this new and wonderful method. Subhead Send for Our Free Booklet and Demonstration Lesson Body Copy Thousands of successful students never dreamed they possessed musical ability until it was revealed to them by a remarkable Musical Ability Test which we send ent

21、irely without cost with our interesting free booklet. If you are in earnest about wanting to play your favorite instrument - if you really want to gain happiness and increase your popularity - send at once for the free booklet and Demonstration Lesson. No cost - no obligation. Right now we are makin

22、g a Special offer for a limited number of new students. Sign and send the convenient coupon now - before its too late to gain the benefits of this offer. Instruments supplied when needed, cash or credit. U.S. School of Music, 1031 Brunswick Bldg., New York City.,文案出身的广告名人堂,布鲁斯巴顿（Bruce Barton） BBDO合伙

23、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（Raymond Rubicam） 杨罗比凯Y a happy economy. 17. There are two separate systems of power brakes, hydraulic and mechanical. The Rolls-Royce is a very safe car - and also a v

24、ery lively car. It cruises serenely at eighty-five. Top speed is in excess of 100 m.p.h. 18. Rolls-Royce engineers make periodic visits to inspect owners motor cars and advise on service. 19.The Bentley is made by Rolls-Royce. Except for the radiators, they are identical motor cars, manufactured by

25、the same engineers in the same works. The Bentley costs $300 less, because its radiator is simpler to make. People who feel diffident about driving a Rolls-Royce can,The man from Schweppes is here(copy) Meet Commander Edward Whitehead, Schweppesman Extraordinary from London, England, where the house

26、 of Schweppes has been a great institution since 1794. Commander Whitehead has come to these United States to make sure that every drop of Schweppes Quinine Water bottled here has the original flavor which has long made Schweppes the only mixer for and authentic Gin-and-Tonic. He imports the origina

27、l Schweppes elixir, and the secret of Schweppes unique carbonation is locked in his brief case. Schweppervescence, says the Commander, lasts the whole drink through. It took Schweppes almost a hundred years to bring the flavor of their Quinine Water to its present bittersweet perfection. But it will

28、 take you only thirty seconds to mix it with ice and gin in a high ball glass. Then, gentle reader, you will bless the day you read these words. P.S. If your favorite store or bar doesnt yet have Schweppes, drop a card to us and well make the proper arrangements. Address Schweppes, 30 East 60th Stre

29、et, New York City.,CAPE CODS: An oyster of superb flavor. Its chief enemy is the starfish, which wraps its arms about the oyster and forces the valves open with its feet. The battle lasts for hours, until the starfish is rewarded with a good meal, but alas, no Guinness. GUINESSGUIDETOOYSTERS NEW ORL

30、EANS: This was Jean Lafittes oyster, which is now used in Oysters Rockefeller. Valuable pearls are never found in ostrea virginica, the family to which East Coast oysters belong. GREENPORT: These oysters have a salty flavor all their own. They were a smash hit with the whalers who shipped out of Gre

31、enport in olden days. Oysters contain iron, copper, iodine, calcium, magnesium, phosphorous, Vitamin A, thiamine, riboflavin and niacin. The Emperor Tiberius practically lived on Oysters. OYSTER BAY: Oyster Bays are mild and heavy-shelled. It is said that oysters yawn at night. Monkeys know this and

32、 arm themselves with small stones. They watch for an oyster to yawn and then pop the stone in between the shells. Thus the oyster is exposed to the greed of the monkeys. TANGIER: This is one of the sweetest and most succulent oysters. It comes form the Eastern Shore of Maryland. Pocahontas fed Tangi

33、ers to Captain John Smith, with famous results. Oysters go down best with Guinness, which has long been regarded as the perfect complement to all sea-food. BLUEPOINTS: These delicious little oysters from Great South Bay somewhat resemble the famous English natives of which Disraeli wrote: I dined or

34、 rather supped at the Carlton . . . off oysters, Guinness and broiled bones, and got to bed at half past twelve. Thus ended the most remarkable day hitherto of my life. LYNNHAVEN: These gigantic oysters were Diamond Jim Bradys favorites. More fisherman are employed catching oysters than any other se

35、a food. The Damariscotta mound in Maine contains three million bushels of oyster shells, piled there by pre-historic Bradys. DELAWARE BAY: This was William Penns favorite oyster. Only 15% of oysters are eaten on the half-shell. The rest find their way into stews, or end their days in a blaze of glor

36、y as Angels on Horseback. One oyster was distinctly heard to whistle. CHINCOTEAGUES: Many epicures regard Chincoteagues as the supreme aristocrats of the oyster tribe, but some West Coast gourmets prefer the Olympia oyster, which is no bigger than your thumbnail. Both Chincoteagues and Olympias are at their best with Guinness. ALL OYSTERS taste their best when washed down with drafts of Guinness - what Professor Saintsbury in Notes On A Cel