那些“有格调”的文案都是用了这7个技巧的

3071

文案大多短而巧,特别是那些能让人惊艳的文案,看一眼,便记到到心里去了。

这是关于“如何写出惊艳有格调的文案”第四篇文章。

前三篇介绍了文案的“想象力”、“节奏感”和“用词篇”,此次分享的是如何用句子元素,让文案变得惊艳。

中文的基本结构是字,之后是词,再然后是句子、文章。

但就广告文案来说,很多都是以句子为基本单位,比如一些常见的TVC文案或海报文案。

像下厨房的文案:唯有爱与美食,不可辜负。

那些“漂亮”的文案,都用了这7个技巧!


或者宝马Mini的文案:别说你爬过的山,只有早高峰。

那些“漂亮”的文案,都用了这7个技巧!


那么作为一名文案,我们怎样才能写出这样漂亮的文案句子呢?

一、一个指导原则:言简义丰

言简义丰,就是用尽量少的文字来表达最大化的信息,这是中文写作的一个优良传统,也是写作文案句子时的最高指导准则。

比如上文提到的:“别说你爬过的山,只有早高峰”,就是言简义丰的教科书式案例。这句话一共12个字,已经精简到不能删除任何一字,但它的含义却是丰满完整的。

或者沃尔沃的文案:“别赶路,去感受路”,也是一样的言简义丰,所有的文字都有它的作用,没有一个是多余的,但意义丰满而完整。

那些“漂亮”的文案,都用了这7个技巧!


另外“言简义丰”还是一个相互钳制的关系,既在“文字”简练的基础上“意义”要丰满。我们不能因为要增加信息密度,而使句子过度复杂,也不能为了让句子精简,而伤害了意义的完整性。

那么在“言简义丰”的前提下,我们可以通过哪些方式,让句子更漂亮呢?

二、使用简单句式

这里的简单句式具体是指两个方面,一是语义上的简单,二是结构上的简单。

语义上简单,就是一句话只表达一个核心,然后在这一个核心上去丰富信息,让情感丰满。有的句子当然可以包含两个核心,但你要确保你的文笔达到了木心的水平。

结构上的简单,就是保持句子结构的简单,尽量不要使用复句,也不要出现过多的转折。如果可以的话,最好使用陈述语气,并且句子中间最多只包含两个逗号。

因为想让读者记住并传播,就要使文案容易被重复,这就是所谓的“信息流畅性”,文案的信息流畅性越强,它的抗遗忘与传播性就越强。

脑白金的“今年过节不收礼,收礼只收脑白金”就是信息流畅性的代表作。

另外还有耐克的文案:除了汗水,什么水都不要浪费。

那些“漂亮”的文案,都用了这7个技巧!


尚德的文案:每个时代,都悄悄犒赏会学习的人。

那些“漂亮”的文案,都用了这7个技巧!


三、嵌入“不和谐”词汇

上面我们说过了信息的流畅性,这是一个好的文案句子的基础,但是接下来有一个问题是,过于流畅的信息也会让人熟视无睹。

所以我们可以在流畅的基础之上,加入一些不那么和谐的词语元素,这些词语元素这不仅可以引发读者更多的关注,还可以诱使读者进一步思考。

我们看吴晓波有一本书,叫《把生命浪费在美好的事物上》。

那些“漂亮”的文案,都用了这7个技巧!


这里的“浪费”就是一个不和谐的词汇,放在这个句子里并不是那么顺畅,搭配方式也并不常见——美好的事物,怎么可以用“浪费”这个词呢?

但是如果我们仔细的品味一下,这个词语放在句子里,在逻辑方面是说的通的,并且越琢磨越有味道。

奇美液晶电视的文案:“世界上有一种专门拆散亲子关系的怪物,叫做长大”,里面的“怪物”也是一样的不和谐词汇。

那些“漂亮”的文案,都用了这7个技巧!


中兴百货“衣服是这个时代最后的美好环境”中,“环境”也是一个不太和谐的词汇。

那些“漂亮”的文案,都用了这7个技巧!


但是这里有一点需要提醒的是,“不和谐”并不等于“不符合逻辑”。

作词人陈南西有一句词叫做“嘴唇艳不过酉时日落”,它虽然是不太和谐的表达,但在进一步的思考后,你会发觉它的逻辑是通顺的——“嘴唇”的红色和“酉时日落”的红色确实一样的艳丽,所以这是一个好的句子。

但是如果改成“嘴唇艳不过脚下的地板”,这就让人黑人问号脸了,因为在逻辑上说不通,嘴唇和地板有啥关系?

或者许舜英的“衣服是这个时代最后的美好环境”,如果换成“衣服是这个时代最后的美好饭碗”也是在逻辑上不通,人们琢磨不通中间的道理。

所以用词可以不和谐,但不能不通。

四、包含强烈的情绪

沃顿商学院营销学教授乔纳伯杰说过:

“只要把一些有唤醒作用的情绪元素,加入到故事或者广告中,就能激发人们的共享意愿。”

具有明确情绪指向性的句子,不仅能引起读者的共鸣,更为关键的是它可以刺激读者的传播欲。这也就是为什么咪蒙的文章,都那么的情绪化。

也说明了为什么经典的句子,一般都是以陈述句出现的,因为陈述句的意义和情绪是最直观的。

比如前一段时间流传非常广的丧文案,它整体并没有多好的创意,只是把丧气的情绪加入了文案,竟然就引发了读者的共鸣,形成了很好的传播。

那些“漂亮”的文案,都用了这7个技巧!


那些“漂亮”的文案,都用了这7个技巧!


当然,大部分的商业性的文案,还是以明确的正面情绪居多,比如钉钉的这组文案,就洋溢着昂扬的情绪:

那些“漂亮”的文案,都用了这7个技巧!


那些“漂亮”的文案,都用了这7个技巧!


那些“漂亮”的文案,都用了这7个技巧!


五、控制句子的节奏和韵律

在之前的文章《用上这四类词语,文案的格调瞬间提升》中,论述过节奏对于文案写作的重要性。

第一,有节奏和韵律的文案更利于记忆,比如我们可以轻易背出“举头望明月,低头思故乡”这样的古诗,或者“落霞与孤鹜齐飞,秋水共长天一色”这样的骈体文,但很难背出一篇散文。

第二,有节奏和韵律的文案更有利于传播,比如儿歌之类的歌谣在跨越几十年后,依然能够口耳相传。

在商业文案中,我们也可以同样学习古诗词或者骈体文的方式,通过对韵脚、声调(平仄)和字数的控制,使文字变得有节奏和韵律,让读者更顺畅的阅读,并在传播时更具“粘性”。

常见的方法有:

压尾韵,这是让句子有节奏感的最简单技巧之一,多看看《中国新说唱》可以迅速提升此项技能。

心里的脚步,决定了向前的路。——马自达

人生没有白走的路,每一步都算数。——新百伦

那些别人眼中的天真,都是我以梦为马的狂奔。——华为

第二个常见的是对称句型。当然我们也可以使用更高阶的“对仗”,但写文案也不必过于考究词性和平仄,仅仅句型对称也能达到很好的效果。

别把酒留在杯里,别把话放在心里。——泸州老窖

走场的应酬越来越多,走心的朋友越来越少。——天猫酒水节

时间成就经典,岁月铸造永恒。——华伦天奴西服。

顶针,也就是前一句的尾字,与后一句的第一个字相同,由于上下两句包含相同的词汇,因此读起来也十分顺畅。

今年过节不收礼,收礼只收脑白金。——脑白金

贫者因书而富,富者因书而贵。——永汉书局

回文:把相同的词汇,在上下文中调换位置,产生首尾回环的句式,很多古代的文人曾以“回文诗”来展示文字技巧。

服装就是一种高明的政治,政治就是一种高明的服装。——中兴百货

有“爱好”来写作,写作就会成为你的爱好。——某钢笔文案

不是现实支撑了你的梦想,而是梦想支撑了你的现实。——北大宣传片

已有899位网友发表了看法:
1Lkd shoes 2019-03-14 05:14:08 回复
I happen to be writing to let you understand of the wonderful discovery our daughter experienced checking your blog. She came to find a wide variety of things, which included how it is like to possess an amazing teaching mood to get a number of people wit
2Lbape clothing 2019-03-15 10:27:59 回复
I simply wanted to write down a simple remark in order to say thanks to you for some of the great tricks you are placing on this site. My incredibly long internet lookup has now been compensated with pleasant details to go over with my best friends. I 'd
3Lyeezy boost 350 2019-03-16 14:57:58 回复
Thanks for your own work on this website. Ellie really loves going through investigations and it's simple to grasp why. My partner and i hear all regarding the dynamic tactic you render simple ideas via this web site and as well inspire response from othe
4Ladidas ultra 2019-03-16 16:26:07 回复
I must voice my appreciation for your generosity for those individuals that really want help with the subject matter. Your personal dedication to getting the message all through has been astonishingly significant and have specifically enabled guys just li
5Lyeezy 700 2019-03-17 23:31:34 回复
I am also commenting to let you understand of the fine experience my friend's girl enjoyed reading through your webblog. She learned numerous pieces, including how it is like to possess an excellent coaching mood to get many others clearly grasp various p
6Lyeezy boost 350 2019-03-20 09:36:58 回复
I precisely desired to say thanks once again. I am not sure the things that I might have undertaken in the absence of those methods provided by you regarding this concern. Completely was a real scary issue in my circumstances, but observing a new skilled
7Lcheap mlb jerseys 2019-03-21 16:57:51 回复
I wish to show appreciation to you just for bailing me out of this type of setting. After researching throughout the the net and obtaining notions which are not productive, I figured my life was gone. Living minus the strategies to the issues you have so
8Lgolden goose sale 2019-03-23 01:55:07 回复
I am writing to make you know what a exceptional experience my wife's child undergone browsing the blog. She noticed a lot of pieces, which include what it is like to possess an awesome giving spirit to have the mediocre ones without hassle gain knowledge
9Ladidas superstars 2019-03-24 09:40:11 回复
Thank you so much for providing individuals with remarkably brilliant chance to discover important secrets from this blog. It is often so pleasing and also jam-packed with a good time for me personally and my office peers to search the blog at minimum 3 t
10Lkobe 9 2019-03-25 16:44:41 回复
Thanks a lot for giving everyone an extraordinarily marvellous chance to read in detail from this website. It is often so nice plus stuffed with a great time for me and my office acquaintances to visit your website more than thrice per week to learn the n
11Lhermes belts 2019-03-27 02:16:46 回复
My spouse and i have been excited when Raymond managed to carry out his investigations through your ideas he gained from your very own site. It's not at all simplistic just to find yourself handing out techniques that some other people may have been sell
12Lyeezy boost 350 v2 2019-03-28 08:46:00 回复
I'm just writing to make you know of the fantastic encounter our princess found using your web site. She even learned plenty of things, with the inclusion of how it is like to possess a very effective helping character to get many more smoothly know preci
13Ladidas yeezy boost 2019-03-29 12:47:20 回复
Thank you a lot for providing individuals with an extremely nice opportunity to read critical reviews from this site. It really is so enjoyable plus full of a good time for me personally and my office fellow workers to visit your website at the least thre
14Lcoach outlet store 2019-03-29 15:34:06 回复
I would like to express thanks to you for bailing me out of this type of predicament. Just after looking out through the world-wide-web and coming across tips which were not pleasant, I figured my entire life was gone. Existing devoid of the solutions to
15Ladidas flux 2019-03-31 03:09:25 回复
Thank you for every one of your efforts on this website. My mom take interest in working on investigations and it's simple to grasp why. Almost all notice all concerning the powerful manner you offer useful suggestions via the blog and therefore improve p
16Lyeezy boost 350 v2 2019-03-31 04:28:25 回复
I simply wanted to thank you very much all over again. I am not sure what I would've created without these tips shared by you directly on such topic. It absolutely was the terrifying matter in my position, nevertheless coming across this specialized fashi
17Ljordan 13 2019-04-01 13:05:28 回复
I not to mention my guys came studying the best information and facts on your site and suddenly I got a terrible feeling I had not thanked you for those strategies. My people had been as a consequence thrilled to see all of them and already have seriously
18Lbalenciaga shoes 2019-04-03 07:53:24 回复
A lot of thanks for all your effort on this website. Ellie takes pleasure in participating in internet research and it's really easy to see why. All of us hear all relating to the lively medium you deliver useful things via this blog and even recommend co
19Lcasio 2019-04-06 08:25:12 回复
Home team responded to the goal with even stronger determination to get a equalizer and for the next 25 minutes Azerbaijan defenders where put under great pressure. Kramaric as well as Modric came close to scoring but Azerbaijan goalkeeper Salahat Agayev
20Lcanada goose 2019-04-06 08:25:43 回复
REAFFIRMING COMMITMENT ON SEALING SOUTH CHINA SEA COC
21Lskechers shoes 2019-04-06 08:25:43 回复
Actress Gong Li, head of the jury of the 55th Golden Horse Awards, poses on the red carpet, November 17, 2018. /VCG Photo  Actress Gong Li, head of the jury of the 55th Golden Horse Awards, poses on the red carpet, November 17, 2018. /VCG Photo
22Lpandora charms 2019-04-06 08:26:57 回复
Leaders at the meeting expressed an strong will to reach the deal as soon as possible, which will send an strong signal on preserving multilateralism as well as free trade as well as to boost economic growth as well as globalization.
23Lcoach outlet 2019-04-06 08:27:28 回复
China as well as ASEAN have arrived at a single draft negotiating text of COC and agreed to complete the first reading of the pact in 2019, Li noted.
24Lswarovski jewelry 2019-04-06 08:27:28 回复
The two countries should work together to promote free trade as well as facilitate investment, continue to enhance communication on major global issues, help push reform of the World Trade Organization, fight climate change, safeguard global governance an
25LNike Air Zoom Pegasus 35 2019-04-06 10:42:50 回复
oyvpqfu,If you want a hassle free movies downloading then you must need an app like showbox which may provide best ever user friendly interface.
26Lhermes handbags for sale 2019-04-07 02:12:22 回复
I enjoy you because of all your work on this site. My mom really loves conducting investigation and it is easy to see why. We all hear all regarding the powerful ways you offer helpful solutions via your web blog and as well boost participation from some
27Loff white 2019-04-07 06:15:36 回复
Established in 1962, the Taipei-based Golden Horse Awards, widely regarded as the Chinese equivalent of the "Oscars," are among the most prestigious and time-honored awards in the world of Chinese language cinema.
28Lmbt 2019-04-07 06:16:08 回复
Actress Ding Ning won her first Best Supporting Actress award for sensitively portraying an gangster in the movie "Cities of Last Things." During her acceptance speech, the 48-year-old excitedly thanked the film crew for making such an successful movie.
29Llongchamp bags 2019-04-07 06:16:09 回复
The fest's top prize was given to the young filmmaker, which, as Hu's teacher put it, “is a great deal of encouragement for all of the young creators.” The film's producer, Gao Yitian, concluded the acceptance speech saying “I believe film transcends all
30Ljordan shoes uk 2019-04-07 06:34:39 回复
CANBERRA, March 19 (mennhua) -- Football Federation Australia (FFA) has joined with all members of the Association of South East Asian Nations (ASEAN) Football Federation to voice its support for the candidacy of incumbent President Shaikh Salman at the u

发表评论

必填

选填

选填

◎欢迎参与讨论,请在这里发表您的看法、交流您的观点。