6257rv7 发表于 2024-8-6 10:56:51

这般的宣传文案绝对不“翻车”，土味却实用


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">推广<span style="color: black;">优秀</span>农<span style="color: black;">制品</span>，离不开一句朗朗上口、简短有力的<span style="color: black;">宣传</span>语，但<span style="color: black;">便是</span>这么一句十几字的短句，不知让多少人穷思竭虑、搜肠刮肚。其实，<span style="color: black;">非常多</span><span style="color: black;">地区</span><span style="color: black;">特殊</span>农<span style="color: black;">制品</span>是自带“<span style="color: black;">宣传</span>语”的，<span style="color: black;">这儿</span><span style="color: black;">所说</span>的<span style="color: black;">宣传</span>语，便是<span style="color: black;">哪些</span>流传甚广的民谚、顺口溜。这些与农<span style="color: black;">制品</span><span style="color: black;">相关</span>的民谚、顺口溜，虽然听起来土味十足，但它们经过了时间的凝练，朗朗上口、有利传播，其实是非常好的宣传推广素材。</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;"><span style="color: black;">1</span></span></strong></span><span style="color: black;"><span style="color: black;">各地特产顺口溜</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新疆是个出产<span style="color: black;">优秀</span>农<span style="color: black;">制品</span>的好<span style="color: black;">地区</span>，<span style="color: black;">各样</span>高品质特产层出不穷，让许多人眼花缭乱，为了让人们对新疆农特<span style="color: black;">制品</span>有个全面的认识，当地人编了这么一段儿顺口溜：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">吐鲁番的葡萄 哈密的瓜</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">叶城的石榴人人夸</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">库尔勒的香梨甲天下</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">伊犁苹果顶呱呱</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">阿图什的无花果名声大</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">下野地的西瓜甜又沙</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">喀什樱桃赛珍珠</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">伽师甜瓜甜掉牙</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">和田的核桃<span style="color: black;">不消</span>敲</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">库车白杏味最佳</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">短短几句话，就把新疆的<span style="color: black;">优秀</span>农<span style="color: black;">制品</span><span style="color: black;">包括</span>其中。这段顺口溜的妙处在于，<span style="color: black;">针对</span>像吐鲁番葡萄、哈密瓜、库尔勒香梨等人人耳熟能详的<span style="color: black;">制品</span>仅仅是简单<span style="color: black;">陈列</span>，并<span style="color: black;">无</span>任何特点介绍，<span style="color: black;">由于</span>这些<span style="color: black;">制品</span>的特点是人尽皆知、不言自明的。<span style="color: black;">然则</span><span style="color: black;">针对</span><span style="color: black;">有些</span>相较而言不<span style="color: black;">那样</span>知名的<span style="color: black;">制品</span>，则会在顺口溜中“捎带”介绍它的特点，<span style="color: black;">例如</span>伽师甜瓜——甜掉牙，和田的核桃——<span style="color: black;">不消</span>敲，下野地的西瓜——甜又沙。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e80fca5195524160b04c789120a6011b~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723514728&amp;x-signature=Vzqm3A3fB27zBlzzbdkqXt5XFic%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">哈密瓜</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">特产顺口溜之<span style="color: black;">因此</span>能给人留下深刻的印象，一方面是<span style="color: black;">由于</span>朗朗上口、简单好记，另一方面则是<span style="color: black;">由于</span>它们<span style="color: black;">常常</span>有着浓厚的地域<span style="color: black;">特殊</span>，<span style="color: black;">例如</span>重庆的<span style="color: black;">特殊</span>农<span style="color: black;">制品</span>顺口溜是这么说的：</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">荣昌的猪儿</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">永川的茶</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">江津的花椒确实麻</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大足的石刻</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">璧山的鞋</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">合川的桃片有<span style="color: black;">特殊</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">武隆的豆干</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">潼南的鱼</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">城口的腊肉端上席</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">忠县的豆腐</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">铜梁的龙</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">涪陵的榨菜大<span style="color: black;">区别</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">万州的烤鱼</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">丰都的鬼</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">石柱的黄连来泡水</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">巫山的红叶</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">北碚的泉</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">酉阳有个桃花源</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">綦江的版画</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">长寿的柚</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">彭水的豆花吃<span style="color: black;">不足</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">奉节的脐橙</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">梁平的鸭</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">云阳盛产黑芝麻</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">开县的凉席</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">秀山的鸡</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">要吃洋芋到巫溪</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">南川的竹笋</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">黔江的鸡杂</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">垫江的豆花麻又辣</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">巴国的山水</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重庆的人</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">磁器口的麻花他姓陈</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/869cd814e02446228ec5748bac95e14b~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723514728&amp;x-signature=oPALlx1UZ9aiYJbAKkKz6F%2BzIps%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这段顺口溜放到纸面上看起来似乎有点平平无奇，但<span style="color: black;">倘若</span>你能想象这段话是一个重庆人用家乡话读出来的，<span style="color: black;">那样</span>普普通通的语言立刻就会呈现出不<span style="color: black;">同样</span>的生命力和感染力。特殊的语言习惯加上独特的<span style="color: black;">地区</span>口音，会让这些顺口溜变得生动且“洗脑”。当语言在听众心间挥之不去的时候，<span style="color: black;">哪些</span>关于<span style="color: black;">地区</span>特产的信息自然<span style="color: black;">亦</span>就深深地扎根在了人们的记忆里。类似的农<span style="color: black;">制品</span>顺口溜，在潮汕地区<span style="color: black;">亦</span>有，当地人把本地<span style="color: black;">特殊</span>农<span style="color: black;">制品</span>的信息编<span style="color: black;">成为了</span>潮汕民谣，广为传唱。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">敲起竹板笑呵呵，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">手敲竹板口唱歌，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">潮汕蕉柑最优良，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">揭阳出名香豉油，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">达濠出名本港鱿，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">凤湖出名青橄榄，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">南澳出名甜石榴。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">鸥丁出名鸥丁鸡，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">潮州出名义成鞋，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">南澳出名老冬蛴，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">桑田出名大赤蟹。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">葵潭出名大菠萝，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">苏南出名好卤鹅，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">海山出名大虾脯，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">溪口出名甜杨桃。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">邹堂出名青皮梨，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">石狗坑出鸟梨畔，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">潮州出名鸭母稔，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">后陇出名好番薯。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">枫溪出名烧雅缶，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">赤沙大蚶鲜又肥，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">汫洲出名鲜薄壳，</p>庵埠出名大菜蕾。

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">……</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">潮汕物产实在多，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">好编诗歌千万箩，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">唱到日本新加坡，</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">唱到澳洲欧罗巴，</p>唱到美国墨西哥。

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一首民歌顺溜口，把潮汕地区的<span style="color: black;">特殊</span>农<span style="color: black;">制品</span>说了个尽，人们<span style="color: black;">亦</span><span style="color: black;">最终</span><span style="color: black;">晓得</span>，潮汕<span style="color: black;">为何</span>被<span style="color: black;">叫作</span>作美食天堂——不仅是<span style="color: black;">由于</span>当地出厨子，<span style="color: black;">亦</span>出产好食材。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/297c95152f5c4ad6ad23d9a18c4a824b~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723514728&amp;x-signature=fI938N0JqHQXtbC%2FN6uJMRJ8Hb8%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">此刻</span>，<span style="color: black;">已然</span>有越来越多的人<span style="color: black;">重视</span>到，这种顺口溜式的<span style="color: black;">优秀</span>农<span style="color: black;">制品</span>介绍，的确<span style="color: black;">能够</span>为打响<span style="color: black;">地区</span>农<span style="color: black;">制品</span>品牌<span style="color: black;">供给</span>不小的助力。于是，<span style="color: black;">非常多</span>人为了推广本地区的<span style="color: black;">特殊</span>农<span style="color: black;">制品</span>，<span style="color: black;">起始</span>主动编撰类似的顺口溜加以传播。例如河南省的宁陵县，为了推广自己的特产，就编写了一个顺口溜——“宁陵的花生，宁陵的梨，宁陵白蜡杆真神奇，华堡的吊篮，张弓的酒，程楼的黄瓜家家有……”顺口溜的作者不是别人，正是河南省人大<span style="color: black;">表率</span>、宁陵县县长马同和。他在参加河南省人大会议时念起了这首顺口溜，<span style="color: black;">导致</span>了许多<span style="color: black;">媒介</span>的关注，当地特产<span style="color: black;">亦</span>以顺口溜的方式<span style="color: black;">经过</span><span style="color: black;">资讯</span><span style="color: black;">报告</span>传播给了<span style="color: black;">更加多</span>人。</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;"><span style="color: black;">2</span></span></strong><span style="color: black;">什么样的顺口溜适合做<span style="color: black;">宣传</span>语？</span></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在全国大<span style="color: black;">都数</span>地区，都<span style="color: black;">相关</span>于农<span style="color: black;">制品</span>的顺口溜，这是一座民俗文化的金矿。但即便是金矿，<span style="color: black;">亦</span>不是说<span style="color: black;">能够</span>手到擒来地获取金子，<span style="color: black;">必要</span>要经过提炼<span style="color: black;">才可</span>取得“真金”。<span style="color: black;">那样</span>，什么样的顺口溜最适合用来<span style="color: black;">做为</span>宣传、推广农<span style="color: black;">制品</span>的<span style="color: black;">宣传</span>语呢？它<span style="color: black;">必须</span>具备以下几个特点：</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;">一是能够展示功能。</span>市场上成功的<span style="color: black;">宣传</span>语，大都是用最简单、最接地气的方式，很好地展示了<span style="color: black;">制品</span>的功能。例如王老吉的<span style="color: black;">宣传</span>语是——怕上火，喝王老吉。简洁有效，<span style="color: black;">况且</span><span style="color: black;">特别有</span>号召力。<span style="color: black;">一样</span>类型的<span style="color: black;">宣传</span>语还有脑白金的“送礼就送脑白金”。好的<span style="color: black;">宣传</span>语之<span style="color: black;">因此</span>要把侧重点放到功能性展示上，是<span style="color: black;">由于</span>功能性是消费者购物最直观有力的需求点，品牌<span style="color: black;">宣传</span>语跟<span style="color: black;">制品</span>功能<span style="color: black;">出现</span>关系后所产生的化学反应不容小觑。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在农<span style="color: black;">制品</span>顺口溜中有<span style="color: black;">无</span><span style="color: black;">能够</span>展示功能性的句子呢？当然有，<span style="color: black;">例如</span>“彭城伏羊一碗汤，赛过神仙开药方”。这句顺口溜说的是用彭城徐州的<span style="color: black;">优秀</span>山羊肉做的<span style="color: black;">特殊</span>羊汤。徐州地处丘陵地带，蔬草茂盛，适宜山羊放牧。山羊经过这一时期喂养，肉质肥壮、肥瘦相宜，膻味极小，用以烹制菜肴，其味香醇，为徐州人吃羊肉<span style="color: black;">供给</span>了<span style="color: black;">优秀</span>的食材。用这种羊做的羊肉汤之<span style="color: black;">因此</span>叫“伏羊汤”，是<span style="color: black;">由于</span>徐州人<span style="color: black;">爱好</span>在入伏天喝羊汤，这一习俗与古人对炎帝（属火）崇拜<span style="color: black;">相关</span>。这种以热制热的<span style="color: black;">膳食</span>方式，与中医学理论、阴阳五行学说、四时节气变化<span style="color: black;">亦</span>相符合。</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;">认识</span>了以上信息之后，<span style="color: black;">咱们</span>就<span style="color: black;">能够</span><span style="color: black;">发掘</span>，“彭城伏羊一碗汤，赛过神仙开药方”这句顺口溜之<span style="color: black;">因此</span>能<span style="color: black;">作为</span>宣传推广当地<span style="color: black;">特殊</span>农<span style="color: black;">制品</span>的<span style="color: black;">宣传</span>语，是<span style="color: black;">由于</span>它将<span style="color: black;">制品</span>的特点——“伏羊汤”，以及<span style="color: black;">制品</span>的功能——赛过神仙开药方（养身），说得清清楚楚、明明白白。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8c114ade08b044baa4cc9f7ff126ded1~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723514728&amp;x-signature=AU2iTyBxzC8A5rMYg3XkfreVqK4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">二是要有可读性和记忆点。</span>好的<span style="color: black;">宣传</span>语，<span style="color: black;">必定</span>要有一个能让别人记得住的“点”，<span style="color: black;">无</span>这个点，别人听过就忘，起不到影响消费者心智的<span style="color: black;">功效</span>。<span style="color: black;">通常</span>来讲，构建记忆点有这么几种<span style="color: black;">办法</span>：重复某个概念、足够<span style="color: black;">白话</span>化、押韵。江苏的一句关于农<span style="color: black;">制品</span>的顺口溜，就<span style="color: black;">持有</span>了这些要素。当地人经常会说——南京看石头，苏州看丫头，无锡啃骨头，杭州看潮头。在这句顺口溜里，虽然讲到了四座城市的四种“特产”，但只<span style="color: black;">有没有</span>锡的骨头属于“商品”，<span style="color: black;">因此呢</span>它<span style="color: black;">能够</span><span style="color: black;">作为</span>宣传无锡骨头的专属<span style="color: black;">宣传</span>语。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这句顺口溜之<span style="color: black;">因此</span>有记忆点，是<span style="color: black;">由于</span>他的句式很重复，四句话都是地点加上特产的格式，<span style="color: black;">况且</span>还采取了简单的押韵方式——所有句子的最后一个字都是“头”。最后它很<span style="color: black;">白话</span>化，石头、丫头、骨头、潮头都是非常<span style="color: black;">白话</span>化的词汇，词汇的意象<span style="color: black;">亦</span>很<span style="color: black;">知道</span>。<span style="color: black;">经过</span>把无锡的骨头与南京著名的雨花石、苏州的美人、人尽皆知的钱塘江大潮联系、对比，凸显了无锡糖醋排骨<span style="color: black;">做为</span>城市名片的重要的地位，<span style="color: black;">亦</span>进一步加深了人们对这种美食的印象。</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;">三是<span style="color: black;">能够</span><span style="color: black;">诱发</span>共鸣。</span>好的<span style="color: black;">宣传</span>语，要能够<span style="color: black;">诱发</span>读者的共鸣，最好是<span style="color: black;">能够</span><span style="color: black;">经过</span>暗示的手法，表现出该<span style="color: black;">制品</span>的调性，让人觉得这个<span style="color: black;">制品</span>和自己的需求很“匹配”。例如海南地区有一句农<span style="color: black;">制品</span>顺口溜，就非常符合这一特点。这句顺口溜是这么说的：潮州粉条福建面，海南咖啡人人传。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大<span style="color: black;">都数</span>人听了这句话顺口溜可能没什么感觉，<span style="color: black;">然则</span><span style="color: black;">针对</span><span style="color: black;">哪些</span>东南亚的华人而言，这句话却<span style="color: black;">能够</span><span style="color: black;">极重</span>地<span style="color: black;">诱发</span><span style="color: black;">她们</span>的共鸣。<span style="color: black;">由于</span>在20个世纪50年代，东南亚的归侨们<span style="color: black;">不仅</span>把喝咖啡的传统和制作、冲泡咖啡的手艺带到海南兴隆，还生产出后来声名远扬的兴隆咖啡。这种咖啡<span style="color: black;">营销</span>到东南亚之后，与潮州的粉条、福建的面前<span style="color: black;">作为</span>了当地华侨关于中国<span style="color: black;">膳食</span>最深刻的记忆，<span style="color: black;">因此呢</span>“潮州粉条福建面，海南咖啡人人传”这句顺口溜在华侨<span style="color: black;">其中</span>流传很广，海南咖啡的影响力<span style="color: black;">经过</span>这句话传播到了全世界有华侨的<span style="color: black;">地区</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;">四是要制造反差感。</span><span style="color: black;">宣传</span>语要有新意、别出心裁，<span style="color: black;">才可</span>吸引眼球，<span style="color: black;">尤其</span>是在<span style="color: black;">这般</span>一个<span style="color: black;">重视</span>力与耐心都极其稀缺的时代，<span style="color: black;">每日</span>都<span style="color: black;">有没有</span>数信息排着队想进入人们的眼睛。但不是每条信息都能吸引人，<span style="color: black;">咱们</span>的大脑很聪明<span style="color: black;">亦</span>很懒，它有一个叫海马状突起的东西，<span style="color: black;">每日</span>都会<span style="color: black;">持续</span>筛选<span style="color: black;">各样</span>信息，把<span style="color: black;">咱们</span>眼前的绝大部分信息过滤掉，只会让<span style="color: black;">少许</span>信息真正进入。<span style="color: black;">那样</span>，什么样的信息能够<span style="color: black;">经过</span>海马状突起的本能筛选，让大脑感兴趣呢？有<span style="color: black;">非常多</span>，<span style="color: black;">例如</span>动态的、危险的、与性<span style="color: black;">关联</span>的、与我<span style="color: black;">关联</span>的、与<span style="color: black;">存活</span><span style="color: black;">关联</span>的等。<span style="color: black;">不外</span>，大脑对反差类的信息是<span style="color: black;">反常</span>关心。就<span style="color: black;">宣传</span>文案<span style="color: black;">来讲</span><span style="color: black;">便是</span>反常识的、颠覆认知的、制造冲突的，<span style="color: black;">熟练</span>的场景陌生化或陌生的场景<span style="color: black;">熟练</span>化的……在这方面，山东的一句话顺口溜<span style="color: black;">能够</span>说是反差型<span style="color: black;">宣传</span>语的典范——莱阳梨子，肥城桃，比不上泰安的萝卜皮。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种顺口溜中<span style="color: black;">说到</span>的莱阳梨，是全国知名的特产，这种梨果肉质地细腻，汁水丰富，<span style="color: black;">口味</span>清脆香甜，是梨中的上品。<span style="color: black;">况且</span>它不<span style="color: black;">然则</span>美味的时鲜果品，还<span style="color: black;">能够</span>加工成梨干、梨脯、梨酱、梨罐头等，又<span style="color: black;">能够</span>用来酿酒、酿醋。<span style="color: black;">另外</span>，它还<span style="color: black;">拥有</span>清肺、化痰、止咳的功效，用它制作的"莱阳梨膏"、"止咳糖浆"是治疗支气管炎、伤风咳嗽的良药，全国人民都<span style="color: black;">晓得</span>。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/290c0777e2d74a98a640b5c4301b1ca3~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723514728&amp;x-signature=mqvVU0voL8TC17OZ7QCo53RnPT4%3D" style="width: 50%; margin-bottom: 20px;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">鲜嫩</span>的莱阳梨</p>
    </div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">至于肥城桃子，<span style="color: black;">亦</span>是鼎鼎大名，有句顺口溜说：天上蟠桃，人间肥桃，指的<span style="color: black;">便是</span>肥城桃子。这种桃又名佛桃、寿桃，因个大，味儿美，营养丰富，被誉为"群桃之冠"，迄今已有1100<span style="color: black;">数年</span>栽培历史，自明朝起即为皇室贡品。早在1995年，肥城就被农业部命名为"中国佛桃之乡"。</span></p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/3980da3662eb4e9b8dd467e9a9dfb83d~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723514728&amp;x-signature=kDfZu%2BwbBgOjsb8GqMe1%2B8oC7vw%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">莱阳梨、肥城桃是如此知名的美味<span style="color: black;">果蔬</span>，但在当地流传的顺口溜中却说“莱阳梨子，肥城桃，比不上泰安的萝卜皮”，这便形<span style="color: black;">成为了</span>反差，能够让人忍不住去探究，这泰安的萝卜皮<span style="color: black;">到底</span>有多好。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">原来，泰安当地盛产红心萝卜，个头匀<span style="color: black;">叫作</span>，<span style="color: black;">通常</span>都在1斤<span style="color: black;">上下</span>，青皮白瓤里呈现清晰的红绿，质地细腻，汁多味甘，清脆爽口，并<span style="color: black;">拥有</span>消食、健脾、理气、清热解毒等功能。据传宋大中祥符元年宋真宗封禅泰山，行至泰安州夏张驿站小憩，州府将特有的红心萝卜贡上，宋真宗品后脱口而出，“ 京城苹果宫中梨，难比夏张萝卜皮 ”，后来这句话在民间演变<span style="color: black;">成为了</span>莱阳梨子，肥城桃，比不上泰安的萝卜皮，这句反差<span style="color: black;">极重</span>的顺口溜，<span style="color: black;">亦</span>口口相传直到今天，<span style="color: black;">作为</span>“反差型”<span style="color: black;">宣传</span>语的<span style="color: black;">表率</span>作。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者：戈旭皎</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">END</p>
    <div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/fa51e913e3de4ae1ad4bd92f68e334c5~noop.image?_iz=58558&amp;from=article.pc_detail&amp;lk3s=953192f4&amp;x-expires=1723514728&amp;x-signature=esgZY3EZ8oJsUkTN8O3%2FGAY4oH4%3D" style="width: 50%; margin-bottom: 20px;"></div>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">优秀</span>农<span style="color: black;">制品</span>杂志：《<span style="color: black;">优秀</span>农<span style="color: black;">制品</span>》杂志官方账号，聚焦品牌农业建设和<span style="color: black;">优秀</span>农<span style="color: black;">制品</span><span style="color: black;">研发</span></p>
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mugong 发表于 2024-9-8 06:48:50

哈哈、笑死我了、太搞笑了吧等。

1fy07h 发表于 2024-10-17 16:44:07

回顾历史，我们感慨万千；放眼未来，我们信心百倍。
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