文案救急：万能的文案模板（四）
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">昨天看<span style="color: black;">资讯</span>，看到我国常驻联合国<span style="color: black;">表率</span>针对美军撤出阿富汗的发言，简明扼要的<span style="color: black;">资讯</span>标题是<span style="color: black;">这般</span>的：</span></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;">撤出阿富汗不是责任的结束，而是纠错的<span style="color: black;">起始</span></span></strong></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;">这种鲜明的态度让世界看到中国的大国责任和态度，回头再看<span style="color: black;">咱们</span>的<span style="color: black;">宣传</span>文案，<span style="color: black;">亦</span>有类似铿锵有力的存在。</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;">“不是……是……”这种带有<span style="color: black;">剧烈</span>否定且<span style="color: black;">拥有</span>并列关系的<span style="color: black;">相关</span>词，用于文案撰写，非常利于肯定或传达某种<span style="color: black;">知道</span>的态度或观点。</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;"><span style="color: black;">这般</span>的文案结构方式总结如下，方便你放入自己的灵感库，在抓耳挠腮无果的时候，<span style="color: black;">运用</span>句式倒逼文案，不失为一种快速的<span style="color: black;">办法</span>。</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;"># 万能的文案模板·4</span></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;">文案中“不是……是……”的并列<span style="color: black;">相关</span>词，否定一种观点（或态度或事实），从而肯定<span style="color: black;">另一</span>一种。</span></strong></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;">例：不是现实支撑了你的梦想，而是梦想支撑了你的现实</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;"><span style="color: black;">根据</span>惯例提醒：<span style="color: black;">必要</span>说一句，句式先行，内容为王，为了句式而拼凑的文案没办法<span style="color: black;">作为</span>好文案，令人感动的，依旧是切合而恰好的文字内容。</span></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;">01</span></strong></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;">肯定一种理念，树立态度</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用这种文案模板，否定一种不认可，肯定一种认可，<span style="color: black;">由于</span>这种<span style="color: black;">剧烈</span>的对比，让品牌的态度<span style="color: black;">知道</span>，非常快速地让消费者看到品牌的“三观”。以品牌精神而打动人。</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;">例：</span></strong></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;">不是现实支撑了你的梦想，而是梦想支撑了你的现实</span></strong></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;">出自北大宣传片《星空日记》；梦想与现实是经常出<span style="color: black;">此刻</span><span style="color: black;">宣传</span>文案中一对字眼，<span style="color: black;">一般</span><span style="color: black;">来讲</span>在文案中用现实否定梦想过于冰冷，而用梦想挑战现实过于鸡汤虚无，但这句话从北大招生<span style="color: black;">宣传</span>片出来，就有了土壤。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/c0d2cdb1a5394b579e9e2322e2643fdc~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723514920&x-signature=FnqppT83twO72Yc%2BqR220fkuGRc%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;"><strong style="color: blue;"><span style="color: black;">例：</span></strong></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;">真正的财富不是你的口袋里有多少钱，而是你的脑袋里有多少东西</span></strong></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;">出自渣打银行。</span></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;">例：</span></strong></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;">自然不是远离文明，而是远离喧嚣</span></strong></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;">出自荷塘月色房地产；比“闹市中的别墅”更优雅的说法，是远离喧嚣，而近文明。</span></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;">例：</span></strong></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;">重要的不是享受风景，而是<span style="color: black;">作为</span>风景</span></strong></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;">出自方太。</span></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;">02</span></strong></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;">重新定义，表达精神</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">否定一种<span style="color: black;">一般</span>的认知，从而重新定义一个词或一件事一个<span style="color: black;">办法</span>，让热衷品牌的消费者看到品牌的与众<span style="color: black;">区别</span>，和契合的精神与价值观。</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;">例：</span></strong></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;">伟大的反义词不是失败，而是不去拼。</span></strong></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;">出自Nike《活出你的伟大》系列<span style="color: black;">宣传</span>；耐克宣扬热血和拼劲从不是空喊口号夸大运动的好处，而是敢于重新定义，敢于刺破生活的舒适，敢于写出“yesterday you said tomorrow”这种发人深省的文案，<span style="color: black;">这般</span>的品牌精神，在坚决的否定中光芒更胜。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/2c4a8eaf0c4a4989bb6e59855815679d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723514920&x-signature=qj%2Fz86XZbK2qIE9cdReX19ybg4E%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;"><strong style="color: blue;"><span style="color: black;">例：</span></strong></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;">性别不是边界线，偏见才是</span></strong></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;">出自珀莱雅。</span></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;">03</span></strong></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;">否定旧的，耳目一新</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">提出一种全新的观念和看法，在传递<span style="color: black;">宣传</span>信息的<span style="color: black;">同期</span>，令人耳目一新。</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;">例：出来旅行的她，不是我妈，而是我爸的女<span style="color: black;">伴侣</span></span></strong></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;">出自爱彼迎；有些否定是铿锵有力的正直，有些否定是三观重塑的认真，有些否定，<span style="color: black;">亦</span><span style="color: black;">能够</span>是生活的<span style="color: black;">平常</span>可爱。严格<span style="color: black;">道理</span>上<span style="color: black;">来讲</span>这不<span style="color: black;">是不是</span>定了，而是为了表达新观点而<span style="color: black;">诱发</span>的“不是”，这种方式在文案中<span style="color: black;">显现</span>，会有耳目一新的创意表达。</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;">—</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;">最后啰嗦</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;"><span style="color: black;">咱们</span>这个栏目我命名为#文案救急系列#，<span style="color: black;">期盼</span>在你写文案的时候能为你<span style="color: black;">供给</span>一点灵感，<span style="color: black;">咱们</span><span style="color: black;">始终</span>在说“与其抓耳挠腮，不如<span style="color: black;">此刻</span><span style="color: black;">累积</span>”，为你<span style="color: black;">供给</span>撰写灵感，<span style="color: black;">亦</span>为你<span style="color: black;">供给</span>撰写思路，剩下的，<span style="color: black;">期盼</span>你<span style="color: black;">循序渐进</span>写出自己的风格。</span></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;">最后恳请，遇到同是这类模式的好文案，在留言区<span style="color: black;">弥补</span>，匠友们随时更新，随时查看。</span></strong></span></p>
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