宣传界的哈佛案例：许舜英经典文案之台湾中兴百货
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">许舜英的文案带着一种<strong style="color: blue;">近乎迷幻的狂欢气息</strong>，在文学与现实中的暧昧自然游离。而这些文案被<span style="color: black;">叫作</span>为<strong style="color: blue;">「<span style="color: black;">认识</span>形态」文案</strong>，在<span style="color: black;">这儿</span>，引用著名文学家伊哈布·哈桑(Ihab Hassan)对后现代主义来理解：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">她将后现代主义的狂欢归结为：<strong style="color: blue;">“不连续性，非确定性，内在性”。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这些特征在许舜英的<span style="color: black;">宣传</span>创意中<span style="color: black;">暴露</span>无遗。</span><span style="color: black;">本文与<span style="color: black;">大众</span>分享许舜英最久负盛名、素有</span><strong style="color: blue;">“中国<span style="color: black;">宣传</span>界的哈佛案例”</strong><span style="color: black;">之<span style="color: black;">叫作</span>的中兴百货各系列<span style="color: black;">宣传</span>。在与<span style="color: black;">认识</span>形态<span style="color: black;">机构</span>合作以后，台湾中兴百货营业额翻了28倍。</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">台湾中兴百货文案系列</span></h2>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">【<span style="color: black;">认识</span>形态】</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/PrppIkOueA4pQ6pMeGuyl0qeCkRd4qwOv2aic8lpy2QWRtbttDL5WnPiahe64QcCFJ1thy5Xpia5ncdgQem5x4BcA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">禁欲是虚妄的说法</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只要是黑色，你就<span style="color: black;">没法</span>抵抗。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只要是镶珠鱼鳞片，你就<span style="color: black;">再也不</span>矜持。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只要是动物斑纹的毛茸茸，<span style="color: black;">基本</span>你就要抓狂。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">真是的，幸亏遇上了PRE-SALE，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">否则，谁又能救得了你呢？</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">【书店篇】</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/PrppIkOueA4pQ6pMeGuyl0qeCkRd4qwOhicSEsWTcibrePFbrM4mJC5YemWyUXrLN9WcDu1v1T3z7XQycaSmpnvQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">到服装店培养气质，到书店展示服装</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但不论<span style="color: black;">怎样</span>你都该想想，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有了胸部之后，你还<span style="color: black;">必须</span>什么？脑袋。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有了爱情之后，你还需什么？脑袋。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有了钱之后，你还<span style="color: black;">必须</span>什么？脑袋。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有了Armani之后，你还需什么？脑袋。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有了知识之后，你还<span style="color: black;">必须</span>什么？知识。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">【梅兰芳篇】</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/PrppIkOueA4pQ6pMeGuyl0qeCkRd4qwO1JXdq6WV5L10PAhicXFC09aaF2Bb1GINciaeoVBDmKMoNsD0cmVKIUcA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></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;">无</span>服装就<span style="color: black;">无</span>性</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">虽然纹身依然<span style="color: black;">能够</span>暗示肉感，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">珠宝还在批注性欲位置。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但.自.从.</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">牛仔裤颠覆了纯粹两性理论、</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">皮革吊带<span style="color: black;">起始</span>搭配莱卡内衣手铐蜡烛，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那种把两性对立当做终极命题的传统世界秩序，</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;">已然</span>看起来摇.摇.欲.坠。</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;">亦</span>许连蕾丝边，<span style="color: black;">亦</span>将<span style="color: black;">逐步</span>地，装饰在三角肌上吧。</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;">咱们</span>所能抓住<span style="color: black;">相关</span>性别的真理，<span style="color: black;">已然</span>不多。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">【八月八日亲子关系练习】</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/PrppIkOueA4pQ6pMeGuyl0qeCkRd4qwOrnCKPo2TgLtkOhXpnZMB0zWy6noTq4xrMj3YyxZV7icsXpJZchZgnVA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">“亲爱的爸爸，我会好好听话”</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;">倘若</span>感到恶心，就说“父亲<span style="color: black;">成人</span>，您就像照耀菜园的太阳”</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;">倘若</span>觉得八股，就说：“阿爸，阮要孝顺您一世人。”</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;">倘若</span>太local，<span style="color: black;">便是</span>：“Daddy， I love you”</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;">倘若</span>他听不懂，就用行动<span style="color: black;">暗示</span>，<span style="color: black;">例如</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">买一套质感无可挑剔又绅士风格的Armani送给他，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">祝爸爸永远健康<span style="color: black;">愉快</span><span style="color: black;">漂亮</span>！</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">【三日不购物便觉灵魂可憎】</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/PrppIkOueA4pQ6pMeGuyl0qeCkRd4qwOEnRSUkdGwEUrUibVmvw9MonP6ibfbtEI41KB6KBTS0nHNDnCGdcQAhVw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">骨磁皂盘教你饭前洗手，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">少了苎麻浴袍必定忘记睡前祈祷，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">不烧柑橙芳香烛<span style="color: black;">怎样</span>证明上帝的存在，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">只要懂得买，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">连港式素蚝油<span style="color: black;">亦</span>会分泌亚洲美学精神。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">【贵族与侍女篇/贵族与侍者篇】</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/PrppIkOueA4pQ6pMeGuyl0qeCkRd4qwOetV9F7ChkIHQ6NSqaX4yR1vxurEzmozEfYztiaPTY9FrVhz8hN4tv4g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当ARMANI套装最后一粒扣子扣上时，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最专业而令人敬畏的强势形象是完成。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">白衬衫、灰色百褶裙、及膝长裤、豆沙色娃娃鞋，今天想变身为<span style="color: black;">女子</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">看见镜子<span style="color: black;">从而</span>身上的华丽剌绣晚装，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">于是对晚宴要掠夺男人目光并令其它女子产生妒意的游戏成竹在胸。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">仅一件最弱不禁风的丝质细肩带头衬衫，</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">就会是他怀里最具攻击力的绵羊。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是性别。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是空间。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是阶层。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是权力。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是<span style="color: black;">扮演</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是手段。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是展现。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是揭露衣服是阅读与被阅读。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是说服。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">衣服是要脱掉。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">服装<span style="color: black;">便是</span>一种高明的政治，政治<span style="color: black;">便是</span>一种高明的服装。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">【危险篇】</span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/PrppIkOueA4pQ6pMeGuyl0qeCkRd4qwOqoFWZF9HakGkQxBTy8gv2bvVGq8GoqvMEgZF05N2BdJOW9tJrKMh1w/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">流行是安全的，风格是危险的。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当美学<span style="color: black;">作为</span>个体的价值判断时，其<span style="color: black;">危害</span>就在于：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在大头娃娃鞋来往的街道上，穿上格格不入的细高跟，将ARMANI与501作了风何学上的严谨搭配，还是可能被讥笑。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以极限主义白衬衫，企图与一<span style="color: black;">全部</span>宴会的蟒皮乳胶连身裙对抗。</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;">这般</span>的勇气绝对不是翻翻流行杂志，就决定烫个麦克风头的人所能<span style="color: black;">持有</span>的，流行是安全的，风格是危险的。决定无政府的，JEAN COLONNA 前，<span style="color: black;">亦</span>试试歌德式的 DOLCE&GABBANN 。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">——</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/PrppIkOueA4KendjeGPvgWf0zsjFz59rC1GSmUwO4MiaIibI0fMKqKUiblknnaQC5OOzOuGEOuKqsKibV3dnXeiah5g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
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