宣传文案的写作技巧！
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文/高文</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">宣传</span>文案是<span style="color: black;">宣传</span>作品的有机<span style="color: black;">构成</span>部分，是呈<span style="color: black;">此刻</span><span style="color: black;">宣传</span>作品中的文字符号或有声语言，它直接呈<span style="color: black;">此刻</span><span style="color: black;">宣传</span>受众面前，对<span style="color: black;">宣传</span>受众的心理和<span style="color: black;">行径</span>产生影响，能否<span style="color: black;">把握</span>好<span style="color: black;">宣传</span>文案写作的技巧，关系到<span style="color: black;">宣传</span>文案制作质量的优劣，关系到<span style="color: black;">宣传</span>效果的高低。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>写作<span style="color: black;">首要</span>要确</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">立主题。在一则短小的<span style="color: black;">宣传</span>中，不可能<span style="color: black;">亦</span><span style="color: black;">不必</span>把所有的信息全介绍给消费者，只能有<span style="color: black;">选取</span>地<span style="color: black;">明显</span>某个方面，以此<span style="color: black;">做为</span>吸引消费者的“卖点”，这个 “卖点”，<span style="color: black;">便是</span><span style="color: black;">宣传</span>主题。<span style="color: black;">怎么样</span>确定<span style="color: black;">宣传</span>的主题呢？</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从商品的<span style="color: black;">方向</span>确立主题。这又有两个视角：<span style="color: black;">首要</span>，抓住商品与众<span style="color: black;">区别</span>的特征。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每种商品都有自己的特征，即使是同类商品，<span style="color: black;">亦</span>会有许多差异。例如：电视机<span style="color: black;">区别</span>厂家的电视机在造型上、性能上会各有<span style="color: black;">特殊</span>，如液晶、背投，等离子电视，数码、丽声电视。<span style="color: black;">倘若</span>你的电视机有某方面的优点，在<span style="color: black;">宣传</span>中最好以此<span style="color: black;">做为</span>主题，<span style="color: black;">明显</span>这一 “卖点”，<span style="color: black;">这般</span>更能吸引消费者的眼球。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/eAomzibBwCjZOjWjFaA3CiagnTK10yuc6ibtLPzowBTQGJqjm60SPKTddA7QmcJRbfc5NSKWnYSYicJOibs2FekQJZw/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=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;"><span style="color: black;">商场</span><span style="color: black;">宣传</span>文案的标题就像<span style="color: black;">宣传</span>的眼睛，它最先给消费者以感官的刺激，对消费者<span style="color: black;">形成</span>视觉冲击，在很大程度上决定着<span style="color: black;">宣传</span>的最</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">终效果，<span style="color: black;">倘若</span><span style="color: black;">宣传</span>标题<span style="color: black;">不可</span><span style="color: black;">导致</span>消费者的<span style="color: black;">重视</span>，<span style="color: black;">那样</span>花在<span style="color: black;">宣传</span>制作上的心血就可能会付诸东流。<span style="color: black;">商场</span><span style="color: black;">宣传</span>文案标题<span style="color: black;">平常</span>有两种类型：</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">①比较直截了当。这种标题比较直露，直接用商品的牌号、商品名<span style="color: black;">叫作</span>作标题，不加修饰，实实在在，向消费者直接传递商品信息，激起购买欲望。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">②比较含蓄委婉。光看标题<span style="color: black;">不可</span>马上就<span style="color: black;">晓得</span>它所要传递的商品信息，但略加品味揣摩，就能领悟其意图。这种标题巧妙地间接传递商品信息，要靠消费者自己去领悟其中的妙处，<span style="color: black;">因此呢</span>更有文采，<span style="color: black;">亦</span>更富有吸引力。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/eAomzibBwCjZOjWjFaA3CiagnTK10yuc6ib7jVy9ras2u2qoiaricCribkYbzxBmH45zCG9QiaO6ic4ic1lea0tCYSTo4cA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">众多耳熟能详的<span style="color: black;">宣传</span>语尽管千差万别，但有一条是<span style="color: black;">一起</span>的，即出色的策划和创意与优美动人的语言融为一体。<span style="color: black;">宣传</span>的威力即来自于<span style="color: black;">制品</span>的质量、策划者的创意和语言的威力。本文从语音、语义、语法三个方面来分析<span style="color: black;">宣传</span>语<span style="color: black;">形成</span>的语言手段。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">汉语的同音字（词）非常多，有些字（词）的读音完全相同，但<span style="color: black;">道理</span>却截然相反，作者们非常巧妙利用这一特点制作出许多优美动听、耐人寻味的<span style="color: black;">宣传</span>词。众多耳目一新的<span style="color: black;">宣传</span>，在语音手段的运用上大多采取两种方式，一种是借音，另一种是谐音双关。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1、借音是析字辞格中谐音析字的一种，是单纯谐音的，借与被借两者的<span style="color: black;">道理</span><span style="color: black;">无</span>联系。例如： 默默无“蚊”地奉献（某蚊香<span style="color: black;">宣传</span>语）。 默默无“蚊”借用了“默默无闻”的“闻”音，将成语改<span style="color: black;">成为了</span><span style="color: black;">宣传</span>，让人一听就深深记住了该<span style="color: black;">制品</span>的功能。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2、谐音双关与借音有<span style="color: black;">类似</span>之处，“而内容<span style="color: black;">区别</span>，<span style="color: black;">由于</span>借音是借这音去表那意的，不是双关两意的。”<span style="color: black;">宣传</span>中常用谐音双关，相互<span style="color: black;">相关</span>的两事物之间不仅语音相同，<span style="color: black;">况且</span><span style="color: black;">道理</span><span style="color: black;">关联</span>。例如： </span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">给电脑一颗奔腾的“芯”(处理器<span style="color: black;">宣传</span>语) 。奔腾的“芯”与“奔腾的心”中的“心”谐音，“芯”是计算机的处理器，是计算机的核心<span style="color: black;">构成</span>部分，决定着计算机的运行速度，与“心脏”的“心”有着同等重要的<span style="color: black;">功效</span>。</p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/eAomzibBwCjZOjWjFaA3CiagnTK10yuc6ibdmkDUJxOhRnia4nUONX4q7kQicY99QE1CYGcujHZdDvq0r2vEEE9ILyA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=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;"><span style="color: black;">语义双关<span style="color: black;">指的是</span>利用词语或句子的多义性在特定语境中形成的双关。同一个词语<span style="color: black;">同期</span>有两层意思，且两层意思相互<span style="color: black;">相关</span>。例如： </span><span style="color: black;">一面之交，终生难忘。（面业<span style="color: black;">宣传</span>语） 一面之交，终生难忘”的表层意思是只见过一次面，但<span style="color: black;">一生</span>难以忘记；但该处作者的真实意图是面条质量很好，让消费者难以忘怀。这两层意思互为表里、相互映衬。</span></span><span style="color: black;"><span style="color: black;"><span style="color: black;">举荐</span>阅读：</span><span style="color: black;"><a style="color: black;"><span style="color: black;">宣传</span>语双关修辞<span style="color: black;">重视</span>事项！</a></span></span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;"><span style="color: black;">词语都有固定的音、形、义，<span style="color: black;">宣传</span>策划者在<span style="color: black;">保存</span>音、形不变的<span style="color: black;">状况</span>下刻意改变词语的约定俗成的<span style="color: black;">道理</span>，巧妙地换成新的<span style="color: black;">道理</span>，让消费者恍然大悟，拍案叫绝。例如：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">给你好看。（<span style="color: black;">打扮</span>品<span style="color: black;">宣传</span>语） “给你好看”按常规理解是“给点厉害让对方难堪、难受”的意思，但在<span style="color: black;">打扮</span>品<span style="color: black;">宣传</span>中作者巧妙换义为“看着舒服、美观”的意思。</p>
<img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;">通常</span><span style="color: black;">状况</span>下，一个词语在一种语境下只显现一种词性，<span style="color: black;">仅有</span>一种结构层次。为了给<span style="color: black;">宣传</span>语增添亮点，<span style="color: black;">宣传</span>制作人常使词语兼具多种词性<span style="color: black;">或</span>在词语结构上下功夫，使一个词语<span style="color: black;">同期</span><span style="color: black;">拥有</span>多个结构层次，产生出多种<span style="color: black;">道理</span>，从而<span style="color: black;">加强</span><span style="color: black;">宣传</span>的促销力。</p>
<img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;"><span style="color: black;">①改变词性。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">想要</span>皮肤好，早晚用大宝。（大宝<span style="color: black;">打扮</span>品<span style="color: black;">宣传</span>语） “早晚”可做名词，<span style="color: black;">暗示</span>“早晨和<span style="color: black;">夜晚</span>”，表达的是<span style="color: black;">运用</span>大宝的时间；“早晚”<span style="color: black;">这里</span><span style="color: black;">亦</span>是个副词，<span style="color: black;">暗示</span>“或早或晚”，<span style="color: black;">暗示</span>迟早都要用大宝的意思。</p>
<img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" 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;"><span style="color: black;">②改变结构。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">晚报，不晚报 （某晚报的<span style="color: black;">宣传</span>语） 用了两个“晚报”，<span style="color: black;">第1</span>个是名词，是对“下午出版的报纸”的通<span style="color: black;">叫作</span>，其中“报”是一个名词，是“报纸”的意思；第二个“晚报”是一个状中短语，是“推迟<span style="color: black;">报告</span>”的意思，其中“报”做动词，是“<span style="color: black;">报告</span>”的意思。</p>
<img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
我深感你的理解与共鸣，愿对话长流。 外贸论坛是我们的，责任是我们的，荣誉是我们的，成就是我们的，辉煌是我们的。 我赞同你的看法，你的智慧让人佩服，谢谢分享。
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