你写过宣传片脚本文案吗？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/0wZOVMic7VIl55VuxXq8BbuBibZiblYia1Eeghh99jus8Z62WBZG6mOvsV20EwglSvTDD1U0s4DUKO7ic92Ap7qIRdA/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;">我是文案小白，这是一个<span style="color: black;">非常多</span>人告诉过我而我<span style="color: black;">亦</span><span style="color: black;">晓得</span>的事实。</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;">做为</span>一个文案小白，我此前<span style="color: black;">无</span>接触过TVC，<span style="color: black;">亦</span><span style="color: black;">无</span>写过电视<span style="color: black;">宣传</span>脚本文案，<span style="color: black;">乃至</span>不<span style="color: black;">晓得</span>它们应该怎么表现。遇到不懂的事情，我的惯例是先百度一下。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">TVC：电视<span style="color: black;">宣传</span>片，与以前的电影胶片<span style="color: black;">宣传</span>（CF）<span style="color: black;">区别</span>，TVC<span style="color: black;">一般</span><span style="color: black;">花费</span>相对较低，操作较易。TVC和CF都是电视广告片，只<span style="color: black;">不外</span>CF的成本高，<span style="color: black;">必须</span>用胶片，而TVC则制作简单些，直接拿摄像机拍就完了。名<span style="color: black;">叫作</span>上的区别在于制作方式的区别。电视<span style="color: black;">商场</span><span style="color: black;">宣传</span><span style="color: black;">亦</span>叫TVC， TV(<span style="color: black;">television</span>） C（<span style="color: black;">commercial</span>），电视<span style="color: black;">宣传</span>脚本创意。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然鹅就在上个月，我投递简历到某家传媒<span style="color: black;">机构</span>之后，文案的新<span style="color: black;">前门</span>向我打开。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这是一家专门为企业做<span style="color: black;">宣传</span>片项目的传媒<span style="color: black;">机构</span>，面试的时候我和HR聊的<span style="color: black;">非常多</span>，面谈结束之后她发了一份测试题给我。如下。</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;">立白春节品牌<span style="color: black;">宣传</span>片，</span><span style="color: black;">主题是“这一年，你最想洗掉什么？”</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;">需求</span>：</span><span style="color: black;">影片需<span style="color: black;">表现</span>立白品牌人文情怀和企业精神价值观；<span style="color: black;">需求</span>呈现出<span style="color: black;">区别</span>的地域感；片长90s内 。</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;">不懂TVC？不懂<span style="color: black;">宣传</span>脚本文案？最想洗掉什么？立白品牌人文情怀和企业精神价值观是什么？<span style="color: black;">怎样</span>呈现<span style="color: black;">区别</span>的地域感？<span style="color: black;">怎样</span><span style="color: black;">掌控</span>片长？</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;">我的<span style="color: black;">第1</span>步</span><span style="color: black;">，从电视<span style="color: black;">宣传</span>脚本的定义<span style="color: black;">起始</span><span style="color: black;">认识</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电视<span style="color: black;">宣传</span>脚本：即电视<span style="color: black;">宣传</span>文案或电视<span style="color: black;">宣传</span>剧本，是电视<span style="color: black;">宣传</span>创意的文字表达。是<span style="color: black;">表现</span><span style="color: black;">宣传</span>主题，塑造<span style="color: black;">宣传</span>形象，传播信息内容的语言文字说明，是<span style="color: black;">宣传</span>创意（构思）的<span style="color: black;">详细</span><span style="color: black;">表现</span>，<span style="color: black;">亦</span>是摄制电视<span style="color: black;">宣传</span>的<span style="color: black;">基本</span>和蓝图。</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;">接着第二步</span><span style="color: black;">，<span style="color: black;">便是</span><span style="color: black;">认识</span>脚本文案的撰写格式。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">搜索了N份电视<span style="color: black;">宣传</span>文案脚本写作模板之后，我<span style="color: black;">最终</span>找到一份看起来很专业的模板。如下图。</span></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/0wZOVMic7VIl55VuxXq8BbuBibZiblYia1EedGwH5WSibpasr4CujW50oeMa5N8wJFqPiaRicQibX0XpZrGGM7B147zytw/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;">第三步，<span style="color: black;">认识</span>立白品牌人文情怀和企业精神价值观。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">记得以前还看电视的时候，立白的<span style="color: black;">宣传</span>经常能看到，投放的频率和频道还是很密集的。<span style="color: black;">况且</span>它还冠名了我很<span style="color: black;">爱好</span>的综艺节目《中餐厅·<span style="color: black;">第1</span>季》，<span style="color: black;">因此</span>对它的<span style="color: black;">宣传</span>词还是耳熟能详的：立白，给你绿色健康的家。</span></p>
<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/0wZOVMic7VIl55VuxXq8BbuBibZiblYia1EejicutHmurwLVbiaiadibeGX4NibVT57GnH5ib7joictImZbD1QnJl9Ko9CgYw/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;">将从立白官网搜集的企业信息，按<span style="color: black;">宣传</span>片<span style="color: black;">需求</span>进行梳理，并展开初步分析。</span></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/0wZOVMic7VIl55VuxXq8BbuBibZiblYia1Eezqg4oLY7vnialKUnpxNibLnzGJRXhXbk5nOqOZUVoDcP6h8xkcPsP2xg/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;"><span style="color: black;">第四步</span><span style="color: black;">，慢慢梳理出<span style="color: black;">宣传</span>片的故事、剧情、<span style="color: black;">名人</span>、地域感、片长</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;">宣传</span>主题是“这一年，你最想洗掉什么？”，<span style="color: black;">况且</span><span style="color: black;">宣传</span>是在春节<span style="color: black;">时期</span>投放的，<span style="color: black;">必须</span>元素<span style="color: black;">便是</span>春节、回家、过年、团聚。所有这些元素都指向一个方向——亲情。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在我提交给那家<span style="color: black;">机构</span>的答卷中有两个版本的脚本文案，<span style="color: black;">由于</span>在思考的过程中产生了两个想法，<span style="color: black;">因此</span>写出了两个文案。当然，<span style="color: black;">亦</span>可能是<span style="color: black;">由于</span>我对<span style="color: black;">第1</span>个版本不满意，<span style="color: black;">而后</span>催生出了第二个版本，但<span style="color: black;">因为</span>都写完了，索性就<span style="color: black;">一块</span>发给对方了。</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;">首要</span>，为<span style="color: black;">保证</span>片长的<span style="color: black;">恰当</span>性，我把故事分为3个。而</span><span style="color: black;">片中肯定要有立白的<span style="color: black;">制品</span>露出或<span style="color: black;">运用</span>场景的，<span style="color: black;">亦</span>要<span style="color: black;">显著</span>表现出地域差异性。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其次，地域的差异性我<span style="color: black;">经过</span>主人公的<span style="color: black;">区别</span>职业、<span style="color: black;">区别</span>身份、<span style="color: black;">区别</span>风味的团圆饭来表现。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">最后，虽然过程略烧脑，作品很稚嫩，但总算写完了。那家<span style="color: black;">机构</span>看了我写的脚本文案，<span style="color: black;">暗示</span>虽然我<span style="color: black;">无</span><span style="color: black;">关联</span>经验，<span style="color: black;">然则</span><span style="color: black;">特别有</span><span style="color: black;">潜能</span>，于是我得到了<span style="color: black;">她们</span>的offer。至于最后我有<span style="color: black;">无</span>加入<span style="color: black;">她们</span>，这个你们自己领悟吧。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/0wZOVMic7VIl55VuxXq8BbuBibZiblYia1Ee5yVurtJxHfHrEjAdTP7Eb2TZLGUO1RAXhoJefEnWt9RuNXLGYicGyPA/640?wx_fmt=png&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;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/0wZOVMic7VIl55VuxXq8BbuBibZiblYia1EeZR8TWfqCRvwicicjEHbc0dytm5aicaKtnJc0ib095kc6yibT5h8JjRT5iaLQ/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;">写在最后</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">写文案是一个让人享受的过程，无论写出来的文案<span style="color: black;">是不是</span>完美，我从不<span style="color: black;">留意</span>，<span style="color: black;">由于</span>完美的定义因人而异。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">但<span style="color: black;">倘若</span>领导不<span style="color: black;">爱好</span>我写的文案，或不懂我写的文案，我不会解释，我会重新写。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">当你写完文案，发给领导、同事、<span style="color: black;">伴侣</span>看的时候，<span style="color: black;">倘若</span>你<span style="color: black;"><span style="color: black;">必须</span></span><span style="color: black;">持续</span>向<span style="color: black;">她们</span>解释你的立意、你的奇思妙想、你的与众<span style="color: black;">区别</span>，<span style="color: black;">那样</span>你最应该做的是重新审视自己写的文案，找出<span style="color: black;">为何</span>阅读者理解不了它的<span style="color: black;">原由</span>，避免自嗨，<span style="color: black;">亦</span>避免晦涩。<span style="color: black;">倘若</span><span style="color: black;">没法</span>修改，那就重写。</span></p>
你的话语如春风拂面，让我心生暖意。 我完全赞同你的观点，思考很有深度。
页:
[1]