平面宣传文案技巧
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文/于笑寒 <span style="color: black;">平面<span style="color: black;">宣传</span>中图像和信息存在着能指与所指的关系，能指能够近乎真实地表现人类世界的<span style="color: black;">实质</span><span style="color: black;">状况</span>，所指能够展示出图像<span style="color: black;">背面</span>的含义，能指与所指结合所表述的<span style="color: black;">道理</span>更加直观地反映了<span style="color: black;">宣传</span>中所要表达的诉求。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/535928ef3eff414b93e256481d9cdae2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=mCzG%2Bsyg7Spz4zE7Mw7r8lI2xOU%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;">平面<span style="color: black;">宣传</span>中的文案<span style="color: black;">包含</span>口号、正文等符号，文案符号除了传达<span style="color: black;">制品</span>的基本指向外还承担着传递<span style="color: black;">道理</span>指向的功能,。<span style="color: black;">宣传</span>所要传达的整体调性，<span style="color: black;">协同</span>文案的符号化表达，既展现了<span style="color: black;">制品</span>的<span style="color: black;">运用</span>价值，又<span style="color: black;">增多</span>了<span style="color: black;">制品</span>的附加值，给受众留下深刻的印象。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/027213e700204994b9d8021031159541~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=oFQsWDtxKCF8p0Fp4152TmwjW6s%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;"><strong style="color: blue;">能指表达技巧</strong></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;">①形法创意。平面<span style="color: black;">宣传</span>中文案的形法创意大致分为三类，分别是析字、图符和字体。析字即<span style="color: black;">按照</span>字的音、义、形进行离合；图符即利用图像和符号表达创意；字体即设计文案的书写形体表达文案创意。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/202d750d9bff4350a4391c1a5bb97c78~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=LMj7X3jr700Ij9ld%2FEnJzGlBWqQ%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;">②编排创意。编排在平面<span style="color: black;">宣传</span>中起着不可<span style="color: black;">忽略</span>的重要<span style="color: black;">功效</span>，对文案进行<span style="color: black;">恰当</span>的编排，使文案变得更加符号化，<span style="color: black;">作为</span>更加美观可看的视觉符号，不仅能够符合时代审美的<span style="color: black;">需求</span>，还能<span style="color: black;">表现</span>出<span style="color: black;">制品</span>的价值。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/1d5f94f0751847fd8ffca24dc0ccc00a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=U7I3Ou95%2FLnt3rrTkI6dYlTux74%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;">平面<span style="color: black;">宣传</span>中文案的编排创意<span style="color: black;">包括</span>多种方式，水平式、垂直式、倾斜式、弯曲式以及折线、发散式。<span style="color: black;">区别</span>的编排方式展现了<span style="color: black;">区别</span>的含义，水平式文案展现出稳定性；垂直式文案<span style="color: black;">明显</span>了严肃感和力度；倾斜式文案表现了不稳定性和突破的含义；弯曲式文案展现了自由性与韵律感；折线、发散式展现了纷杂与冲突。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/3edf8f48e1484ca4b5e2d778a09c2595~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=uRgLI8MaTLa6HR2ffOfAD%2BbB8YI%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;"><strong style="color: blue;">所指表达技巧</strong></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;">①情感创意。人是一种情感动物，<span style="color: black;">宣传</span>采用情感共鸣的方式来拉近与受众的关系，不仅使得<span style="color: black;">宣传</span>更<span style="color: black;">拥有</span>感染力，<span style="color: black;">同期</span><span style="color: black;">亦</span>使得受众在动情之时接受了<span style="color: black;">宣传</span>所要传达的信息，受众<span style="color: black;">经过</span>视觉将心里的感受与<span style="color: black;">宣传</span>所带来的情感相联系，从而达到了情感共鸣。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/pgc-image/eba24b4d2d62487384537e49d36ccfb2~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=ZwFZDZwaDAJ1B7GCMTr3e78yy5M%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;">②修辞创意。文案和画面是<span style="color: black;">形成</span>平面<span style="color: black;">宣传</span>活的灵魂，成功的<span style="color: black;">宣传</span>文案既能充分发挥<span style="color: black;">宣传</span>的<span style="color: black;">功效</span>，<span style="color: black;">同期</span>还能<span style="color: black;">导致</span>受众的共鸣，<span style="color: black;">从而</span>诱发受众的购买<span style="color: black;">行径</span>，带来可观的社会效益。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/169f59db45fe47ebaa7c58b64e98dd1b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=bHxqnTfiNng7LqmwrdTo%2B6OETVk%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;">优秀的平面<span style="color: black;">宣传</span>文案中，<span style="color: black;">都数</span>会用到修辞的手法，<span style="color: black;">宣传</span>图形与<span style="color: black;">全部</span>平面<span style="color: black;">宣传</span>，<span style="color: black;">经过</span>创意的表达与<span style="color: black;">宣传</span>文案所要传达的内涵一致，给受众带来整体的感觉。平面<span style="color: black;">宣传</span>中应用的修辞手法有比喻、夸张、双关、对偶、排比、通感等。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/8a9c78a5275d4e73aa698e392b8d82ac~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=XiChixlmdbbS%2BJajA%2BeTB3GCRQ8%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;"><strong style="color: blue;">意指表达技巧</strong></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;">能指和所指结合构<span style="color: black;">成为了</span>符号的意指，意指能够完成符号<span style="color: black;">道理</span>的传递，意指<span style="color: black;">功效</span>于符号化的过程中，有着连接的<span style="color: black;">功效</span>，<span style="color: black;">能够</span>把能指和所指结合起来。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/0f5420248f094ff1bcdd761cfcb7a77a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=AlGSHT8VFiES2IVGoLvyRfci8Do%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;">①借势创意。借助当下的热点<span style="color: black;">名人</span>、事件、节日等，并结合<span style="color: black;">制品</span>的卖点，以此为创意文案的出发点来设计平面<span style="color: black;">宣传</span>，吸引受众眼球、拉近与受众距离的<span style="color: black;">同期</span>，还塑造了品牌的形象，<span style="color: black;">增多</span>了品牌的<span style="color: black;">揭发</span>度，<span style="color: black;">得到</span>认同等方面的<span style="color: black;">连续</span>效应。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/a0422b0ec596461788b14a45239e33fb~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=EZ5zqie34eY%2FCAEFmNHDRNhCqI8%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;">②语言创意。<span style="color: black;">平常</span>的<span style="color: black;">白话</span>在生活中被人们所熟知，<span style="color: black;">运用</span>频率极高，<span style="color: black;">因此呢</span>将之运用在<span style="color: black;">宣传</span>文案中，借此达到扩大<span style="color: black;">制品</span>诉求的效果。语言的<span style="color: black;">运用</span>，既能展现语言本身所要传达的内容，<span style="color: black;">同期</span>又能展现语言<span style="color: black;">背面</span>的情感或意志。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/7f7113a177c2477a86cba23775882440~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=LUuDaUWAnuF6edmJ9vZmVz%2FMfCU%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;"><span style="color: black;">宣传</span>文案语言<span style="color: black;">源自</span>于生活，<span style="color: black;">同期</span><span style="color: black;">亦</span>丰富充实<span style="color: black;">公众</span>的生活，<span style="color: black;">宣传</span>文案<span style="color: black;">持续</span>推陈出新，巧妙地<span style="color: black;">运用</span>并且符合受众的阅读习惯和接受程度，会使<span style="color: black;">宣传</span>收到意想不到的宣传效果。经典的现代诗句结合<span style="color: black;">制品</span>名<span style="color: black;">叫作</span>或特点的巧妙改编，<span style="color: black;">亦</span>会吸引受众的<span style="color: black;">重视</span>力。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/fee4e44851d34f939a559dad95969441~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=rg%2BXx8bCbb8F2lqUjSSf7LfLL9c%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;">文案是<span style="color: black;">宣传</span>中至关重要的<span style="color: black;">构成</span>部分，平面<span style="color: black;">宣传</span>中的文案<span style="color: black;">亦</span>在<span style="color: black;">持续</span>推陈出新，从<span style="color: black;">区别</span>的创意<span style="color: black;">方向</span>、用<span style="color: black;">区别</span>的形式表达平面<span style="color: black;">宣传</span>的内涵。文案的创意为平面<span style="color: black;">宣传</span>开拓了更加广阔的发展<span style="color: black;">行业</span>，使得平面<span style="color: black;">宣传</span>的发展历久弥新，<span style="color: black;">作为</span><span style="color: black;">平常</span>的传媒生活中不可或缺的一部分。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/ef1f4c3be3bd487eaefbb5f6c0073000~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=AtrerS4D5AMdwehipv2sukgMDok%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/99ff3a44976f4926bd5e62c772829a48~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723529478&x-signature=mUW8mpR3%2BFBFEf7JMhIuF9vA%2Bqg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<div style="color: black; text-align: left; margin-bottom: 10px;">
<div style="color: black; text-align: left; margin-bottom: 10px;">（此处已添加圈子卡片，请到今日头条客户端查看）</div>
</div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">① 官方头条号：设计智造 顶级创意设计师<span style="color: black;">必须</span> </span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">② 本篇为 设计智造www.cocoo.top 编辑整理，版权归原作者所有，转载请注明出处！</span></p>
你的话语如春风拂面，温暖了我的心房，真的很感谢。 seo常来的论坛，希望我的网站快点收录。 期待更新、坐等、迫不及待等。
页:
[1]