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这辈子与广告发生关系,应是源于长久以来的文字情结。喜欢一个个板正的方块字,深信其中的排列组合,在思维的催化下,定将几何裂变,产生撼人心魄的力量。文字,真能锐利得像把刀。当眼神与之相遇,好刀可以轻易砍断心中埋得很深的东西,而你竟听不见嗡嗡的金石声。这是文字高手的境界,是值得一死与还的荣耀。阿城说:动词是语言的骨头。做文案,他定会是一把好刀。一句话能把人问倒,肯定是碰上了广告。1986年的奥格威在一次宴会上,就被醉汉记者问得哑口无言。彼问:在美国做一次广告活动要花多少钱?广告人一生中,会有无数次被问倒的经历。每一次都是珍贵的体验。奥格威的“哑口无言”应是大师
The relationship between this life and advertising, should be derived from a long time writing complex. Like a plate positive square, convinced that one of the permutations and combinations, under the catalysis of thinking, will be the geometric fission, resulting shocking force. Text, really sharp like a knife. When the eyes meet with it, a good knife can easily cut deep in the heart, and you can not even hear the sound of buzzing stone. This is the realm of master text, is worth the death and glory. Acheng said: The verb is the bones of the language. To be a copywriter, he will be a good knife. A word can ask people down, certainly run into the ad. Ogilvy in 1986 at a banquet, was drunk reporter asked speechless. He asked: How much does it cost to do an advertising campaign in the United States? Advertisers will experience countless inquiries in their lifetimes. Every time is a precious experience. Ogilvy’s “dumb” should be a master