文案出身的广告名人堂
• 海伦·兰斯顿·雷瑟 （Helen Lansdowne Resor） • JWT早期文案，和丈夫一起创造新的JWT • “名人广告”的创意策略（Celebrity） 以名人形象证言背书产品，提高消费者关注 • 案例： LUX，魅力、奢华、名望、性感象征
文案出身的广告名人堂
广告创意简史
• 然而不管怎么变化，广告创意的核心依然没变： 广告是一种信息的传播，人类的语言是信息传播 的最本质工具； 编码者（创意人）将所欲表达的信息以语言为主 的方式进行创意思维，然后再生成视觉的、影像 的语言（当然这个过程并非绝对单线逻辑）； 解码者（创意对象）则根据自己的所知所感转化 成语言，进行概念记忆（当然也会有图像的记 忆），语言是创意的本质，只不过转化成文字、 图形或影像。 剥离开一切外在，广告都是在讲故事。
文案出身的广告名人堂
• 克劳迪·霍普金斯（Claude Hopkins） • “独占先机”的创意策略（Pre-emption） 在产品类别中，率先提出某种共同的产品属性或 品质，将此归为自己所有 • 案例： LUCKY STRIKE幸运香烟，“烘焙过的烟” 坎波（John Caples） • BBDO早期文案 • “直接回应及文案测试”的创意策略 在文案中提供回邮表格的方式，判断消费者反应 • 案例： “They laughed when I sat down at the piano, but when I started to play!” • 著作 如何使你的广告能为你赚钱
广告文案写作
广告创意简史
• 回顾现代广告的发展进程，特别是广告创意思 想的演变历程，可以看到由于媒介手段、制作 技术、受众心理、传播环境等因素的不断变化， 而导致广告创意表现方式的变化： • 文字（长文案） 与此同时还有声音的广播 • 图形（视觉图形） 照相摄影技术的引入 • 影像（电视，直到今天互动自由的网络视频）
[Headline] They Laughed When I Sat Down At the Piano But When I Started to Play! -[Caption] "Can he really play?" a girl whispered. "Heavens no!" Arthur exclaimed. "He never played a note in his life." [Body Copy] Arthur had just played "The Rosary." The room rang with applause. I decided that this would be a dramatic moment for me to make my debut. To the amazement of all my friends, I strode confidently over to the piano and sat down. "Jack is up to his old tricks," somebody chuckled. The crowd laughed. They were all certain that I couldn't play a single note. "Can he really play?" I heard a girl whisper to Arthur. "Heavens, no!" Arthur exclaimed "He never played a note in all his life... But just you watch him. This is going to be good." I decided to make the most of the situation. With mock dignity I drew out a silk handkerchief and lightly dusted off the piano keys. Then I rose and gave the revolving piano stool a quarter of a turn, just as I had seen an imitator of Paderewski do in a vaudeville sketch. "What do you think of his execution?" called a voice from the rear. "We're in favor of it!" came back the answer, and the crowd rocked with laughter. [Subhead] Then I Started to Play [Body Copy] Instantly a tense silence fell on the guests. The laughter died on their lips as if by magic. I played through the first few bars of Beethoven's immortal Moonlight Sonata. I heard gasps of amazement. My friends sat breathless -- spellbound! I played on and as I played I forgot the people around me. I forgot the hour, the place, the breathless listeners. The little world I lived in seemed to fade -- seemed to grow dim -- unreal. Only the music was real. Only the music and visions it brought me. Visions as beautiful and as changing as the wind blown clouds and drifting moonlight that long ago inspired the master composer. It seemed as if the master musician himself were speaking to me -- speaking through the medium of music -- not in words but in chords. Not in sentences but in exquisite melodies! [Subhead] A Complete Triumph! [Body Copy] As the last notes of the Moonlight Sonata died away, the room resounded with a sudden roar of applause. I found myself surrounded by excited faces. How my friends carried on! Men shook my hand -- wildly congratulated me -- pounded me on the back in their enthusiasm! Everybody was exclaiming with delight -- plying me with rapid questions... "Jack! Why didn't you tell us you could play like that?"... "Where did you learn?" -- "How long have you studied?" -- "Who was your teacher?" "I have never even seen my teacher," I replied. "And just a short while ago I couldn't play a note." "Quit your kidding," laughed Arthur, himself an accomplished pianist. "You've been studying for years. I can tell." "I have been studying only a short while," I insisted. "I decided to keep it a secret so that I could surprise all you folks." Then I told them the whole story. "Have you ever heard of the U.S. School of Music?" I asked. A few of my friends nodded. "That's a correspondence school, isn't it?" they exclaimed. "Exactly," I replied. "They have a new simplified method that can teach you to play any instrument by mail in just a few months." [Subhead] How I Learned to Play Without a Teacher [Body Copy] And then I explained how for years I had longed t