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好的文案应该让品牌的精神上升到人性的高度,能够和当下的社会背景、思潮相关联。文案包括很多种:广告语,有些品牌的广告语每年都在换,有的就一成不变,像Nike的justdoit;广告标题,阶段性变化比较大,但影响力可能不如广告语大;广告内文,它的作用是塑造品牌的一种腔调、感觉,也塑造着品牌的个性、形象,但是单靠内文去打动全世界还是比较难的。感觉现在
Good copywriting should make the spirit of the brand rise to the height of human nature, and the current social context, trends associated. Copywriting includes a wide range of: slogan, some brands of slogans every year in exchange, and some remain unchanged, just like Nike’s dodoit; advertising headlines, relatively large changes in stage, but the influence may not be as big as advertising language; advertising text, Its role is to create a brand of accent, feeling, but also shape the brand’s personality, image, but rely on the text to impress the whole world is more difficult. Feeling now