【正文】 D like in delicious. I told you, sweet. I39。 奧格威（ David Ogilvy） ? 奧美廣告創(chuàng)始人 ? “品牌形象”的創(chuàng)意策略 每一個(gè)廣告都是對(duì)品牌形象的長(zhǎng)期投資 塑造品牌形象 ? 案例 哈撒威襯衫 —— 帶眼罩的男人 奧美 ? 著作 一個(gè)廣告人的自白、奧格威論廣告 Darling, I39。 雷夫（ Rosser Reeves） ? 達(dá)彼思 Bates總裁 ? “ USP獨(dú)特的銷售主張”的創(chuàng)意策略 每一個(gè)廣告都必須向消費(fèi)者呈現(xiàn)一個(gè)提議 這個(gè)提議必須是競(jìng)爭(zhēng)對(duì)手無(wú)法提供的 這個(gè)提議必須強(qiáng)而有力，使消費(fèi)者愿意行動(dòng) ? 案例 MM，只溶于口，不溶于手 高露潔，使你口氣清新，更給你潔白的牙齒 文案：哪一只手里握的是 mm巧克力豆？ 不是這一只 —— 你看，臟兮兮的 —— 但 這一只手呢 …… 因?yàn)?mm巧克力，只溶你口，不溶你手。 ” 文案出身的廣告名人堂 ? 雷 s too late to gain the benefits of this offer. Instruments supplied when needed, cash or credit. . School of Music, 1031 Brunswick Bldg., New York City. 文案出身的廣告名人堂 ? 布魯斯 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 to play the piano. A few months ago, I continued, I saw an interesting ad for the . School of Music a new method of learning to play which only cost a few cents a day! The ad told how a woman had mastered the piano in her spare time at home and without a teacher! Best of all, the wonderful new method she used, required no laborious scales no heartless exercises no tiresome practising. It sounded so convincing that I filled out the coupon requesting the Free Demonstration Lesson. The free book arrived promptly and I started in that very night to study the Demonstration Lesson. I was amazed to see how easy it was to play this new way. Then I sent for the course. When the course arrived I found it was just as the ad said as easy as .! And, as the lessons continued they got easier and easier. Before I knew it I was playing all the pieces I liked best. Nothing stopped me. I could play ballads or classical numbers or jazz, all with equal ease! And I never did have any special talent for music! [Subhead] Play Any Instrument [Body Copy] You too, can now teach yourself to be an acplished musician right at home in half the usual time. You can39。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 . School of Music? I asked. A few of my friends nodded. That39。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 couldn39。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 Beethoven39。 坎波（ John Caples） ? BBDO早期文案 ? “直接回應(yīng)及文案測(cè)試”的創(chuàng)意策略 在文案中提供回郵表格的方式，判斷消費(fèi)者反應(yīng) ? 案例： “ They laughed when I sat down at the piano, but when I started to play!” ? 著作 如何使你的廣告能為你賺錢 [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 couldn39。 蘭斯頓 文案出身的廣告名人堂 ? 克勞迪 廣告文案寫作 廣告創(chuàng)意簡(jiǎn)史 ? 回顧現(xiàn)代廣告的發(fā)展進(jìn)程，特別是廣告創(chuàng)意思想的演變歷程，可以看到由于媒介手段、制作技術(shù)、受眾心理、傳播環(huán)境等因素的不斷變化，而導(dǎo)致廣告創(chuàng)意表現(xiàn)方式的變化： ? 文字（長(zhǎng)文案） 與此同時(shí)還有聲音的廣播 ? 圖形（視覺(jué)圖形） 照相攝影技術(shù)的引入 ? 影像（電視，直到今天互動(dòng)自由的網(wǎng)絡(luò)視頻） 廣告創(chuàng)意簡(jiǎn)史 ? 然而不管怎么變化，廣告創(chuàng)意的核心依然沒(méi)變： 廣告是一種信息的傳播，人類的語(yǔ)言是信息傳播的最本質(zhì)工具； 編碼者（創(chuàng)意人） 將所欲表達(dá)的信息以語(yǔ)言為主的方式進(jìn)行創(chuàng)意思維，然后再生成視覺(jué)的、影像的語(yǔ)言（當(dāng)然這個(gè)過(guò)程并非絕對(duì)單線邏輯）； 解碼者（創(chuàng)意對(duì)象） 則根據(jù)自己的所知所感轉(zhuǎn)化成語(yǔ)言，進(jìn)行概念記憶（當(dāng)然也會(huì)有圖像的記憶），語(yǔ)言是創(chuàng)意的本質(zhì)，只不過(guò)轉(zhuǎn)化成文字、圖形或影像。 剝離開一切外在，廣告都是在講故事。 霍普金斯（ Claude Hopkins） ? “獨(dú)占先機(jī)”的創(chuàng)意策略（ Preemption） 在產(chǎn)品類別中，率先提出某種共同的產(chǎn)品屬性或品質(zhì)，將此歸為自己所有 ? 案例： LUCKY STRIKE幸運(yùn)香煙，“烘焙過(guò)的煙” 史立滋啤酒，“經(jīng)過(guò)蒸汽消毒的玻璃瓶” ? 著作《科學(xué)的廣告》 文案出身的廣告名人堂 ? 海倫 雷瑟 （ Helen Lansdowne Resor） ? JWT早期文案，和丈夫一起創(chuàng)造新的 JWT ? “名人廣告”的創(chuàng)意策略（ Celebrity）