There are four major scams in the world:
There is no wife in the wife cake,
Couple lung tablets without couples,
The renminbi does not belong to the people,
Tips not to be warm.
But recently I found out
Clever copywriting always has a way
Write blunt meaning softly and heartily
Like the first two days
Library of Beijing Normal University
It was because of a set of exhortation copywriters that caught fire
Be aware
The most infuriating condition of the library top 1
It's that you never know
How many "surprises" are hidden in the book you get your hands on?
be like：
"Circle Circle Circle" in various colors
Colorful font notes
Do not know what food leaves stains
After oiling, both sides are transparent and overlapping handwriting
......
It may even be
Because the pages are cut
I had to read a book while doing "Gestalt"
You say, isn't that more exciting than opening a blind box?
After insight into this common situation
The Library of Beijing Normal University put those destroyed books
Collected it and did an exhibition planning
The copywriting on the exhibition is gentle but powerful
It has been liked by many netizens
01
See these circles
The kind Quasimodo may forgive you
However, they interfere with the brain waves of other readers
(Written in a book marked with countless marks.)
Before Notre Dame)
(Image source: Little Red Book @ Coke without ice)
02
There are N ways to open the "window" of knowledge
But it must not be this one
(Written before a cut-out history of Buddhist art)
(Image source: Little Red Book @ do not change your name if you are not admitted to graduate school)
(Ibid.)
03
Written so freely
How to make other readers appreciate
The beauty of Tang poems, Song poems and Yuanqu
(Written in front of a notebook-filled book of poems)
04
Whose cuckoo's egg is
Pages 163 to 184 were torn up again
This is a mystery that has been around for eternity
(Written before a torn novel)
05
Black marks
Become a scar that can never fade
(Written in front of a well-marked book of Criminal Psychology)
06
When you immerse yourself in various religious scriptures
Suddenly, I met a master painter
What is this experience?
(Written in front of a painted "Selected Religious Scriptures")
07
Now it's time to say
How do you appreciate me beyond recognition?
(A book that lost its full cover, "Now I Can Say It")
08
A long tome of Intellectual Literature
Thanks to coffee pampering shows the traces of age
(Written before the dirty "Blood Twilight")
09
The oil is like morning dew between flowers
缱绻 is in Mandarin
(An oil-stained "Mandarin Test and Training Course")
10
Turn the page
Oil stains dripping from the kitchen of Thornfield Manor were found
(A damaged copy of Jane Eyre)
11
Such a serious essay and stroke
I don't know for other readers
Is it a tragedy or a comedy
(Smeared "The Birth of Tragedy")
12
Book red is not much
To have it, to cherish it even more
(A dilapidated history of Western aesthetics)
What makes these prompts interesting is that
They have established themselves
The connection to the content of the book itself
Thus opening up a new "experience scene"
The people who were brought into this scene
What is experienced is an angry emotion
Different readers have different experience paths:
For the original behavior of "sketching public books"
For dissenting readers
What they get is one
"Reading is on the rise,
Suddenly interrupted by the traces left by the predecessors."
Reading experience "sense of interruption"
"When you are immersed in all kinds of religious scriptures,
Suddenly meet a master painter What is this experience? ”
Because it evokes real past experiences
It's hard not to resonate with them
And for another part of the reader
They themselves have the habit of reading and drawing at the same time
Or be unbridled about eating while reading a book
So when browsing public books
They are not aware of such behavior
It will cause trouble for later borrowers
For this part of the group
Used for slogans in the library of Beijing Normal University
"Turn the page
Found oil stains dripping from the kitchen of Thornfield Manor"
Such a playful copywriting
Let them get "novels read and read suddenly diverge into reality"
The resulting content experience "sense of absurdity"
Thus awakening them
The cognition and awareness of "how to cherish public property"
We say good copywriting
It can arouse recognition at the ideological level
Action can also be promoted at the behavioural level
Especially for prompts
The former is the process, the latter is the goal
Blunt preaching
On the contrary, it is easy to produce a rebellious psychology
So we see
More and more slogans and prompts
All began to be fancy deformations
Prompt "Danger ahead, bulls haunted"
It creates one first
"You race with the bull, what will happen?" scene
So the copywriting became
"Don't cross unless you can do it in 9 seconds,
Because the bull only takes 10 seconds."
So you are not
There is a perception of the risk of being attacked by bulls in the crossing
Have a concrete and vivid understanding?
Another example is before
The slogan of a nucleic acid collection point in a street in Suzhou
Why is it so well received?
Because the nucleic acid testing point happens to be in the old site of the Suzhou Weaving Bureau
It is the place where Cao Xueqin's grandfather and uncle once served
The street ingeniously uses the relevant quotation elements of "Dream of the Red Chamber"
Created a different set of copywriting posters
(Reminder of order queuing :)
They are easy-going, and you are easy-going,
Wouldn't it be fun for everyone to be interesting to each other?
(Reminder to bring necessary items for travel :)
Don't forget, don't give up
(Reminder nucleic acid test :)
Baoyu called you to do nucleic acid
(Reminder to ask for help in time :)
There is a reason for everything
Speak out, and people are not wronged.
This is equivalent to the conventional mobilization against the epidemic
Subtly it became once
"What would it be like to do nucleic acid in Daguan garden?"
Promotion of themed experiential activities
Such a disguise
Didn't it get better all at once?
So today's sharing theme
It can also be summed up in another sentence:
Good copywriting, to have a sense of experience.