The classic case of soft advertising

1. Bucktooth girl also have spring

Many people said my teeth were bucktooth when I was in junior high school. I am convinced that the teeth from childhood is very good ah, strong bright white, eat well, people see say this child teeth really white. I'm not sure how much I'm going to be able to do this, but I'm sure I'll be able to do it.

But more and more people are saying that my teeth are buck teeth, especially when you smile up teeth stand out, at first I thought a girl with buck teeth is not bad, as long as you adhere to their dreams, hard work, on their own or full of self-confidence and aspiration, buck teeth and how, and a good life compared to the buck teeth, not to mention that I am not a real buck teeth, just very similar. It's just very similar. Marriage crazy Fang Xiaoping's buck teeth is more lovely? But that thought changed quickly.

That is just when the university, just in time for the "SARS", because of the closure of the school, the students in the school every day have nothing to do, so to talk about the objective of the hotbed of love, dormitory sisters have received a love letter, or have begun to date, and I was the only one who was there in a daze.

I've also been thinking that I'm kind of a pretty girl, right? But why isn't anyone pursuing me? So I put this question secretly and my best sister said, good sister said: "In fact, I have been embarrassed to say, why do not you go to straighten your teeth, you are now such a buck-toothed girl who dares to like you?" I asked her, "What's wrong with buck teeth? Aren't buck teeth cute?" She said hopeless back to me and left.

But I'm still not quite convinced, I didn't feel that there was anything wrong with buck teeth. So I continued to do nothing, and I hung around until my senior year of college when I still didn't get a love letter.

Seeing my sisters all have boyfriends, the most stupid thing every day is me, going to study alone, the first to return to the dormitory, they are discussing the love of the scripture, only I can't get a word in edgewise.

I think I can't do that, if I don't get a love letter, I'll just take the initiative, it's no big deal. In a dark and windy night, I expressed my love to a boy who has been in my heart for a long time, he is a very shy boy, after hearing my confession, he quietly said: "In fact, you look quite beautiful, but just don't ever smile, a smile will scare people to death, if it is not for your buck teeth, I would have chased after you, so"

It seems that buck teeth is really a good idea, but it's not a big deal, because it is not a big deal. p>It looks like buck teeth really affect me a lot, it seems that I really need to change my image, otherwise I not only can't find a boyfriend, I will graduate soon, and I may not be able to find a job because of my buck teeth. (Dental clinic ad)

2. Doctors don't understand the patient's heart

The nurse was checking on a patient in the critical care unit of a hospital. A whole body can not move the patient suddenly blinked a few times, the female nurse rushed to call the doctor consultation. When the doctors and nurses gathered together in front of the patient's bed, his fingers and slightly moved a few times, like to express something. The doctor rushed to hand over the paper and pen, the young man wrote a line: do not block the TV! It turned out that the medical staff were standing in a position that blocked the patient's view of the TV, so he asked everyone to get out of the way and not to disturb him from watching the Eurosport program. (TV commercial)?

3. Confessions of a Widow

When I was 28 years old, I thought that in this life and the next I would probably not get married. I was too tall, and the misalignment of my hands and both legs often got in the way. Clothes also never looked as good on me as they did on other women. It seemed unlikely that an escort would ever come on his white horse and take me away.

But at last I have a man to keep me company. Averett was not the practiced, worldly lover you dream of at 16, but a shy and awkward man who could also be at a loss for words.

He saw something in me that I didn't know I had. It was only then that I began to feel worthy. In fact, we both did. Soon we were so in tune with each other that we felt quietly lost if we weren't together. So we thought this might be the kind of love story that was written in the novels, and we got married. It was a day in mid-April when the apple trees were in full bloom and the earth was fragrant. That was nearly thirty years ago, and it has been so constant almost every day since that day.

I can't believe that these many years have passed, years that have carried love and peace and quiet brownness through me, like a canoe in a calm river, and you don't feel the boat move. We've never been to Europe, we haven't even been to California. I don't think we need to go because home is big enough for us.

I wish we could have had a couple of kids, but we didn't get our wish. I was a lot like Sarah in the Bible, only God didn't reward me with a miracle. Maybe God thought I had enough with Avelette.

Ugh! Ivy died two years ago in the middle of April. Quietly, with a smile, just as he had been in life. The apple tree's blossoms still bloom, and the earth is still filled with sweetness. I, on the other hand, am quietly lost and want to cry. When my brother came to help me with Ave's affairs, I realized that he was as thoughtful and caring as he had always been.

There wasn't a lot of money in the bank for me, but there was an insurance policy that took care of all my living expenses for the rest of my life. I am as content as any woman can be after the death of a man she loved with all her heart. (Insurance company ad)

4. It's lower than you think

Late at night, a white woman is being followed by a man who is a stranger. To avoid it, she runs into an unfinished construction site, but the stranger is still close on her tail. The site was dark, the ground was waterlogged, the white woman stumbled and ran, but the stalker still chased her closer and closer. Just when he was about to catch her, suddenly, the stranger's head hit a horizontal steel pipe. It turned out that the height of the steel pipe was exactly at the height of the stalker's forehead, and he didn't realize it, so he didn't lower his head but walked straight through it, and ended up being knocked unconscious all of a sudden. The girl was finally spared. At this point the subtitles hit, "Swiss Telecom's new tariffs are lower than you think." (Telecom ad)

5. How to carry love to the end

At night, on a Parisian street, a young man stood on the floor of a residential building, staring up at the upper floors without a word. Books, alarm clocks, magazines, sneakers, records, electric guitars and other items have been thrown from the upper floors one after another, littering the ground. It looked as if the young man had a bad relationship with his lover, which led to this "flurry" of breakup wars. At that moment, a gray-haired old man came downstairs and tried to stop the behavior upstairs. Just as he is about to marvel at the old man's kindness, the man upstairs throws down a picture frame with a picture of the old man and his wife. The camera pans upstairs to show an old woman who has finished breathing out standing on the balcony with her hands on her hips. By this time, we realized that it was the old couple in conflict, it seems to throw things out of anger is not the patent of young people. Insurance company tip: Even if you live to 70 years old, anything can happen. (Insurance company ad)

6. The kangaroo story

A couple was driving around the Australian hinterland when it suddenly started to rain heavily. They found an injured kangaroo lying on the side of the road, the two got out of the car and approached to see, the young man was also full of love to take off his raincoat to the kangaroo cloak. A short while later, the kangaroo jumped and ran away. The two young people were about to continue to rush when they realized that the car keys in the pocket of the raincoat the kangaroo wore away. While they were worried about being stranded in the wilderness, the kangaroo returned in its raincoat, accompanied by a local aborigine. The aborigine produces the car keys and points to the girl asking for an exchange, to which the lad surprisingly nods his head in agreement. The young man nods yes. The girl is furious and looks at her lover angrily. The truth is revealed: all the native wants is the raincoat the girl is wearing. (Raincoat ad)

7. They jumped and made a scene, but suddenly they were too scared to make a sound, because they found that the car is still sitting in the anger of a dozen strong man. It turned out that these people were supporters of the losing team. It was truly a narrow road between enemies, and it seemed that a clash could not be avoided. At this critical moment, the latter raised a glass of congratulations to the former, and smiled at each other to end their enmity. It turned out that both sides were holding Fanta sodas in their hands, and they reconciled because they both supported Fanta. (Drinks ad)

8. Develop the child's imagination, are you qualified?

A classroom in an elementary school, the female teacher was giving a drawing lesson. "Today, you can draw whatever comes to your mind." The teacher planned to use a completely open format to develop the children's creative, imaginative skills. As a result, all kinds of uniquely shaped and colorful insects and animals jumped onto the paper.

But the teacher noticed that one little boy's drawing style was a bit unusual: he used a black paintbrush and blacked out all the white drawing paper, and one after another, with great concentration. When all the other students left school, the empty classroom, the boy still buried in black, "rustling" sound of paintbrushes make the teachers look at each other. As night fell, under the lamp at home, the boy's "rustling" sound of painting did not stop for a moment. The young parents were worried because they thought their child was suffering from some kind of disease.

The doctor asked the boy what he was drawing, but the boy didn't have time to answer, just focusing on one after another "rustling" black Finally, the boy was sent to the hospital. The white-haired old expert was invited out, he sat in a wheelchair, and a large group of doctors together to the child consultation, but still can not be understood. So teachers, parents and doctors and nurses worked together to put together pieces of black paper on the gym floor. Gradually, a lively and lovely black image unfolded.

Nobody expected that the little boy was creating a huge, huge whale, and the countless black images he drew moment by moment were precisely to spell out the big whale of his imagination. The whale's massive body bears the movie's tagline: "How do you encourage a child? You have to use your imagination." The ad urges people to come out and support the Child Development Foundation. (PSA)

Several forms of softwriting:

Softwriting is ever-changing, but there are many variations, mainly in the following ways:

Softwriting Suspenseful

Or it can be called questioning. The core is to raise a question, and then around the issue of self-questioning. For example, "Can humans live forever?" , "What brought her back to life?" "Psoriasis, can it really be cured?" etc. The advantage of this approach is that it raises topics and concerns by asking questions. But we must master the fire, first of all, the question should be attractive, the answer should be in line with common sense, can not be cocooned loopholes.

Soft story

Bring out the product by telling a complete story, so that the product's "halo effect" and "mysterious" to the consumer's psyche to create a strong implied that sales become inevitable. For example, "120 million can not buy the secret formula", "magical plant insulin", "Indian secret" and so on. Storytelling is not the goal, the product clues behind the story are the key to the article. Listening to stories is the oldest way for human beings to receive knowledge, so the knowledge, interest and reasonableness of the story is the key to the success of the soft article.

Soft emotional

Emotion has always been an important medium of advertising, soft emotional expression due to the amount of information conveyed, targeted, of course, can be called more heart to heart. "Husband, can not quit smoking, wash your lungs," "woman, your name is Angel", "written to those who battle 'acne' youth

Software Intimidation

Intimidation of soft text belongs to the anti-emotional appeal, emotional appeal good, intimidation of the soft underbelly - "high blood fat, the precursor of paralysis! , "God, osteoporosis kills people!" , "Washing blood washes out a bucket of oil." In fact, intimidation of the formation of the effect of more memory than praise and love, but also tend to be criticized, so be sure to grasp the degree, do not go overboard.

Soft promotional

Promotional soft often follow up in the above kinds of soft when effective - "Beijing people rush to buy ***", "***, in Hong Kong sold crazy! "," one day out of stock three times, Xidan, a factory emergency "such soft or directly with the use of promotions, or is the use of" buyto "cause the product demand exceeds supply, through the" comparison psychology ", The "influence effect" of a variety of factors to prompt you to produce the desire to buy.

Soft news style

The so-called event news body, is to find a reason for publicity, to the news event approach to write, so that readers think as if it was just yesterday's events. Such a style has the embodiment of the enterprise's own technical strength, however, cautioned the copywriter to combine the enterprise's own conditions, more communication with the planning, do not write out of the blue, otherwise, most will cause negative impact.

Software seductive

Practical, can benefit, take advantage of these three belong to the seductive soft, this soft is helpful to the reader. So make the visitors to take the initiative to click or look around. The reason is that it can answer some questions for the visitors or tell them some things that will help them. This also includes information about discounts, which captures the consumer psychology of taking advantage of a bargain.

The above seven types of soft text is definitely not used in isolation, is an important battle according to the overall process of strategic advancement, how to use is the layout of the problem.

Reference link: soft copy _ Baidu Encyclopedia