互联网时代故事型文案的创作策略研究

Research on Creative Writing Strategy of Story Copy in Internet Age

互联网的兴起,主体媒介的转变,使得文案在写作内容、叙述技巧、传播手段与路径上都发生了极大的变化。当前基于互联网思维,以社会化媒介为主要传播渠道,带有强烈'故事感'的文案比过去单纯依靠大众媒介传播的说教式文案具有更强的传播力和说服力。直击痛点、为情感赋值、演绎'原型'故事是故事型文案的主要写作内容;设置悬念、巧用逆向思维、感官占领则是其常用叙述技巧;在文案中提供社交货币、塑造正面形象、呈现时代热点与引发读者强烈情绪是故事型文案获得更多转发与分享的传播策略。新的时代背景下,研究故事型文案的创写策略对于进一步促成以文化为核心的创意产业的发展、创意产品的形成以及创意写作视野的不断拓展具有重要意义。

The rise of the Internet and the change of the main media have made copy great changes in the writing content,narrative skills,communication methods and paths.At present,based on Internet thinking and social media as the main channel of communication,the copy with a strong'story sense'has stronger communication power and persuasion than the preaching copy that relied solely on the mass media in the past.Direct attack pain point,assignment for emotion,interpretation of'prototype'story is the main content of story copy.Setting suspense,clever use of reverse thinking,sensory occupation is its common narrative skills;Providing social currency,shaping positive images,presenting the hot spots of the times and triggering readers’strong emotions are communication strategies for story copy to obtain more forwarding and sharing.In the new era,it is of great significance to study the creative writing strategies of story copy to further promote the development of creative industries with culture as the core,the formation of creative products,and the continuous expansion of creative writing vision.