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style="font-size: 14px;">  </span><span style="font-size: 14px; text-decoration: none;"><a href="/" target="_self" _href="/"></a><strong><a href="/" target="_self" style="font-size: 14px; white-space: normal;"><strong>济南建站</strong></a></strong></span><span style="font-size: 14px;">说到底,软文是新闻的衍生,是以产品和企业为诉求中心的新闻。因此,新闻性是软文操作的第一原则。因为就传播的力度和广度而言,新闻具有无可比拟的优势。商业化的软文通过有效的卖点挖掘上升为社会化的事件就能够为媒体所关注而成为新?反过来,成功的软文也无不具有极强的新闻性?/span></p><p><span style="font-size: 14px;">  何谓软文?顾名思义,当指它相对于硬广告的柔性的力量,追求的是一种春风化雨、润物无声的传播效果。如果说广告是外家的少林工夫;那么,软文则是绵里藏针、以柔克刚的武当拳法,软硬兼施、内外兼修,才是最有力的营销手段?/span></p><p><span style="font-size: 14px;">  对于厂商而言,总想把所有有关产品的信息一股脑儿告诉给消费者,而广告能够承载的内容又总是有限。于是,软文成为广告最重要的信息补充手段应运而生。“因为受众永远想知道有关产品的更多信息?大卫•奥格威?,问题的是我们该以怎样的方式来操作软文?如何体现软文之“软?</span></p><p><span style="font-size: 14px;">  一篇差的软文,差的原因总是各种多样;而成功的软文,在细究之下?/span><span style="font-size: 14px; text-decoration: none;"><a href="/" target="_self" style="white-space: normal;" _href="/"></a><strong><a href="/" target="_self" style="font-size: 14px; white-space: normal;"><strong>济南建站</strong></a></strong></span><span style="font-size: 14px;">总能找到它成功的原因。以笔者的体会,这些成功要素大致可以归纳为这样三个方面?/span></p><p><span style="font-size: 14px;">  相对于新闻的公正和客观,软文的目标直指受众,其出发点毫无疑问是企业和产品本身,是将企业和产品的利益点用“貌似客观”的方式表达出来。这也就是说,无论你的软文看起来多么像新闻,你的动机永远是企业和产品?/span></p><p><span style="font-size: 14px;">  软文的艺术性当然体现在它的“软”上面,更因为其“软”,更显操作者的功力。但是,翻开报纸、打开杂志,在比比皆是的软文海洋中,真正让人内心柔软的东西实在是少之又少。在脑白金之后,似乎掀起了新一轮的软文迷信,而对软文的认识偏差,又导致大量产品说明书式的行文见诸报端?/span></p><p><span style="font-size: 14px;">   </span><span style="font-size: 14px; text-decoration: none;"><a href="/" target="_self" _href="/"></a><strong><a href="/" target="_self" style="font-size: 14px; white-space: normal;"><strong>济南网站</strong></a></strong></span><span style="font-size: 14px;"><span style="font-size: 14px;">认为?/span>不同于以视觉传播为核心的平面广告?/span><span style="font-size: 14px;">软文通过读者逐字阅读来传递内容,文字的力量决定了软文的传播能力。软文有没有效果,首先看它能不能吸引读者的阅读兴趣,而要在有限的篇幅中既要抓住受众的眼球,又要准确地传达企业的企图,这既是软文的难点,也是软文的艺术性所在?/span></p><p><span style="font-size: 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