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图书文案如何写可以高大上

上传时间:01月02日11时14分

作为文案界的始祖源泉—书店


看过百家齐放后的文案,岂能示弱!


今日小编将要分享的是


有关书,书店和图书馆的21条出彩广告


找回主场


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书的重点在于机敏巧妙。书的广告很难构思:


因为它同样得机敏巧妙。


书、书店、图书馆对于全世界的创作人员来说是个非常有意思的课题。


原因很简单。


当广告做得成功时,它会体现出你的创造力。


广告公司制作这类广告为自己的创意作品集增砖添瓦,


以此在客户中提高自己的创作声望,


并把它们提交到广告宣传节。


还有你猜怎么着?


不像薯片或酒精饮料,


我毫不反对以书、书店、图书馆作为主题来写段子笑料。


它们终究是为了有益事业做贡献。


诸如此类关于书的观点,以及如Mint Vinetu书店,在网上非常流行。这并不意味着世界各地的人们隔天就会造访这间位于维尔纽斯的书店。这只意味着人们会更愿意从网络中抽身并去找书来看。


让我们一起欣赏吧


1.Unplug with a book用书断开电源




There have been many ad campaigns playing with book titles, but this series of ads for the Oslo bookshop Norlis is particularly timely. We are getting distracted by the digital world. The best way to get focused again is to disconnect and read a good book. Why not tell it by the books themselves?


不少广告宣传都在书名上做文章,不过为了这间位于奥地利的Norlis书店做的这一系列广告尤为地与时俱进。我们被数字世界分散了注意力。而集中注意力的最好办法是断开连接,读一本好书。还有什么能比直接用书来传达这一观点更合适呢?


Agency:Anti, Oslo, Norway


Creative team:Jason Kinsella, Erik Heisholt


2. Don’t forget to read more别忘了多读一点


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This brilliant ad reminds to read more books. Made for Book Day, but works anytime, anywhere. Just look at the stack of post-it notes, and you’ll remember what to do.


这条精彩的广告提醒了人们去读更多的书。它本是为了读书日而构思出来的,但在任何时间,任何地点都适用。看看你身边的那堆便利贴,你就一定知道该怎么做。


Agency:MatosGrey, São Paulo, Brazil


Creative directors:Silvio Matos, Leandro Castilho


Creative team:Ricardo Sarno, Filipe Medici


3. Reading shapes you阅读塑造你




These ads for Colombia’s biggest public library Luís Ángel Arango resemble great book art by Mike Stilkey, to support a tagline “reading shapes you.”


这条宣传哥伦比亚最大的公立图书馆Luís Ángel Arango的广告犹如大型图书艺术作品,创作者为Mike Stilkey,应和了标语“阅读塑造你”。


Creative team:Juan Pablo Navas, Gustavo Zapata


4. Escape into a book逃进书中


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Books have the wonderful power to take you to another world and escape daily problems the moment you open them. This benefit is perfectly visualized by this series of ads. The opened book and the Penguin logo are more than enough to get to the point.


书有着一打开它就能带你去往另一个世界,逃离日常烦恼的奇妙力量。这种效果通过这一系列广告得到了完美的具象化。打开的书和企鹅商标让其不言而喻。


Agency:Saatchi & Saatchi, Singapore


5. Burn after reading阅后即焚


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The idea puts the book-burning message of Fahrenheit 451 to the book itself. There is one match – matching number 1 in the title. There is also a matchbook striking paper on the spine of the book. The book seems to tell its reader: You can burn me if you want. The choice is yours.


这一创意把《华氏451度》传达的焚书讯息直接体现了在实体书上。书皮上有一根火柴,对应着书名中的“1”。书脊上还有火柴磷皮。这本书看上去是想告诉读者:如果你愿意的话可以烧了我,决定权在你。


Client:The Austin Creative Department


Creative director:Will Chau


Art director and designer:Elizabeth Perez


6. And you, why do you read?你呢?你为什么阅读?


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Does this campaign for Filigranes bookstore look familiar to you? The idea is originated from the fascinating, well-known book art of Isaac Salazar, who carves words into the pages of old books.


Wow! Hahaha! Yeaaah! And you, why do you read?


Filigranes书店的这条广告你觉得眼熟吗?这一创意是从IsaacSalazar那引人入胜、远近闻名的图书艺术中得到启发的,他在旧书书页上雕刻文字。


哇哦!哈哈哈!耶---!你呢?你为什么阅读?


Agency:Air, Brussels, Belgium


Creative directors:Grégory Ginterdaele, Marie-Laure Cliquennois


Creative team:Antoinette Ribas, Philippe Fass


7. Don’t buy pirated books别买盗版书




A clever approach to the issue or pirating books: “Every time you get a pirated book, you disrespect its author.”


这是一个打击盗版书的巧妙方式:“每当你买一本盗版书,你就相当于冒犯了它的作者。”


Agency:Mudra, Mumbai, India


Creative team:Sandip Gaikwad, Srinivas Murthy


8. The right book will always keep you company那本书总会陪在你身边


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The idea to literally visualize the thought “the right book will always keep you company” is what makes this campaign hilarious and memorable. Made for Steimatzky Books, working in every bed.


把“那本书总会陪在你身边”的想法实实在在具象化的创意让这则广告既风趣且难忘。这是为Steimatzky书店设计的广告,且对每张床都适用。


Agency:ACW Grey Tel-Aviv, Israel


Creative directors:Idan Regev, Tal Riven


Creative team:Kobi Cohen, Daphne Orner


9. Because you watched因为你看过那部片子




The concept was developed for a Brazilian chain of bookstores, Livraria Cultura, play with a common recommendation tool used by video streaming services.


This time, however, “because you watched” recommends not movies or TV shows but books.


这一概念是为一巴西连锁书店Livraria Cultura而构思的,使用了流媒体服务常用的推荐手段。


而在这里“因为你看过那部片子”推荐的并非电影或电视剧,而是图书。


Agency:Arcos, Recife, Brazil


Creative director:Carlos Renato Rocha


Creative team:Eduardo Fialho, Diego Koury


10. Recycled books回收书


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A self-explanatory idea for a Singapore bookstore that offers used books.


这一不言自明的创意是为新加坡一间销售二手书的书店设计的。


Agency:Leo Burnett, Singapore


Creative director:Steve Straw


Creative team:Allen Ng, Cheelip


11. For real book lovers对于真正的爱书人士来说




With a tag line “for real reading lovers” these funny print ads convey a simple idea: it’s time to bring books back to their original purpose.


这些附着“对于真正爱书人士来说”标语的有趣的平面广告传达了一个简单的理念:是时候按其原本的用途使用书了。


Agency:Filadélfia, Belo Horizonte, Brazil


Creative director:Dan Zecchinelli


Creative team:Paulo Filipe Souza, Saul Gervásio, Dan Zecchinelli


12. Life in five seconds五秒看人生


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This is a series of minimalist print ads for a brilliant book, Life in 5 Seconds, created and published by a Milan-based advertising studio H-57.


In the book, over 200 stories and persons are described in a series of pictograms. Following each story won’t take you more than 5 seconds. The ads are the essence of the book.


这一系列极简抽象主义艺术平面广告宣传的是一本精彩的书:《五秒看人生》,此书是由一所位于米兰的广告工作室H-57创作并出版的。


书中200多个故事及人物每个都是通过一串象形图的形式描述的。不到五秒钟你就能看完一个故事。这些广告就是这本书的精髓所在。


Agency:H-57 Creative Station, Italy


Creative directors:Matteo Civaschi, Gianmarco Milesi


Creative team:Matteo Civaschi, Anna Barisani


13. Listen to audiobooks听有声书


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The ad for Lydbokforlaget, a Norwegian online store with audiobooks. All you have to do it to buy an audiobook and pump up the volume.


这是挪威一个网上有声书书店Lydbokforlaget的广告。你只需买一部有声书,并调大音量就好。


Agency:McCann, Oslo, Norway


Creative team:Frank Standal Dybhavn, Geir Florhaug


14. Audiobooks – Lips有声书:唇


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Here is another example of the ad for audiobooks. Crossword bookstores visualize the words – spoken.


这又是一个有声书广告的例子。Crossword书店把“说”这一词进行了具象化。


Agency:Ogilvy & Mather, Mumbai, India


Creative directors:Zenobia Pithawalla, Mihir Chanchani


Creative team:Jitendra Patel, Arshad Shaikh


15. Books let you live a double life书能使你过上双面人生


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A series of imaginative print ads for Stories! bookstore show that if you read books you at the same time live two lives – and that this is happening instantly.


这一系列宣传Stories!书店的富有想象力的平面广告表明了只要读书你就能同时过上两种生活,并且这一切会立即发生。


Agency:Kolle Rebbe, Hamburg, Germany


Creative directors:Sascha Hanke, Rolf Leger, Jörg Dittmann, Florian Ludwig


Creative team:Jörg Dittmann, Florian Ludwig


16. Read yourself interesting通过阅读把你变得有趣


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You are what you read. People who read more are more interesting. If you want to be more interesting, let Pulp Books recommend you something to read.


你读什么样的书,你就会成为怎样的人。读更多书的人更有趣。如果你想变得更有趣,就让Pulbooks给你推荐几本书吧。


Agency:Lowe Bull, Johannesburg, South Africa


Creative director:Rui Alves


Creative team:Juliet Honey, Lee Naidoo


17. Print books cost the earth纸质书消耗地球


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The ebook company from India doesn’t exist any longer, but the poster has a universal message, highlighting one of the most important benefits of ebooks.


这座印度的电子书公司虽不再营业了,但这条广告传达了一个普遍真理,强调了电子书的诸多最重要的好处之一。


Agency:Ogilvy & Mather, Mumbai, India


Creative directors:Piyush Pandey, Abhijit Avasthi, Suresh Babu, Shekhar Jha


Creative team:Prasad Patil, Vikram Sood


18. A reason to switch to ebooks改用电子书的一个原因


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Another idea that explores the eco-friendliness of ebooks. Made for Sony Russia, the print ad says “An educated person reads one tree of books per year. Switch to ebooks.”


又一个旨在阐述电子书环保性的创意。这则广告是为Sony Russia而构思的,内容为:一个受过教育的人每年读相当于由一棵树制成的书。请改用电子书。”


Agency:Dentsu-Smart, Moscow, Russia


Creative director:Mikhail Kovalev


Creative team:Anastasiya Minailova, Kirill Dikov, Katerina Kovaleva, Arakel Zatikyan


19. Become someone else成为另外一个人


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Why has this campaign for Mint Vinetu bookstore become extremely popular in social media? Because it creatively describes one of the most desired benefits of books: they can make the reader someone else. Pick your hero at Mint Vinetu… or any other bookstore around the world.


为什么这则Mint Vinetu书店的广告风靡了社交媒体?因为它很有创意地描述了书的诸多最受欢迎的好处之一:它能让读者成为另外一个人。来Mint Vinetu书店选购你的英雄吧……或者在世界上任何另外一家书店也可以。


Agency:Love Agency, Vilnius, Lithuania


Creative director:Tomas Ramanauskas


Creative team:Gediminas Saulis, Tomas Ramanauskas


20. A book can change your life一本书可以改变你的一生


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Created for Penguin China, the campaign successfully attempted to describe one’s life in a single picture. Books can change life for the better. The illustrations were made by Bruce Xie. Analyze them in detail – and maybe you’ll find here the story of your life.


此广告是为Penguin China所创作的,它做到了仅用一张图就描述了一个人的一生。书能使人生走上正轨。此广告的绘图者为Bruce Xie。观察分析一下细节,也许你能在这里找到与你相似的的人生历程。


Agency:Y&R, Beijing, China


Creative directors:Nils Andersson, Ronnie Wu, Donghai Liu


Creative team:Candy Wang, Ronnie Wu, Jianjun Geng, Nils Andersson, Gao Han, Donghai Liu


21. Almost as good as new几乎全新


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This series of print ads for Avelar Machado bookstore, offering used books, is fantastic. You’ll just have to take a closer look at the photos to get to the point: books at Avelar Machado are almost as good as new.


这一系列为二手书店Avelar Machado进行宣传的平面广告相当出色。你得仔细观察照片才能明白其含义:Avelar Machado书店的书几乎全新。


Agency:DraftFCB, Lisbon, Portugal


Creative directors:Duarte Pinheiro de Melo, Luis Silva Dias


Creative team:Ana Quina, Viton Araujo


图书文案如何写可以高大上

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