There are a thousand Hamlets in the eyes of a thousand readers, and a thousand copywriters have a thousand creative writing methods in their hands, and some copywriters are good at metaphors."Jewelry, the orator of love"Some copywriters like contrasts."When you are used to stepping on the red carpet, you will dream of the stone road"(Vanke Real Estate) some copywriters like to rhyme."Happy on the same road, fashion synchronized"(Mother and baby) some copywriters use synaesthesia to be superb."Clothing makes the body narcissisticReading makes the mind conscious(Autumn and Winter Fashion Book Fair) The above writing methods are familiar to everyone, today I will share a relatively niche writing technique - "stream of consciousness", when the copywriter uses the "stream of consciousness" well, he can also write a best-selling classic good sentence What is stream of consciousness? Stream-of-consciousness writing refers to (**The narrative process is an imitation of the consciousness process of the characters' continuous "flow". This article uses an excerpt from Eliot's "The Waste Land" as an example to expand on it in detailHow niche "stream of consciousness" copywriting can be disassembled into popular best-selling copywriting.
"April is the cruelest month,
There are cloves growing on the wastelandMix memories and desiresLet the spring rain againUrge those sluggish root shoots. Winter warms us up,The earth is covered with snow that helps people to forgetIt is also called a withered bulb that provides a little life. Summer came as a surpriseWhen it rains. ”—Excerpt from Eliot's The Waste Land
Elliot takes the delicate lilac as the protagonist, makes it grow on the wasteland, makes it lonely and helpless, and entangles memories and desires, giving it a double torment, and at the same time, not forgetting to let the spring rain speed up the progress bar of this torment. In these poems, the "stream of consciousness" technique is like a thread threading a needle, connecting the words lilac, wasteland, memory, desire, spring rain, and roots and shoots across borders, forming an extremely depressing and cruel atmosphere. Immediately afterwards, the "stream of consciousness" technique once again cut precisely, on top of the purgatory of the torture of the memory of the burning of desire, let the winter snow coldly extinguish the pain of the fire, and finally, the author laughed again, and turned his pen, back to the showers of spring and summer, back to April, at this time, the cruelty of April is shocking! It is not difficult to see that the "stream of consciousness" copywriting in the selected text is mainly composed of several creative elements:
The antonymous contrasting word "there are cloves growing on the wasteland" - to express the delicate and weak of cloves, we must first pave the badness of the wasteland, and contrast the delicate weakness with the strong of the bad. This is the same as the shadow in the sketch. The ultimate contrast will produce a more surprising appeal.
The changing scene jumps from lilac-covered April, to snow-covered winter, and back to showers, a classic stream-of-consciousness writing. When writing copywriting, through the clever switching of different scenes, and then as specific as possible, the more the scene jumps, the better the sense of scene generated by the copy.
Echoing copywriting from beginning to end, "receiving" is sometimes more difficult than "receiving". It's even more difficult to "receive" just right. From April to winter, back to April. Echoing from beginning to end, April's "cruelty" intention has reached a focus. Extreme cruelty, as the name suggests, is cruelty that has a beginning and an end.
"Copywriting works hard all his life, don't be lazy with time. ”
Copywriting can be hard, as long as you don't feel bitter, it is to live up to the time, to live up to yourself, if you will"Stream of consciousness" copywriting techniquesCarefully comprehend and apply it to practice, your copywriting will have a more sense of scene and be more able to give consumers a kind of copyImmersive appeal and contagion