论点一：提前做好软文广告计划

　　 RUANWENGUANGGAOSHIGUANGGAOMUBIAORUANWENHUADEJUTIBIAOXIAN，ERGUANGGAOYOUSHIPINPAIMUBIAOHEXIAOSHOUMUBIAOGUANGGAOHUADECHANWU，ZUIZHONGYAODADAODESHIJIANSHEXINGXIANGYUHUOQULIRUNDEMUDE，YINCI，RUANWENGUANGGAOYEYINGZUNXUNJIHUA、ZUZHI、SHISHI、XIUZHENGDECAOZUOGUILV。

　　 RUANWENGUANGGAODEJIHUAYUANYUQIYEDEGUANGGAOCELVE，SHANYUCAOZUORUANWENGUANGGAODEQIYEDADUOSHIFEICHANGJIANGQIUCELVEDEQIYE，YESHIJINGYUDICHENGBENYUNYINGDEQIYE，DANYIKAORUANWENGUANGGAOERXUNSUCHENGZHANGDEQIYEBINGBUDUO，WEISHENME？YINWEIDUOSHUQIYEBINGMEIYOUTIQIANZUOHAORUANWENGUANGGAOJIHUA。RUANWENGUANGGAOJIHUASHIRUANWENGUANGGAOCAOZUODEJICHU。

　　 “NAOBAIJIN”CHENGGONGCAOZUORUANWENGUANGGAODEANLIYENEIRENSHIYIJINGFEICHANGSHUXI，BUZAIDUOYAN。2003NIAN，ZAIXIANMEITISHANGCHENGXIANDE“RUANWENGUANGGAORE”HEYINCIXINGCHENGDE“XIZHILANGRUANWENMOSHI”，JUNBUNANKANCHUSHANYUCAOZUORUANWENDEQIYEQIZHOUMIDEJIHUAXINGHEJIHUADEXITONGXING。

　　 YILIANGZHIDIANQIXIZHILANGWEILI，GUANGGAOJIHUABIXINCHANPINSHANGSHIJIHUAZAOZUOLESANGEYUE，QIZHONGZHUYAOJIUSHIRUANWENGUANGGAOJIHUA。YOUYU“XIZHILANG”SHIYIGEXINPINLEIDECHANPIN，GENGSHIYIGEGUANNIANXINGHENQIANGDEXINXINGDIANQI，XUYAOZUODALIANGDESHICHANGJIAOYUHEGUANNIANYINDAOXUANCHUAN，YINCIZAI2003NIANQUANNIANGUANGGAOJIHUAZHONG，RUANWENGUANGGAOZHANLE70%DEBILI。

　　 MEIPIANRUANWENBUSHAOYU800ZI，BINGANCISHUNXUYICIFABU。GONGGUANRUANWENZAICHANPINSHANGSHIQIANWANCHENGFABU，CHAOZUOZHOUQIWEI1GEYUE。GONGNENGRUANWENZAICHANPINSHANGSHIHOUFABU，SHANGSHITUIGUANGZHOUQIWEI1GEYUE，XIAOSHOUMUBIAO50TAI。

　　 CIRUANWENJIHUASHISHICHENGSHIWEIXIAN，SUIRANGANGSHANGSHIJIUZAOYUFEIDIAN，DAN5YUEFENDETUIGUANGYUEJINGRANSHIXIANXIAOSHOU77TAI，ZHEIYUFEICHANGSHIQIJISHIXIUZHENGRUANWENGUANGGAOJIHUAYOUZHEMIQIEGUANXI，BIZHEZAIHOUMIANDELUNDIANZHONGZAIXINGMIAOSHU。

论点二：给软文拟一个新闻标题

　　 FABURUANWENGUANGGAOSHIQIYEDEXUQIU，WUFEISHIYAODADAOPINPAIXUANCHUANMUBIAOHUOCHANPINXIAOSHOUMUBIAO，DANXIEZUORUANWENGUANGGAOSHISHOUXIANYAOKAOLVDUZHEDEXUQIU。

　　 JIUZHENGPIANRUANWENGUANGGAOERYAN，BIAOTIJIUXIANG“LIANMIAN”YIYANG，NENGFOUXIYINDUZHEDEMUGUANGJIUQUANKAOTALE。DANGRAN，JINJINXIYINMUGUANGSHIBUGOUDE，BIAOTIHAIYINGGAIRANGDUZHEDONGXIN，BINGCHANSHENG“RANGWOQIAOQIAO”DEYUWANG。

　　 《RENLEIKEYIZHANGSHENGBULAO？》、《NANRENLIUXINGHUAMEIMAO？》、《BAOGANJIATAIGAO，SHIMINZENMEBAN？》、《LAOBALAOMAZHONGDULA》、《AOPUYUBAHEYI“BA”JINGCHENG？》……XIANGZHEIXIEYOUXIUDEBIAOTI，BUDANCENGJINGFENGMIYISHI，ERQIERUJINJIYIYOUXIN，WEISHENME？YINWEITABUDANXIANGXINWENBIAOTI，SHENZHIBIDANGSHIDEXINWENBIAOTIGENGXIYINREN。

　　 2003NIANDE《HUASHANGBAO》SHANG，YECENGJINGYONGXIANCHUYIPILINGRENHUIWEIDERUANWENGUANGGAOBIAOTI：

　　 LI：《YIGEBEI99%DERENHUSHIDEWEISHENGXIGUAN》，ZHEISHIFEIDIANSHIQIDE“XIZHILANG”（DIANQICHANPIN）RUANWENBIAOTI，FABIAOSHIJIWEIDANGSHIGEMEITIDAPIANFUJIAOYURENMENYAO“QINXISHOU”、“KEXUEXISHOU”ZHIJI，YINWEIXIZHILANGSHI“ZHINENGHUABIANHOUQINGXIQI”（YOURENSUCHENG：XIPIGUDEJIANKANGDIANQI），ZHEI1PIAN1131ZIDERUANWEN，WANCHENGLEYUANJIHUAYONG10PIANYUE8000ZICAINENGSHIXIANDESHICHANGJIAOYUHEGUANNIANYINDAOXUANCHUAN，ZHEIYETIXIANLERUANWENCAOZUOGUOCHENGZHONGDUIJIHUAXIUZHENGDEJISHIXINGHECELVEXING。

　　 LI：《ZHONGYAOTISHI：BIANHOUQINGJIEFANGSHIDEGAIGAI》，ZHEISHIFEIDIANHOUQIQUANGUOSHANGXIASHENGTAOWEISHENGLOUXISHI，JI《HUASHANGBAO》“SHENSHISHENGHUOLOUXI，CHANGDAOWENMINGSHENGHUO”REDIANZHUANTIXINWEN《RUCELOUXIDEGAIGAI》、《JIATINGSHENGHUOLOUXIYINGGAIGAIGAI》ZHIHOU，LIANGZHIDIANQIXIZHILANGDEYOUYIQIAOJIEDONGFENGZHIZUO。ZHICI，XIZHILANGZAIRUANWENCAOZUOFANGMIANDEKUAISUFANYING、JINGMINGCEHUAKAISHIXIANSHANLUSHUI，GUANGGAOJIE、CEHUAJIEHEBUFENQIYEKAISHIMIQIEGUANZHUBINGFENFENFANGXIAO，ZUIZHONGXINGCHENGLE2003NIANXIANDE“XIZHILANGRUANWENMOSHI”。

　　 LI：《TAIKONGYAOSHENZHOUSANHAOHUANXINGRENJIAN》，ZHEISHISHENZHOUWUHAOFASHEQIAN，YU《HUASHANGBAO》DEXINWEN《SHENZHOUWUHAOYUJIJINSHENGKONG》TONGYIBANMIANFABUDEHENGTONGGUANGHUA“SHENZHOUSANHAO”KOUFUYERUANWENGUANGGAO。ZAICIZHIQIANDE《SHENZHOUSANHAOHULULIZHUANGSHAYAO？》、《TAIKONGJUNZHONGZHENDONGZHONGHUA》、《GUOYAOZHUNZISHENZHOUSANHAOHENGKONGCHUSHI》、《ZHIBINGJILIGEMINGXINGTUPOZAIZAORENTIJINGQISHEN》、《TAIKONGSHENGWUYAOPINJIZHONGRENLEISANDAWANJI》JUNWEICAISEBANBAN，XIANGXINWENYOUBUSHIXINWEN，BUSHIXINWENYOUXIANGXINWEN，GUANGGAOXIAOGUOFEICHANGHAO，DADUOSHURENJIANGQIDANGXINWENYUEDUDEJINJINYOUWEI。

　　 LINGWAI，JINGCHANGZAI《HUASHANGBAO》SHANGPINPINCHUXIANDEHAIYOU《BEIJINGTONGRENTANGJINANRENTIGEXING》、《BEIJU!WEINVRENQIAOXIANGJINGZHONG》、《AIMEIDENVSHIYAODANGXIN》、《XIANNANREN“WUXINGJIBIAOZHUN”KAOCHA“ZHANGDANING”》、《WEISHENMECHANGQINGCHA“FENG”XINGQUANGUO》DENG，YEBUSHIWEIJUYOUXIYINLIDERUANWENBIAOTI。

论点三：用新闻体组织正文结构

　　 YOULEHAODERUANWENBIAOTI，ZHINENGSUANCHENGGONGLEYIBAN，YAORANGDUZHEGENGDUODIXINARUANWENXINXI，RUANWENJIEGOUZHIGUANZHONGYAO。DANDUOSHUQIYEDEQIHUACHUANGZUORENYUANBINGBUDONGDEXINWENXIEZUO，SHENZHIWEIQIYEFUWUDECEHUAHUOGUANGGAOGONGSIDECHUANGZUORENYUANYEBUDONGDEXINWENXIEZUO。CIFANGMIANDERENCAISHIZAIKUIFA，ZAICIBULUN。

　　 BIZHEYINYONGFABUZAI《HUASHANGBAO》SHANGBINGCENGBEICHENGWEI“XIZHILANGRUANWENMOSHIFANBEN”DEYIPIANRUANWENWEILI，YIGONGTANTAO：

　　 《PUGUANG“XIZHILANG”REXIAOBEIHOU》

　　 RUHEGAIBIANRENMENDEBIANHOUQINGJIEFANGSHI？RUHESHIXIANYIXIDAICA？YIZHONGMINGWEIXIZHILANGDECHANPINJINRIZAIXIANQIAORANXINGQI。

　　 JUXI，“XIZHILANG”XUEMINGZHINENGHUABIANHOUQINGXIQI，SHIYIZHONGANZHUANGZAIMATONGSHANGYONGYUBIANHOUYONGWENSHUIQINGXIDEJIAYONGDIANQI。XIZHILANGZUIZAOYUANYURIBEN，MUQIANZAIRIBENJIATINGDEPUJILVYIGAODA90%YISHANG。ZHEIZHONGDIANQINENGGOUZAIRENMENFANGBIANZHIHOU，TONGGUOANJIANSHIXIANWENSHUICHONGXIXIASHEN，TADAITILECHUANTONGDEZHICAFANGSHI，GENGWEISHENG、GENGKEXUE。

　　 JIZHECAIFANGLEJIAZHUZIWEIHUAYUANDENIUXIANSHENG。TANDAOSHIYONGTIHUISHI，TASHUO：“QICHUHAIZISHUORIBENRENDOUSHIYONGZHEIGECHANPIN，YAOWANGJIALIDEMATONGSHANGANZHUANGXIZHILANG。WOCENGJIANJUEFANDUI，ZONGYIWEIBUXIGUAN。DANJITIANXIALAIDUISHIYONGHOUDEXIAOGUOBUDEBUZHEFU。WOYOUZHICHUANG，ERQIEJIAZHONGHAIYOUGAOLINGLAOREN，DUIXIZHILANGDESHIYONGTIYANDOUGANDAOHENMANYI”!

　　 MOUSHANGCHANGDAOGOUXIANGJIZHESHUO：XIZHILANGSHANGSHIZHICHU，ZHIYOUYIXIEJINGCHANGCHUGUODERENYIKANJIUZHIDAOXIZHILANGSHISHENME，ERQIEGOUMAISHIYEHAOBUYOUYU，YINWEITAMENZAIGUOWAISHIJIUPUBIANSHIYONGXIZHILANG，DUIXIZHILANGDESHIYONGXIAOGUOYOUTIESHENTIHUI。DAOGOUHAIGAOSUJIZHE“MUQIANGOUMAIXIZHILANGDEREN，BUJINJINSHIQIANWEIDESHISHANGRENSHI，GOUMAIDEPUTONGSHIMINYEYUELAIYUEDUO，DAJIAYIJINGRENSHIDAOLEXIZHILANGDUISHENGHUODEZHONGYAOXING”。

　　 JUSHANGCHANGFUZERENJIANG，XIZHILANGSHANGJUYILAIHENSHOUGUKEXIHUAN，ZONGSHINENGXIYINHAODUOKEREN，ZHEISHIWOMENSHANGJUDANGCHUMEIYOUYULIAODAODE，ERQIEXIAOLIANGYEZAIXUNSUSHANGSHENG，ZHEIGECHANPINQIANJINGFEICHANGBUCUO，JIANGLAIKENDINGHUICHENGWEIJIAYONGDIANQIDEXIAOFEIREDIAN。MOUJIANCAI、JIEJUXIAOSHOUSHANGYEDUIJIZHESHUO：“XIAOSHOUXIZHILANG，WOBINGMEIYOUYAOQIUYIKAISHIJIUNENGMAIDUOSHAOTAI。WOZUODAILIXIAOSHOUSHIJINIANLE，DUIYIGECHANPINDESHICHANGQIANJINGFEICHANGZHONGSHI，XIZHILANGSUIRANSHIGEXINCHANPIN，DANJIANGLAIKENDINGHUISHIJIAYUHUXIAODE、JIATINGBIBEIDEDIANQI。MUQIANZAIXIANYIJINGDADAOLEJIAYUHUXIAO，3—5NIANNEIKENDINGHUIXUNSUPUJI，CHENGWEICHENGSHIJIATINGDEBIXUPIN”。

　　 JIZHEZAIJIAJUCHAOSHICAIFANGDEDUANDUANJISHIFENZHONGLI，XIZHILANGJINGRANMAICHULE5TAI，XIAOFEIZHEDUIZHEIGEGANGSHANGSHIDEXINCHANPINWEISHENMERUCIQINGLAI？

??? ZAIKAIYUANSHANGCHENGYICIGOUMAI2TAIXIZHILANGDEWANGNVSHIDUIJIZHESHUO“WOZAIRIBENLIUXUESHIYIZHIYONGXIZHILANG，YIJINGXIGUANLEBIANHOUSHUIXI，XIBICABUDANGANJINGWEISHENG，ERQIEHENSHUFUHENFANGBIAN，SHINVXINGYUFANGBINGJUNGANRANDEHAOCHANPIN”WANGNVSHIDEXIANSHENGQIANGGUOHUATOUSHUO“TAYITINGSHUOXIZHILANGZAIXIANSHANGSHI，JIURANGRANGZHEMAI，SHUNBIANYEJILAORENMAIYITAI。FANZHENGYEBUGUI，CAIYILIANGQIANKUAIQIAN，BIGUOWAICHANPINBIANYILEHAOJIQIANKUAIQIAN”。

　　 JUDIAOCHA，XIZHILANGZAI1995NIANZHI1998NIANJIAN，YITAIJINKOUDECHANPINZAIBEIJINGHESHANGHAISHOUJIAYIBANZAIYIWANWUQIANYUANZUOYOU，GUOCHANDE“XIZHILANG”YEPUBIANMAILIUQIANYUANSHANGXIA，SUIRANYOUGUOMANZHANGDESHICHANGPEIYU，DANQIANGGUIDEJIAGERANGPUTONGLAOBAIXINGWANGERQUEBU，NENGGOUGOUMAIZHEYEDUOWEIDANGSHIDE“YOUQIANREN”。DANGRAN，RENMENDUIWEISHENGXIGUANYUSHENTIJIANKANGMEIYOUZUGOURENSHI，YESHITUIGUANGDELINGYIZHANGAI。2003NIANQIANDELIANGNIANNEIPUBIANJIANGJIA50%ZUOYOU，ZUIZAOMAIWULIUQIANYUANDECHANPINMUQIANYEJINMAIDAOBUZUSANQIANYUAN。JIZHEFAXIAN，XIZHILANGCHANPINSHOUJIAZUIDIDESHILIANGZHIPAIXIZHILANG，YOUYIKUANJIXINGJINSHOU980YUAN，ZHEINENGBURANGSHIMINDONGXINMA？

　　 LIANGZHIXIZHILANGSHENGCHANCHANGJIADEYINGXIAOFUZONGXIAOJUNGAOSUJIZHE：WOMENHENZHONGSHISHICHANGXUQIU，SUIRANMUQIANWOMENDEGONGZUOZHONGDIANSHISHENGCHANYANFA，DANSHIWOMENDUIXIZHILANGDESHICHANGQIANJINGFEICHANGKANHAO，WOMENJIANGPINGJIEKEXUEYOUXIAODEYINGXIAOSHOUDUAN，JINGGONGDERIBENJISHU，YOUSHIDEJIAGETUIGUANGSHICHANG，WOMENDEDINGWEIJIUSHIYIGAOPINZHICHANPINSHEJIMANZUGUANGDAXIAOFEIZHEDEQIANZAIXUQIU。

　　 JIEZHIJIZHEFAGAOQIANLEJIE，LIANGZHIXIZHILANGANZHUANGYUYUEYIJINGPAIMANSANGEGONGZUORI，REXIAOJUMIANHAIZAIBUDUANSHENGWEN。

　　 BIZHEHOULAILEJIEDAO，GAIGONGSIDEQIHUAZHUGUANSHIBAOSHEJIZHE、GUANGGAOCEHUACHUSHEN，ZUOYINGXIAOCEHUAYEYOU4NIANZHIJIU，NANGUAIDUZHEZAIHOULAIDEXIAOGUODIAOCHAZHONGHAIJIANCHIRENWEI“JIUSHIXINWENYA”。

论点四：善于运用新闻惯用词汇

　　 ZAIRUANWENDEXIEZUOGUOCHENGZHONG，YAOSHANYUYUNYONGXINWENGUANYONGDEYIXIECIHUI，LAIZENGQIANGZHENGWENDE“XINWENXING”，RUHECAINENGYUNYONGHAOXINWENCIHUI？

　　 SHIJIAN、DIDIANCIHUI：BIRU“JINRI”、“ZUOTIAN”、“ZHENGDANG××DESHIHOU”、“×YUE×RI”HE“ZAIWOSHI”、“××SHANGCHANG”、“JIAZHU××JIEDE××”DENGDENG，ZHEIXIESHIJIANYIJIDIDIANDEGAINIANKEYIYINDAODUZHECHANSHENGYUGAISHIJIAN、GAIDIDIANDEXIANGGUANLIANXIANG，JIASHENYINXIANG，DANHUAGUANGGAOXINXI。

　　 LI：《“SHENZHOUSANHAO”HULULIZHUANGSHAYAO？》PIANSHOU：

　　 14RISHANGWU10DIAN30FEN，YOUTAIKONGRENXINGXIANG、“SHENZHOUSANHAO”ZIYANGDEHUANGLVSECAICHERUTENGFEIDEJULONGWANYANSHIRUNANMEN。SHUBAIMIZHANGDECHEDUIXIYINLEZHONGDUOXINGRENDEMUGUANG。

　　 “KUAIKAN，ZHEIMEZHANGDECHEDUI，SHIBUDUIDECHEBA？”“BUSHI，XIANGJIEHUNDECHEDUI，HAOXIANGYEBUDUI，ZHEIMEDUOCHE。”LIANGWEIXINGRENYUANYUANKANJIANCHEDUIJIUDASHENGZHENGLUNQILAI。DENGCHEDUIKAOJINHOU，DAJIACAIKANQINGCHUCHETISHANGDEZIJISHI“SHENZHOUSANHAOGANLUJUTANGTAIKOUFUYE”。

　　 DANGRAN，CIGUANGGAODEDADANYONGTUYESHIQICHENGGONGDEZHUYAOFANGMIAN，SUIRANHAIBUNENGCHENGWEICHUNCUIDERUANWENGUANGGAO（SIZHANGXINWENTUPIANZHANLEBANBANDE3/4），DANGUANGGAOWENDEXIEFAYESHIZHIDEXUEXIDE。CIWENDELINGYIYOUDIANBIZHEJIANGZAIXIAYIGELUNDIANZHONGJINXINGYINZHENG。

　　 XINWENYUANYOUCIHUI：BIRU“JUDIAOCHA”、“JULEJIE”、“BIZHEHAILEJIEDAO”、“ZAICAIFANGZHONGLEJIEDAO”、“JU××SHUO”、“BIZHEQINYANKANDAO”DENGDENG，ZHEIXIECIHUIRANGDUZHEGENGNENGGANDAOXINXIDEZHENSHIYUYOUJUKECHA。DANGRAN，XINXIBENSHENSHOUXIANBIXUSHIZHENSHIDE。

　　 《PUGUANG“XIZHILANG”REXIAOBEIHOU》JISHIRUCI，QUANWENZHONGDUOCHUYUNYONGCILEICIHUI，JIRUANWENDEKEDUXINGTIANCAIBUSHAO，YEYIBUYIBUXIYINDUZHEDUWANQUANWEN，JIESHOULEQIYESUOYAOBIAODADEDUOFANGMIANXINXI。

　　 SHENFENCIHUI：YIBANERYAN，DADUOSHUQIYEZAIRUANWENXIEZUOSHIXIHUANYONG“××GONGSI”、“××CHANPIN”RUHERUHE，KANBUDAOYEGANJUEBUCHUXIEZUOZHEDESHENFEN，ZHEIJIURANGDUZHEZAIYUEDUDESHIHOUMEIBANFABAZIJIRONGDAOWENZHANGDEJIAOSEZHONG。DUZHEYUEDUXIGUANSHANGZIWOJIAOSEDE“ZHAOBUZHEBEI”，JIANGHUIDAOZHIDUZHEWUFAZAIYUEDUZHONGPANDINGZIJIDELIZUDIANHESHIJUEDIAN，JIUHUICHANSHENG“DISANZHIYAN”KANRENAODEGANJUE。

　　 RUGUOYONG“BIZHE”、“JIZHE（YOUDEMEITIRUANWENJINYONG）”、“WO”DENGSHENFENCIHUI，HUIRANGDUZHEYUZUOZHE“HEERWEIYI”，DUZHEDESHIJIAO、GUANDIANYEHUI“GENZHEZUOZHEDEGANJUEZOU”。

　　 LI：《“SHENZHOUSANHAO”HULULIZHUANGSHAYAO？》YIWENZHONGDE“20FENZHONGHOU，CHEDUIRAOCHUNANMEN。WUFANONGQING‘SHENZHOUSANHAO’HULULIMAISHAYAO，WOMENZHIHAOBODACHETISHANGBIAOZHUDEZIXUNDIANHUA……”。XIANG《PUGUANG“XIZHILANG”REXIAOBEIHOU》YIWEN，DALIANGYUNYONG“JIZHE”、“CAIFANGZHONG”、“DUIJIZHESHUO”DENGSHENFENCIHUIHEYUJU，DUZHEDE“XIANCHANGGAN”XIANGYINGZIYIYANGHUIGENZHE“JIZHE”YIQI“CAIFANG”。

论点五：广告信息要巧妙地融合

　　 RUANWENGUANGGAOZAICHUANGZUOGUOCHENGZHONG，“SHUOSHENME”HE“ZENMESHUO”SHICHUANGZUORENYUANSHOUXIANYAOKAOLVDELIANGGEZHONGYAOYINSU。

　　 SHOUXIANSHI“SHUOSHENME”。ZHEIYESHICHONGFENZHENGHEXINXIZIYUANDEZHONGYAOHUANJIE。DANWOMENSUOKANDAODEDADUOSHURUANWENGUANGGAO，QIUDAQIUQUAN，YOUYIZHONGSHIZUIZHONGYAODEXINXIYANMEIZAILE“ZHANGPIANXIAOSHUO”ZHIZHONGDEGANJUE，FANERDEBUCHANGSHI。

　　 例：《海信：“变频专家”是怎样炼成的——江湖篇一》、《海信：“变频专家”是怎样炼成的——江湖篇二》、《海信：“变频专家”是怎样炼成的——江湖篇三》………每篇均为大报半个版，从1982年世界上第一台变频空调研制成功写到2003年6月海信推出能效比高达5.0以上的变频空调产品，洋洋洒洒上万字。
例：《西安人能否顺理成章接受性商》、《张大宁说：“完全可以”》、《21世纪请张大宁教你补肾》……也是如此。

　　 SHIXIANG，ZAIBAOZHONGZHONGDUO、BANMIANZHONGDUO、XINWENZHONGDUO（WANGLUODECHONGJIZANQIEBULUN）DEBAOZHIMEITISHANG，FAZHEIYANGDERUANWENGUANGGAO，QIYEJIUJINGXIANGSHUOMINGSHENME？ZUOZHEYOUXIEZUODENAIXINDUZHEYOUYUEDUDENAIXINMA？SHENMEDOUSHUODENGYUSHENMEDOUMEISHUODEGUANGGAOCHUANGZUOJIBENSIXIANGZAINALINI？

　　 QICISHI“ZENMESHUO”。SUHUASHUO：HUAYOUSANSHUO，QIAOSHUOWEIMIAO，GENGHEKUANGSHIGUANGGAO。DUIYUYIPIANRUANWENERYAN，RUGUONENGBAZUIZHONGYAODEXINXIQIAOMIAODIRONGRUWENZHANGJIEGOU，JIUHUICHENGWEIDIANJINGZHIBI。

　　 LI：《“SHENZHOUSANHAO”HULULIZHUANGSHAYAO？》YIWENZHONGDE“WUFANONGQING‘SHENZHOUSANHAO’HULULIMAISHAYAO，WOMENZHIHAOBODACHETISHANGBIAOZHUDEZIXUNDIANHUA（029）8317613LEJIEQINGKUANG”。“YUANLAIZHEISHIGUOJIAJIGAOXINJISHUQIYE——HENGTONGGUANGHUAZHIYAOYOUXIANGONGSIWEIQIXINCHANPIN‘SHENZHOUSANHAOGANLUJUTANGTAIKOUFUYE’PEIBEIDEBAIYULIANGBIAOSHITONGYIDESONGHUOCHEJIZHONGLIANGXIANG。”

　　 LI：《PUGUANG“XIZHILANG”REXIAOBEIHOU》YIWENZHONGDE“JIZHEFAXIAN，XIZHILANGCHANPINSHOUJIAZUIDIDESHILIANGZHIPAIXIZHILANG，YOUYIKUANJIXINGJINSHOU980YUAN，ZHEINENGBURANGSHIMINDONGXINMA？”HE《BEI99%DERENHUSHIDEWEISHENGXIGUAN》YIWENZHONGDE“‘XIZHILANGZAIRIBENDEPUJILVYIJINGGAODA90%YISHANG，OUZHOU、DONGNANYADIQUYEZAOYIPUJI。MUQIANZHONGGUOZHIYOUSHAOSHURENZAIXIANGSHOUBIANHOUWENSHUIQINGXIPIGUDESHUFUHEJIANKANG’ZHONGGUOJIADIANSHANGYEXIEHUISHICHANGWEIYUANMAYUEXIANSHENGGAOSUJIZHE”。

　　 YISHANGLIANGGEANLIZHONGDEGONGSIMINGCHENG、PINPAIMINGCHENG、CHANPINMINGCHENG、DIANHUAHAOMADENGXINXI，JUNBEIQIAOMIAODIANPAIZAIWENZHANGZHONG，SHIDUZHEZAIBUZHIBUJUEZHONGHENZIRANDIJIUHUODELEZHEIXIEZHONGYAOXINXI，ZHEIYESHIQIYESUOZHUIQIUDEZUIJIABIAOSHUFANGSHI。

论点六：遵循新闻排版风格设计

　　 RUANWENGUANGGAODEBIANPAISHEJIYESHIYOUXUEWENDE，BIZHEGENJUDUONIANDERUANWENCAOZUOJINGYANZONGJIERUXIA，JINGONGCANKAOYUTAOLUN。

　　 ZITI：BIAOTI（BAOKUOYINTIHEFUTI、XIAOBIAOTI）DEZITI、ZHENGWENDEZITIJUNYINGHEFABUMEITIGUANYONGDEXINWENZITIYIZHI。DUIZITIDEZHUANGSHI（RUDIWEN、YINYING、LITIDENG）YEYAOHEXINWENDESHEJIFENGGEBAOCHIYIZHI。

　　 ZIHAO：CHUGUOZITIDESHEJIYUXINWENBAOCHIYIZHIZHIWAI，ZIHAOYEYAOHEXINWENGAOJIANGUANYONGDEZIHAOYIYANG，ZHEIYANGCAIHUICONGZHENGTISHANGRANGDUZHEGANDAO“XIANGXINWEN”。

　　 FENLAN：DUIJIAOZHANGDERUANWENGAOJIAN（YIBAN800ZIYISHANG），ZAISHEJISHIJIUYAOJINXINGFENLANCHULI。FENLANSHI，YAOCANKAOFABUMEITIDEFENLANFANGSHI，YANGEBAWOMEILANDELANKUANZHANGDU。YIBANDABAODEMEIBANYIWULANHUAFEN，MEILANYUE6LIMIKUAN，XIAOBAODEMEIBANYISILANHUAFEN，MEILANYUE5.5LIMIKUAN。

　　 边框：每种报纸的新闻稿件边框线都有其固定的风格，如《华商报》的新闻便框线为3毫米的灰色（彩版为绿色或蓝色），而《西安晚报》则为粗线条边框。北京、上海、广州等各地报纸媒体也都不尽相同，甚至没有边框，这些都是软文广告编排设计时要参考的细节。

行距、字距：一般来说，新闻正文的行距一般以1毫米为佳，1厘米的距离内只能排三行字。字距一般小于1毫米，1厘米内可以排3.5个字。软文编排设计时严格把握行距和字距的疏密，再配合字体字号的一致，足可以和新闻稿别无两样。

　　 ZAIZHEIYIDIANSHANG，“XIZHILANGRUANWENMOSHI”DEDIANFANZHIZUO《YIGEBEI99%DERENHUSHIDEWEISHENGXIGUAN》、《ZHONGYAOTISHI：BIANHOUQINGJIEFANGSHIDEGAIGAI》、《XIZHILANG，XIANRENNENGJIESHOUMA？》、《XIZHILANG，YUSHIDIANQIXINCHONGER》、《WEIYUZHUANGXIUDEWANMEIFENGBAO》、《PUGUANG“XIZHILANG”REXIAOBEIHOU》DENGXILIERUANWENJUNYANGEBAWOLEYISHANGJIDIAN，ZHENGSHIYINWEIRUCI，ZHONGQIYEZAIHOULAIDERUANWENBIANPAISHEJIZHONGFENFENFANGXIAO，XINGCHENGLEYIZHONGMOSHI。

论点七：发布时和新闻粘在一起

　　 RUGUOSHUOCHENGJIUMOUJIANSHIQINGXUYAO“TIANSHI”、“DILI”、“RENHE”DEHUA，RUANWENGUANGGAODECHENGGONGFABUYEXUYAORUCI。BIZHEYIWEI，RUANWENGUANGGAOFABUSHIYAOHEXINWENZHANZAIYIQI，ZHUYAOSHIFABUSHIDE“TIANSHI”HE“DILI”，ZHIYU“RENHE”，JIANGZAIXIAYIJIELUNDIANZHONGCHANSHU。

　　 “TIANSHI”：ZHUYAOBIAOXIANZAIQIYEFABURUANWENGUANGGAOSHIDUIFABUQIJIDEBAWOYUDUIDANGSHIXINWENREDIANDEQIAOMIAOGENCONG。DANGXINWENMEITIZAILIANXU“CHAO”MOUGEZHONGYAOHUATISHI，QIYEYAOKUAISUZUOCHUYINGBIAN，ZHUANXIEYUCIHUATIXIANGJINDERUANWENJINXING“GENFENG”，ZHEIYANGCAIHUI“BADOUFUCHAOCHENGROU”。

　　 LI：“LIANGZHIXIZHILANG”GENZHE《HUASHANGBAO》ZAIFEIDIANQIANQIDE《YIGEBEI99%DERENHUSHIDEWEISHENGXIGUAN》，ZAIFEIDIANZHONGQIDE《ZHONGYAOTISHI：BIANHOUQINGJIEFANGSHIDEGAIGAI》DENGYIXILIERUANWEN，FANYINGXUNSU，ZHUTIQIETIE，XIAOGUOJIJIA。

　　 LI：“SHENZHOUSANHAO”KOUFUYEGENZHE《HUASHANGBAO》ZAISHENWUFEITIANSHIDE《TAIKONGYAOSHENZHOUSANHAOHUANXINGRENJIAN》RUANWENGUANGGAO，FABUSHIJIYEFEICHANGHAO，GUANZHUDUFEICHANGGAO。

　　 “DILI”：ZHUYAOZHIRUANWENFABUDEBANMIANWEIZHI。WOMENXIANLAIKANJINGMINGDEQIYESHIZENMECAOZUODE：

　　 LI：XIANLIANGZHIDIANQIGONGSIANZHAOXINWENBIANPAIFANGSHIJIANGRUANWENSHEJICHENGTONGLANGUANGGAO（YOULIYU“SHANGTIEXINWEN、XIAYAGUANGGAO”DECELVE），FABUQIANYOUHEXIANXINYIDAIGUANGGAOGONGSIHETONGYUEDING：1、GENXIANXINWENBAN；2、RUANWENSHANGMIANJINTIEXINWENGAOJIAN；3、RUANWENXIAMIANBIXUYOUGUANGGAO。CICELVEPINPINCHENGGONG，RANGLIANGZHIDIANQICHANGDAOLEBUSHAOTIANTOU，YIZHIHOULAIYOUYIQIYINBAOZHIBIANPAISHIZAINANYIMANZUDI3GETIAOJIANERZHIYIBUFA，ZAIFAPAIQIANJINJICHEGAO，GUANGGAOGONGSIYEYUDIERTIANTUIHAIGUANGGAOFEI，DENGDAIYOUHESHIDEBANMIANHOUZAIFA。

　　 CONGYISHANGLIANGDIANBUNANKANCHU，QIYEFABURUANWENGUANGGAOBUSHIZHAOZHEJIHUAANBUJIUBAN，JIYOUJIHUAXINGYOUYOUCELVEXING，GENGYOUDUIJIHUAHECELVEJISHIXIUZHENGHECHUANGXINDEYINGBIANNENGLI，SHIDADUOSHUQIYEYINGGAIXUEXIHESIKAODE。

　　 LUNDIANBA：MEITIGONGGUANGONGZUOBIBUKESHAO

　　 QIYEDEMEITIGONGGUANSHIYIXIANGZHANGQIDEGONGZUO，ZHUZHONGXUANCHUANDEQIYEDOUSHISHANYULIYONGMEITIZIYUANDE。

　　 MEITIGONGGUANGONGZUODEZHONGDIANBAOKUOLIANGGEFANGMIAN，SHOUXIANSHIRENJIGUANXIFANGMIAN，QICISHIYEWUHEZUOFANGMIAN。RENJIGUANXIDEGONGGUAN，NENGWEIQIYELONGLUOYIPIJINGCHANGGUANZHUZIJIDEJIZHE、BIANJI，KEYISUISHIJIANGQIYEFASHENGDE、XUYAOXUANCHUANDEXINXIHAOWUZHANGAIDITONGGUOTAMENSHIXIANFABU。FANGUOLAI，MEITIYESHIXUYAOGEZHONGGEYANGDEXINWENXINXIDE，ZHIYAORENJIGUANXICHUDEHAO，JINGCHANGJIAOLIU，JIZHEHUOZHEBIANJIZAIZUGAOSHI，YEHUIJIANGTASUOLEJIEDEQIYEXINXIZUZHIDAOXINWENGAOJIANZHONG。

　　 ZAIRENJIGUANXIFANGMIAN，QIYEDOUYINGGAIYOUYIPIMEITIJIEDEPENGYOU，JISHIBUSHICHUNCUIWEILEFABUXINWENHUOZHEGUANGGAO，JINGCHANGJIAOLIUDUIQIYEZHENGQUE、HELI、YOUXIAOLEJIEMEITIXINXIHEYUNYONGMEITIZIYUANYESHIYOUHAOCHUDE，YOUDEQIYEYEFEICHANGSHANYUHEMEITIJIEPENGYOUYIQITANTAOGENGGUANGFANDENEIRONG。

　　 LI：YACHENYINGXIAOGUANLIZIXUNGONGSILAOZONGMAYUEXIANSHENG（YUANHANGZHOUAOPUYUBACEO）JIUSHIYIWEIFEICHANGREZHONGYUMEITIDAJIAODAODEREN，BUJINWEIMEITICHUMOUHUACE，ERQIEJINGCHANGHEMEITIGONGTONGCEHUAXINWENXUANTI，ZHEIBUJINWEIZIXUNGONGSIYINGDELEYIPIMEITIZIYUAN，YEWEIZIXUNANZUCHUBEILEDALIANGDEMEITIZIXUN，YIZHIBANGZHUKEHUZAIMEITIDEYUNZUOSHANGDEXINYINGSHOU、YOURENYOUYU。

　　 ZAIYEWUHEZUOFANGMIAN，QIYESUIRANZHIYAOTAOQIANJIUNENGGOUMAIDEMANYIDEBANMIAN，DANWANGWANGJINGMINGDEQIYEDOUHUITONGGUOGONGGUANGONGZUOSHIXUANCHUANXIAOGUOYUANYUANCHAOGUOTAOTONGYANGJIAQIANDEQITAQIYE。ZHEIYIDIANSUIRANCAOZUOQILAIKUNNANZHONGZHONG，DANYIDANCHENGGONG，JIUHUIDADAOSHIBANGONGBEIDEXIAOGUO。

　　 LI：2003NIANCHUNJIEQIAN，YACHENYINGXIAOGUANLIZIXUNGONGSIZUZHIZIJIDESHIJIJIAXIAOJIADIANKEHU，RU：LIANGZHIXIZHILANG、AOPUYUBA、SUBOER、SHANGPENGTANGDENG，YU《HUASHANGBAO》YIQIGONGTONGCEHUASHISHILEYIQI“SONGLIJIUSONGXIAOJIADIAN”TEKAN，TEKANZHIQIAN，BAOZHIJIUDUI“SONGLISONGSHENME？”“SONGLISONGSHISHANGXIAOJIADIAN”JINXINGLEYICIGUANNIANYINDAO，TEKANFACHUDANGQI，BAOZHIYOUDUI“SHISHANGXIAOJIADIANXIANQISONGLIRECHAO”JINXINGLEDAPIANFUDEBAODAO，BINGYI“SHISHANGXIAOJIADIAN，RELITUIJIANBANG”DEXINGSHI，JIANGSHIJIGEXIAOJIADIANCHANPINYIYIJIESHAO，BUDANWEISHIJIJIAKEHUJIESHENGLEBUXIAODEGUANGGAOFEI，ERQIELIANHEZAIYIQIGONGTONGSUQIUYIGEGUANGGAOZHUTI“SONGLI”，QUDELEHENHAODEXIAOGUO。

　　 LI：2003NIAN，《HUASHANGBAO》MEIZHOULIUDE“JIANKANGHUATI”YEYUQIYEHECHANPINJINXINGLEHUDONGSHIYEWUHEZUO。ZHEIZHONGHEZUOFANGSHIZHUYAOSHI：MEIQIDOUHUIYOUBUTONGDEJIANKANGHUATI，BUTONGDEHUATIJIUHUIYUBUTONGDEQIYEHUOCHANPINXIANGGUAN，MEICIHUATISHAOZELIANGGEBANBAN，DUOZESIGEBANBAN，ZHEIYANGYILAI，HUATIXIAMIANDEGUANGGAOBANJIUCHENGLEXIANGGUANQIYEHECHANPINDEXUANCHUAN“LIANGTIAN”。ZUIWEITUCHUDESHIYIXIAJIGEHUATI：“ERTONGQIANZHONGDU”、“TANGNIAOBING”、“GAOXUEYA”、“NVXINGJIANKANG”DENG，BAOSHEYIJINGHUALEHENDABANMIANJIANGZHEIXIEHUATISHUODEFEICHANGTOUCHE，YIYUAN、YAOPIN、BAOJIANPINGUANGGAOZHIXUYAOGENPINPAIXINGXIANGJIUNENGDADAOLIXIANGDEXUANCHUANXIAOGUO。

　　 YISHANGLIANGZHONGYEWUHEZUOFANGSHIBUDANQIYEXIHUAN，DUZHEDEFANYINGYESHIHENBUCUODE，ZHEIYEXUYAOQIYEMIQIEGUANZHUMEITIDEBAODAODONGTAIHEBAODAOXINGSHI，JISHIZUOHAOGOUTONGYUJIAOLIU，BUYAOCUOGUOYOULIDEXUANCHUANSHIJI。(ZUOZHE：MAXUNKE)