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    文藝評論
    腰封之“妖”如何破
    文章作者:三石  發布日期:2019/6/20 閱讀次數:[1289]   來源:光明日報
        近年來,在激烈的圖書市場競爭中,圖書的腰封幾乎出現了“變態”的現象。現象之一是普遍存在宣傳語夸大其詞、草率定論、煽情過度、嘩眾取寵現象;現象之二是名人“被”推薦,或是根本就沒有經過名人的同意就寫上了腰封,即“偽推薦”。
        這些腰封文案寫作呈以下基本“套路”:一是“推薦體”式,拉大旗作虎皮,即借名人效應攀龍附鳳做廣告;二是對圖書贊美之辭過分夸大其功能價值,同時過分煽情;三是“數字體”,比如什么排行榜居于第一名、銷量過百萬等。圖書腰封成了“妖封”,這讓讀者厭棄,也失去了這類廣告應有的效應價值。
        腰封也叫書腰,定義為“于書籍中間地帶另置一條類似腰帶的文字介紹,以配合行銷或書籍推薦”。準確地說,它既是圖書的一種裝帖設計藝術,也是圖書營銷推廣的工具。在日本出版界流行一句話:“書名是眼睛,書腰是嘴巴”。一個好的腰封,應該提供給讀者更多關于圖書的內容信息,能夠吸引讀者的注意力,激發讀者的閱讀興趣,促進圖書銷售。在腰封的編輯和設計中,應體現圖書的營銷策略,并將營銷策略貫穿于腰封的設計過程中,以更好地發揮圖書的推廣作用。所以說,從出版營銷的角度,“腰封”是圖書信息推廣的營銷工具,對讀者而言也是一種有益的迅速了解圖書內容的信息溝通手段,應該說。優秀的腰封應是件錦上添花的事兒。
        那么,如何策劃和編輯一枚優秀的腰封,是編輯們應認真研究的專業話題。從策劃編輯的角度而言,應根據圖書內容及讀者群去策劃是否需要腰封,因為并不是每本書都適合用腰封底的。同時,要研究不同的內容使用不同的腰封形式以及設計風格。
        從文字編輯的角度而言,所撰寫腰封文案的創意最為關鍵,要表述恰當同時又直擊人心。其一,要洞察和掌握讀者閱讀心理;其二,要善于從圖書內容中提煉出能準確體現這本書核心價值的一句話;其三,文案要有創意,像策劃優秀廣告語那樣經典,要成為文案高手。
        從美術編輯的角度而言,腰封的整體設計風格要和封面設計相吻合,要和圖書內容表達相吻合。同時,設計風格不能過于商業性,要講求創意和藝術性,給讀者提供的是藝術的享受。
        從圖書宣傳載體的角度而言,不是只有腰封這種形式,方寸之間有很多創意供我們去挖掘。比如說可以用精美的書簽去體現,即把圖書推廣文字編輯和設計在書簽上,既實用,又能起到同樣的宣傳效果。只需要將書簽放在封面塑封上,同樣起到腰封所表達的效果且一目了然,當讀者拆開塑封后,即是一枚實用的書簽。
        另外,現在大多圖書出廠時都會用使用塑封,其實,塑封上是可以大做文章的,比如可以設計圓形或是異形不干膠宣傳品,直接粘貼在塑封上,這既有“腰封”上所體現的文字,又起到和“腰封”同樣的宣傳效果。同時,拆開塑封后,宣傳使命也已經完成,讀者的體驗感會更舒適。
       
     
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