Zhou: On the function and value of soft paper

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In recent days, we often see the major portals on the "excavation of Caocao Tomb" related news: for example, today, January 4, 2009, in the Sina domestic news has a "experts said that the tomb of 1 of the dead woman may be poisoned and died", I look very sudden, But we will search for more on the 09 of December on the Sina Internet would find that there are actually a lot of related news.

Experts say the broken tomb stone may be caused by the destruction of Graves (04th 11:14)

Hebei people questioned the tomb of Cao in Anyang, Henan Province 2006 has been found (04th 08:44)

Experts say a woman's body may have been poisoned in the tomb of Caocao (04th 02:09)

Experts say there are big tombs digging around Cao Gaoling (fig) (03th 14:35)

A suspected Cao tomb is to be excavated in Bozhou, Anhui Province (03th 10:37)

The plan of Bozhou in Anhui Province to excavate the tomb of Guanyin Mountain in Cao's tomb (02th 15:45)

Cao Gaoling New Year's Day tourist attractions (Photos) (02th 12:58)

Some villagers smell the opportunity of the new tourist attractions (02th 05:22)

Expert: DNA appraisal damage to the skull of Caocao (02th 05:10)

Excavation behind-the-scenes: Anyang County more than 6 million yuan (02th 03:07)

Our attention was unconsciously drawn to the news of the excavation of Cao's tomb in Henan. These articles have some common characteristics: to lure us to the "Caocao tomb" of concern, these articles provide a "tomb of Caocao" characteristics and clues, inspired us some ideas. In fact, this is the so-called soft text. What is soft wen, Zhu Zherong teacher has a detailed definition of soft wen: In addition to political, military, economic, crime, people's livelihood, social issues outside the news, comments, articles are usually soft, such as art, entertainment and lifestyle are considered soft text.

In these soft text we found that there are some information "Cao's tomb into New Year's Day tourist attractions part of the villagers smell the business opportunities (02th 05:22)" "The Tomb of Caocao at least bring 420 million yuan of economic benefits every year, for these news, there are many netizens began to question, throw out" Caocao Tomb of the discovery will become the Henan version of the South China Tiger "Such a view, now on the internet on the" the authenticity of the tomb of Caocao "This problem appeared a fierce dispute.

Affirmative opinion: Experts of the Academy of Social Sciences say Cao's tomb has been determined

Experts explain the reason for the tomb: burial location and record consistent

Scholars said that the discovery of the tomb of Caocao found evidence full

Opposing point of view: Experts say that the six major bases of Cao's tomb are not evidence

The Netizen has raised five questions to Caocao's tomb: Why is there no organ in the tomb?

Experts question the conclusion of Cao's tomb in Anyang, Henan

Scholars say Cao's tomb confirms insufficient evidence in Anyang, Henan

Each one said. Whether or not the "tomb of Caocao is true" is conclusive, I just want to say that from the confirmation of Caocao tomb to explore less than one months of time, there are a few Wange netizens to express their views and comments, even if the tomb is false, or other princely will phase of the mausoleum, he is also a historical value of monuments, Even if the Henan government has been developed into a commercial value of the tourist attractions, whenever you want to visit the monument, to Henan Anyang a glimpse of the controversy of the "Caocao Tomb" of Honor, you have one more such a choice. Cao's tomb is now known as "Xian's terra-cotta warriors".

Through the analysis of "the incident of Cao's tomb", I think the soft text plays the following role.

First: Soft wen intentionally or unintentionally to lure everyone to something, event concerns: Recently, for example, "The excavation of Caocao tomb", "Shanghai next year to host the World Expo", this year, "60 anniversary of the National Day Parade", far from the "Olympic Games in Beijing successfully held", "South China Tiger Incident", a few years ago, "Sister Furong" Angel sister, "The hot holds, has aroused the wide attention of netizens, these related to art, entertainment and lifestyle things, events permeated in our lives, the composition of everyone one after another topic of concern.

Second: The provision of a large number of valuable information, triggering us to think, eventually educating consumers, guide consumption. For example, "South China Tiger Incident", the police provided a lot of evidence, the South China Tigers do not exist, and finally educated everyone to be realistic. "60 anniversary of the National Day Parade" China shows many new military equipment weapons, raising concerns about military fans of weapons of concern upsurge. For example: "The Olympic Games in Beijing, China successfully held" to lure more consumers to Beijing to see the Olympic athletes, a glimpse of the "Water Cube" "Bird's Nest" honor. "Sister Furong" of the popular education although some of us are not recognized, but we can still think that they are "beautiful", you can boldly show their own.

Because of these two-point effect. I think the value of soft paper is huge, the promotion of soft text can improve the visibility of a brand product, the achievement of a brand. Zhu Zherong in the course of many examples, by the soft text ads to promote the success of the products are: Brain platinum, nine Zhi Tang, by the soft text advertisement to promote the success of the brand has "Google" "Haier" ... in fact, there are many, such as: Nike, Adidas, Tsingtao Beer, Li Ning, super girls, fast men they are soft wen promote the success of the brand, Every year in the major media, the network to see their soft text propaganda, in turn, soft wen can also destroy a brand: such as "ternary milk powder", "Milk powder Ginseng Melamine" incident, once reported, caused by the community's pen lashing. The final "ternary" milk powder this decade of the old brand in less than a year time to declare bankruptcy, the relevant responsible person accepted the law of sanctions. The soft text becomes a historical witness to the success of a brand, or the rise, or extinction.

Soft text is used to convey concepts and awareness, spread knowledge and ideas, convey feelings and express ideas, soft text is used to communicate, communicate, spread knowledge, soft wen is the product of rationality, is a reflection of the crystallization. We have to look at it right. Learn to think, even if you really understand the soft text.

Zhou website: www.dodoguilin.com, welcome to more exchanges.