Cov ntawv tshaj tawm yuav tsum zoo nkaus li quaj ntawm herald nyob rau hauv lub xwm txheej puag ncig - luv thiab nrov. Cov ntawv sau ntev dua, qhov peev nyiaj loj dua ad thiab tsis tau txais txiaj ntsig ad.
Cov ntawv luam tawm ua haujlwm nrog cov lus kim tshaj plaws, cov ntawv tshaj tawm tsis zam cov ntawv sau zoo, paj huam, kev xav, kev hais lus. Kev hais kom meej meej thiab qhov tseeb ntawm kev ntaus - qhov no yog qhov haujlwm tseem ceeb ntawm tus kws theej ntawv hauv lub laj thawj ntawm kev nthuav qhia. Txhua qhov tsis tsim nyog raug txiav tawm!
Lub ntsiab sib txawv ntawm cov lus ntawm kev tshaj tawm yog tias nws tau hais nrog tus neeg siv khoom tshwj xeeb, hais txog ntau txhiab tus neeg sib txawv tib lub sijhawm. Tag nrho cov neeg no muaj qib sib txawv ntawm kev kawm, sib txawv (qee zaum tawm tsam kev xav ntawm lub siab, kev npau taws, chaw rau khoom ntawm cov leeg hlwb. Yog li ntawd, kev tshaj tawm yuav tsum yog nruab nrab, suav cov neeg tuaj koom coob tshaj plaws., thiab zam, raws li apt Raws li V. Nabokov lub ntsiab lus txhais, muaj "kev kov yeej ntawm kev tsim txom." Ib qho kev lag luam muag muag yog ib txwm nyob hauv nruab nrab, muaj kev ncaj ncees los ntawm feem ntau.
Lub suab ntawm cov hom lus tshaj tawm yuav tsum ua kom muaj kev ntseeg siab, tus qauv yuav tsum yog nyob ze rau kev hais lus (los ntawm cov hom phiaj ntawm cov neeg tuaj saib). Txhawm rau muab tso ua ke sib txawv hauv ib daim ntawv tshaj tawm ad siv qhov tsawg kawg ntawm cov txheej txheem yog kev kos duab zoo. Tib lub sijhawm, txhua qhov kev sim ua "dhau los ua lawv tus kheej hauv lub rooj tsavxwm", sib tawb nrog cov neeg siv khoom los ntawm kev siv cov lus thuam, kev hais lus phem tau muab cov kev tsis sib haum hauv 99% ntawm cov xwm txheej. Niaj hnub no, kev tshaj tawm Lavxias yog kev txhaum nrog cov txheej txheem no, sim ua rau cov pej xeem xav tsis thoob nrog kev siv tswv yim pheej yig.
Yog li, piv txwv li, koj tuaj yeem hais tawm txog kev tshaj tawm rau lub khw muag khoom hluav taws xob zoo ntawm cov khoom siv hauv tsev, qhov twg siv lub tshuab nqus tsev tso rau ntawm daim paib, nws cov yam ntxwv kev ua haujlwm, tus nqi luv nqi, hom npe ntawm lub khw muag khoom loj thiab cov lus dag loj loj: " Nqus rau ib qho nyiaj penny! " Tsis tas li ntawd yuav yog-cov kws tshaj lij tau tshaj tawm cov tsev neeg tshiab nyob ze Moscow, qhov tsawg kawg ntawm cov ntaub ntawv hais txog qhov khoom nws tus kheej tau nrog tsab ntawv tsis muaj tseeb: "Ntoo thuv ntoo raws li khoom plig!"
Lub suab ntawm cov hom kev tshaj tawm yog lub suab tsis pub leej twg paub ntawm kev sib tham ntawm tus muag thiab tus yuav, uas muaj cov ntsiab lus, hwm rau cov neeg muaj peev xwm, qhov twg ntau qhov tseeb tau hais nyob hauv cov lus tsawg. Nws yuav tsum tsis txhob muaj cov lus pheej yig, clichés, pompousness, bragging, kev hais lus tsis tsim nyog, slang clichés, superlatives. Nyiam cov neeg tau txais txiaj ntsig nrog cov ntsiab lus ntxim nyiam uas tsis muaj dab tsi ua rau cov khoom lag luam muaj, siv cov kev xav tsis thoob, thiab qee zaum tseem hais lus zais tsis txaus ntseeg, yog qhov siab ntawm kev ua neeg ruam hauv kev tshaj tawm.
Ogilvy tau sau tias: "Rau tus yuav, ua ntej txhua yam, txhua yam ntaub ntawv hais txog qhov khoom yog qhov tseem ceeb, thiab xav tias ob peb npliag adjectives thiab lub ntsiab lus tseem ceeb yuav ntxias nws mus yuav ib yam dab tsi yog thuam rau tus neeg yuav khoom nws tus kheej." Nws kuj tseem tawm tsam rau xav txog feem ntau, xav nws qhov tsis muaj qhov tsis sib haum xeeb, tsis paub dab tsi, tsis muaj qab hau.
