Actually, you just need to start from the creative purpose.

For example, Sun Yuchen’s article.

It’s obvious his goal is to ruin Jing Tian.

So how do you quickly crash the reputation overnight of a female celebrity who originally had a pretty good public image? You must first find a reason why ordinary people treat her as a target.

The first target Sun Yuchen found in it is: "Jing Tian is a privileged class."

The first thing is that Jing Tian has to watch a movie, so the venue must be cleared. But if you only write that Jing Tian’s movie requires a clear-out, the impact isn’t strong enough—so he even went out of his way to give ordinary people a scene to serve as collateral: a couple happily brings their child to watch a movie, and the child is even already holding popcorn. In the end, though, they’re forced to leave because she wants to watch the movie.

You’ll find that this popcorn kid is actually very important. Because that’s how the contradiction shifts from “rich people renting out the whole venue” to “privileged class influencing ordinary people.”

The second thing is that if Jing Tian wants to travel, they also have to clear the scene.

The third thing is that Jing Tian can’t be seen when she sleeps. So to satisfy this little kink, there will be two ordinary customer service reps repeatedly tearing off the tape. And when going out, they also have to use a big private jet. But who knows what the real truth is? Actually, the things before that are still fine—he’s just stirring up contradictions among ordinary people. The truly vicious things start afterward. He’s cutting off Jing Tian’s financial lifeline.

And he doesn’t just hit one point—he knocks her down one by one in terms of Jing Tian’s character, family education, morals, and career.

For example, he says that Jing Tian has a financial crisis and that she was extorted and harassed by former tax officials.

Also, why does he absolutely have to say, “Surrogacy is something Jing Tian wants herself”?

The purpose is also very simple: to put the motive of wanting surrogacy onto Jing Tian, while removing Sun Yuchen himself from the surrogacy matter.

There’s also one thing inside that I can tell right away—it’s aimed at female users.

It’s “crew couple.” And this part is actually very smart—he doesn’t even need to say directly that Jing Tian has a lot of crew couples.

All he needs to do is write that Jing Tian’s behavior regarding the whole “crew couple” thing is extremely normal. As for the dirty associations, the audience will complete them for him. Does Jing Tian actually have one? We, as viewers, have no idea.

But that’s no longer important. Because once this gets written in, many people’s minds will already start auto-associating.

The most powerful place for creating yellow rumors isn’t originally about directly telling you a conclusion, but about giving you a few things so that you can fill in that conclusion yourself.

One of the things with the strongest explosive power in public-relations posts is the topic of sex.

Things like money, acting high-and-mighty, and privilege can make someone disliked. But as soon as you attach it to sex, gender relations, and private life, the spread becomes completely different. So when you read the whole thing, you really feel like Sun Yuchen wants Jing Tian dead.

But there’s another thing in here that I think is even more interesting. How does Sun Yuchen manage to splash water on someone else while still keeping his “billionaire boss” persona intact?

He writes obsessively about how he spends money—renting out venues, private jets, all kinds of contributions. But after you read the whole piece, you don’t particularly feel that he’s a dog-licker. Even some people may think he’s very deeply in love.

Why? Because before he spends the money, he first buys insurance for his own dog-licking behavior. He says Jing Tian is his unattainable dream from childhood to adulthood, and she’s his first love. This prerequisite is too important. If there were no such prerequisite, and a billionaire goes crazy spending money on a woman and it ends up like this—what would everyone’s first reaction be?

Dog-licker.

But once you add in the front, “This is the dream I’ve had since childhood, out of reach for me,” and “This is my first love,” the whole story immediately changes.

He isn’t licking a woman. He’s paying for his own eighteen years’ fixation.

So he’s deep in love, not a dog-licker.

After all, if a guy is labeled a dog-licker, people will mock him for a long time.