{"id":15352,"date":"2016-08-05T14:24:35","date_gmt":"2016-08-05T14:24:35","guid":{"rendered":"https:\/\/the7.io\/main\/?p=15352"},"modified":"2022-12-12T07:01:14","modified_gmt":"2022-12-12T07:01:14","slug":"vestibulum-molestie-pretium","status":"publish","type":"post","link":"https:\/\/demo.canhcam.com\/the7-main\/vestibulum-molestie-pretium\/","title":{"rendered":"K\u1ebft h\u1ee3p gi\u1eefa thi\u1ebft k\u1ebf v\u1edbi truy\u1ec1n th\u00f4ng."},"content":{"rendered":"

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H\u1ecdc thi\u1ebft k\u1ebf \u0111\u1ed3 h\u1ecda c\u00f3 l\u00e0m t\u1ed1t thi\u1ebft k\u1ebf qu\u1ea3ng c\u00e1o trong agency?<\/h3>\n

\u201cThi\u1ebft k\u1ebf \u0111\u1ed3 ho\u1ea1 v\u00e0 Thi\u1ebft k\u1ebf qu\u1ea3ng c\u00e1o l\u00e0 hai kh\u00e1i ni\u1ec7m kh\u00e1c nhau. Thi\u1ebft k\u1ebf \u0111\u1ed3 ho\u1ea1 l\u00e0 n\u1ec1n t\u1ea3ng g\u1ed1c g\u00e1c, l\u00e0 h\u1ec7 c\u00f4ng c\u1ee5 nh\u01b0ng v\u1eabn ch\u01b0a th\u1ec3 ph\u1ee5c v\u1ee5 cho nhu c\u1ea7u qu\u1ea3ng c\u00e1o. N\u1ebfu ngay t\u1eeb \u0111\u1ea7u ng\u01b0\u1eddi h\u1ecdc bi\u1ebft \u0111i\u1ec3m \u0111\u1ebfn c\u1ee7a m\u00ecnh l\u00e0 v\u00e0o Agency Qu\u1ea3ng c\u00e1o \u0111\u1ec3 t\u1ea1o ra nh\u1eefng s\u1ea3n ph\u1ea9m thi\u1ebft k\u1ebf gi\u00fap th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00ec h\u1ecd c\u1ea7n ph\u1ea3i c\u00f3 t\u01b0 duy qu\u1ea3ng c\u00e1o. Nh\u01b0 v\u1eady c\u00f3 ngh\u0129a l\u00e0 ph\u1ea3i h\u1ecdc l\u00e0m thi\u1ebft k\u1ebf ri\u00eang cho m\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o\u201d, <\/em>anh Leo Phan<\/strong> n\u00f3i.<\/p>\n

Anh Leo Phan hi\u1ec7n l\u00e0 Ch\u1ee7 nhi\u1ec7m b\u1ed9 m\u00f4n Thi\u1ebft k\u1ebf qu\u1ea3ng c\u00e1o t\u1ea1i Bold Creative Training Lab<\/strong><\/a>, t\u1eebng c\u00f3 10 n\u0103m l\u00e0m Art Director, 12 n\u0103m l\u00e0m Creative Director t\u1ea1i nhi\u1ec1u t\u1eadp \u0111o\u00e0n qu\u1ea3ng c\u00e1o Lowe, JWT, Saatchi & Saatchi, Dentsu, TBWA, Chuosenko, Isobar, Golden Communication Group, Climax.[\/vc_column_text][vc_row_inner css=”.vc_custom_1474099857231{padding-top: 30px !important;padding-bottom: 30px !important;}”][vc_column_inner width=”2\/3″ offset=”vc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-2 vc_col-md-8 vc_col-sm-offset-2″]

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\u201cThi\u1ebft k\u1ebf l\u00e0 m\u1ed9t th\u00e1ch th\u1ee9c kh\u00f4ng ng\u1eebng \u0111\u1ec3 c\u00e2n b\u1eb1ng s\u1ef1 tho\u1ea3i m\u00e1i v\u1edbi s\u1ef1 sang tr\u1ecdng, gi\u1eefa t\u00ednh thi\u1ebft th\u1ef1c v\u00e0 mong mu\u1ed1n.\u201d<\/h4>\n

\u2013 Donna Karan<\/em><\/p>\n

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<\/div>[\/vc_column_inner][\/vc_row_inner][vc_column_text css=”.vc_custom_1670815283839{padding-bottom: 50px !important;}”]C\u1ee5 th\u1ec3, m\u1ed9t nh\u00e2n s\u1ef1 Thi\u1ebft k\u1ebf qu\u1ea3ng c\u00e1o, hay c\u00f2n g\u1ecdi l\u00e0 creative art-based l\u00e0m trong c\u00f4ng ty qu\u1ea3ng c\u00e1o c\u1ea7n c\u00f3 t\u01b0 duy thi\u1ebft k\u1ebf nh\u01b0 th\u1ebf n\u00e0o? N\u1ebfu h\u1ecd c\u00f3 k\u0129 n\u0103ng nh\u01b0ng kh\u00f4ng c\u00f3 t\u01b0 duy th\u00ec s\u1ebd x\u1ea3y ra t\u00ecnh hu\u1ed1ng g\u00ec? C\u00f9ng Founder Leo Phan b\u00f3c t\u00e1ch v\u1ea5n \u0111\u1ec1 \u201cT\u01b0 duy thi\u1ebft k\u1ebf c\u1ee7a nh\u00e2n s\u1ef1 qu\u1ea3ng c\u00e1o\u201d trong b\u00e0i vi\u1ebft sau \u0111\u00e2y.<\/p>\n

Anh Leo Phan ti\u1ebft l\u1ed9 m\u1ed9t s\u1ef1 th\u1eadt: \u0110a ph\u1ea7n sinh vi\u00ean h\u1ecdc Thi\u1ebft k\u1ebf \u0111\u1ed3 ho\u1ea1 ch\u01b0a ch\u1eafc khi ra tr\u01b0\u1eddng \u0111\u00e3 l\u00e0m \u0111\u01b0\u1ee3c m\u1ed9t s\u1ea3n ph\u1ea9m qu\u1ea3ng c\u00e1o c\u00f3 \u00fd ngh\u0129a. \u201c\u00dd ngh\u0129a \u1edf \u0111\u00e2y l\u00e0 thi\u1ebft k\u1ebf v\u00e0 s\u00e1ng t\u1ea1o ra \u00fd t\u01b0\u1edfng, sau \u0111\u00f3 c\u1ee5 th\u1ec3 ho\u00e1 n\u00f3 qua thi\u1ebft k\u1ebf layout, h\u00ecnh \u1ea3nh, phim \u1ea3nh, c\u00e2u chuy\u1ec7n nh\u1eb1m g\u1eafn k\u1ebft th\u01b0\u01a1ng hi\u1ec7u v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, qua \u0111\u00f3 t\u1ea1o ra chuy\u1ec3n \u0111\u1ed5i t\u1ed1t h\u01a1n k\u1ebft qu\u1ea3 kinh doanh, ho\u1eb7c s\u1ef1 nh\u1eadn di\u1ec7n cho th\u01b0\u01a1ng hi\u1ec7u\u201d, <\/em>anh Leo Phan <\/strong>n\u00f3i.<\/p>\n

S\u1edf d\u0129, Thi\u1ebft k\u1ebf \u0111\u1ed3 ho\u1ea1 v\u00e0 Thi\u1ebft k\u1ebf trong qu\u1ea3ng c\u00e1o l\u00e0 hai l\u0129nh v\u1ef1c kh\u00f4ng th\u1ec3 \u0111\u00e1nh \u0111\u1ed3ng. \u201c\u0110\u00fang l\u00e0 Thi\u1ebft k\u1ebf \u0111\u1ed3 h\u1ecda ch\u00ednh l\u00e0 n\u1ec1n t\u1ea3ng – \u1ede \u0111\u00f3 c\u0169ng c\u00f3 \u00fd t\u01b0\u1edfng, concept. Th\u1ebf nh\u01b0ng nh\u1eefng s\u1ea3n ph\u1ea9m t\u1ea1o ra v\u1eabn c\u00f2n \u0111ang ph\u1ee5c v\u1ee5 cho c\u00e1i t\u00f4i c\u00e1 nh\u00e2n ch\u1ee9 ch\u01b0a ph\u1ea3i cho nhu c\u1ea7u th\u01b0\u01a1ng hi\u1ec7u”<\/em>, anh Leo Phan<\/strong> cho bi\u1ebft.[\/vc_column_text][vc_column_text]<\/p>\n

K\u1ef9 n\u0103ng thi\u1ebft k\u1ebf \u1ed5n \u0111\u1ecbnh<\/h3>\n

\u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a Thi\u1ebft k\u1ebf trong qu\u1ea3ng c\u00e1o ch\u00ednh l\u00e0 t\u1ea1o ra nh\u1eefng gi\u1ea3i ph\u00e1p tr\u1ef1c quan gi\u00fap th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp c\u1eadn v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u201cThi\u1ebft k\u1ebf \u0111\u00f3 ph\u1ea3i n\u00f3i l\u00ean c\u00e1i t\u00f4i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay v\u00ec c\u1ee7a ng\u01b0\u1eddi thi\u1ebft k\u1ebf. M\u1ed7i m\u1ed9t layout hay m\u1ed9t phim qu\u1ea3ng c\u00e1o \u0111\u1ec1u ph\u1ea3i \u0111\u1eb7t ng\u01b0\u1eddi d\u00f9ng l\u00e0m tr\u1ecdng t\u00e2m. T\u1eeb \u0111\u00f3 m\u1edbi bi\u1ebft c\u00e1ch d\u1eabn d\u1eaft <\/em>(the hierarchy of information), <\/em><\/strong>thi\u1ebft k\u1ebf th\u00f4ng \u0111i\u1ec7p ch\u00ednh ph\u1ee5 (<\/em>the arrangement of elements)<\/em><\/strong> sao cho kh\u00e1ch h\u00e0ng \u1ea5n t\u01b0\u1ee3ng, v\u1eeba d\u1ec5 hi\u1ec3u, th\u00edch th\u00fa v\u1eeba h\u1ea5p d\u1eabn. Ch\u1eb3ng h\u1ea1n, b\u1ea1n gh\u00e9t u\u1ed1ng bia, v\u1eady b\u1ea1n s\u1ebd l\u00e0m g\u00ec \u0111\u1ec3 thi\u1ebft k\u1ebf m\u1ed9t h\u00ecnh \u1ea3nh qu\u1ea3ng b\u00e1 bia h\u1ea5p d\u1eabn \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng?\u201d, <\/em>anh Leo Phan<\/strong> chia s\u1ebb.<\/p>\n

Theo anh, n\u1ebfu mu\u1ed1n l\u00e0m trong ng\u00e0nh qu\u1ea3ng c\u00e1o, ng\u01b0\u1eddi h\u1ecdc thi\u1ebft k\u1ebf tr\u01b0\u1edbc ti\u00ean ph\u1ea3i \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o v\u1ec1 s\u1ef1 am hi\u1ec3u v\u1ec1 t\u00e2m l\u00fd ng\u01b0\u1eddi d\u00f9ng (insight), th\u01b0\u01a1ng hi\u1ec7u (brand), ti\u1ebfp th\u1ecb (marketing) v\u00e0 truy\u1ec1n th\u00f4ng (communication). Tr\u01b0\u1edbc khi b\u1eaft tay v\u00e0o thi\u1ebft k\u1ebf c\u0169ng c\u1ea7n ph\u1ea3i l\u00e0m r\u00f5 th\u00f4ng \u0111i\u1ec7p \u0111\u00f3 n\u00f3i cho ai (target), n\u00f3i \u1edf \u0111\u00e2u (th\u1ecb tr\u01b0\u1eddng n\u00e0o), n\u00f3i \u0111\u1ec3 \u0111\u00e1nh \u0111\u1ed1i th\u1ee7 n\u00e0o (competitor) v\u00e0 c\u00e1i m\u00ecnh n\u00f3i thu\u1ed9c nh\u00f3m ng\u00e0nh h\u00e0ng n\u00e0o (category). Ngo\u00e0i ra, nh\u00e2n s\u1ef1 thi\u1ebft k\u1ebf c\u0169ng c\u1ea7n ph\u1ea3i l\u00e0m r\u00f5 \u0111\u1ecbnh h\u01b0\u1edbng truy\u1ec1n th\u00f4ng (proposition) v\u00e0 m\u1ee5c ti\u00eau (objective). Nh\u1eefng ki\u1ebfn th\u1ee9c n\u1ec1n t\u1ea3ng \u0111\u00f3 c\u1ea7n thi\u1ebft \u0111\u1ec3 s\u00e1ng t\u1ea1o ra \u00fd t\u01b0\u1edfng, l\u1edbn h\u01a1n l\u00e0 concept – n\u1ed9i dung ch\u1ee7 \u0111\u1ea1o, xuy\u00ean su\u1ed1t v\u00e0 bao tr\u00f9m. Sau khi \u0111\u00e3 v\u1ea1ch r\u00f5 nh\u1eefng y\u1ebfu t\u1ed1 \u0111\u00f3, nh\u00e2n s\u1ef1 m\u1edbi b\u1eaft \u0111\u1ea7u t\u00ecm gi\u1ea3i ph\u00e1p thi\u1ebft k\u1ebf v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 k\u1ef9 thu\u1eadt nh\u01b0 thi\u1ebft k\u1ebf \u0111\u1ed3 h\u1ecda, nh\u1eb1m cho ra nh\u1eefng thi\u1ebft k\u1ebf thuy\u1ebft ph\u1ee5c \u0111\u01b0\u1ee3c ng\u01b0\u1eddi d\u00f9ng mua h\u00e0ng (tactical) ho\u1eb7c y\u00eau m\u1ebfn, \u1ee7ng h\u1ed9 th\u01b0\u01a1ng hi\u1ec7u (brand awareness, brand love).[\/vc_column_text][vc_row_inner css=”.vc_custom_1474099857231{padding-top: 30px !important;padding-bottom: 30px !important;}”][vc_column_inner width=”2\/3″ offset=”vc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-2 vc_col-md-8 vc_col-sm-offset-2″]

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\u201cC\u00e1c chi ti\u1ebft kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1c chi ti\u1ebft. H\u1ecd l\u00e0m cho thi\u1ebft k\u1ebf.\u201d<\/h4>\n

\u2013 Charles Eames<\/em><\/p>\n

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<\/div>[\/vc_column_inner][\/vc_row_inner][vc_column_text css=”.vc_custom_1670815419973{padding-bottom: 50px !important;}”]K\u1ec3 c\u1ea3 khi \u0111\u00e3 c\u00f3 k\u1ef9 n\u0103ng thi\u1ebft k\u1ebf \u1ed5n \u0111\u1ecbnh, nh\u1eefng nh\u00e2n s\u1ef1 thi\u1ebfu t\u01b0 duy v\u1eabn c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u00e0o t\u1ea1o l\u1ea1i khi b\u01b0\u1edbc ch\u00e2n v\u00e0o m\u00f4i tr\u01b0\u1eddng qu\u1ea3ng c\u00e1o. Founder Leo Phan cho r\u1eb1ng c\u00f4ng \u0111o\u1ea1n n\u00e0y s\u1ebd l\u00e0m \u201ckh\u1ed5 s\u1edf” c\u1ea3 hai b\u00ean. \u201cNh\u00e2n s\u1ef1 m\u1ea5t c\u00f4ng s\u1ee9c \u0111\u1ec3 v\u1eeba l\u00e0m v\u1eeba ch\u1ec9nh. C\u00f2n ng\u01b0\u1eddi h\u01b0\u1edbng d\u1eabn th\u00ec t\u1ed1n th\u1eddi gian \u0111\u1ec3 x\u00e2y d\u1ef1ng l\u1ea1i ki\u1ebfn th\u1ee9c v\u1ed1n \u0111\u01b0\u1ee3c coi l\u00e0 n\u1ec1n t\u1ea3ng\u201d<\/em>. \u0110\u1ec3 gi\u00fap nh\u00e2n s\u1ef1 nh\u1eadp cu\u1ed9c qu\u1ea3ng c\u00e1o d\u1ec5 d\u00e0ng h\u01a1n, Founder Leo Phan \u0111\u00e3 th\u00e0nh l\u1eadp Bold Creative Training Lab – Trung t\u00e2m \u0111\u00e0o t\u1ea1o qu\u1ea3ng c\u00e1o t\u1ea1i Vi\u1ec7t Nam. V\u1edbi chuy\u00ean khoa Thi\u1ebft k\u1ebf qu\u1ea3ng c\u00e1o, anh Leo Phan mong mu\u1ed1n Bold Creative Training Lab s\u1ebd trang b\u1ecb t\u01b0 duy Thi\u1ebft k\u1ebf qu\u1ea3ng c\u00e1o cho nh\u00e2n s\u1ef1, \u0111\u1ec3 h\u1ecd \u201cl\u00e0m ra \u0111\u01b0\u1ee3c nh\u1eefng s\u1ea3n ph\u1ea9m qu\u1ea3ng c\u00e1o \u0111em l\u1ea1i gi\u00e1 tr\u1ecb cho th\u01b0\u01a1ng hi\u1ec7u v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng”.\u00a0<\/em>[\/vc_column_text][vc_column_text]<\/p>\n

\u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a Thi\u1ebft k\u1ebf<\/h3>\n

S\u1edf d\u0129, Thi\u1ebft k\u1ebf \u0111\u1ed3 ho\u1ea1 v\u00e0 Thi\u1ebft k\u1ebf trong qu\u1ea3ng c\u00e1o l\u00e0 hai l\u0129nh v\u1ef1c kh\u00f4ng th\u1ec3 \u0111\u00e1nh \u0111\u1ed3ng. \u201c\u0110\u00fang l\u00e0 Thi\u1ebft k\u1ebf \u0111\u1ed3 h\u1ecda ch\u00ednh l\u00e0 n\u1ec1n t\u1ea3ng – \u1ede \u0111\u00f3 c\u0169ng c\u00f3 \u00fd t\u01b0\u1edfng, concept. Th\u1ebf nh\u01b0ng nh\u1eefng s\u1ea3n ph\u1ea9m t\u1ea1o ra v\u1eabn c\u00f2n \u0111ang ph\u1ee5c v\u1ee5 cho c\u00e1i t\u00f4i c\u00e1 nh\u00e2n ch\u1ee9 ch\u01b0a ph\u1ea3i cho nhu c\u1ea7u th\u01b0\u01a1ng hi\u1ec7u”<\/em>, anh Leo Phan<\/strong> cho bi\u1ebft.<\/p>\n

\u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a Thi\u1ebft k\u1ebf trong qu\u1ea3ng c\u00e1o ch\u00ednh l\u00e0 t\u1ea1o ra nh\u1eefng gi\u1ea3i ph\u00e1p tr\u1ef1c quan gi\u00fap th\u01b0\u01a1ng hi\u1ec7u ti\u1ebfp c\u1eadn v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. \u201cThi\u1ebft k\u1ebf \u0111\u00f3 ph\u1ea3i n\u00f3i l\u00ean c\u00e1i t\u00f4i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay v\u00ec c\u1ee7a ng\u01b0\u1eddi thi\u1ebft k\u1ebf. M\u1ed7i m\u1ed9t layout hay m\u1ed9t phim qu\u1ea3ng c\u00e1o \u0111\u1ec1u ph\u1ea3i \u0111\u1eb7t ng\u01b0\u1eddi d\u00f9ng l\u00e0m tr\u1ecdng t\u00e2m. T\u1eeb \u0111\u00f3 m\u1edbi bi\u1ebft c\u00e1ch d\u1eabn d\u1eaft <\/em>(the hierarchy of information), <\/em><\/strong>thi\u1ebft k\u1ebf th\u00f4ng \u0111i\u1ec7p ch\u00ednh ph\u1ee5 (<\/em>the arrangement of elements)<\/em><\/strong> sao cho kh\u00e1ch h\u00e0ng \u1ea5n t\u01b0\u1ee3ng, v\u1eeba d\u1ec5 hi\u1ec3u, th\u00edch th\u00fa v\u1eeba h\u1ea5p d\u1eabn. Ch\u1eb3ng h\u1ea1n, b\u1ea1n gh\u00e9t u\u1ed1ng bia, v\u1eady b\u1ea1n s\u1ebd l\u00e0m g\u00ec \u0111\u1ec3 thi\u1ebft k\u1ebf m\u1ed9t h\u00ecnh \u1ea3nh qu\u1ea3ng b\u00e1 bia h\u1ea5p d\u1eabn \u0111\u1ed1i t\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng?\u201d, <\/em>anh Leo Phan<\/strong> chia s\u1ebb.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

Donec venenatis, eros scelerisque volutpat fringilla, mi diam varius ligula, in eleifend lectus est sollicitudin ante ac hendrerit.<\/p>\n","protected":false},"author":1,"featured_media":51354,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[271],"tags":[274,275,277,311,312],"class_list":["post-15352","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","tag-article","tag-blog","tag-design","tag-theme","tag-themeforest","category-271","description-off"],"_links":{"self":[{"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/posts\/15352","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/comments?post=15352"}],"version-history":[{"count":5,"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/posts\/15352\/revisions"}],"predecessor-version":[{"id":77597,"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/posts\/15352\/revisions\/77597"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/media\/51354"}],"wp:attachment":[{"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/media?parent=15352"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/categories?post=15352"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/demo.canhcam.com\/the7-main\/wp-json\/wp\/v2\/tags?post=15352"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}