在電影或小說(shuō)中,有趣的故事通常都會(huì)讓觀眾始料未及。商場(chǎng)標(biāo)識(shí)設(shè)計(jì)廣告文案也是如此。即便文章內(nèi)容簡(jiǎn)短,讀到一半?yún)s發(fā)現(xiàn)與當(dāng)初預(yù)想的發(fā)展有所出入,人們就會(huì)對(duì)這出其不意的戰(zhàn)術(shù)產(chǎn)生興趣。

       來(lái)看看2000年的賣(mài)座恐怖電影《大逃殺》的廣告文案吧! 

       范例:今天上課的內(nèi)容是互相殘殺 “今天上課的內(nèi)容”之后出現(xiàn)“互相殘殺”的字眼,可說(shuō)是相當(dāng)令人意想不到的內(nèi)容。

       下面是日本三得利罐裝咖啡BOSS的商品標(biāo)識(shí)設(shè)計(jì)廣告,外星人湯米·李,瓊斯調(diào)查地球時(shí)說(shuō)的話。

       出其不意,令人大吃一驚 范例:這個(gè)世界一文不值,卻精彩萬(wàn)分“一文不值”后面緊接著“精彩萬(wàn)分”,令人感到出其不意之外,用這兩個(gè)詞的組合來(lái)形容這個(gè)世界,又不禁讓人敬佩文案者搭配的巧妙。

        接著是1982年日本經(jīng)濟(jì)新聞社的廣告文案。

        普通:離開(kāi)學(xué)校也繼續(xù)學(xué)習(xí)

          范例:各位同學(xué),離開(kāi)學(xué)校,來(lái)學(xué)習(xí)吧! 學(xué)校本來(lái)應(yīng)該是學(xué)習(xí)的地方,這里用了離開(kāi)學(xué)校之后來(lái)學(xué)習(xí)這種矛盾的說(shuō)法,反而令人備感新奇?；谀壳霸S多大學(xué)生不讀書(shū)的事實(shí),反而帶出了真理。

       In movies or novels, interesting stories are often unexpected. The same is true of the logo design and advertisement copy of shopping malls. Even if the content of the article is short, people will be interested in the unexpected tactics when they find that the development is different from what they expected.

       Take a look at the advertising copy of the 2000 blockbuster horror movie "big escape."!

       Example: the content of today's class is killing each other. The word "killing each other" appears after "the content of today's class", which is quite unexpected.

       The following is the logo design advertisement of the canned coffee boss of Suntory, Japan. The alien Tommy Lee and Jones said when they investigated the earth.

        The world is not worth a cent, but it's wonderful. The word "not worth a cent" is followed by the word "wonderful". It's surprising to use the combination of these two words to describe the world, which makes people admire the skillful collocation of copywriters.

         Then came the Japanese economic news agency's advertising copy in 1982.

         Ordinary: leave school and continue to study

         Example: Dear students, leave the school and come to study. The school should be the place to study. Here is the contradictory saying of learning after leaving the school, which makes people feel strange. Based on the fact that many college students don't study at present, it brings out the truth.