在电影或小说中,有趣的故事通常都会让观众始料未及。商场标识设计广告文案也是如此。即便文章内容简短,读到一半却发现与当初预想的发展有所出入,人们就会对这出其不意的战术产生兴趣。

       来看看2000年的卖座恐怖电影《大逃杀》的广告文案吧! 

       范例:今天上课的内容是互相残杀 “今天上课的内容”之后出现“互相残杀”的字眼,可说是相当令人意想不到的内容。

       下面是日本三得利罐装咖啡BOSS的商品标识设计广告,外星人汤米·李,琼斯调查地球时说的话。

       出其不意,令人大吃一惊 范例:这个世界一文不值,却精彩万分“一文不值”后面紧接着“精彩万分”,令人感到出其不意之外,用这两个词的组合来形容这个世界,又不禁让人敬佩文案者搭配的巧妙。

        接着是1982年日本经济新闻社的广告文案。

        普通:离开学校也继续学习

          范例:各位同学,离开学校,来学习吧! 学校本来应该是学习的地方,这里用了离开学校之后来学习这种矛盾的说法,反而令人备感新奇。基于目前许多大学生不读书的事实,反而带出了真理。

       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.