本文選題：夸張 + 天然　； 參考：《新聞與寫作》2010年10期

【摘要】：正夸張,是廣告表現(xiàn)中最常用的手法,因為廣告不是供于大雅之堂上的文學(xué)、藝術(shù)、教條,而是活生生的生活,是最可以沒正經(jīng)的,所以在諸如小說、影視等公共作品空間中平日不能瞎開的玩笑、不能有的無厘頭都可以一股腦兒地塞入廣告,經(jīng)過大肆地夸張后還能成為"創(chuàng)意",甚或"大創(chuàng)意"。當(dāng)然,能成為"大創(chuàng)意"的夸張必須是上上之品了,上從何來?那就得是夸得合情合理、順理成章,而不是呲牙咧嘴、嘩眾取寵。
[Abstract]:Just exaggeration is the most commonly used technique in advertising performance, because advertising is not for literature, art, dogma, but living life, it is the least serious, so in novels, In the space of public works, such as film and television, we can't make a joke that we can't make a fool of ourselves. We can cram in advertisements and become "creative" or even "big idea" after exaggerating too much. Of course, the exaggeration that can become "big idea" must be the superior product, where does the top come from? It would have to be a fair boast, a logical one, not a grunt and grandstanding.
【作者單位】： 中國人民大學(xué)新聞學(xué)院廣告與傳媒經(jīng)濟系;
【分類號】：H15

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