在電影或小說中,有趣的故事通常都會讓觀眾始料未及。商場標識設計廣告文案也是如此。即便文章內容簡短,讀到一半卻發現與當初預想的發展有所出入,人們就會對這出其不意的戰術產生興趣。

       來看看2000年的賣座恐怖電影《大逃殺》的廣告文案吧! 

       范例:今天上課的內容是互相殘殺 “今天上課的內容”之后出現“互相殘殺”的字眼,可說是相當令人意想不到的內容。

       下面是日本三得利罐裝咖啡BOSS的商品標識設計廣告,外星人湯米·李,瓊斯調查地球時說的話。

       出其不意,令人大吃一驚 范例:這個世界一文不值,卻精彩萬分“一文不值”后面緊接著“精彩萬分”,令人感到出其不意之外,用這兩個詞的組合來形容這個世界,又不禁讓人敬佩文案者搭配的巧妙。

        接著是1982年日本經濟新聞社的廣告文案。

        普通:離開學校也繼續學習

          范例:各位同學,離開學校,來學習吧! 學校本來應該是學習的地方,這里用了離開學校之后來學習這種矛盾的說法,反而令人備感新奇?；谀壳霸S多大學生不讀書的事實,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.