天然去雕琢的夸张

发布时间：2018-05-27 09:38

本文选题：夸张 + 天然　；参考：《新闻与写作》2010年10期

【摘要】：正夸张,是广告表现中最常用的手法,因为广告不是供于大雅之堂上的文学、艺术、教条,而是活生生的生活,是最可以没正经的,所以在诸如小说、影视等公共作品空间中平日不能瞎开的玩笑、不能有的无厘头都可以一股脑儿地塞入广告,经过大肆地夸张后还能成为"创意",甚或"大创意"。当然,能成为"大创意"的夸张必须是上上之品了,上从何来?那就得是夸得合情合理、顺理成章,而不是呲牙咧嘴、哗众取宠。
[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.
【作者单位】：中国人民大学新闻学院广告与传媒经济系;
【分类号】：H15

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