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现代世界可以说是一个广告的世界。在铺天盖地的广告大战中,广告若欲在纷嚣的现代世界中脱颖而出唤起人们的注意,往往要求广告文本通过一定的创意表现,使广告具有一定的新奇性。赋予广告文本新奇性的方式之一,便是广告语言的超常搭配。广告语言的超常搭配,它可以赋予广告一定的发现特征,从而引起受众的注意,加强受众的识记,并使广告语成为“关于品牌意象的特有语汇”。(方蔚林《现代广告写作》,人民大学出版社。1998版,第98页)广告语言超常搭配的方式主要有以下三种:
The modern world can be said to be an advertising world. In the overwhelming advertising war, advertising in order to stand out in the dazzling modern world to arouse people’s attention, often require the advertising text through a certain creative performance, so that advertising has a certain novelty. One of the ways in which the novelty of advertising text is given is the extraordinary mix of advertising languages. Advertising language with the extraordinary, it can give ads some of the characteristics of discovery, which drew the attention of the audience to enhance the audience’s recognition, and to make slogans become “a unique vocabulary on the brand image.” (Fang Weilin, “Modern Advertising Writing,” People’s University Press .1998 Edition, p.98) there are three main ways advertising language with unusual: