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广告制作越来越追求精品化、艺术化,注重将思想性、真实性、人文性和欣赏性、艺术性融合在一起。广告人为制作出精美广告,绞尽脑汁,运用了各种技法。其中错位手法的运用往往能使广告制作别出心裁,给人以极大的启迪和冲击力。在广告创意中,广告人经常使用一种结果与前提条件截然相反的技法。如例(1)上世纪70年代美国美特牌丝袜所做的广告:镜头最先推出的是一双形态优美、穿着长统丝袜的腿,随着镜头往上移,观众发现,穿丝袜的竟然是一位男士——棒球运动员
Advertising production more and more the pursuit of quality, artistic, pay attention to the ideological, authenticity, humanity and appreciation, artistic blend together. Advertisers to make beautiful ads, brains, using a variety of techniques. Dislocation techniques which can often make advertising make a difference, giving a great inspiration and impact. In advertising ideas, advertisers often use a technique that has the opposite result from the preconditions. As an example (1) the United States in the 1970s the United States brand card stockings ads: the lens is the first to launch a pair of beautiful, wearing long legs stockings, with the lens up, the audience found that even wearing stockings Is a man - baseball player