常规——过犹不及这里说的常规,指的是从认知的角度对广告常识的含量和范围的把握。把握不足,受众对这种广告就不过瘾,就有一种知识的饥饿感:把握过头,受众就对这种广告消受不了,就有一种饱胀厌食感。有些电视创意广告,大概是过多地考虑轰动效应的缘故,往往就把握过头,喜欢用一些超常的知识,技艺来诠释平常的事理,结果弄 Routine - Too often does not go beyond what is said here, referring to the content and scope of the common sense of advertising from a cognitive perspective. Insufficient grasp, the audience is not fun for this ad, there is a sense of hunger: over-grasp, the audience can not endure such ads, there is a sense of fullness anorexia. Some TV creative ads are probably too much of a sensational effect, they tend to over-grasp and enjoy using unusual knowledge and skills to interpret ordinary things. As a result,