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1、沒文案就是最好的文案 without words 2、要混更要配 mixing and matching 3、放一起，比一比 comparative juxtaposition 4、從量變到質變 repetition and accumulation 5、夸張必到極點 exaggeration 6、顛倒順序試試看 turn it right around 7、無，即是大有 omission and suggestion 8、似是而非，眼見非實 paradoxes and optical illussions 9、激將法和震懾法 provocation and shock tactics 10、開時間的玩笑 playing with time 11、換個角度看問題 a change of perspective 12、冷嘲熱諷不過分 spoofs and parodies 13、標志符號要用好 symbols and signs 14、放馬過來玩一玩 come and play 15、看看誰的故事講得好 telling stories 16、不瘋魔，不成活 absurd,surreal,bizarre 17、專做字面文章 take it literally 18、創造產品百變神話 change the product 19、為它找個替身 alternative uses 20、語帶雙關話中話 double meanings 21、玩弄文字游戲 play with words 22、文字做先鋒 in the beginning was the word 23、解構是創意門匙 reframing:a key to creative thinking 24、找相似，打比喻 metaphor and analogy 25、打破你的條條框框 break out of the frame 26、使用非常規媒體 alternative media 27、編個好玩的笑話 structuring jokes 28、建構是為了解構 a practical guide to joke-making:constructing and disrupting frames of reference 29、語不驚人死不休 developing punchlines 30、妙語新編戲說 adapting and using existing punchlines 31、黑色幽默要夠黑 make the most of black humour 32、隨意幽默戲劇性 unintentional humour and situation comedy 33、來點帶葷又何妨 blue humour