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思维是一种高级的复杂的认识活动,是人脑对客观实际进行的间接和概括的反映。求异思维就是对客现存在的事实从不同的方面、不同的层次,进行独特性的思考,从而找出一个别人没有发现的最佳角度来。求异思维是创造性思维的主要形式,它的主要功能就是创新。在写作中运用求异思维,可使作者思维开阔,思路通畅,文思敏捷,撰写出新颖别致的佳作来。这样的文章独辟蹊径,不落俗套。可是许多人在写文章时,总是沿着固有的思维定势去构思,这是不可能创新的,是不会写出有创造性的文章来的。广告写作也是这样。我们常常看到一些步人后尘、鹦鹉学舌的广告:人家说“挡不住的感觉”,他就说“挡不住的诱惑”;人家说“天仙的名气是吹出来的”,他就说“××电视的名牌是看出来的”;人家说“‘人头马’一开,好运自然来”,他就说“×××一开,好事一齐来”……
Thinking is an advanced and complex cognitive activity, which is an indirect and general reflection on the objective reality of the human brain. The idea of seeking difference is to think of uniqueness from different aspects and different levels of fact that exist to the guest so as to find an optimal perspective that others can not find. Differences thinking is the main form of creative thinking, its main function is to innovate. The use of different thinking in writing can make the author open-minded, pessimistic thinking, quick eighteen, writing novel novel masterpiece. This article is inventive and unconventional. However, when writing an essay, many people are constantly thinking out of their inherent mindset. It is impossible to innovate and can not write creative articles. The same is true of ad writing. We often see some adventures, parrot ads: people say “can not stop the feeling,” he said, “the temptation can not stop”; people say “immortality’s reputation is blowing out,” he said “ × × television brand is seen ”; people say“ Remy horse ”open, good luck naturally,“ he said, ”× × × open, good things come together" ......