真實個案（2004/08/02） -- 舒展超之大玩派

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Subject: 真實個案（2004/08/02）

Author:
舒展超

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Date Posted: 07:08:19 08/02/04 Mon

真實個案，是一種廣告手法。
在「民智未開」的年代，大家看了電視廣告中的真實個案，會甚為動容，甚麼黑髮逐漸變黑、半邊頭冇晒頭皮等，都曾經令我們信服不已。
不過，當大家的電視資歷愈來愈高，就自然明白到廣告世界畢竟是虛擬的，所謂真實個案都是「造馬」而已。於是，近年的電視廣告已甚少有真實個案的手法出現。
直到最近，瘦身減肥之風大盛，真實個案也藉此而大量湧現！幾乎每一晚，我們都會見到各界女士出來現身說法，訴說以往肥胖時的慘況；最「真實」的，是廣告節目中不但有她們以往肥胖時的真實照片，更有數月前拍下的真實片段，證明她們的肥胖是真的，絕非假造的相片效果。
然後，經過瘦身療程的她們就走上台，盡騷減肥後的新 Look，果真是明顯減了數十磅，與之前判若兩人！看到如此真實的真實個案，有時真的令人目瞪口呆，無話可說，不由你不信！
不過，還是那一句：廣告世界，畢竟是虛擬的。正如大衛高柏飛都可以飛上天，但你相信他真的在飛麼？最真實的人和個案，應該在你我的身邊，而非在電視熒幕中。

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