论中国当代广告文案的古典诗意化走向
发布时间：2018-11-06 18:13
【摘要】：古典诗意化广告文案在中国广告界大量涌现,其主要表现为:借用或化用古典诗词名句,语言精致典雅化;模仿和追求古诗词的典雅形式;以及表现当代人对于诗意化场景及诗意生活的诉求和渴望。当代广告文案的古典诗意化倾向,一方面是由中华民族一脉相承的民族审美心理和古诗词自身的特性决定的,另一方面也体现了严苛的市场竞争环境下,企业对于品牌人文意义的自觉追求;诗意化的广告文案也是为了掩饰广告的功利目的,构造诗意的氛围。"诗化"广告文案使得当代商业广告在一定程度上超越对商品功能、属性和用途等实用价值的叙述,具有艺术化的特质。
[Abstract]:Classical poetic advertising texts have emerged in large numbers in Chinese advertising circles, which are mainly manifested in the following aspects: borrowing or using classical poetry, refined and elegant language, imitation and pursuit of the elegant form of ancient poetry; And expresses the contemporary people's demand and desire for poetic scene and poetic life. On the one hand, the classical poetic tendency of contemporary advertising copywriting is determined by the national aesthetic psychology of the Chinese nation and the characteristics of ancient poetry, on the other hand, it also reflects the harsh market competition environment. The conscious pursuit of the humanistic meaning of the brand; Poetic advertising copywriting is also designed to cover up the utilitarian purpose of advertising and to construct a poetic atmosphere. " The poetic advertisement copy makes the contemporary commercial advertisement to a certain extent exceed the description of the practical value such as the function, attribute and use of the commodity, and has the artistic characteristic.
【作者单位】： 南京师范大学中国语言文学博士后流动站;东莞理工学院城市学院;
【基金】：2010年江苏省博士后科研资助基金“流行文化视角下的唐宋词”(1002069C)
【分类号】：F713.8
[Abstract]:Classical poetic advertising texts have emerged in large numbers in Chinese advertising circles, which are mainly manifested in the following aspects: borrowing or using classical poetry, refined and elegant language, imitation and pursuit of the elegant form of ancient poetry; And expresses the contemporary people's demand and desire for poetic scene and poetic life. On the one hand, the classical poetic tendency of contemporary advertising copywriting is determined by the national aesthetic psychology of the Chinese nation and the characteristics of ancient poetry, on the other hand, it also reflects the harsh market competition environment. The conscious pursuit of the humanistic meaning of the brand; Poetic advertising copywriting is also designed to cover up the utilitarian purpose of advertising and to construct a poetic atmosphere. " The poetic advertisement copy makes the contemporary commercial advertisement to a certain extent exceed the description of the practical value such as the function, attribute and use of the commodity, and has the artistic characteristic.
【作者单位】： 南京师范大学中国语言文学博士后流动站;东莞理工学院城市学院;
【基金】：2010年江苏省博士后科研资助基金“流行文化视角下的唐宋词”(1002069C)
【分类号】：F713.8
【共引文献】
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