浅析中国古典诗词在广告中的运用

古典诗词作为中国传统文化的典型代表在广告中得到了多方面的运用,且运用形式多种多样。诗词文化容易引起消费者的情感共鸣,能够更好地体现某些品牌的文化意义,有利于品牌与消费者之间良性沟通与互动。因此,在运用时,我们应该把握几个原则:通俗性原则、简明性原则、独创性原则、贴切性原则和保持原味原则。

Application of Classical Poetry in Chinese Traditional Culture to Advertisements

Classical poetry,as a typical form of Chinese traditional culture,is widely and varied used in ranges of advertisements.Poetry culture prone to lead resonance of consumers,and can deliver better the cultural meanings of certain brands,thus,will be helpful for positive communication and interaction between the brands and consumers.Therefore,to achieve this,we should insist on some principles while applying it to advertisements such as popularity,conciseness,originality,relevance and faithfulness.