论中国当代广告文案的古典诗意化走向

Use of classical poetry in China’s Contemporary Advertisement Texts

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。

In recent years, advertisements that use classical Chinese poetic phrases in their texts have seen enormous growth in number. These texts borrow or paraphrase well-known classical poems, create phrasings of delicate elegance in imitation or pursuit of ancient grace. On the one hand, the rise of this phenomenon can be attributed to our long-nurtured aesthetic sensibility as well as to the innate charaeteristics of Chinese classical poetry. On the other hand, it shows that under the harsh reality of competitive environments, enterprises and corporations self-consciously pursue a humanistic significance for their products and services and their quest to add a nice veneer over their commercial purposes. Poetized advertisement texts transcend the banality of functional descriptions of commodities and appropriate the qualities of art, which represents a healthy orientation.