论广告创作对中国古代文学的审美借鉴

Advertising Aesthetic Creation Referenced to Chinese Ancient Literature

当今我国广告业的发展面临着摆脱西方模式、创作具有中国美学特色作品的挑战。中国古代文学是中国传统文化的重要组成部分,又与中国古典美学相表里,可为之提供借鉴,具体可在以下三个方面入手:寻求情感切入点,凸显"在心为志,发言为诗"的表现之美;注重意境创造,展现"温柔敦厚"的含蓄之美;引用和借鉴古诗文,彰显"文抽丽锦""拍按香檀"的形式之美。

The development of advertising industry in China is facing challenges that break away from the Western model, possessing chinese aesthetics features in works. Chinese ancient literature is an important part of Chinese traditional culture, associated with Chinese classical aesthetics, which can provide reference for them. There are the following three aspects： seeking emotional point that can outstand performance beauty of ＂ the heart as ambition, speak as the poem＂ ; paying attention to the artistic conception creation that can show implicit beauty of ＂gentle and sincere＂ ; quoting and referencing the ancient poetry that can highlight form beauty of ＂the pumping Lijin shoot at Xiang Tan＂ .