Classical metrical poems for creative use in classical advertising language (advertising copy)

Creator: Huang, cultural supervisor and poet.

Who says that today's advertising language and advertising copy can't be creative with classical metrical poems? Please remember:

Planning is infinite!

Creativity is free!

The effect is borderless!

Therefore, the current advertising copy must also be created with classical metrical poems, and it will certainly create classic cases. For example, "When remy martin opens, good things will come naturally" and "Diamonds last forever, and one will last forever" are all very classic advertising slogans. In fact, they all draw lessons from the couplets in classical poetry, but they don't all follow the rules and levels.

? However, it must be admitted that it is extremely difficult to create advertising copy with classical metrical poems, which consumes more creative talent and energy than you do with vernacular Chinese. The reason why we seldom see the originality of classical metrical advertising words that completely conform to the regular pattern and ancient rhyme (such as the rhyme of water and the rhyme of ci) is not that the metrical style is not suitable for creativity in theory, but the copywriting in contemporary advertising companies. 9.9 in 10 did not understand the regular pattern of classical metrical poems, and there was no originality of classical metrical poems at all.

? But we must admit another point. As a common people in China, the same number of words must be classical metrical poems or couplets, which are more catchy, easier to remember, easier to spread and popularize, and the advertising effect is better! After all, China people, whether elegant or vulgar, have thousands of years of cultural identity genes and customs in their blood, which is better.

? Now, from my creative copy of advertisements in recent years, I choose several classic cases of expressing creativity by using classical metrical poems to make Fang Jia laugh. I also hope to express my respect for and persistence in the brilliance of China's classical culture with a weak but unrepentant voice.

One: The incomparable spring is endless, and the media is good for people.

This is the product placement advertisement of the well-known content marketing brand idea "Media of Springs" written by my good friend Mr. Xu Maoquan, with the word "media" implanted. Spring Media later became the platform of Beijing ChinaSoft Glory Culture Development Co., Ltd. ..

At that time, I created two advertising words:

First of all:

The incomparable spring is endless, and the media is beneficial to people.

Second:

Spring keeps flowing, and the media enters the family.

Description:

L these five-character and seven-character couplets are embedded with the word "spring media"

L Both pairs of couplets follow the level rules of Chinese new rhyme and ancient rhyme. They are worthy of the former ancients and later generations, and they are also worthy of the present.

The meaning of seven-character couplets can be extended to two explanations: artistic conception; Intention;

1) Intention: the idea of spring as a medium has content, intention, will and purpose;

2) Artistic conception: refers to the creative content of Quan's media full of artistic conception and flavor;

Pursuing multiple connotations and implications of poetry is one of the important criteria for judging outstanding works and masterpieces in traditional culture.

The word "Tao" in seven-character couplets means strategy; "Profit" refers to the spread of spring media as the target promotion: don't take useless objects.

The meaning of five-character couplets also has two meanings, similar to the interpretation of seven-character couplets;

The "media promotion" of five-character couplets was interpreted by the Han Dynasty as: seeking promotion through certain relationships. In Song Zhou Mi's "Dong Qiyu Ye Xie Huiguo Sit Dead", there is a saying that "the country thinks that it will enter the media".

Finally, xu teacher chose the seven-character couplet as the advertising couplet of Spring Media, which was widely circulated on the Internet for a period of time:

The incomparable spring is endless, and the media is beneficial to people.

Two:

Poetry in winter and summer is gorgeous, and customs are seen in Mandarin.

This is the embedded advertising slogan (couplet) of Suzhou's popular and innovative clothing brands.

Suzhou pu Jian Xin Rui clothes trademark

This couplet can be interpreted in two ways, forming multiple beautiful scenery:

1): Poetry is gorgeous in winter and summer, and customs and habits can be found in Mandarin.

2): Poetry, gorgeous in winter and summer, courteous, and popular in Mandarin.

L explanation:

Gorgeous: embodiment; Shine; Decoration.

Etiquette and custom: only the way of heaven and earth, one yin and one yang; The change of customs and habits is a quality problem. -Su Zhe (a famous minister of the Western Wei Dynasty in the Southern and Northern Dynasties)

Wenhua: 1. The highlights of the article. 2. Talent and literary talent. 3. refers to talented people. 4. Cultural prosperity.

Tang Wei Wu Ying's poem "A Message to a Master in Jiao Ran" wrote: "Maoyuan Wenhua Land, flowing water monks live."

Maoyuan: Suzhou.

Three:

Paved with happy sand? Asian tea man tea bucket? Shangen Ji Ya advertising copy

This is a rare advertising copy that is directly creative with classical rice grains in recent years.

Beside the ancient trees in the south of Riri Mountain,

Green rocks and flowing water are long.

Outside Xiao Xuan,

Good scenery.

Song Yue's hazy image of the Tang Dynasty,

Zhu Yun handed the Song Ci chapter.

Cups wash away everything in the world,

Waiting for tea.

Description:

1) according to the word Lin (ancient rhyme), choose a booth to break the creative filling of the inscription on Huanxisha.

2) Asian tea men have tea fights. Yamamoto Collection was held in Shuoshanju, Wenzhou Park City, Zhejiang Province on March 20 15.

Four:

Stop printing, stone pavilion, jeweler's number, and write poems according to Chinese new rhyme.

Tian Xi Huai lai sun moonlight

Shi Lan Jing Jie Yin Hua Zhang

Singing has its own Zen tea rhyme.

When you are elegant, you can dream of being a good crane.

The name of this font size is Xi Shijuju, because these four words are silent in Pingshui rhyme! So it is extremely difficult to arrange. Count, only in the second word of each sentence with Chinese new rhyme. Xi Shi Ge Ju is the cultural name for dealing in printed stone jewelry. The content of this poem well matches its business scope and the owner's cultural preferences, and it is also very appreciated.

When the author was teaching the course "Creativity of Metric Poetry", no one on the scene could ever guess the name of the embedded font.

The author has always insisted on the idea and poetic power of embedding famous poems (Tibetan poems), and should always take into account a "hidden" word, which is hidden invisibly and embedded just right, so that everyone can't see it at a glance, and the embedded word can be immersed in water like salt without trace, but the taste of the product is different. This is the top grade, high-level work. Otherwise, at first glance, only seeing the name embedded without seeing the poem will fall into the vulgar stream. Not only will it not be used for elegant propaganda, but it will insult poetry and brand.

Explanation:

1) Shi Lan: It means the fragrance of orchids and the hardness of stones. So the nobility.

2) Huazhang: Gorgeous rhetoric.

3) Sages: refers to contemporary sages.

4) Crane Dream: It means yearning for the other.

Five:

Great songs are eternal, and spring plays sweet days.

This is a poem couplet (Tibetan poem) created for a wine trading company named Haochun. The first part of this poem's couplet advertisement is conceived from two dimensions of quality and morality, and the second part is conceived from two dimensions of technology and art (the quality of wine), which is very tense. The short cross covers two dimensions and is naturally quite popular with Haochun Company. However, this poem is not so much creative as the name of "Good Spring". Unfortunately, in reality, many embedded names are difficult to enter poetry because of the relationship between words, so we have to adopt various flexible methods.

Six:

People go to Lushan Mountain to listen to the rain and come to the bell and drum to bathe in the blue wind.

This is an embedded poem couplet (scattered embedded) created by the author for Suzhou Lanfeng Temple and Lushan Academy.

Seven:

The book is far away from the moon, and the painting is leisurely.

This is the couplet embedded product promotion of Woyuntang cultural brand creativity.

Description:

L This couplet is based on the originality of Pingshui rhyme (ancient rhyme), and there are two ways to read sentences in a broken way to construct multiple artistic conceptions:

1): book fragrance-floating-moon far away, painting meaning-lying-cloud leisure;

2): scholarly-floating on the moon-far away, picturesque-lying in the clouds-leisurely and comfortable.

L Han Dian interpretation:

Floating moon: the shadow of the moon floating on the water.

The metaphor of seclusion.

At present, the whole country is vigorously inheriting, promoting and innovating China's traditional culture, and classical metrical advertising words and inscribed poems are no exception. Moreover, in the new context, these poems with embedded names have received more attention and application than in ancient times. However, no matter the demander, creator or supervisor of poetry culture, they should maintain the inherent and basic beauty of style, artistic conception and Zhuang Xiang in China's poetry, and should not let this elegant poetic style created by the ancients be wasted in the hands of some vulgar and false intellectuals and become "cadre-style poetry", "official-style poetry" and "retired poetry".

About the author: Huang (huangyinran00 1), cultural director, cross-border creative engineer; Author of the first cultural supervision book "Cultural Supervision, Optimization and Creativity" and "Fairy Tale of Middle-earth: Invincible Hidden Man"; National patent inventor of poetry Hanfu.

Double-chapter calligraphy, Yin Ran-style lyrics, Hanfu poetry, freehand musical, cultural supervision and cultural creativity supervision &; Optimization, text supervision &; The initiator of cultural ideas such as optimization.

At that time, Suzhou Lushan Academy and Zhen Xuan Academy? Dean, editor-in-chief of Realm magazine, media columnist, member of Chinese Poetry Society, member of China Music Copyright Society, member of European and American Alumni Association, and the first president of HSBC Poetry Society.