论中国古典诗歌意境在广告创作中的运用-比较文学与世界文学专业论文.docxVIP

I I 摘 要 意境是中国古典诗歌与古典美学的重要范畴。在传统文艺理论中，意境是指 作者的主观情志与客观物象相互渗透交融而形成的艺术境界。意境的创造，不仅 广泛运用于诗歌中，也见之于绘画艺术，见之于书法艺术，在雕刻、建筑和舞蹈 等空间艺术或时空综合艺术中，同样可以看到意境的影子。作为一种审美崇尚， 意境已经深深地积淀于中华民族的艺术文化心理中，并渐渐成为一种“无意识” 而渗透于各个门类艺术作品中。而同起源于人类童年时代的诗歌相比，广告作为 “第八种文化”，其历史无疑是短暂的，在我们看来，广告更具有现代气息。乍看 起来，广告和中国古典诗歌意境似乎并无多大联系，然而, 现在很多广告人已经 发现中国古典诗歌和现代广告结合，不仅有利于中国古典诗歌的传播推广，而且 有助于发挥中国古典诗歌所产生的意境在促进商品销售中的积极作用。中国古典 诗歌意境有利于突出广告的形象创造，有利于丰富广告的情感内涵，有利于营造 广告的情境氛围，有利于唤起广告消费者的想象和思考。因此，很多人已经开始 倡导在广告创作中应多从中国古典诗歌中吸收营养，积极弘扬民族文化传统。将 中国古典诗歌意境运用于广告创作中时，应注意不同中国古典诗歌意境类型在广 告创作中的具体运用，同时应该遵循：“君臣相辅”的原则、“情景交融”的原则、 以及“知人、知世、知法”的原则。作为广告人，还要注意广告意境美的形成因 素，即广告人的情感体验，广告人形象逼真的文学语言描绘及广告人丰富、独特 的联想。 关键词：意境；艺术意境；广告意境；广告创作；民族文化 II II Abstract The artistic conception is the important category of Chinese classical poem and classical aesthetics in China. In the traditional theory of literature, artistic conception refers to the subjective feeling will and objective object of the author permeated and blended each other but artistic state that forms. The creation of artistic conception not only can be widely utilized in the poetry, but also can be seen to the spatial art or space and time comprehensive art such as the drawing art, the calligraphy art, carving art, construction art and dancing art. As one kind of esthetic avocation, the artistic conception already deeply accumulated to in Chinese nation’s artistic culture psychology, and gradually becomes one kind of “unconsciousness” condition but as necessary all in the possible art works and the life. And compared with the poems that originate in human childhood times, advertising is “The 8th kind culture”; its history is undoubtedly momentary. We all regard that advertising has more modern scent. It seems that advertising and Chinese classical poem artistic conception has no connection. However, now many advertisers have discovered the Chinese classical poems and modern advertising’s combination. And they hold that it is not only helpful for the propagation popularization of classical poems, but