商品广告中古诗词名句运用的调查与研究.doc

摘要:中华名族文化源远流长，古诗词名句更是博大精深。商品广告也同样具有丰富的文化底蕴。如今广告公司层出不穷，众所周知，一个商品销售的好坏，在很大程度上取决于它广告的新度、力度、和广度。而古诗词名句作为商品广告的语言部分，本文将侧重于调查古诗词名句在商品广告中使用情况，并且针对不同人群展开问卷调查，并用一些相关数据进行解说。怎样将古诗名句运用地使人们更容易接受，拉近商品与人之间的距离，这个是现代商品广告探求的重点所在。将古诗名句运用创新思维，通过加工、改造、变化之后与广告巧妙结合，不仅能更好地宣传商品，在很大程度上也有利于中国文化的传播。我们能够通过广告的形式使中国的传统文化发扬光大。

关键词 商品广告；古诗词名句；运用；调查

Abstract:The Chinese culture has a long history, ancient poetry famous is broad and profound. Advertisements also has a rich cultural heritage. Nowadays advertising companies emerge in an endless stream, as everyone knows, a commodity sales is good or bad, new degree, strength, and width depends largely on its advertising. And ancient poetry famous as commodity advertisement language, this paper will focus on the investigation of ancient poetry famous phrase in commercial advertising use condition, and investigating for different groups of people, and some related data to explain. How will the ancient poetry famous use to make it easier for people to accept, pulls closer between commodity and people in the distance, this is the focus of modern commercial advertisement for it. The ancient poetry famous use of innovative thinking, after processing, transformation, change and advertising are combined skillfully, can not only better promotional merchandise, to a large extent, but also conducive to the spread of Chinese culture. We can through advertising in the form of the Chinese traditional culture and carry forward.

Keywords  Commercial advertising  ancient poetry famous  apply  survey

　　　经调查研究发现，随着社会发展，广告的制作模式与理念也不断在变化，广告作为一种文化传播的手段与方式也越来越明显，正所谓民族的才是世界的。现在的广告公司越来越重视将广告和中国传统民族文化结合起来，同时我们也惊喜的发现，现在广告在吃透国际制作技术的同时，也能将名句融入其中，正因为名句的短小精炼，所以能对更多的潜在消费者产生吸引力，好的广告或者经典的广告，是耐人寻味的，是一种美的享受和体验。语言文化的灵活运用能引起很多消费者的强烈共鸣，而达到推销商品实现其语言目的地作用，同时也为中国文化的传播做了巨大的贡献。