On traditional cultural elements in advertising copy

I can think of. I don't know. Seeing an article on the Internet that I hope will help you is an important source of creative advertising copy. China's traditional culture is profound, including many ancient poems, myths and legends, folk stories and idioms, which can be used as the source of advertising creativity. If these traditional cultural elements can be reasonably used and edited, advertising copy will achieve amazing results and become a new cultural form. 1. The application of poetry in advertising copy has a long history. Li Bai, a great poet in the Tang Dynasty, once wrote an advertising poem "A Passer-by": "There are tulips in Lanling and amber light in the jade bowl. But it can make the owner drunk and don't know where he is. " The alcoholic "Poet Fairy" was full of praise for "lanling wine". Whether intentionally or unintentionally, this poem made "lanling wine" famous, which may be the first advertising poem we can confirm so far. Generally speaking, ancient poems are neat, symmetrical, rhyming and catchy, and a few words can describe a wonderful realm. In advertising production, if we can correctly and appropriately choose ancient poetry as advertising slogan, so that the realm of scene, things and me can be brought into play on products, it will undoubtedly arouse consumers' love and stimulate their desire to buy. There are three common ways to use ancient poetry as advertising copy: one is to quote the original poem directly. Directly quoting familiar poems as advertising copy can not only show some features of products, but also make people transfer some good feelings about their poems to products, which is conducive to promoting the popularity of products. For example, when asked where there is a restaurant, the shepherd boy pointed to Xinghua Village. -"Xinghua Village Qujiu" is a traditional famous wine produced by Xinghua Village Winery in Guichi County, Anhui Province. It has been famous since Sui and Tang Dynasties. It is said that "since ancient times, Chiyang apricot blossoms have blossomed, and famous wines have spent thyme." Here, a well-known and widely circulated famous sentence from the poem Qingming written by Du Mu, a poet in the Tang Dynasty, is used as an advertising copy, which can leave a deep impression on people and has a good effect. Eating without meat is better than living without bamboo-this is a tattooed bamboo advertisement, which quotes the poem of Su Dongpo's "Command the Monk Land" to render the cultural temperament of the goods. Since ancient times, there have been four gentlemen: Mei, Zhu, Ju and Lan. These plants are personalized, and bamboo represents otherworldly, fresh and elegant. This poem also shows that man and nature coexist harmoniously and complement each other. Eating without meat is just a bit bitter; Life without bamboo, how much less affection? In the great competition between spiritual enjoyment and material enjoyment, spirit is obviously better. Second, use the original poem. That is, only part of the well-known poems are quoted, and the other part is used to illustrate their products. Let readers associate poetry with products, highlight the characteristics of products and make them easy to remember, thus improving the taste of products and promoting sales. For example, who cuts out colorful flowers and swallows cut out spring scenery. This is the advertisement of "Yan" brand scissors in Hebei Fucheng Hardware Factory. It borrows the artistic conception of the famous Tang poet He Ming's sentence "I don't know who will cut the thin leaves, but February is like scissors" and rewrites it. Ask first-who will cut colorful flowers for beautiful clothes? Then give the answer, point out the brand name, and deepen the impression of consumers. Yan brand scissors have made their own contribution to decorating the beautiful spring scenery. The language is fresh and meaningful, and the style is simple but playful, giving people a pleasant psychological enjoyment. In the spring morning, I wake up easily, preferably "Roland". This is an advertisement for Roland brand sheets. Closely following the product characteristics, the poem in Meng Haoran's "Spring Dawn" is skillfully quoted, and the next sentence is embedded in the brand name, thus making the transmission of advertising information accurate. The upper and lower sentences are combined with nature, and there is no trace of axe chisel. Not only is the word equivalent, but "small" rhymes with "good", which is harmonious and pleasing to the ear and has a long lasting charm. Third, use the original poem. It is a purposeful adaptation of famous sentences of all writers and poets, so that readers can associate with the original text when reading and remember the name or characteristics of the product, thus making it play a preset role. There are countless applications of this form, such as: the bright moon chicken sings early in Maodian, and the snow slides on the horse late in Banqiao. -This is a couplet commonly used in old country hotels. Obviously, from the famous ancient poem "The chicken rises to the Maodian moon, and people hang first frost." Developed. The style of couplets is simple and elegant, which expresses the hotel's intention to retain guests. There is no wine or grapes today. Please hurry your horse to Liangzhou. -This is an advertisement for Liangzhou Winery. The language is fluent and natural, which is quite imposing, reminiscent of William Wang's "Liangzhou Ci" in the Tang Dynasty: "If you want to drink pipa, you must be urged immediately." It also shows that the winery has a long history and can give consumers a sense of beauty and attract consumers' desire to buy. In addition to these three common forms of advertising copy with poetry, there are many other forms. For example, the green scenery is fragrant and the island ring is thousands of miles long. Hops and springs make good wine with clear fragrance. This advertising copy is a Tibetan poem, that is, the first word of each sentence constitutes the name of the commodity-Tsingtao Beer. It not only explains the origin of beer, but also publicizes its characteristics. The language image is beautiful, full of charm and quite distinctive. Wait, the list goes on. The application of myths, legends and allusions in advertising copy usually refers to important words such as names, places and representative things. For example, I was glad that I always held the red line that month. I was very happy to be a matchmaker and build a bridge. This is an advertisement for a marriage agency. It uses poetic language to point out that it is willing to bridge the gap between men and women, and quotes classic myths and legends such as The Old Man under the Moon and The West Chamber. The earliest record of "The Old Man under the Moon" is the love story of Wei Gu and his wife in the Tang Dynasty. Later generations referred to the matchmaker as "the old man under the moon". Later, it was repeatedly rendered by the myth of the market, and it was also the fairy who was in charge of the marriage on earth. Matchmaker tells the story of Zhang Sheng and Cui Yingying who, with the help of a matchmaker, break through many obstacles and finally get married. Later generations called the matchmaker "matchmaker". Elegant and good, it makes people daydream infinitely, easily arouses people's beautiful feelings, and has a strong appeal. Glue life, Huan Kuan on the name; Yi Wu cooks the sea, and Fu Shuo is the soup. This is an advertisement for a salt shop. Yin's old minister went into business after retirement. Later, he was discovered by Zhou Wenwang among fish and salt dealers and was recommended as Zhou Chen. Huan Kuan, the satrap of Lujiang River in the Western Han Dynasty, once wrote The Theory of Salt and Iron, which advocated the monopoly of salt and iron. Guan Zhong's name is Yiwu. He was born in the Spring and Autumn Period and took Qi Huangong as the prime minister, because rich countries used to cook salt with seawater. Fu Shuo, according to legend, Wu Ding, Emperor Gaozong of the Yin Dynasty, found Fu Shuo, a prisoner who was serving hard labor in Yanfu, and put salt in the soup to reconcile the five flavors. Use four allusions related to salt to illustrate the importance of salt and attract people to buy it. 3. The application of idioms in advertising copy In the vast forest of Chinese vocabulary, idioms shine with elegance, implication, vividness and sharpness. Idiom advertising is vivid and profound, fresh and familiar, and sometimes fresh and classical, so it can often cater to customers' psychology, win the favor of consumers, and at the same time reveal a high-level pursuit. Compared with ordinary words, idioms have two remarkable characteristics: first, idioms are old sayings that people have long been accustomed to and have certain historical origins. These idioms, which have survived the rough waves, are like "living fossils" in language, which contain rich information of national traditional culture. Second, idioms are concise in structure and more effective than other words. China pays attention to the beauty of symmetry and balance since ancient times, and thinks that things in pairs symbolize harmony and auspiciousness. This aesthetic concept is embodied in architecture, painting, folk customs and language structure, that is, the word "love". The most commonly used method of idiom advertising is to directly select a commendatory idiom to highlight the special quality of goods, and to put new wine in old bottles. Because most of these idioms are loved by the masses, their effects are not only concise, but also get twice the result with half the effort, which has won the favor of many manufacturers. The advertising word for the password box produced by Shanghai Nanshan Luggage Co., Ltd. is "foolproof", which is a pun and unique. Because the performance and characteristics of the lock box are similar to the meaning of "foolproof", the combination of the two is worthy of the name and just right. In idiom advertisements, in order to sell goods, we use a certain context to abandon the overall meaning (figurative meaning) of the original idiom and return to the surface meaning of the idiom or replace a word in the original idiom, so that the imitated idiom is close to the commodity information. This phenomenon is called "flexible use of idioms". For example, drink it all year round and take it orally. -The beauty of this advertisement of Baolong Coke lies in its "convincing" and semantic pun. Consumers must remember this product brand while smiling! When a person guards it, it is an advertisement of "lock" or "safety door". The subtlety of this advertisement lies not only in its clever metaphor and concise language, but also in its infinite reference to ancient idioms. "And a person is guarding it", people can take the next sentence with their mouths open, but the advertisement comes to an abrupt end after the first half of the sentence. The meaning behind the literal meaning foil constitutes a complete advertising message, and the meaning is the focus of advertising expression. This technique is called playing hard to get, or if you want to promote sales first, suppress it first, and let consumers say it with a heavy hammer, which is easier to knock into their hearts. Implication is often the most profound, and the infinite charm of this advertisement is a good example. Therefore, when choosing idioms as advertising copy, we must choose carefully, so that the selected idioms and products can have important links that reflect the key relationship, so that readers can accept the products while being clear and clear. 4. The application of proverbs and celebrity aphorisms in advertising copy. By using proverbs and celebrity aphorisms that people are familiar with, we can give full play to the function of advertising copy. We will use many proverbs and famous sayings in common advertising copy, such as Toyota cars where there is a road. This advertisement has always been regarded as a classic in advertising copy. The advertisement adopts the most authentic rhetorical device, starting with a well-known sentence, which leads to the brand of the car and implicitly points out the grand occasion of Toyota's global marketing. Know the horsepower from far and near, and watch the east wind. -This is an advertisement for Dongfeng diesel vehicles. The language is concise, but it contains rich content. "Knowing horsepower from a distance" means that it has been used for a long time, and it is changed to "knowing heroes with an eye" as "knowing the east wind with an eye". The advertisement uses two common sayings, pointing out that in terms of the durability of Dongfeng Motor, you will find that the quality of this car is really superior. 5. The application of couplets in advertising copy is one of the important contents of China traditional culture, and couplets advertising is the product of the combination of couplets art based on literature and language art, signs and shop advertisements. For example, "Huangmeitian in May"-this is the first part of a restaurant advertisement published in a newspaper in Shanghai in the 1940s. Ask for the second part. A week later, the newspaper published the second part in a huge space: Samsung Brandy. At this point, consumers understand that this is an advertisement to promote "Samsung" brand brandy. Seek the right, cultivate sentiment, and commodity information is engraved in people's hearts. This way is unique and unique. Weng has been gone for eight hundred years, and his hometown is still drunk; Six or seven miles in the mountains, the pavilion is not alone. -Zuiwengting is famous all over the world for an article "Zuiwengting Ji" written by Ouyang Xiu, a writer in the Song Dynasty. This joint advertisement of Zuiweng Pavilion in Chuzhou, Anhui Province, makes a fuss about the cultural value of scenic spots, with a large span of time and space and an open artistic conception, which injects a classical feeling into the hearts of tourists. Because of its symmetrical formal beauty, rich musicality and sense of rhythm, or directly introducing or indirectly praising the contents of advertisements, couplet advertisements have played an effect that ordinary advertisements do not have. (non-original)