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Characteristics of poetry body advertising

China is a country of poetry. In the vast ancient poems, there are some famous articles that are both artistic and advertising. Although there was no name for "advertising poetry" at that time, it was used as an advertisement because the verse was objectively introduced and publicized for the goods. Here are a few examples, from which it is not difficult to see the characteristics of poetry advertising. At the end of the Tang Dynasty and the Five Dynasties, a Taoist surnamed Zhang swam to Wuling County, Hunan Province. After drinking the old wine brewed by Cui's wine house, he felt that it was difficult to find the world, and immediately wrote a poem: Cuijiajiu in Wuling City, on the ground. There should be no heaven. The people in the Yunyou Road drink a bucket, drunk in the deep hole of Baiyun. Under the exaggeration, the alcoholics are coming to the fore, "there are more people." When the great writer of the Song Dynasty, Su Shi, lived in Qiongzhou, he often went to an old woman's snack bar to buy a donkey. The old lady's craftsmanship is very good, the scorpion made is sweet and crisp, but the store is remote and the business is light. Su Dongpo pity her, she wrote a poem, propaganda for her: the hand is smashed to the jade color, and the bi fry is tender and deep. In the night, I know how to sleep, and squash my beautiful woman. The scent of the scorpion, the light and the fineness of the paper, it has attracted many customers, and the store has prospered. When the Northern Song Dynasty poet Huang Tingjian lived in Zhangzhou, he was highly respected for the local famous wine "Litchi Green". He once wrote a "Litchi Green Dragonfly": the jade wall east wine, which is used for six things. The three dangerous dews are tasteful, and the litchi green is color. It’s a sorrowful tribute to the patriarchs. Forget the shackles, see the city of drunken town. “It’s wonderful for six things”, this wine is made from six raw materials, the predecessor of the modern “Wuliangye”. “Every time you go home, you can continue to drink.” If you want to drink, you should continue to sip. The poet Yang Jingting of the Qing Dynasty once made "One Hundred Thousands of Dumen Miscellaneous" in Beijing. Among them, "Crystal Cake" is a poem: Shaoxing tastes high, and Jiangmi peach is soft. Sweet and spleen to treat the stomach weak, enter the market should buy crystal cake. The crystal cake's origin, raw materials, and functions are clearly written and can be called standard advertising poems. In addition, he 咏 汇 汇 汇 汇 汇 汇 汇 汇 汇 汇 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 咏 The color is sweeter than the rouge, and the hangover and digestion are both good. The Psalm introduces that the raw materials, color, taste and function of Hawthorn Gold Cake are similar to those of Crystal Cake. It is said that this poem is out, HSBC Zhai customers are profitable, and business is booming. In addition, his poem "Ice Cheese" is also quite famous: the leisurely family is smashing in the streets, and the sap is full of drinks. I feel that the throat is like a fat slippery, cold and spleen is like autumn. To the late Qing Dynasty, the poet Li Jingshan left a poem "Wang Mazi", which was estimated to be made for Beijing's famous "Wang Mazi knife-cut shop": the knife shop passed the name of the surname Wang, and there were Wantong Wang on both sides. The public is clearly aware of the fact that the three heads on the head are not flustered. Remind customers to identify the "Wang" word old mark, do not mistake the adjacent "Wan Mazi knife cut shop" and "Wang Mazi knife cut shop" as "Wang Mazi knife cut shop." The poems are fluent and humorous. See above for Zhang Daojun: "Advertising Language Techniques", Social Science Literature Publishing House, October 1996, pp. 109-111. In the history of Chinese literature, many "advertising poems" have been left behind, and there is no longer one case here. From the above, the "advertising poem" itself is poetry, which is literature. Since "advertising poetry" is also a kind of poetry, the creation of poetry body advertising manuscripts must conform to the law of poetry. Specifically, it should have the following characteristics: To be rich in rhythm, beautiful poetry is the most rhythmic and beautiful language art. It uses a harmonious rhyme, high and low tone, and a distinct rhythm to make the reader sing and sing and sigh. The rhythmic beauty of poetry advertisements is the same as that of literary poetry. It is mainly composed of rhythm, rhyme, double, rhyme, four, and continuous words, as well as the arrangement and combination of poetry and verses, the use of repeated, overlapping, and other artistic techniques. Constituted. The core issue here is the rhythm. Other factors are obedience to the rhythm and rhythm. The so-called rhythm is often called the ton, which is equivalent to the music beat. It is regularly arranged according to the degree of strength and weakness of the expression of emotions and the length of the rest time. The so-called rhyme refers to rhyming, poetry is generally rhyming at the end of the sentence. Rhyming is an important factor in strengthening the rhythm and forming the rhythm of beauty. Therefore, the ancient Chinese people once said that "no rhyme is not poetry". Requires language to be chained and intriguing. The language of poetry requires a high degree of concentration, concentration, and the most general and expressive power. Therefore, poetry body advertisements pay special attention to chain words and chain sentences, and express the richest content in the least language. For example, Yang Jingting's "Ice Cheese" last sentence "I feel like swallowing like a fat slippery, cold and spleen is like autumn", and "Shuangqiuqiu" is quite intriguing. If "cool like winter" is too cold, consumers may read the cold, and even dare not eat it; if "cool like spring", it is too warm, consumers will not be interested. "Shuang is like autumn", not warm and cold, more in line with consumer tastes. It is necessary to be free and bold to imagine Heslett: "Whether it is a description of natural things or a description of natural emotions, if you do not imagine the rendering, it is not enough to constitute the ultimate goal and goal of poetry." Heslet: "General Poetry", "Classical Literary Theory and Poetry", Volume 1, page 60. From a definition, there is no poetry without imagination. Therefore, when advertising people create poetry advertisements, they must "finely sculpt the eight poles, and travel with enthusiasm", and imagine that they can create good advertising poems. In the above example, Su Shi’s advertising poem written for the scorpion: “The night is coming to sleep in the spring, and the squashed person is wrapped around the arm.” It is full of imagination. The author imagined the bright and tender oil scorpion as a beauty ring, and this ring was deformed due to the spring sleep of the beautiful woman. Common poetry advertisements include lyrical advertisements, narrative poetry advertisements, folk song advertisements, and jingle advertisements.

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