Creative person: cultural supervisor and poet Huang Yinran

Who said that today's advertising language and advertising copy can't be creative with classical metrical poems? Remember:

Planning is infinite!

creativity is free!

effectiveness has no boundaries!

Therefore, the current advertising copy must also be creative with classical metrical poems, and it can certainly create classic cases. For example, "As soon as 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 partly borrowed the form of couplets in classical poetry, but they didn't all follow the rules of meter and level.

? However, it must be admitted that it is extremely difficult to use classical metrical poems to create advertising copy, and it consumes much more creative talent and creative energy than you use vernacular Chinese to create. The reason why we seldom see the classical metrical advertising words that are completely in line with the rules of metrical leveling and conform to the ancient rhyme (such as the rhyme of Pingshui, the rhyme of Ci Lin Zheng, etc.) is not that the metrical style is not suitable for creativity in theory, but that the copywriters in contemporary advertising companies, 9.9 out of 1 of them don't understand the rules of leveling and leveling of classical metrical poetry, and they have no creative talent and ability of classical metrical poetry at all.

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

? Now, from my creative advertising copy in recent years, I choose several classic cases of using classical metrical poetry to express my creativity, so as to make Bo Fangjia laugh. I also hope to express my respect and persistence for the brilliance of China's classical culture with a weak but regretless voice.

one: unparalleled spring is full of endless meaning, and the media is beneficial to people.

This is an embedded advertisement for the famous content marketing brand idea of "Media of Spring" written by the author for his good friend Mr. Xu Maoquan, with the words "Spring" and "Media" embedded. Spring Media later became the platform of Beijing ChinaSoft Glory Culture Development Co., Ltd..

At that time, two advertising words were created:

First,

There is endless meaning in a unique spring, and it is beneficial to people through the media

Second,

There is endless meaning in a spring, and the media enters a family

Description:

l These five words and seven words are all embedded in the word "spring media".

l both pairs of couplets follow the leveling rules of "Chinese New Rhyme" and the ancient rhyme "Ping Shui Yun" at the same time. They are worthy of the ancients before and the newcomers later, and they are also worthy of the present.

the "meaning" of l seven-character couplets can be interpreted in two ways: artistic conception; Intention;

1) Intention: The idea of referring to the media of Spring has content, intention, will and purpose;

2) Artistic conception: The content of the media creativity that refers to the spring is full of artistic conception and taste;

The pursuit of multiple connotations and implications in poetry is one of the important criteria for judging masterpieces in traditional culture.

the "Tao" of the seven-character couplets is the meaning of strategy; "Benefit" refers to the spread of spring media as a target promotion: do not take useless objects.

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

the "media promotion" of l five-character couplets is interpreted by the Han Dynasty as: seeking promotion through a certain relationship. Song Zhoumi's "Qi Dong Ye Yu Xie Huiguo Sitting Dead" has a sentence that "the country thinks that it is intended to enter the media".

In the end, Mr. Xu chose the seven-character couplet as the advertising couplet of the spring medium, which was widely circulated on the Internet for a while:

The unparalleled spring is full of infinite meaning, and the media is beneficial to people

2:

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

This is an embedded advertising slogan (couplets) for Suzhou's popular and innovative clothing brands

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

l Interpretation:

Gorgeous: reflecting; Shine; Decorate.

manners and customs: only the way of heaven and earth, one yin and one yang; The change of manners and customs is a matter of quality. -su Chu (a famous minister of the western Wei dynasty in the southern and northern dynasties)

Wenhua: 1. the brilliance of the article. 2. Talent, literary talent. 3. refers to talented people. 4. Cultural prosperity.

Tang Wei Yingwu's poem "Send a message to a master in Jiao Ran" reads: "The land of Wenhua in Maoyuan is inhabited by flowing water and ancient monks."

Maoyuan: Suzhou.

three:

break the Huanxi sand? Asian tea men's tea fight? Shangen Yaji's advertising copy

This is a rare advertising copy that is directly creative with classical meter tablets in recent years.

beside the ancient trees in the south of Lirishan,

the flowing water of Qingyan is long.

outside Xiao Xuan, the plum and the piano are beautiful.

the image of the misty Tang dynasty in the loose moon,

the bamboo clouds pass the song lyrics.

cups and cups wash away everything in the world, and

wait for the fragrance of tea.

Description:

1) According to the word Lin Zhengyun (ancient rhyme), choose a booth to break the creative writing of Huanxisha epigraph

2) The Asian Tea People's Tea Fight. The Yaman Ya Ji was held in Shuoshanju, Park City, Wenzhou, Zhejiang Province on March 21st, 215.

Four:

Seven Unique Poems Embedded in the Jeweler's Number

Tianxi Huailai Sunmoon

Lanshi Realm Introducing Chinese Chapter

Gaoge has its own Zen Tea Rhyme

When elegant gathering, Xianhe Mengchang

The name of this font is called Xishige Ju, because these four words are all lost in the rhyme! Therefore, it is extremely difficult to arrange. Counting, we can only use Chinese new rhyme in the second word of each sentence. Xi Shi Ge Ju is a cultural name dealing in Yin Shi wenwan jewelry. The content of this poem well matches its business scope and the owner's cultural preferences, and it is also appreciated.

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

the author has always adhered to the idea and poetic power of embedding famous poems (Tibetan poems), which should always take into account a "hidden" word, hide it invisibly, embed it properly, so that everyone can't see it at a glance, let the embedded word enter the water like salt, ignore it without trace, but have a different taste. This is a top-grade and high-level work. Otherwise, at first glance, if you only see the name embedded but don't see the poem, you will fall into the stream of vulgarity. Not only will it not be used for elegant propaganda, but it will disgrace the poetry and brand.

Interpretation:

1) Lanshi: It means the fragrance of orchid and the firmness of stone. Yu Jie Cao is noble.

2) Hua Zhang: a gorgeous poem

3) Shi Xian: a contemporary sage

4) He Meng: an extraordinary yearning

5:

A magnificent song will last forever, and it will last a day.

This is a creative inscribed poem couplet (Tibetan head) for a wine trading company called Haochun. The first part of this poem couplet advertisement is conceived from the dimensions of quality and morality, and the second part is conceived from the dimensions of technology and art (the quality of wine), which is very tense. The short cross covers two dimensions, which is naturally quite popular with Haochun Company. However, it is not so much that this poem is creative as that the names "Haochun" are too well written into the poem. 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 to listen to the rain, and they come to the bell and drum to bathe in the blue wind.

This is the poem couplet (scattered inlay) that the author created for Suzhou Lanfeng Temple and Lushan Academy.

Seven:

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

This is a couplet-style inscription for Woyuntang's cultural brand.

Description:

l This couplet is based on the creativity of Pingshui rhyme (ancient rhyme).

2): scholarly-floating on the moon-far away, picturesque-lying in the clouds-leisure

l Interpretation in Chinese:

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

Sleeping in the clouds: a metaphor for seclusion.

At present, the whole country is vigorously inheriting, carrying forward and innovating the traditional culture of China, and the classical metrical advertising words and poems with embedded names are no exception. Moreover, in the new context, these poems with embedded names have received more attention and application than in ancient times. However, both the demander, the creator and the supervisor of poetry culture should maintain the inherent and basic beauty of style, artistic conception and Zhuang-oriented beauty of 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 be reduced to "cadre-style poetry", "official-style poetry" and "retired-style poetry".

About the author: huangyinran1, cultural supervisor and cross-border creative teacher; Author of the first cultural supervision book "Cultural Supervision, Optimization and Creativity" and "Legend of Immortals in Middle-earth: Invincible for the Hidden"; The inventor of the national patent of Hanfu in poetry.

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

then Suzhou Lushan academy and zhendi academy? Dean, editor-in-chief of Realm magazine, media columnist, member of Chinese Poetry Society, music copyright society of china, European and American Alumni Association, and the first president of Huifeng Poetry Society.