Creative person: Cultural supervisor and poet Huang Yinran

Who says that today’s advertising slogans and advertising copy cannot be creative using classical metrical poetry? Remember:

Planning is unlimited!

Creativity is free!

Effectiveness has no boundaries!

Therefore, today’s advertising copywriting must also be creative using classical metrical poetry, and it must also be possible to create classic cases. For example, "When the Remy Horse opens, good things will come naturally", "Diamonds are forever, one will be passed down forever", etc., are all very classic advertising slogans. In fact, they partially borrow the form of couplets from classical poetry, but they do not all follow the rules of meter and obliqueness.

? However, one thing must be admitted. It is extremely difficult to use classical metrical poetry to create advertising copy, and it consumes much more creative talent and creative energy than using vernacular poetry to create creativity. The reason why it is rare to see classical metrical advertising slogans that completely comply with the rules of rhythm and oblique and ancient rhymes (such as Pingshui Yun, Cilin Zhengyun, etc.) for creativity is not that theoretically metrical forms are not suitable for creativity, but that contemporary advertising 9.9 out of 10 creative copywriters in the company no longer understand the rules of classical metrical poetry, and have no creative talent and ability in classical metrical poetry.

? But we must admit another point. As Chinese people, with the same word count, classical metrical poetry or couplets are definitely more catchy, easier to remember, and easier to spread and promote than vernacular poetry. Product advertising is more effective! After all, the current Chinese people, including refined and lay people, have cultural identity genes and customs that have been flowing in their blood for thousands of years, so they are better off.

? From my creative advertising copywriting in recent years, I will select a few classic cases of creative use of classical metrical poetry to make everyone laugh. I also hope to use a weak but unapologetic voice to express respect and persistence for the glory of Chinese classical culture.

1: The unparalleled spring has infinite meaning, and the media of Youdao is beneficial to people

This is the author’s embedded advertisement for the famous content marketing brand creativity of my friend Mr. Xu Maoquan’s “Quan Zhi Media” The language is embedded with the words "spring" and "matchmaker". Quanzhi Media later became a platform of Beijing Chinasoft Glory Culture Development Co., Ltd.

At that time, I created two advertising slogans:

One:

Unparalleled springs of infinite meaning, and the right media is beneficial to people

Second:

The spring has endless meaning, and the matchmaker enters the destined home

Explanation:

l These two five-character and seven-character couplets are all embedded with the word "spring" as the matchmaker of the spring. The word "matchmaker".

l Both couplets follow the rules of "Chinese New Rhyme" and ancient rhyme "Pingshui Rhyme". The former is worthy of the ancients, and the latter is worthy of the present.

l The "meaning" of the first couplet of the seven-character couplet can be derived from two interpretations: artistic conception; meaning;

1) Meaning: The creativity of Yingzhiquan Zhizhimedium has content and meaning. Pictures, purpose and purpose;

2) Artistic conception: The creative content of Quanzhi Media is rich in artistic conception and taste;

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

l The "Tao" in the second line of the seven-character couplet means strategy; "Benefit" means that the spread of Quan's media is target promotion: do not take unprofitable objects.

l The "meaning" in the first couplet of the five-character couplet also has two meanings, which is similar to the meaning of the seven-character couplet;

l The "Media Jin" in the second couplet of the five-character couplet , the Chinese dictionary interprets it as: It means to seek advancement through a certain relationship. Zhou Mi of the Song Dynasty wrote in "The Wild Words of Qidong: Xie Huiguo's Death" that "the rulers of the country thought that there was an intention to bring in a matchmaker".

In the end, Mr. Xu chose the seven-character couplet as the advertising couplet for Quan Zhi Media, which was widely circulated on the Internet:

Unparalleled springs have infinite meaning, and Youdao Media is beneficial to people.

Two:

Poems and costumes are gorgeous in winter and summer, and etiquette and customs are civilized

This is a creative embedded advertising slogan (couplet) for Suzhou's popular and cutting-edge clothing brand

Suzhou's common cutting-edge clothing trademark

This couplet can be read in two different ways to create multiple beautiful scenes:

1): The poetry is gorgeous in winter and summer, Etiquette and customs are seen in culture.

2): Poetry, decorated in winter and summer, etiquette, common culture and elegance.

l Definition:

Brilliant: to shine; to illuminate; to embellish.

Etiquette and customs: only the way of heaven and earth, one yin and one yang; the changes in etiquette and customs are one article and one quality. ——Su Chuo (a famous official in the Western Wei Dynasty during the Southern and Northern Dynasties)

Wenhua: 1. The brilliance of the article. 2. Talent, literary talent. 3. Refers to a talented person. 4. Cultural prosperity.

Tang Dynasty Wei Yingwu's poem "For Master Jiaoran": "Maoyuan is a cultural land, where ancient monks live in flowing water."

Maoyuan: that is, Suzhou.

Three:

Breaking through the sands of Huanxi? Asian tea lovers’ tea party? Shangen Yaji advertising copy

This is relatively rare in recent years and uses classical metrical lyrics directly. Creative advertising copy.

Next to the ancient trees in the south of Liri Mountain,

The green rock flows and the water flows for a long time.

Outside Mei He Qin Shang Xiaoxuan,

What a beautiful scenery.

The pine moon dims the image of the Tang Dynasty,

The bamboo clouds convey the Song lyrics from afar.

Wash the world away from the cup,

Wait for the fragrance of tea.

Instructions:

1) Based on Ci Lin Zhengyun (ancient rhyme), creatively fill in the Danpo Huanxi Sha Ci brand

2) Asian Tea Tea Party. Shangen Yaji It was held on March 21, 2015 in Shuoshanju, Pu City, Wenzhou, Zhejiang Province.

Four:

Qijuexi Stone Pavilion gathers jewelry shops and inlays poems in accordance with the new Chinese rhyme

Tianxi embraces the sun and moonlight

The realm of blue stone Yinhua Chapter

Gaoge has its own Zen tea charm

The elegant crane and the dream grow

The name of this font size is Xishigeju, because these four characters are in The rhyme of Pingshui is all oblique tones! Therefore it is extremely difficult to arrange. After much calculation, I can only use Chinese new rhyme as the second word of each sentence. Xishigeju is a cultural brand that deals in stone seals, antiques and jewelry. The content of this poem matches its business scope and the owner's cultural preferences well, and is also highly praised.

When the author was teaching the course "Metric Poetry Creativity", no student could guess the name of the embedded font size.

The author has always insisted that the creative concept and poetic power of embedded poems (acrostic poems) should always take into account the word "hidden", which should be hidden invisible and embedded just right so that everyone cannot see it at a glance. Let the embedded words be like salt in water, leaving no trace when you look at them, but having a different taste when you taste them. This is a work of the highest quality and high realm. Otherwise, if you look at it at a glance and only see the name but not the poem, it will fall into the vulgar trend. Not only does it not serve the purpose of elegance and publicity, but it will insult the poetry and brand.

Definition:

1) Orchid stone: It means the fragrance of orchid and the steadiness of stone. It means noble conduct.

2) Huazhang: gorgeous words

3) Shixian: refers to contemporary sages

4) Crane Meng: refers to the transcendent yearning

Five:

The great song has eternal meaning, and the pure performance is fragrant.

This is an inscribed poem couplet (hidden head) created for a red wine trading company called Haochun. The first couplet of this poem's advertising slogan is conceived from the perspective of quality and virtue, while the second couplet is conceived from the perspective of skill and art (quality of wine), which is very tense. It is a short cross and covers two dimensions, so it is naturally very popular with Haochun Company. However, rather than saying that this couplet is very creative, it is better to say that the names "Haochun" are so well chosen to fit into the poem.

Unfortunately, in reality, many of the embedded names are difficult to incorporate into poems due to their text, so various workarounds have to be adopted.

Six:

When people go to Lushan to listen to the Dharma rain, they are destined to hear the bells and drums and the orchid breeze.

This is the author's inscribed poem couplet (in loose inlay) created for Lanfeng Temple and Lushan Academy in Suzhou.

Seven:

The fragrance of books floats far away in the moon, and the meaning of painting Woyunxian

This is a couplet-style embedded slogan for Woyuntang’s cultural brand creativity

Description:

l This couplet is based on Pingshui Yun (ancient rhyme) ) Creative, there are 2 ways to read sentences, constructing multiple artistic conceptions:

1): The fragrance of books - floating - the moon is far away, the meaning of painting - lying - the clouds are leisurely;

2): The fragrance of books - Floating moon - far away, painting meaning - lying in the clouds - idle

l Chinese dictionary definition:

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

Woyun: metaphor refers to seclusion.

Nowadays, the whole country is vigorously inheriting, promoting and innovating China’s traditional culture, and classical metrical advertising slogans, advertising inline poems (acrostic poems), etc. are no exception. And in the new context, these Advertising poems with acrostic names and embedded names have received more attention and application than in ancient times. However, both the demanders, creatives and cultural supervisors of poetry embedded in advertisements should maintain the innate and basic beauty of style, artistic conception and solemnity of Chinese poetry, and should not let the creativity of the ancients This elegant style of poetry has been wasted in the hands of some of our vulgar and hypocritical "cultural people" today, and has been reduced to "cadre style poetry", "official style poetry", "retirement style poetry", "peasant style poetry" and so on.

About the author: Huang Yinran (huangyinran001), cultural supervisor and cross-border creative engineer; the first cultural supervision book "Cultural Supervision, Optimization and Creativity", "The Legend of the Immortals of Middle-earth: The Hermit is Invincible" Writer of movie scripts; inventor of national patent for poetry and Hanfu.

The initiator of cultural concepts such as double-chapter calligraphy, Yinran style lyrics, poetic Hanfu, freehand musicals, cultural supervision, cultural creative supervision & optimization, text supervision & optimization, etc.

At that time, he was the dean of Lushan Academy and Zhendi Academy in Suzhou, editor-in-chief of "Realm" magazine, media columnist, member of the Chinese Poetry Society, the Chinese Music Copyright Association, and the European and American Alumni Association, and the first president of the Huifeng Poetry Society. long