Analysis On The Application Of Chinese Classical Poem Artistic Conception To Advertising Creation

The artistic conception is the important category of Chinese classical poem and classical aesthetics in China. In the traditional theory of literature, artistic conception refers to the subjective feeling will and objective object of the author permeated and blended each other but artistic state that forms. The creation of artistic conception not only can be widely utilized in the poetry, but also can be seen to the spatial art or space and time comprehensive art such as the drawing art, the calligraphy art, carving art, construction art and dancing art. As one kind of esthetic avocation, the artistic conception already deeply accumulated to in Chinese nation's artistic culture psychology, and gradually becomes one kind of"unconsciousness"condition but as necessary all in the possible art works and the life. And compared with the poems that originate in human childhood times, advertising is"The 8th kind culture"; its history is undoubtedly momentary. We all regard that advertising has more modern scent. It seems that advertising and Chinese classical poem artistic conception has no connection. However, now many advertisers have discovered the Chinese classical poems and modern advertising's combination. And they hold that it is not only helpful for the propagation popularization of classical poems, but also helpful to develop classical poem to produce advertising when promoting the positive role in merchandise sales. The Chinese classical poem artistic conception is advantageous to create the images of advertisement, to enrich the emotions of advertisement, to build the situational atmosphere of the advertisement, and is advantageous to arouse consumer's imagination and thoughts. Therefore many persons have begun to initiate in advertising creation, they advocate that we should absorb nutrition from classical poems, and positive traditional national culture. When we apply the Chinese classical poem artistic conception to the creation of the advertisement creation, we should pay attention to the different types of Chinese classical poem and the following principles:"Rulers and the ministers auxiliary"principle,"fitting together"principle, as well as"knowledge of the person, knowledge of world, and knowledge of the laws"principle. As advertisers, they should also pay attention to forming factors of advertising artistic, namely advertisers'emotional experiences, advertisers'descriptions of literature language and advertisers'rich and unique association.