目 录摘 要......................................................IAbstract.............................................................................................................II引 言...........................................................................................................11 广告文案与诗歌化创作................................................................................31.1 广告文案概述.......................................................................................31.2 诗歌化创作定义...................................................................................41.2.1 移花接木，创新化用的形式......................................................41.2.2 取其精华，创新诗作的形式......................................................51.3 广告文案诗歌化创作的意义...............................................................61.3.1 对传统文化的自觉继承..............................................................61.3.2 对广告文案的诗意美化..............................................................61.3.3 借用诗歌特点弥补不足..............................................................72 现代广告文案诗歌化创作的现状及问题分析............................................82.1 现代广告文案诗歌化创作现状...........................................................82.2 现代广告文案诗歌化创作存在的问题.............................................102.2.1 创作侧重诗化模仿....................................................................102.2.2 意象使用缺乏新意....................................................................102.2.3 文案内容曲高和寡....................................................................112.3 现代广告文案诗歌化创作的问题成因分析.....................................122.3.1 市场内形式模仿的风气盛行....................................................122.3.2 创作者能力与文学素养不足....................................................122.3.3 文案内容过度追求高雅深奥................................
