三、古典诗词应用于广告文案的原因与作用···················6

 （一）古典诗词应用于广告文案的原因······················6

 （二）古典诗词应用于广告文案的作用······················7

四、古典诗词应用于广告文案的主要形式·······················8

 （一）直接引用··········································8

 （二）移花接木··········································8

 （三）新作诗词··········································9

五、古典诗词应用于广告文案的不足·························9

 （一）全盘引用，缺乏新意································9

 （二）生搬硬套，破坏诗境································9

 （三）故作高深，曲高和寡································10

（四）盲目求新，不顾实效································10

六、广告文案运用古典诗词所需遵循的原则···················10

 （一）创新性原则········································10