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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