美国广告界的传奇文案写手罗伯特·布莱所著的《文案创作完全手册》第一版序中提到,很多大广告公司的文案写手和创意总监会告诉你,广告写手不会循规守矩,“伟大”的广告都是打破常规的。但在你能打破常规之前,你需要先了解这些规则——事实上,这种现象不仅仅存在于广告文案创作中,世异时移,在快餐文化泛滥的时代,人们常常盲目地呼吁着创新,却往往忽视了对传统文化的了解。在热情高涨地探讨糟粕与精华的舍取之前,让我们跟随赵连甲先生一起去回顾和了解曲艺界的那些传统。 As mentioned in the first edition of “The Complete Handbook of Copywriting,” by legendary copywriter Robert Blaine, the major advertising agencies in the United States, copywriters and creative directors of many large advertising companies will tell you that advertisers do not follow Moments, “great” ads are to break the routine. But before you can break the rules, you need to know these rules first - in fact, this phenomenon exists not only in the creation of advertising copycatches, but also in times of fast food culture. People often blindly call for innovation , But often overlooked the understanding of traditional culture. Before we enthusiastically explore the dross of dross and essence, let’s follow Mr. Zhao Lianjia to review and understand the traditions of folk art.