长篇文旅广告的语言诗化特点——AI浪潮下的文化传承与情感连接

Language Poetic Characteristics of Long Cultural Tourism Advertisements—Cultural Inheritance and Emotional Connection under the AI Wave

摘要: 本研究探讨了在人工智能(AI)技术冲击下，中国长篇文旅广告所呈现的语言诗化特点及其文化与情感价值。本文通过文献研究、文本分析和跨文化对比等方法，分析了此类广告如何运用修辞、炼字、意象和韵律等诗学手段，实现对中华优秀传统文化的创造性转化。研究发现，长篇文旅广告通过诗化语言不仅在语言层面构建了美学体验，融入了“天人合一”等哲学智慧；在情感层面，它通过抚慰个体焦虑、唤醒集体记忆、厚植家国情怀，与现代受众建立深度情感连接；在当代价值层面，与强调“体验”的西方广告以及缺乏“温度”的AI生成文案相比，中国长篇文旅广告以其独特的“意境”和人文关怀，彰显了不可替代的文化特性。研究最终认为，诗化语言是有效的营销策略，更是在技术时代传承优秀文化、守护人文精神的重要实践。

Abstract: This study explores the linguistic poetic characteristics and cultural and emotional value presented by China’s long cultural tourism advertisements under the impact of artificial intelligence (AI) technology. Through literature research, text analysis and cross-cultural comparison, the paper analyzes how such advertisements use poetic means such as rhetoric, word refining, imagery and rhyme to realize the creative transformation of China’s excellent traditional culture. The study found that poetic language not only builds an aesthetic experience at the language level, but also integrates philosophical wisdom such as “the harmony between the heaven and human”; at the emotional level, it establishes a deep emotional connection with the modern audience by soothing individual anxiety, awakening collective memory, and planting patriotism; regarding contemporary value, compared with Western advertising that emphasizes and the AI-generated copy-writing that lacks “temperature”, China’s long-length cultural tourism advertising highlights the irreplaceable cultural characteristics with its unique “artistic mood” and humanistic care. The study finally believes that poetic language is an effective marketing strategy, and it is also an important practice for inheriting culture and safeguarding the humanistic spirit in the technological era.