什么是意境?宗白华先生在《中国艺术意境之诞生》一文中指出:“艺术家以心灵映射万象,代山川而立言,他所表现的是主观的生命情调与客观的自然景象交融互渗,成就一个鸟飞鱼跃,活泼玲珑,渊然而深的灵境;这灵境就是构成艺术之所以成为艺术的‘意境’”。意境是衡量艺术作品优劣的重要标准,“有境界(意境)则自成高格,自有名句。”(王国维语)。广告是一种特殊的艺术,自然也离不开意境。可见,意境就是艺术作品通过形象 What is artistic conception? In his article “The Birth of Chinese Artistic Conception”, Zong Baihua pointed out: “The artist, with his mind mapping Vientiane and representing mountains and rivers, shows that subjective life sentiments blend with the objective natural scenery, Achievement of a bird flying, lively and exquisite, deep and deep spiritual environment; this spiritual environment is the reason why art becomes art ’mood’. Artistic conception is a measure of the merits of art works an important criterion, ”There is the realm (artistic conception) is a tall, own famous. " (Wang language). Advertising is a special kind of art, which naturally can not be separated from the mood. Visible, artistic conception is the artistic image through