中国古代广告研究述评

Commentaries On the Studies of Ancient Chinese Advertising

清末以来,中国古代广告研究主要围绕其起源、表现形式、分类以及自身演化过程中的规律和特点等问题展开,出版了一些学术著作,取得了一定的研究成果。从社会历史发展看,广告研究的重点应是探讨广告与社会之间的互动关系,所以应加强广告自身特点的研究,以及与中国地域、社会、民族、生活等历史文化背景相结合进行研究。突出中国古代广告的特质,明确广告与社会之间的发展规律。

Since the late Qing Dynasty, the ancient Chinese study advertising has been centered on its origins, manifestations, classification and evolution of the process of its own rules and characteristics of such issues, publishing a number of academic works, achieving some research results. Viewedfrom the social and historical development, the study of the ad should focus on the interaction between the community and the advertising. Therefore, it is necessary to strengthen the study of the characteristics of advertising, together with the geographical, social, ethnic, historical and cultural backgrounds, life of China. Highlighting the characteristics of ancient Chinese advertising definitude the development law between advertising and society.