中国近代华商广告观念的变革及动因

The Changing Advertising Perception of the Chinese Businessmen and Its Motivation in Modern China

中国近代华商的广告观受西方新技术、新观念的影响,实现了由传统向现代的转变,由"地方一隅"的告知转向"广而告之",由传统守旧转向主动开放。在观念更新过程中,呈现出新旧混杂,华洋杂处的特点,引发了中国广告事业在各个方面的根本性变革。洋货横行、利权外溢是刺激华商广告观念突变的外在压力,清末以来商业化的大发展是其内在动力。同时,国货运动的催化及专门广告人才的引领,也促使了近代华商广告观念的变革。

The advertising perception of Chinese businessmen has changed from traditional to modem by the influence of new western technologies and new ideas in modem China, which is from ＂telling local comer＂ to ＂advertising＂, from traditional, old - fashioned to active and open. In the concept of the update process, the old mixes the new and the East meets the West, which has caused a fundamental change for China＇s advertising business in all aspects. Rampant foreign goods, the spillover of economic rights are the external pressure to stimulate the change, and the great commercial develop- ment since the late Qing Dynasty has been its dynamism. Meanwhile, National Cargo campaign and specialized advertising talent are also contributed to the changing advertising concept of modem Chinese businessmen.