唐宋时期的福建广告研究

A Study on Fujian Advertising in the Tang and Song Dynasties

福建在唐宋时期已成为国内经济文化最发达的区域之一,当时的广告发展在全国具有典型意义,而学术界对这一时期全国及区域广告发展的研究均较少。聚焦这一时期福建广告发展的专题研究发现,唐宋时期的福建广告发展主要集中在沿海经济较发达的福州、泉州等地,出现了故事性广告、声响广告、诗文广告、印刷品广告、标记广告、灯笼广告、石刻广告等丰富多彩的形式内容;其发展体现了广告和民俗文化的完美结合,折射出唐宋时期福建商业社会演变的微观图像;该时期名人广告的大量出现,从侧面证明唐宋时期福建已经是中国文化繁荣的重要区域之一。

In the Tang ＆ Song Dynasties, Fujian has become one of the most developed regions in terms of domestic economy and cuhure ,therefore advertising industry has made great achievements during the period,which has a representative importance in China. The research focusing on Fujian advertising in this period found that advertising had grown rapidly in relatively more developed regions such as Fuzhou and Quanzhou cities etc; there were diversified advertising forms and contents introduced during the periods such as stories, sounds,poems,printings, labelings, lanterns and stone inscriptions etc; its development also indicated a sound combination of advertising and folk cultures, which reflected a micro picture of the development of commercial society in Fujian region; meanwhile celebrity advertising, popularly used in advertising then proved from one perspective that Fujian region had been one of the important regions with great cultural prosperity in China in the Tang ＆ Song Dynasties.