“广告”词义流变考

The Evolution of Meaning about Guanggao

关于“广告”词源及词义的流变，研究者有各种说法，本文借鉴和参考各研究成果，梳理并提出自己的观点，认为“广告”一词并非直接取材于英语，而是借用近代日本的翻译成果。近代日本采用中国古典词，将古典词的原义加以引中，令其义项单一化、精确化，以对译西洋术语。翻译后的“广告”一词又由日本传入中国，经由多重词义逐渐转向现代意义的广告含义。最后，对“广告”一词究竞翻译于英语的哪个词提出自己的观点。

There are many points to understand the word ＂Guanggao＂, especially about the etymology and evolution of meaning. The word ＂Guanggao＂ appeared in the Chinese discourse system in history, but its modern meaning is new form the Japanese system introduced and integrated into the modem Chinese system. In the transitional period from ancient to modern ＂Chinese characters＂, there is a link, which is connected to Liang Qichao and other cultural figures＇ efforts. This article focuses on the concept of Guanggao in the context of the development and evolution of Chinese words.