始于原初的交流——中国古代社会广告初探

The Exchanges Beginning from the Originality——Preliminary Exploration of Chinese Ancient advertisement

20世纪90年代以后,我国学者在探讨广告起源问题及中国古代社会的广告表现时,突破了商品广告的局限,提出了"社会广告"的概念,认为"广告是人类信息交流的必然产物",这个观点的提出意义重大,促使我们以一个全新的视角重新审视广告的起源问题。"社会广告"包括政治广告、军事广告、文化广告等具体广告表现形式,是古代社会基本的广告传播形式之一,伴随着人类文明发展的始终。

After the 1990s, when Chinese scholars discussed the origin of advertising and society performance of ancient China, they breakthrough the limitations of commodity advertising, and proposed a concept what called 'social advertising'. They believed that' when human exchanged their information, the advertising will be natural produced,' the view was significant. It prompts us use a new perspective to revisit the origin of advertising. Social advertising including political advertising, military advertising, cultural advertising, it is one of the basic communication form of ancient Advertising and has always been Along with the development of human civilization.