洪江古商城明清广告样式及其内涵解读

The Style and the Connotation of the Advertisements from Ming Dynasty to Qing Dynasty of Hongjiang Ancient Commercial City

洪江古商城的广告现象可以看作是中国明清时期广告的一种典型。随着洪江古商城经济的迅速发展,其广告形式也日趋多样,到明清至民国初期达到鼎盛。本文深入探寻了古商城明清广告的多种样式,借此进一步了解了中国明清时期广告的发展状况。文章还通过对古商城明清广告内涵的解读,指出广告不仅具有经济的功能,同时也承载着文化的功能,中国传统文化与广告活动之间的关联从来就是密不可分的。

Advertisements of Hongjiang ancient commercial city can be looked as the typical advertisement of Ming dynasty and Qing dynasty in China.Following the rapid development of economy in Hongjiang ancient commercial city,the style of its advertisement has becoming diversity.It reached its climax during Ming dynasty and Qing dynasty which was studied thoroughly by the author in this thesis aiming at a further understaning of the advertisement in Ming and Qing dynasty.What’s more,the author digged the connotation meaning of the advertisements of Hongjiang ancient commercial city,drawing such conclusions as advertisement has economic function as well as culture function and Chinese traditional culture always has close relationship with adverting.