古代广告特殊媒介:磁州窑四系瓶

Special media of ancient advertisement:Cizhou kiln four series bottle

在中国古代广告传播史的研究中,古代广告媒介常见的有招牌、幌子、楹联等。但也有很多特殊的媒介推动了广告的发展,如宋元时磁州窑四系瓶。本文将根据磁州窑与广告的联系,从借助四系瓶宣传商家、主人姓氏、酒名三个方面对古代磁州窑四系瓶作为特殊的广告媒介这一论题进行研究分析,以期展示出我国古代部分广告媒介的发展面貌。

In the study of the history of ancient Chinese advertising communication,the ancient advertising media are often used with signs,masks,couplets,etc.But there are also many special media that promote the development of advertising,such as the four series bottles of Cizhou kiln in song and Yuan Dynasties.This paper will study and analyze the ancient Cizhou kiln four series bottles as a special advertising medium from three aspects:the four series bottles propaganda business,the owner's surname and the wine name,according to the relationship between Cizhou kiln and advertisement,in order to show the development of some ancient advertising media in China.