近代茶广告的时代特色--以《北洋画报》为例

The era characteristics of modern tea advertising--Taking Beiyang Pictorial as an example

茶业在近代中国占据重要地位,是清政府主要的税收来源之一。为了打破中国茶业垄断地位,列强大肆推广洋茶,洋茶席卷国内外市场,与华茶展开竞争,造成近代中国茶业发展步履维艰。为了改变华茶发展的不利局面,不少企业家利用广告宣扬华茶,与外商展开商战。茶广告的盛行对华茶的宣传以及推广起到了不可磨灭的作用,在发展过程中与时代相融,形成时代特色。对茶叶广告的探索,有助于我们从多角度了解华茶的发展脉络,增强文化自信与文化认同感。本文从画报角度研究茶广告的时代特色,力图为茶广告画报研究作出贡献,为现当代茶叶的宣传以及未来的发展方向提供经验与教训。

Tea industry occupies an important position in modern China and is one of the main revenue sources of the Qing Government.In order to break the monopoly position of Chinese tea industry,foreign tea was widely promoted by foreign powers.Foreign tea swept the domestic and foreign markets and competed with Chinese tea.As a result,the development of Modern Chinese tea industry was in difficulty.In order to change the unfavorable situation of the development of Chinese tea industry,many entrepreneurs used advertising to promote Chinese tea and launch a business war with foreign businessmen.The popularity of tea advertising has played an indelible role in the publicity and promotion of Chinese teas,which blends with the era in the development process and forms the characteristics of the era.The exploration of tea advertising helps us to understand the development of Chinese tea from multiple angles and enhance cultural confidence and cultural identity.This paper reveals the characteristics of tea advertising from the perspective of pictorial,and tries to contribute to the study of pictorial tea advertising,and provide experience and lessons for the disseminating of modern and contemporary teas and the direction of future development.