五四时期之前的中国广告教育初探

Study on the Chinese Advertising Education before the May 4th Era

近四十年来,我国广告学界几乎一致认为我国广告教育发端于五四时期的1918年或1917年,然而经过新考发现,中国广告教育实际上起源于五四时期之前的1910年左右。19世纪末,西方列强在华开办的教会学校施行了嵌入式广告教育,客观上对国人自办学校的广告教育起到示范效应,但真正意义上的中国广告教育是在晚清"商战""学战"思潮的推动下,于1910年前后依托多学科多专业而兴起,其中主要依托商科。当时国人意识到广告能助"商战"与广告教育能助"学战",由此各类型各层次学校的多门课程开展了嵌入式广告教育和独设课程式广告教育,并实现了教材专章化、专著化与初步本土化。

After 1981,it was generally considered that Chinese advertising education stemmed from1918 or 1917 during the May 4 th Era.In fact,Chinese advertising education stemmed from 1910 before the May 4 th Era.In the late 19 th century,religious schools have a demonstration effect objectively because they had embedded advertising education.In real sense,Chinese advertising education originated from several disciplinesor majors around 1910.Especially,it relied on business education.At that time,Chinese people have realized that advertising can help the trade war and advertising education can help the cultural war under the influence of the thoughts of trade war and cultural war during Late Qing Dynasty.As a result,many kinds of schools and majors carried on embedded advertising education and independ entcurricula of advertising.In addition,textbooks obtained specialized chapters and a localization monograph.