有关中国古代广告研究文献综述.docVIP

中国古代广告研究 The research of China ancient times advertisement 目录中国古代广告研究 摘要 3 【关键字】： 3 1绪??论 3 1.1广告的概念 4 1.2中国古代广告的特征 6 1.2.1悠久的传承性 7 1.2.2鲜明的民族性 9 1.2.3广泛的世界性 10 2古代广告形式 13 2.1实物广告 13 2.2叫卖广告 13 2.3文字广告 14 2.4音响广告 14 2.5旗帜广告 14 2.6灯笼广告 14 2.7印刷广告 14 2.8彩楼广告 15 2.9、草标广告 15 2.10姓氏广告 15 3古代广告文化 15 3.1 酒旗入诗画，扩展诗画的意境 15 3.2 文化名人参与，成就千古佳话 16 3.3 楹联招牌，透射中国传统文化思想 17 3.4 经典广告故事，给人以思想启迪 17 4结语 18 5参考文献 18 摘要 中国广告历史悠久，是世界广告的发源地。从早期丰富而生动的“实物广告”、“口头广告”、“音响广告”到后来制作精美的印刷广告、电子广告等等，伴随着生产能力的提高、传播介质的改进，广告形式几经变迁，传播的范围也越来越广。但很有意思的一个现象是，广告形式的变迁并不呈“替代性”，而是一种“累积性”模式：即使在规模效果都远不能普及的现代广告的面前，传统广告尤其是口头广告、音响广告仍然拥有着其独特的魅力与亲和力。在强调人性化、交互式传播的今天，这些传统的广告形式正被赋予现代化的包装，日益复兴。如此，了解一些中国传统广告，便体现出了其深刻的意义所在。 Abstract The Chinese advertisement history is glorious, is the world advertisement place of origin. From the early time rich and vivid “the advertisement in kind”, “the puffing advertising”, “the acoustic advertisement” to afterward manufactured fine printing advertisement, electronic advertisement and so on, follows the productivity enhancements, the communication medium improvement, the advertisement form several is passing through the vicissitude, the dissemination scope is also getting more and more broad. But a very interesting phenomenon is, the advertisement forms vicissitude does not assume “vicariousness”, but is one kind “the accumulation” the pattern: Even if modern advertisement front which in the scale effect far cannot popularize, the traditional advertisement puffing advertising, the acoustic advertisement were still having particularly its unique charm and the affinity. In emphasis user-friendly, interactive disseminations today, these traditions advertisement form is entrusting with modernized the packing, day by day revives. So, understood that some Chinese tradition advertisement, then manifested its profound significance to be. 【关键字】：广告 中国古代 吆喝广告 医药广告 诗词 酒 美女 【Keywords】：Advertisement China ancient times called the advert