明清至近代晋商广告研究

发布时间：2018-04-16 01:35

本文选题：晋商 + 广告　；参考：《广西大学》2017年硕士论文

【摘要】：明清两代是晋商的鼎盛时期。期间,晋商以雄厚的资金实力,先进的经营管理,诚信为本的商业文化,广泛拓展经营领域和活动范围。时人有言晋商经营范围“上至绸缎,下至葱蒜”,经营地域“有麻雀飞过的地方就有山西商人”。他们经营的盐、铁、棉、布、皮毛、丝绸、茶叶、金融等商号,遍及全国各地并远涉欧洲、日本、东南亚和阿拉伯国家,称雄国内商界长达500年之久。与其经商活动相伴相生的晋商广告也在这一封建社会末期进入迅速发展阶段。晋商的经商传统及历史使其对古代广告的使用熟稔有度,各种广告形式手到擒来,并能够根据不同地区的需要,或根据不同商品的需要,不断创新广告形式,或在旧有的形式下创新内容。虽没有独立的广告经营机构,但明清及近代晋商广告中广告的专业性不容置喙,尤其是印章广告及印刷广告。其广告形式主要有店面广告、印章广告、印刷广告、报刊广告及具有重要广告功能的晋商会馆。其中店面广告包括招牌、幌子、匾额、楹联及其他店面装饰广告,充满中国古代商业智慧。会馆是一种具有广告功能的商业建筑,晋商会馆中活动的商帮、行会及碑刻、关公、戏楼等也都具有广告的功能。印章广告是晋商银钱业的主要广告形式。晋商经营的银钱业有帐局、钱庄、票号,其中以票号行业的规模最大。在银钱业,印章既是商业产品的一部分,同时也代表着每家商号的标识与信誉,尤其名号章与防伪章,足以称为彼时晋商的商标广告。此外,根据中国古代广告的概念,晋商在经商过程中使用的商业文书及产生的商业产品等,均属于印刷广告,晋商印刷广告内容丰富,本文主要介绍经营许可凭证类、金融产品类及商业广告印刷单。清末民初随着近代报刊的出现,报刊广告也相继出现。本文以天津《大公报》及《申报》为主要材料,考察晋商的报刊广告。晋商报刊广告多以社会广告的形式出现,除客户自行刊登的声明启事类广告之外,还有一种因特定的社会环境而生的致谢类广告,多以山西帮的名义集体刊登,而由商号自行刊登的商业广告较少。晋商在晚清各种内忧外患,在与外资银行及各种新式银行对决时,败下阵来,逐渐退出历史舞台。统观明清晋商广告,政治广告为晋商拓宽市场业务,文化广告为晋商突破异地市场,连锁经营为晋商叠加品牌效益。晋商广告与晋商商业发展相互促进、携手并进,随着晋商贸易地域的扩大,中国古代广告也步履不停,出现在每一个晋商贸易的地区。在时代的发展与环境的变迁中,晋商广告由门面、印章、会馆、印刷物等传统广告形式,发展到报刊广告,也体现出晋商广告由传统到现代、由乡土到城市、由人际传播到大众传播的跨越与演变,同时显现出明清及近代社会变迁。
[Abstract]:Ming and Qing dynasties were the heyday of Jin merchants.During the period, Shanxi merchants with strong financial strength, advanced management, integrity-based business culture, extensive expansion of business areas and activities.At that time people said Jin business scope, "up to silk and satin, down to onion and garlic", business region, "there are sparrows flying over the Shanxi merchants."They operate salt, iron, cotton, cloth, fur, silk, tea, finance and other companies throughout the country and far across Europe, Japan, Southeast Asia and Arab countries, dominating domestic business for 500 years.The Jin Merchants advertisement, accompanied by its business activities, also entered a rapid development stage at the end of the feudal society.Jin merchants' business tradition and history made them familiar with the use of ancient advertisements, and they were able to innovate advertising forms according to the needs of different regions, or according to the needs of different commodities.Or in the old form of innovation under the content.Although there are no independent advertising agencies, the specialty of advertisements in Ming and Qing dynasties and modern Jin merchants is not allowed, especially seal advertisements and printed advertisements.Its advertising form mainly includes storefront advertisement, seal advertisement, print advertisement, newspaper advertisement and important advertisement function Shanxi Merchants Guild.Storefront advertisements, including signboards, front signs, plaques, couplets and other storefronts, are full of ancient Chinese business wisdom.Clubhouse is a kind of commercial building with advertising function. The commercial groups, guilds and inscriptions, Guan Gong and opera buildings in Shanxi Merchants Guild Hall also have the function of advertisement.Seal advertisement is the main advertising form of Jin merchants.Jin merchants run the bank account, the bank, the ticket number, in which the largest scale of the ticket industry.In the silver money industry, the seal is not only a part of commercial products, but also represents the logo and credibility of each firm, especially the name seal and security seal, which is enough to be called the trademark advertisement of Jin merchants at that time.In addition, according to the concept of ancient Chinese advertising, the commercial documents and commercial products used by Shanxi merchants in the course of doing business belong to printed advertisements.Printed list of Financial products and Commercial advertisements.With the emergence of modern newspapers and periodicals in the late Qing Dynasty and early Republic of China, newspaper advertisements appeared one after another.In this paper, Tianjin Ta Kung Pao and the Declaration are used as the main materials to investigate the advertisements of Shanxi merchants.Most of the advertisements of Shanxi merchants appear in the form of social advertisements. In addition to the advertisements published by the clients themselves, there is also a kind of acknowledgment advertisements which are caused by a specific social environment. Most of them are published collectively in the name of the Shanxi Gang.There are fewer commercial advertisements published by firms themselves.Jin merchants in the late Qing Dynasty various internal and external problems, and foreign banks and various new banks in the battle, defeat, gradually withdraw from the stage of history.In Ming and Qing dynasties Shanxi merchants advertising political advertisements for Shanxi merchants to broaden market business cultural advertising for Shanxi merchants to break through the market chain operation for Shanxi merchants superimposed brand benefits.Jin Merchants advertisement and Jin Merchants Commercial Development promote each other hand in hand. With the expansion of Shanxi Merchants Trade region ancient Chinese advertising also kept on appearing in every area of Shanxi Merchants Trade.In the development of the times and the change of the environment, the traditional advertising form of Shanxi merchants has developed from facade, seal, clubhouse, printing and other traditional advertising forms to newspaper advertisements. It also reflects the Jin merchants' advertisements from traditional to modern, from local to urban.The leapfrogging and evolution from interpersonal communication to mass communication at the same time revealed the social changes of Ming and Qing dynasties and modern times.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

【参考文献】