中国传统招幌的发展衍变及现状研究

发布时间：2018-04-14 22:25

本文选题：传统招幌 + 发展衍变　；参考：《浙江工商大学》2012年硕士论文

【摘要】：今天,我们的生活中充斥着让人眼花缭乱的广告,它们占据着城市的空间,令你无处逃遁。不知你是否留意过古街小巷里的传统广告形式——招幌?它恒久的生命让人感叹,使我们仿佛看到了岁月的旧影。作为一种民间商业文化艺术形态,中国传统招幌历史悠久,具有特定的社会功能,显示出较强的传承性和鲜明的民族性特质。在实际运用中,“招牌”和“幌子”往往是结合相关的文字、图形,相辅相成来共同出现的,传达一系列较完整的店铺广告信息。招幌广告在古代的产生和发展,充分反映了中国古代商品交换日益频繁和社会商品经济有序发展的历史进程,也显示了古时候商人为销售自己的产品而采取的广告表现手段、方法的总结以及广告艺术形式的提炼、加工过程,同时也从一个角度折射出中国古代社会的商业民俗和商业文化现象。现代广告是古代招幌广告的继承和发展,我们往往可以在众多的现代广告形式中看到明显的历史痕迹。本文在充分查阅相关资料的前提下,按照中国政治制度变革和商业经济发展这两个线索,全面、系统地勾勒中国古代不同时期招幌产生的政治、经济背景,商业环境的变化,以及在这种背景和环境下所产生的招幌的具体形态,并进一步研究、总结中国古代招幌产生、发展、衍变的基本规律和特点。作者全面、系统地收集、整理了中国古代招幌图片资料。通过实地拍摄,原有图片整理、归类等方式,在最终成果的每一章节里配上相应图片资料作为文字资料的重要补充。并在最后一章结合实例来说明古代的招幌广告形式以及广告手法在今天广告中的应用。本课题的研究力争系统完整地勾勒中国古代广告发展的历史脉络,梳理了在中国古代社会政治、经济、商业、广告多重环境下,广告发展的规律和特点。同时对广告与人们的日常生活、广告与社会发展、广告与文明进步等相关问题进行了较为深入的探讨。成果对于探讨广告产生、发展、演变的历史规律,总结历史经验,了解中国广告发展的历史脉络及与现代广告的联系与区别,具有重要的理论意义；追本溯源,认真探索古代广告的历史发展轨迹,认识广告发展的规律性,对于推动现代广告的发展和强化广告功能,无疑具有积极的作用。同时,对于探讨具有中国特色的广告发展之路也具有显著的现实意义。
[Abstract]:Today, our lives are filled with dazzling advertisements that occupy the space of the city, leaving you nowhere to escape.I wonder if you have ever noticed the traditional advertising form in the old street alleyways-Sapporo?Its long-lasting life makes people sigh, so that we seem to see the old shadow of the years.As a form of folk commercial culture and art, Chinese tradition has a long history and has a specific social function, showing strong inheritance and distinct national characteristics.In practical use, "signboard" and "front" are often combined with related words, graphics, complementary to each other to co-appear, convey a series of more complete store advertising information.The emergence and development of Sapporo advertisements in ancient times fully reflect the historical process of the increasingly frequent exchange of goods in ancient China and the orderly development of social commodity economy, and also show the means of advertising performance adopted by merchants in ancient times in order to sell their own products.At the same time, it also reflects the phenomenon of commercial folklore and commercial culture in ancient Chinese society from a point of view.Modern advertising is the inheritance and development of ancient advertisements. We can often see obvious historical traces in many modern advertising forms.On the premise of fully consulting relevant materials and according to the two clues of China's political system reform and commercial economic development, this paper comprehensively and systematically outlines the changes in the political, economic and commercial environment that occurred in different periods of ancient China.And the concrete form of Sapporo in this background and environment, and further study, summarize the generation, development and evolution of the basic laws and characteristics of ancient China.The author collects and collates all-round and systematic pictures of ancient China's Sapporo.Through the field shooting, the original picture arrangement, the classification and so on, in the final result each chapter matched the corresponding picture material as the text material important supplement.In the last chapter, an example is given to illustrate the ancient Sapporo advertising form and the application of advertising techniques in today's advertising.The research of this subject tries to outline the historical context of the development of ancient Chinese advertising systematically, combing the law and characteristics of advertising development under the environment of politics, economy, commerce and advertising in ancient China.At the same time, this paper probes into the related problems of advertisement and people's daily life, advertisement and social development, advertisement and civilization progress.The results have important theoretical significance for discussing the historical law of the emergence, development and evolution of advertising, summing up the historical experience, understanding the historical context of the development of Chinese advertising, and the connection and difference between Chinese advertising and modern advertising.Exploring the historical development track of ancient advertisement and recognizing the regularity of advertisement development will undoubtedly play a positive role in promoting the development of modern advertisement and strengthening its function.At the same time, it has significant practical significance to explore the road of advertising development with Chinese characteristics.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

【参考文献】