宋代都城商业广告刍议
发布时间：2018-12-20 15:51
【摘要】：在我们日常生活中,广告无处不在,广告业作为我们生活中重要的产业也蓬勃发展起来,我们的日常生活和工作无不深受其影响。在我国,广告活动早已存在,且历史久远。笔者选取了宋代都城商业广告作为研究对象,试图对两宋都城的商业广告的形式、发展状况、特点、影响及其与商业发展的关系等问题进行比较系统的研究和探讨,以希望能够对现代广告和广告学的发展提供一定的参考和借鉴。自我国改革开放以来,国内不少的专家学者对我国内外的广告史进行了研究,取得了很多的研究成果,出版了不少的学术专著和论文。本文基于已有的研究成果,从商业的角度对宋代的广告进行了研究和探讨。为了尽量系统完整的展现宋代都城商业广告发展的诸多成就和展现方式,笔者搜集并整理了大量的广告史料,并引用了一些历史广告图片以尽量直观的展示两宋时期都城商业广告的发展状况,使人们对宋代都城商业广告有更进一步的认识和了解。 本文分为以下六个部分： 一、引论。笔者简要的分析了我国古代广告和现代广告以及广告的广义和狭义的概念,叙述了宋代广告史的研究概况。 二、宋代都城商业广告的主要展现方式。笔者通过大量的史料探讨了宋代都城商业广告的几种形式：声音广告、标识实物广告、招幌广告、灯笼广告、装潢美饰广告、印刷广告、文学艺术广告等广告形式。同时,笔者对各类商业广告形式做了分析和总结。 三、宋代都城商业广告的特点。在这一部分中,笔者专门分析了宋代都城商业广告表现出的三大特点：广告形式新颖、广告策略性和技巧性强、广告的缺陷明显,并对其中的特点进行了具体、细致的分析和论述。 四、宋代都城商业广告呈现上述特点的原因。笔者在该部分专门分析和探讨了宋代都城商业广告表现出以上特点的四大原因：宋代社会经济和商品经济的发展、宋代城市格局的突破、宋代都城消费市场的广阔、宋代都城商人广告意识的增强。 五、宋代都城商业广告对商业的作用。商业的发展促进了商业广告的发展,商业广告反过来又对商业产生作用。在这一部分,笔者主要分析了商业广告对商业产生了促进交易活动的发生、刺激诱导了消费、促进了商业文化的繁荣等积极作用,同时也论述了虚假商业广告对商业也产生了负面作用。 六、总结。该部分主要是对本文的主要观点作出概括性的总结。
[Abstract]:In our daily life, advertising everywhere, advertising industry as an important industry in our lives also flourish, our daily life and work are deeply affected. In our country, the advertisement activity already exists, and the history is long ago. The author chooses the commercial advertisement of the capital city of the Song Dynasty as the research object, and tries to make a comparatively systematic research and discussion on the form, development, characteristics, influence and the relationship between the commercial advertisement and the commercial development of the capital city of the two Song dynasties. Hope to provide some reference and reference for the development of modern advertising and advertising. Since China's reform and opening up, many domestic experts and scholars have studied the history of advertising at home and abroad, obtained a lot of research results, published a lot of academic monographs and papers. Based on the existing research results, this paper studies and discusses the advertising of the Song Dynasty from the commercial point of view. In order to show as systematically and completely as possible the achievements and ways of the development of commercial advertising in the capital city of Song Dynasty, the author collected and sorted out a large number of historical advertising materials. And some historical advertising pictures are cited to show the development of the commercial advertising of the capital city in the Song Dynasty as far as possible, so that people have a better understanding of the commercial advertising of the capital city in the Song Dynasty. This article is divided into the following six parts: first, introduction. The author briefly analyzes the concepts of ancient and modern advertising and the broad and narrow sense of advertising, and describes the general situation of the research on the history of advertising in Song Dynasty. Second, the main display way of the commercial advertisement of the capital city in the Song Dynasty. Through a lot of historical data, the author discusses several forms of commercial advertisement in the capital city of Song Dynasty: sound advertisement, logo advertisement, lantern advertisement, decoration advertisement, printing advertisement, literature and art advertisement and so on. At the same time, the author has made the analysis and the summary to each kind of commercial advertisement form. Third, the characteristics of the commercial advertising of the capital city in the Song Dynasty. In this part, the author specially analyzes the three characteristics of the commercial advertisement of the capital city of Song Dynasty: the form of the advertisement is novel, the advertisement is strategic and skillful, and the defects of the advertisement are obvious. Detailed analysis and discussion. Fourth, the Song Dynasty capital city commercial advertisement presents the above characteristic reason. In this part, the author analyses and discusses the four reasons for the above characteristics: the development of social economy and commodity economy in Song Dynasty, the breakthrough of city pattern in Song Dynasty, and the broad consumption market of capital city in Song Dynasty. The strengthening of the advertising consciousness of the merchants of the capital city in the Song Dynasty. Fifth, the function of the commercial advertisement of the capital city in the Song Dynasty. The development of commerce promotes the development of commercial advertising, which in turn has an effect on commerce. In this part, the author mainly analyzes the positive effects of commercial advertising on commercial activities, such as stimulating consumption, promoting the prosperity of business culture, and so on. At the same time, it also discusses the negative effect of false commercial advertising. VI. Summary. This part is a summary of the main points of this paper.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8
本文编号：2388204
[Abstract]:In our daily life, advertising everywhere, advertising industry as an important industry in our lives also flourish, our daily life and work are deeply affected. In our country, the advertisement activity already exists, and the history is long ago. The author chooses the commercial advertisement of the capital city of the Song Dynasty as the research object, and tries to make a comparatively systematic research and discussion on the form, development, characteristics, influence and the relationship between the commercial advertisement and the commercial development of the capital city of the two Song dynasties. Hope to provide some reference and reference for the development of modern advertising and advertising. Since China's reform and opening up, many domestic experts and scholars have studied the history of advertising at home and abroad, obtained a lot of research results, published a lot of academic monographs and papers. Based on the existing research results, this paper studies and discusses the advertising of the Song Dynasty from the commercial point of view. In order to show as systematically and completely as possible the achievements and ways of the development of commercial advertising in the capital city of Song Dynasty, the author collected and sorted out a large number of historical advertising materials. And some historical advertising pictures are cited to show the development of the commercial advertising of the capital city in the Song Dynasty as far as possible, so that people have a better understanding of the commercial advertising of the capital city in the Song Dynasty. This article is divided into the following six parts: first, introduction. The author briefly analyzes the concepts of ancient and modern advertising and the broad and narrow sense of advertising, and describes the general situation of the research on the history of advertising in Song Dynasty. Second, the main display way of the commercial advertisement of the capital city in the Song Dynasty. Through a lot of historical data, the author discusses several forms of commercial advertisement in the capital city of Song Dynasty: sound advertisement, logo advertisement, lantern advertisement, decoration advertisement, printing advertisement, literature and art advertisement and so on. At the same time, the author has made the analysis and the summary to each kind of commercial advertisement form. Third, the characteristics of the commercial advertising of the capital city in the Song Dynasty. In this part, the author specially analyzes the three characteristics of the commercial advertisement of the capital city of Song Dynasty: the form of the advertisement is novel, the advertisement is strategic and skillful, and the defects of the advertisement are obvious. Detailed analysis and discussion. Fourth, the Song Dynasty capital city commercial advertisement presents the above characteristic reason. In this part, the author analyses and discusses the four reasons for the above characteristics: the development of social economy and commodity economy in Song Dynasty, the breakthrough of city pattern in Song Dynasty, and the broad consumption market of capital city in Song Dynasty. The strengthening of the advertising consciousness of the merchants of the capital city in the Song Dynasty. Fifth, the function of the commercial advertisement of the capital city in the Song Dynasty. The development of commerce promotes the development of commercial advertising, which in turn has an effect on commerce. In this part, the author mainly analyzes the positive effects of commercial advertising on commercial activities, such as stimulating consumption, promoting the prosperity of business culture, and so on. At the same time, it also discusses the negative effect of false commercial advertising. VI. Summary. This part is a summary of the main points of this paper.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8
【引证文献】
相关硕士学位论文 前2条
1 孟德鸿;宋代植物纹饰意蕴研究[D];齐齐哈尔大学;2012年
2 奚茜;品牌传播发展历程阶段特性研究[D];华中科技大学;2012年
，本文编号：2388204
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