本文選題：晉商 + 廣告��； 參考：《廣西大學(xué)》2017年碩士論文

【摘要】：明清兩代是晉商的鼎盛時期。期間,晉商以雄厚的資金實力,先進(jìn)的經(jīng)營管理,誠信為本的商業(yè)文化,廣泛拓展經(jīng)營領(lǐng)域和活動范圍。時人有言晉商經(jīng)營范圍“上至綢緞,下至蔥蒜”,經(jīng)營地域“有麻雀飛過的地方就有山西商人”。他們經(jīng)營的鹽、鐵、棉、布、皮毛、絲綢、茶葉、金融等商號,遍及全國各地并遠(yuǎn)涉歐洲、日本、東南亞和阿拉伯國家,稱雄國內(nèi)商界長達(dá)500年之久。與其經(jīng)商活動相伴相生的晉商廣告也在這一封建社會末期進(jìn)入迅速發(fā)展階段。晉商的經(jīng)商傳統(tǒng)及歷史使其對古代廣告的使用熟稔有度,各種廣告形式手到擒來,并能夠根據(jù)不同地區(qū)的需要,或根據(jù)不同商品的需要,不斷創(chuàng)新廣告形式,或在舊有的形式下創(chuàng)新內(nèi)容。雖沒有獨立的廣告經(jīng)營機(jī)構(gòu),但明清及近代晉商廣告中廣告的專業(yè)性不容置喙,尤其是印章廣告及印刷廣告。其廣告形式主要有店面廣告、印章廣告、印刷廣告、報刊廣告及具有重要廣告功能的晉商會館。其中店面廣告包括招牌、幌子、匾額、楹聯(lián)及其他店面裝飾廣告,充滿中國古代商業(yè)智慧。會館是一種具有廣告功能的商業(yè)建筑,晉商會館中活動的商幫、行會及碑刻、關(guān)公、戲樓等也都具有廣告的功能。印章廣告是晉商銀錢業(yè)的主要廣告形式。晉商經(jīng)營的銀錢業(yè)有帳局、錢莊、票號,其中以票號行業(yè)的規(guī)模最大。在銀錢業(yè),印章既是商業(yè)產(chǎn)品的一部分,同時也代表著每家商號的標(biāo)識與信譽,尤其名號章與防偽章,足以稱為彼時晉商的商標(biāo)廣告。此外,根據(jù)中國古代廣告的概念,晉商在經(jīng)商過程中使用的商業(yè)文書及產(chǎn)生的商業(yè)產(chǎn)品等,均屬于印刷廣告,晉商印刷廣告內(nèi)容豐富,本文主要介紹經(jīng)營許可憑證類、金融產(chǎn)品類及商業(yè)廣告印刷單。清末民初隨著近代報刊的出現(xiàn),報刊廣告也相繼出現(xiàn)。本文以天津《大公報》及《申報》為主要材料,考察晉商的報刊廣告。晉商報刊廣告多以社會廣告的形式出現(xiàn),除客戶自行刊登的聲明啟事類廣告之外,還有一種因特定的社會環(huán)境而生的致謝類廣告,多以山西幫的名義集體刊登,而由商號自行刊登的商業(yè)廣告較少。晉商在晚清各種內(nèi)憂外患,在與外資銀行及各種新式銀行對決時,敗下陣來,逐漸退出歷史舞臺。統(tǒng)觀明清晉商廣告,政治廣告為晉商拓寬市場業(yè)務(wù),文化廣告為晉商突破異地市場,連鎖經(jīng)營為晉商疊加品牌效益。晉商廣告與晉商商業(yè)發(fā)展相互促進(jìn)、攜手并進(jìn),隨著晉商貿(mào)易地域的擴(kuò)大,中國古代廣告也步履不停,出現(xiàn)在每一個晉商貿(mào)易的地區(qū)。在時代的發(fā)展與環(huán)境的變遷中,晉商廣告由門面、印章、會館、印刷物等傳統(tǒng)廣告形式,發(fā)展到報刊廣告,也體現(xiàn)出晉商廣告由傳統(tǒng)到現(xiàn)代、由鄉(xiāng)土到城市、由人際傳播到大眾傳播的跨越與演變,同時顯現(xiàn)出明清及近代社會變遷。
[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.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8

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