本文選題：傳統(tǒng)招幌 + 發(fā)展衍變��； 參考：《浙江工商大學(xué)》2012年碩士論文

【摘要】：今天,我們的生活中充斥著讓人眼花繚亂的廣告,它們占據(jù)著城市的空間,令你無處逃遁。不知你是否留意過古街小巷里的傳統(tǒng)廣告形式——招幌?它恒久的生命讓人感嘆,使我們仿佛看到了歲月的舊影。作為一種民間商業(yè)文化藝術(shù)形態(tài),中國傳統(tǒng)招幌歷史悠久,具有特定的社會(huì)功能,顯示出較強(qiáng)的傳承性和鮮明的民族性特質(zhì)。在實(shí)際運(yùn)用中,“招牌”和“幌子”往往是結(jié)合相關(guān)的文字、圖形,相輔相成來共同出現(xiàn)的,傳達(dá)一系列較完整的店鋪廣告信息。 招幌廣告在古代的產(chǎn)生和發(fā)展,充分反映了中國古代商品交換日益頻繁和社會(huì)商品經(jīng)濟(jì)有序發(fā)展的歷史進(jìn)程,也顯示了古時(shí)候商人為銷售自己的產(chǎn)品而采取的廣告表現(xiàn)手段、方法的總結(jié)以及廣告藝術(shù)形式的提煉、加工過程,同時(shí)也從一個(gè)角度折射出中國古代社會(huì)的商業(yè)民俗和商業(yè)文化現(xiàn)象�，F(xiàn)代廣告是古代招幌廣告的繼承和發(fā)展,我們往往可以在眾多的現(xiàn)代廣告形式中看到明顯的歷史痕跡。 本文在充分查閱相關(guān)資料的前提下,按照中國政治制度變革和商業(yè)經(jīng)濟(jì)發(fā)展這兩個(gè)線索,全面、系統(tǒng)地勾勒中國古代不同時(shí)期招幌產(chǎn)生的政治、經(jīng)濟(jì)背景,商業(yè)環(huán)境的變化,以及在這種背景和環(huán)境下所產(chǎn)生的招幌的具體形態(tài),并進(jìn)一步研究、總結(jié)中國古代招幌產(chǎn)生、發(fā)展、衍變的基本規(guī)律和特點(diǎn)。作者全面、系統(tǒng)地收集、整理了中國古代招幌圖片資料。通過實(shí)地拍攝,原有圖片整理、歸類等方式,在最終成果的每一章節(jié)里配上相應(yīng)圖片資料作為文字資料的重要補(bǔ)充。并在最后一章結(jié)合實(shí)例來說明古代的招幌廣告形式以及廣告手法在今天廣告中的應(yīng)用。 本課題的研究力爭系統(tǒng)完整地勾勒中國古代廣告發(fā)展的歷史脈絡(luò),梳理了在中國古代社會(huì)政治、經(jīng)濟(jì)、商業(yè)、廣告多重環(huán)境下,廣告發(fā)展的規(guī)律和特點(diǎn)。同時(shí)對廣告與人們的日常生活、廣告與社會(huì)發(fā)展、廣告與文明進(jìn)步等相關(guān)問題進(jìn)行了較為深入的探討。成果對于探討廣告產(chǎn)生、發(fā)展、演變的歷史規(guī)律,總結(jié)歷史經(jīng)驗(yàn),了解中國廣告發(fā)展的歷史脈絡(luò)及與現(xiàn)代廣告的聯(lián)系與區(qū)別,具有重要的理論意義；追本溯源,認(rèn)真探索古代廣告的歷史發(fā)展軌跡,認(rèn)識(shí)廣告發(fā)展的規(guī)律性,對于推動(dòng)現(xiàn)代廣告的發(fā)展和強(qiáng)化廣告功能,無疑具有積極的作用。同時(shí),對于探討具有中國特色的廣告發(fā)展之路也具有顯著的現(xiàn)實(shí)意義。
[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.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F713.8

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