【摘要】：在我們?nèi)粘Ｉ钪?廣告無(wú)處不在,廣告業(yè)作為我們生活中重要的產(chǎn)業(yè)也蓬勃發(fā)展起來(lái),我們的日常生活和工作無(wú)不深受其影響。在我國(guó),廣告活動(dòng)早已存在,且歷史久遠(yuǎn)。筆者選取了宋代都城商業(yè)廣告作為研究對(duì)象,試圖對(duì)兩宋都城的商業(yè)廣告的形式、發(fā)展?fàn)顩r、特點(diǎn)、影響及其與商業(yè)發(fā)展的關(guān)系等問題進(jìn)行比較系統(tǒng)的研究和探討,以希望能夠?qū)ΜF(xiàn)代廣告和廣告學(xué)的發(fā)展提供一定的參考和借鑒。自我國(guó)改革開放以來(lái),國(guó)內(nèi)不少的專家學(xué)者對(duì)我國(guó)內(nèi)外的廣告史進(jìn)行了研究,取得了很多的研究成果,出版了不少的學(xué)術(shù)專著和論文。本文基于已有的研究成果,從商業(yè)的角度對(duì)宋代的廣告進(jìn)行了研究和探討。為了盡量系統(tǒng)完整的展現(xiàn)宋代都城商業(yè)廣告發(fā)展的諸多成就和展現(xiàn)方式,筆者搜集并整理了大量的廣告史料,并引用了一些歷史廣告圖片以盡量直觀的展示兩宋時(shí)期都城商業(yè)廣告的發(fā)展?fàn)顩r,使人們對(duì)宋代都城商業(yè)廣告有更進(jìn)一步的認(rèn)識(shí)和了解。 本文分為以下六個(gè)部分： 一、引論。筆者簡(jiǎn)要的分析了我國(guó)古代廣告和現(xiàn)代廣告以及廣告的廣義和狹義的概念,敘述了宋代廣告史的研究概況。 二、宋代都城商業(yè)廣告的主要展現(xiàn)方式。筆者通過大量的史料探討了宋代都城商業(yè)廣告的幾種形式：聲音廣告、標(biāo)識(shí)實(shí)物廣告、招幌廣告、燈籠廣告、裝潢美飾廣告、印刷廣告、文學(xué)藝術(shù)廣告等廣告形式。同時(shí),筆者對(duì)各類商業(yè)廣告形式做了分析和總結(jié)。 三、宋代都城商業(yè)廣告的特點(diǎn)。在這一部分中,筆者專門分析了宋代都城商業(yè)廣告表現(xiàn)出的三大特點(diǎn)：廣告形式新穎、廣告策略性和技巧性強(qiáng)、廣告的缺陷明顯,并對(duì)其中的特點(diǎn)進(jìn)行了具體、細(xì)致的分析和論述。 四、宋代都城商業(yè)廣告呈現(xiàn)上述特點(diǎn)的原因。筆者在該部分專門分析和探討了宋代都城商業(yè)廣告表現(xiàn)出以上特點(diǎn)的四大原因：宋代社會(huì)經(jīng)濟(jì)和商品經(jīng)濟(jì)的發(fā)展、宋代城市格局的突破、宋代都城消費(fèi)市場(chǎng)的廣闊、宋代都城商人廣告意識(shí)的增強(qiáng)。 五、宋代都城商業(yè)廣告對(duì)商業(yè)的作用。商業(yè)的發(fā)展促進(jìn)了商業(yè)廣告的發(fā)展,商業(yè)廣告反過來(lái)又對(duì)商業(yè)產(chǎn)生作用。在這一部分,筆者主要分析了商業(yè)廣告對(duì)商業(yè)產(chǎn)生了促進(jìn)交易活動(dòng)的發(fā)生、刺激誘導(dǎo)了消費(fèi)、促進(jìn)了商業(yè)文化的繁榮等積極作用,同時(shí)也論述了虛假商業(yè)廣告對(duì)商業(yè)也產(chǎn)生了負(fù)面作用。 六、總結(jié)。該部分主要是對(duì)本文的主要觀點(diǎn)作出概括性的總結(jié)。
[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.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 孟德鴻;宋代植物紋飾意蘊(yùn)研究[D];齊齊哈爾大學(xué);2012年

2 奚茜;品牌傳播發(fā)展歷程階段特性研究[D];華中科技大學(xué);2012年

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本文編號(hào)：2388204