| The Chinese advertisement origin may trace to the times of Xia • Shang • Zhou. The technique and the shape of advertisement performance have had many vicissitude along with the time. This dissertation viewed the Chinese advertisement origin and its historicity launches. It is discussed emphatically the advertisement media, the advertisement convinces and the advertisement rules and regulations, as well as brand tradition and characteristic through the historical literature and the archaeological finds, especially taking the Song Dynasty advertisement as a center.;The main discourse is composed of two parts which are advertising communication and advertising media. The first part by five chapters of constitution, has discussed emphatically from the advertisement concept as the communication method and as well as the advertisement with essence of persuasion, and from this has traced the Chinese advertisement origin, looked at the trademark and brand's origin specially, explained the characteristic of the Chinese advertisement history development.;The second part by two chapters of constitution, has in detail examined each kind of form advertising media originated from China. In China, the media is from the Bronze ware, the flag, the bamboo slip, paper vicissitude develops gradually to print and so on newspaper.;In the final conclusion, based on to the Chinese advertisement tradition inspection, the analysis and the research result, the author believed that, China's traditional advertisement has its unique theory, thought and the practice way. And also believed that, in the Chinese history has a more generalized understanding to the advertisement. It not only includes modern significance in narrow sense advertisement, also includes like the promotion, the public relations, the brand, the political propaganda and so on other communications. In many aspects, traditional advertisement theory, thought and the practice way have displayed by the traditional culture form and are inherited by the posterity until now. Some of them have the surprised uniformity with the advertisement theory transmitted from the west, also have some totally different in western advertisement one side. At the same time, was precisely these unique constituted in the most essence part of the Chinese traditional advertisement. |
