Commercial Advertisement Of Song Dynasty And Yuan Dynasty

There were the advertising activities in ancient times. In this thesis, I choose the commercial advertisement of Song Dynasty and Yuan Dynasty as object of study, and attempt to carry on systematic research to these problems, such as form of the commercial advertisement, the development of the commercial advertisement, limitation of the commercial advertisement and the interdynamic relation between the commercial advertisement and the commerce development. During the process of study, I have used the experience of our predecessor and study the commercial advertisement of Song Dynasty and Yuan Dynasty from commercial angle. In order to represent the achievements of the commercial advertisement of Song Dynasty and Yuan Dynasty, I utilized a lot of historical datum, historical pictures, and so on.This thesis can be divided into six parts as follows:I. IntroductionI have given a brief account of the commercial advertisement of Song Dynasty and Yuan Dynasty, Moreover, defined and discriminated two pairs of concepts, ancient advertisement and modern advertisement, broad sense advertisement and narrow sense advertisement.II. The forms of the commercial advertisement of Song Dynasty and Yuan Dynasty I have discussed the forms of the commercial advertisement of Song Dynasty andYuan Dynasty, In addition, I summarize the characteristics and advantages of all kinds of advertising, and which kind of goods they are suit to do propaganda. Moreover, I have analyzed and summarized the development of all kinds of advertisement during Song Dynasty and Yuan Dynasty.III. The development of the commercial advertisement of Song Dynasty and Yuan DynastyIn this part, I analyzed and summarized the development of the commercial advertisement of Song Dynasty and Yuan Dynasty, they displayed in three aspects: Adoption of the advertising skill, expansion of the advertising content, increase of the advertising form. Then analyzed the push factors which make them develop.IV. The limitation of the commercial advertisement of Song Dynasty and Yuan DynastyThe limitation of the commercial advertisement is an outstanding problem in the development course of China's advertisement in the ancient. This part mainly did not study a phenomenon of these problems, but specially probed into the reason existing in these phenomena.V. Interdynamic relation between commercial advertisement and commerce development.The commercial advertisement is based on the development of the commerce, and the development of the commercial advertisement will promote the development of the commerce conversely. In this part, I have analyzed the commerce development on the function of these respects: improving people's advertising consciousness, impelling the advertising form diversification, proposing the new demand to the commercial advertisement. In addition, I have analyzed the function that the commercial advertisement has promoted the exchange of commodities and consumption, etc.VI. ConclusionThis part is to summarize the main view of this text.