A Study Of Signboard Culture Of Modern Changsha

As a famous city full of culture and history, Changsha is the centre of politic, economy, military, culture, and education in Hunan province since the Qin and Han dynasty. After being an open port, merchants from domestic and overseas rush into the city; Changsha became the focus of commerce and consumption. In the modem times, signboard of Changsha was the symbol of civic industry and commerce, as it has the strength that can see big things through its small room, and reflected the whole picture of the inside information of history and culture, rich customs and traditions, unique social psychology, and revealed the messages of culture, and show the style and feature of city. But study on signboard is a weak link in academia for a long time; this thesis was trying to do some elementary research on this subject.There are three parts of this thesis:First part is the introduction of signboard in Changsha. It summarizes the concept of signboard, and the situation and Changsha signboard in modem times, and the relationship with civic culture.The second part is about the intention of signboard’ culture in Changsha, it analysis the famous signboard in Changsha and how it reveal the strategy of advertisements, the industry arts, the unique spirits of celebrated firms, and the feature of times, region, industry, and figure.The third part is about the culture of signboard in Changsha and culture of the city during the modern times, and it’s the key point of this thesis. It mainly states the relationship between the signboard and transformation of concept of consumption, and the construction of civil spirit, and the intension of the style and feature of city. And the conclusion states some suggestions and expectations for signboard in nowadays.