| In the period of great change in modern China, all kinds of new things were pouring in, then need to add a large number of professional term to indicate the corresponding things or phenomena. The word Guanggao appeared in the Chinese discourse system in history, but its modern meaning is new form the Japanese system introduced and integrated into the modern Chinese system. The new meaning of Guanggao in Japanese can be traced back to 1867. In the transitional period from ancient to modern Chinese characters, there is a link, which is connected to Liang Qichao and other cultural figures’ efforts. After introduced new meaning into China, there was the concept of Guanggao in the context of the development and evolution of Chinese words.There were three time node about the meaning of Guanggao by using the word in modern Chinese newspaper,which were three important turning point from the incoming to a stable meaning.It was the first time that the word Guanggao appearred in 1899’s Qing Yi Paper by Liang Qichao. The term was introduced into Chinese from Japanese translation of the modern meaning. During this period, the word of Guanggao more emphasised on the meaning what is the way to widely advertise, but its behavior was not completely indicative of commercial marketing.In 1901, a simple village ad on Shen Paper was the start of using the term on the domestic mass.Guanggao began to be recognized by the domestic media, and gradually localization in Chinese territory. During this period, there were clear commercial significance expression about using the word, to disseminate business information, bur its persuade sense was not strong, and the meaning is much shorter range than the period of enlightenment. In 1906, the Government Official Newspaper appearred the word Guanggao. It represented Guanggao was officially accepted by the official newspaper, and wae the ending of confusion wording about ancient Advertising Age in China, then was the era of modern advertising. |
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