黄英. 宋代商业广告探析[J]. 内江师范学院学报, 2023, 38(5): 67-71. DOI: 10.13603/j.cnki.51-1621/z.2023.05.011
    引用本文: 黄英. 宋代商业广告探析[J]. 内江师范学院学报, 2023, 38(5): 67-71. DOI: 10.13603/j.cnki.51-1621/z.2023.05.011
    HUANG Ying. Commercial Advertisements in the Song Dynasty[J]. Journal of Neijiang Normal University, 2023, 38(5): 67-71. DOI: 10.13603/j.cnki.51-1621/z.2023.05.011
    Citation: HUANG Ying. Commercial Advertisements in the Song Dynasty[J]. Journal of Neijiang Normal University, 2023, 38(5): 67-71. DOI: 10.13603/j.cnki.51-1621/z.2023.05.011

    宋代商业广告探析

    Commercial Advertisements in the Song Dynasty

    • 摘要: 宋代是继汉唐以来中国经济发展的又一个高峰期。宋代商业广告形式灵活多变,主要有口头广告、音响广告、实物广告、标志广告、旗帜广告、招牌广告、印刷广告、诗词广告、装饰广告、招贴广告等,体现了宋代商品经济的繁荣。宋代商业广告具有广告形式推陈出新、商标与广告相辅相成、多种广告形式交叉使用等时代特点。宋代商业广告的兴盛缘于经济的发展、政策的支持、文化的繁荣、竞争的激烈以及科技的进步。

       

      Abstract: The Song Dynasty (960-1279) was another peak of China’s economic development since the Han (202BC-AD220) and Tang (618-907) Dynasties. The forms of commercial advertisements in the Song Dynasty were flexible and diversified. They mainly includes oral advertisements, audio advertisements, physical advertisements, logo advertisements, flag advertisements, signboard advertisements, printed advertisements, poetry advertisements, decoration advertisements, and poster advertisements, etc. The commercial advertisements reflect the prosperity of the commodity economy in the Song Dynasty. They are characterized with innovation, the complementation of trademarks and advertisements, and employment of the various advertising forms. The flourishing of the commercial advertisements is due to economic development, preferential policies made by the government of Song Dynasty, cultural prosperity, fierce competition, and scientific and technological progress in Song Dynasty.

       

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