摘要
近代中国广告的产生 ,是新式商业经营方式演变趋新的产物 ,与众多报刊杂志以及其他各种新型传播媒体的出现相辅相成 ,也与西方商业文化在中国的广泛传播紧密相联。随着华商认识的提高 ,以及商业的发展和媒体的繁荣 ,广告在近代中国越来越兴盛 ,并且出现了各种不同形式的新颖广告。广告的产生与兴盛对中国工商业的发展起了积极的促进作用 ,不少华商巧妙地利用广告拓展自己的事业 ,甚至在与外国资本进行激烈竞争的过程中能立于不败之地 ;同时 ,广告还具有其他一些值得重视的独特功能与作用。但近代的一部分虚假广告 ,也产生了某些负面的影响。
Modern Chinese advertising was the product of new tendencies in business management. It was closely related to the emergence of numerous newspapers and magazines and other forms of the new mass media, and the wide spread of western commercial culture in China. As Chinese merchants' understanding deepened, as commerce developed and the media prospered, advertising became more and more prosperous and new forms of advertising appeared. The emergence and prosperity of advertising made positive contributions to the development of Chinese industry and commerce. Many Chinese merchants made skillful use of advertising to develop their own businesses, and sometimes even successfully contended with foreign capital. At the same time, advertisement had other positive functions as well. But false advertising in modern times also had a negative effect.
出处
《近代史研究》
CSSCI
北大核心
2000年第4期87-115,共29页
Modern Chinese History Studies
