论文部分内容阅读
中国古代广告发展的历史不仅是商品所体现的物质层面的表述,而且也是商品所象征的精神层面的价值展示。这种附加在商品实体非功能性价值使广告传播具有市场导向性,广告传播的内容从商品的有形价值传播向以人为中心的消费附加值转移。因此,我国古代广告发展不仅传播着商品的价值理念、传递着买卖双方的情感,而且塑造着当时人们的生活方式。其所展示的价值模式对现代广告的运作有着不可估量的市场启迪。
The history of the development of ancient Chinese advertising is not only a manifestation of the material aspects embodied in commodities, but also a spiritual display of the value symbolized by commodities. This additional non-functional value of the commodity entity makes the advertisement dissemination market-oriented, and the content of the advertisement dissemination shifts from the tangible value of the commodity to the added value of the people-centered consumption. Therefore, the development of ancient Chinese advertising not only spread the concept of value of goods, convey the emotion of buyers and sellers, but also shape the way of life of people at that time. The value model that it displays has immeasurable market enlightenment to the operation of modern advertisement.