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近年来,玉文化、玉学研究较为流行,明清时期玉器上的广告,对古文物及中国古代广告的研究有着重要的研究价值。文章从明清时期玉器上广告概述入手。继而,从玉礼思想、吉祥文化思想、宗教思想论述明清时期玉器上广告形成的思想渊源。重点举例介绍了明清时期玉器上广告的表现形式。然后,笔者从国内外两方面论述了明清时期玉器上的广告对现代广告的影响。最后,针对中国古代玉器上广告的表现及其影响力、研究价值等方面作了论述和总结。
In recent years, jade culture and jade science are more popular. The advertisements on jade articles during Ming and Qing Dynasties have important research value on ancient relics and ancient Chinese advertisements. The article starts from the jade advertisement in the Ming and Qing Dynasties. Then, from the Yu Li thought, auspicious cultural thought, religious thought discusses the Ming and Qing Dynasty jade ads on the formation of the ideological origin. An example is given to introduce the manifestations of advertisements on the jade articles during the Ming and Qing Dynasties. Then, the author discusses the influence of advertisements on jade articles in the Ming and Qing Dynasties to modern advertisements from domestic and foreign aspects. Finally, the article discusses and summarizes the performance of advertisements in ancient Chinese jade articles, their influence and research value.