The Advertising History of China -Traditional Advertising and Historical Change of Mass Media

中国广告史-传统广告与大众传媒的历史变迁

• 批准号: 14530134
• 负责人: OTSUKA Kenryu
• 金额: $ 2.3万
• 依托单位: Koshien University
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (C)
• 财政年份: 2002
• 资助国家: 日本
• 起止时间: 2002 至 2004
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-14530134/
• 关键词: CHIN, WEI, JING, NANBEI dynasty; traditional advertising; the primitive advertising in SHAN; advertising media; advertising idea; brand strategy; advertising communication; CHUN QIU dynasty; ブランド戦略

The purpose of this study was to present the viewpoint and systematical structure of the Advertising History of China in which was mainly including the traditional advertising and historical change of mass media for every dynasty in China. Chinese Advertising was origin from SHAN dynasty. This study in 2002 was mainly focus in SHAN Dynasty and CUN QIU period primitive advertising. And from CHIN dynasty to WEI, JIN, NANBEI period was a original style advertising. In TANG dynasty was very prosperous age and was very popular in advertising.The change of advertising in SONG & GEN dynasty, the prosperous in MING dynasty in commercial advertising, Special type of commercial advertising in QING dynasty, and just before WU-SHI period and The People's republic China, Advertising period from 1949-1978, the advertising historical change in Taiwan, the advertising historical change in Hong Kong, The trend & development during 21 century etc. I have got some assistances from Shanghai Fudan Universi … More ty, ZHEJIAN University, Shanghai Advertising Co., Ltd., DENTSU Shanghai Branch, Pekin University, Pekin Advertising Co., Ltd., and DENTSU Pekin Branch etc., to collect many kinds of data and have researched and study originally. From those dynasty in turn, I have researched the special character, the popular react of advertising, the study of mass media, the social act and reference by Chinese advertising media, the activity of Chinese newspaper, the culture sense of Chinese advertising, the advertising creative and art in China, brand strategy in China, the advertising communication technical development, introduction of famous advertising people, the task of Chinese Advertising, and the future of advertising in China etc.The last year of 2004, I have visit to Shanghai, Hangzhou, Suzhou, Xiamen, Shenjun, Xian, Hong Kong, Taiwan Taipei & Taizhong etc total 6 times for research & study. Those big cities have already had very big neon sign and the street advertising outside board by Seiko, Minolta Camera, Fuji film, Aiwa, Sharp, Toyota and Matsushita National etc. The living & economical level have become well and have very strong purchase power, and need to have a high level quality for the information from advertising. The result of this study have submit a report & presentation in Japan advertising academy and also in Zheqian University advertising academy in Sept. 2, 2004. Finally, this study will be published in Japan within a few years. Less

本研究的目的是提出中国广告史的观点和系统结构，其中主要包括中国各朝代的传统广告和大众传媒的历史变迁。中国广告起源于单朝。2002年的研究主要集中在单、村秋时期的原始广告。而从秦到魏晋南北朝时期则是一种独创的广告样式。唐代是台湾广告的鼎盛时期，宋、根时期广告的变迁，明代商业广告的兴盛，清代商业广告的特殊类型，以及民国前的戊戌时期和民国时期，1949-1978年的广告时期，台湾广告的历史变迁，香港广告业的历史变迁，21世纪的趋势与发展等，我得到了上海复旦大学的帮助 ...更多信息 联系我们_浙江大学上海广告有限公司有限公司、电通上海分支、北京大学、北京广告公司、有限公司、和电通北京分支等，收集多种资料进行了原创性的研究。从这几个朝代依次研究了广告的特点、广告的大众反应、大众传媒研究、中国广告媒体的社会作用和借鉴、中国报纸的活动、中国广告的文化意义、中国广告创意与艺术、中国品牌战略、广告传播技术的发展、著名广告人的介绍、2004年的最后一年，我先后6次赴上海、杭州、苏州、厦门、申君、西安、香港、台湾、台北等地进行调研。那些大城市已经有了非常大的氖灯和街头广告外板由精工，美能达相机，富士胶片，爱华，夏普，丰田和松下国家等生活和经济水平已经变得很好，有很强的购买力，并需要有一个高水平的质量为信息从广告。本研究成果已于2005年9月在日本广告学会及浙江大学广告学会发表报告。2004年2月。最后，这项研究将在几年内在日本发表。少