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    Title: 中國古代出版廣告內涵研究
    Other Titles: The contents of the advertisements of ancient Chinese publishing industry
    Authors: 許晋豪;Hsu, Chin-hao
    Contributors: 淡江大學漢語文化暨文獻資源研究所碩士班
    吳哲夫;Wu, Che-fu
    Keywords: 出版廣告;牌記;publication Advertisement;Printed stamp of publisher
    Date: 2010
    Issue Date: 2010-09-23 17:02:17 (UTC+8)
    Abstract: 本文主要討論的是關於中國廣告的內涵,研究主軸則放於出版廣告文化上面,由於中國廣告文化的來源很廣,整個社會的政治、經濟、教育等等的層面都有廣告的出現,而各行各業也都有專屬其獨立的廣告文化,但卻也有著共通的特性,於是中國廣告文化各自相通又獨立的存在著,且龐大的文化系統過於繁雜,故研究的面向就必須鎖定某一特定的對象來研究,古代圖書出版業,保存下來的文獻,是最適合的研究對象,可提供較為真實的案例來介紹,於是本文從中國廣告可能的起源來延伸說明,出版業廣告的起源,同時圖書出版業,在古代的百業興盛當中,算是新興行業,因此廣告方式,勢必受到其他廣告文化的影響,所以也同時探討了其他與出版廣告文化相關的其他廣告文化行為,以廣告目的、廣告載體來介紹這些案例,然後連接至出版廣告文化的形式,且介紹與出版業相關的各項古代科技技術,最後著眼於出版廣告文化中的牌記廣告,將其解構為牌記起源、牌記圖形、商業功用、學術功用等等加以分析,以探求圖書廣告的文化內涵。
    This essay is to discuss the culture and intention of advertisement in China.
    The publication culture of advertisement is used as the main focus to illustrate the following points.
    Since the culture of advertisement in China is resulted from many sources, advertisement shows everywhere in China, especially in politics, economics
    However, it does not mean that advertisement is the same as before. With the changes of time, advertisement changes as well. It could be same here, but also different there.
    In addition, it is transformed into a large and complicated system.
    Therefore, it is necessary to focus on one specific target to do research in this area.
    The historic documents kept from the past which are the most suitable objects for research could be provided as important case study.
    Thus, the publication advertisement is illustrated in this essay by the possible sources of advertisement in China.
    Publication is one of the newest industries, and its advertisement style might be influenced by others.
    Some activities about culture are also good examples to demonstrate relevant cases, including the advertisement purposes and advertisement carriers.
    Then, the advertisement styles of publication with historical technology are also introduced in this essay.
    Printed stamp of publisher, as the final point, is analysed by its history, shapes, functions (both commercial and academical), in order to know more about the meaning of advertisement.
    Appears in Collections:[漢語文化暨文獻資源研究所] 學位論文

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