摘要
商业广告是商品经济的产物,是商人经营艺术和智慧的结晶,是商家取得理想回报不可或缺的手段。在重农抑商的年代,商业和商业广告为传统观念所鄙薄。在18世纪的小说《岐路灯》里,多种多样的商品广告根植于清代康乾时期的中国社会经济生活中。书中对中国商贾生意经验的形象总结,展示了中国商贾的风采,其丰富和客观程度,是同一时期其他任何道德文章所无法比拟的,具有独特的价值。
The commercial advertisement is the product of commodity economy and the fruit of the tradesman＇s business art and wisdom, as well as necessary means to gain the repay. In the period of valuing agriculture and belittling commerce, the commerce and the commercial advertisements were despised in traditional sense. In the fiction 〈The Lamp for Forked Roads〉 written in the 18th century, various commercial advertisements were rooted in the Chinese social economic lives of Kangxi and Qianlong regimens of Qing dynasty. The fiction summed up the business experience of Chinese tradesmen, displayed the fine qualities of Chinese tradesmen. Its rich and objective degree was beyond compared by any other things at the same time and had unique value.
出处
《郑州大学学报（哲学社会科学版）》
CSSCI
北大核心
2005年第5期66-69,共4页
Journal of Zhengzhou University:Philosophy and Social Sciences Edition
关键词
《岐路灯》
商业广告
经营智慧
〈The Lamp for Forked Roads〉
commercial advertisement
business wisdom
