摘要
近代广告媒介的发轫是以报刊广告的发展为基点。我国近代报刊的出现是中西方文明交融的产物,是西学东渐的结果。虽然中国在唐朝就已经出现了报纸,但真正意义上的报刊出现在近代,最早由外国人创办。近代报刊登载广告,开了报刊广告媒介的先河。本文从广告史的角度对鸦片战争前后中国的近代报刊及报刊广告的发展进行了研究。
Advertising media arise in modem times on the basis of the devel opment of newspaper and magazine ads. The Rise of newspaper and magazine in Modem China are a product of fusion of Chinese and western cultures, the re sult of Eastward Development of Western Learning. Although The birth of a newspaper can reach back Tang Dynasty, The newspaper in its real meaning comes into being in modem China, found to be established at the earliest by foreigners. Advertising in the Modem Press is the emblem of the birth of adver tising media. The article was based on the study of the development of the Mod em Press and the Modem Press advertising in China around the Opium war from a perspective of advertising history.
关键词
近代
广告媒介
广告史
报刊
发展
Modem times
Advertising media
Press
Development
