摘要
文人进入广告业是中国早期广告业发展的特色之一。文人参与广告业既是当时文人对各类文化创意产业参与的趋势推动使然,也是广告业发展自身特征的要求。这一时期文人的主要广告活动为创作广告文案、自身作为宣传品牌、参加公关营销、打造产品品牌等,对中国早期广告业发展起到了重要的推动作用。
The late1920's and the early 1930's was the period that witnessed the early development of China's advertising industry. The literati's participation in the advertising industry was both propelled by the trend of the literati's involvement in various types of cultural and creative industries and required by the nature of the development of the advertising industry. In this period,the literati mainly took part in copywriting,brand promotion,public relations and marketing,and product brand building. They made vital contribution to the development of China's advertising industry in the early stage.
出处
《江汉大学学报（社会科学版）》
2015年第4期96-101,127,共6页
Journal of Jianghan University(Social Science Edition)
基金
江苏省社会科学基金项目"民国苏州文化创意产业发展研究"(13YSC017)
关键词
文人
中国广告业
鸳鸯蝴蝶派
literati
China's advertising industry
the literary school of'Mandarin Duck and Butterfly'
