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中日两国近代广告的产生背景几乎一样,但由于历史原因,两国广告业在近代化的道路上拉开了时间差。日本广告业伴随着其资本对华输出登陆中国,从对华角度上看,则具备了“中间人”的角色,本文拟从广告创意和广告设计等两个方面,以1902至1916年《大公报》广告发展的历程为案例,来探讨近代日本作为“中间人”对中国广告近代化的影响。
The background of modern advertising in China and Japan is almost the same, but due to historical reasons, the advertising industry in the two countries opened up a time difference on the road to modernization. Japan’s advertising industry, with its capital exports to China, landed in China, and from the perspective of China, it possesses the role of “middleman”. This article attempts to discuss the relationship between the two countries in terms of advertisement creativity and advertisement design, Ta Kung Pao “advertising development as a case study, to explore the modern Japan as a” middleman "on the Chinese advertising modernization.