| Summary: | 碩士 === 淡江大學 === 漢語文化暨文獻資源研究所碩士班 === 98 === 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.
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