ABSTRACT

In this book, the academic history of modem advertisement as the research object, standing in the academic history of modem China to advertising theory development vein, from surgery to learn, from the outside to the inside, to clarify the situation under the background of modem Chinese academic style of advertisement. This paper try to modem China's advertisement academic history of the stage, from 1815 to 1949, modem Chinese advertising theory of evolution is divided into three stages: the before advertising period means gestation period, establishing period and initial development period. Thinking 1918 is the modern China's advertisement academic year, practical basis, theoretical basis and occupation foundation is the cornerstone of Chinese advertising theories can produce. In each period, the structure of this paper is, first collect and listed advertising literature longitudinally, as far as possible, so that everyone on the period of the academic style of advertising have a whole understanding, then transversely cut, discussed, concrete evaluation for all advertising literature content, finally summary part again to each time advertisement academic style and academic achievements are summarized. In this paper, the origin of Chinese advertising theory, evolution theory of advertising in modern China. The paper discusses the diachronic comparison of comprehensive. On modem advertising education and journals and academic exchange platform situation described. And during the hot issues such as advertising, advertising basis three arguments, false advertising, reader oriented and advertising standard etc are discussed. These problems have so far has realistic significance.

[Key words] Modem China, Advertising, Academic history, The historical period