摘要
从传播学视角来看,印章是中国古代广告媒介重要的形式之一。印章从最初的陶器加固功能,逐渐融入各种社会的、政治的、文化的因素,成为一种权力或示信的象征,同时也具有了广告媒介的性质。从中国古代印章广告的起源、发展、演变入手研究,可见其具有突出政治色彩、彰显诚信价值、浓缩艺术美感、追求蕴涵哲理等特质。中国古代印章广告,可以从一个侧面反映中国文化的特点。
From the perspective of communication studies, seal is one of the important media of advertisement in ancient China. Seal evolved from its primitive function of reinforcing pottery to a symbol of power or authority as various social, political and cultural faetors gradually deposited on it. Started from the origin, development and evolution of Chinese ancient seal, the paper finds out the following qualifies of Chinese ancient seal in its prominent political color, conspicuous value of loyalty and credit, condensed artistic beauty and the pursuit if entailment of philosophy. Therefore, Chinese ancient seal advertisement reflects Chinese culture from a certain perspective.
出处
《内蒙古大学学报（哲学社会科学版）》
CSSCI
北大核心
2008年第5期116-120,共5页
Journal of Inner Mongolia University(Philosophy and Social Sciences)
关键词
古代印章
广告媒介
特质
ancient seal
advertisement medium
quality
