| 中国古代传统医药广告形式探源 |
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| 引用本文： | 葛涛.中国古代传统医药广告形式探源[J].扬州职业大学学报,2011,15(3):9-12. |
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| 作者姓名： | 葛涛 |
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| 作者单位： | 山东工商学院,山东烟台,264005 |
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| 摘 要： | 中国传统医药行业很早就进入市场并且有自己的广告传播方式，在医药广告时间和空间的历史演进中经历了由动态到静态，从实物到抽象的各种演变过程，其广告形式也有招幌广告、印刷广告等主要方式．图画广告、名人广告、对联广告、市声广告也在其传播过程中发挥了积极的作用和有益的补充。古代中医药广告形式的探究，对深入研究中国古代医药广告文化、医药商业文化，推动现代医药广告的发展会有积极的作用和帮助。
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| 关 键 词： | 传统中医药 广告传播 商业文化 广告形式 |
Probing into the Origin of Ancient Chinese Medical Advertising Forms |
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| GE Tao.Probing into the Origin of Ancient Chinese Medical Advertising Forms[J].Journal of Yangzhou Polytechnic College,2011,15(3):9-12. |
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| Authors: | GE Tao |
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| Institution: | GE Tao(Shandong Industrial and Commerical College,Yantai 264005,China) |
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| Abstract: | Chinese traditional medicine industry entered the market so early and had their own ways of advertising communication. In the medical advertisement history of time and space evolution, it has gone through a variety of evolution, from dynamic to static, and from physical to abstract. Major advertising forms include Sapporo advertising, print ads and other forms. During its communication process, picture advertising, celebrity advertising, couplet advertising and city sound advertising also played positive roles and acted as useful sup- plement. To explore advertising forms of ancient Chinese medicine is beneficial to the in-depth study of the advertising culture of ancient Chinese medicine, business culture of medicine, and to promote the development of modern medicine advertisements. |
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| Keywords: | traditional Chinese medicine advertising communication business culture advertising forms |
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