对国内《路牌广告史》和《早期广告史》研究中若干问题的勘正

上海大学学报(社会科学版)

对国内《路牌广告史》和《早期广告史》研究中若干问题的勘正

上海大学影视艺术技术学院

收稿日期:2011-08-13 出版日期:2012-11-15 发布日期:2012-11-15
作者简介:查灿长（1954），男，上海市人。上海大学影视艺术技术学院广告学系教授，博士生导师。主要研究方向：现代广告与文化传播。
基金资助:
上海市重点学科“传播学”建设项目（S30102）

Some Problems in Domestic Research on The History of Signboards:
From the Earliest Times to the Present Day and A History of Advertising from the Earliest Times

Received:2011-08-13 Online:2012-11-15 Published:2012-11-15

摘要/Abstract

摘要：

《路牌广告史》和《早期广告史》是目前已知世界最早出版的两本重要广告史著作，也是世界广告史研究中不可或缺的重要资料典籍。但国内学界目前在世界广告史研究中涉及和阐释这两本重要著作时，还存在着诸多史证缺陷和需要商榷的史实问题。通过研究《路牌广告史》和《早期广告史》出版地和作者的国籍问题及其各自的重要学术价值，并勘正当前我国学界在对这两部著作的研究和阐释中所出现的若干问题，能够为我国方兴的广告学作出一点贡献。

关键词: 世界广告史, 《路牌广告史》, 《早期广告史》

Abstract:

The History of Signboards: From the Earliest Times to the Present Day and A History of Advertising from the Earliest Times are now known the worldfirst important works on advertising history. They are indispensable to the research of world advertising history. However, domestic scholars, when employing and interpreting the two important works, have many historical limitations and problems. Therefore, it is necessary to investigate into such problems as the publication place, the author' s nationality of the two works, and their respective important academic value. Accordingly, the present paper aims at rectifying some problems in the domestic research and interpretation of the two works, in the hope of contributing to the rising Chinese advertisement research.

Key words: world advertising history, The History of Signboards: From the Earliest Times to the Present Day, A History of Advertising from the Earliest Times

中图分类号:

F713.8

查灿长. 对国内《路牌广告史》和《早期广告史》研究中若干问题的勘正[J]. 上海大学学报(社会科学版).

ZHA Can-chang. Some Problems in Domestic Research on The History of Signboards:
From the Earliest Times to the Present Day and A History of Advertising from the Earliest Times[J]. Journal of Shanghai University (Social Science Edition).