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