電大開放教育中外廣告史期末考前必備復(fù)習(xí)資料

1、第一章 廣告起源及初期表現(xiàn)1.中外古代廣告的早期變現(xiàn)形式古希臘羅馬時(shí)期：叫賣，陳列，音響，文圖，詩(shī)歌和商店招牌等。羅馬共和國(guó)時(shí)期：叫賣，招牌，招貼，海報(bào)等。中國(guó)：“咨詢”四岳，鼎，“時(shí)刻”，“誥書”，“令”，“制”，“策書”，“詔書”，“露布”，“批”，“判”，“碑志”。最早的口頭廣告產(chǎn)生于商業(yè)貿(mào)易比較發(fā)達(dá)的地中海地區(qū)。 最早的路牌廣告是地中海沿岸的腓尼基人創(chuàng)造的。3.火發(fā)明的意義火的出現(xiàn)使原始人食用熟食，改善了其飲食結(jié)構(gòu)，促進(jìn)了其體質(zhì)發(fā)展；火還可以幫助原始人進(jìn)行圍獵活動(dòng)，擴(kuò)大了其食物來源；火同樣可以幫助原始人取暖，并使其可以生活在結(jié)冰線以北，擴(kuò)大了其活動(dòng)的區(qū)域和范圍；火還成為原始人進(jìn)行信息交

2、流的工具。4.烽火傳信印第安人在圍獵的過程中，為了動(dòng)員部落成員集體圍獵或調(diào)整圍獵方向，便將冒煙的火時(shí)而蓋住，時(shí)而揭開，借助煙火把有效信息傳遞給氏族部落成員?；鸬貚u原始氏族用煙火傳遞信息的方法更復(fù)雜，他們用旋渦狀的煙來傳遞具有特定信息的信號(hào)，一個(gè)表示一切平安，兩個(gè)表示發(fā)生了意外，三個(gè)則表示著發(fā)生了死亡。在南美的原始部落普埃奇人和蘭克里人那里，還流行著用煙火報(bào)警的做法，這種信息傳遞方式在進(jìn)入階級(jí)社會(huì)以后，仍保留下來，在中國(guó)古代社會(huì)里，既有“烽火傳信”的歷史故事，也有“孤山幾處看烽火，壯士連營(yíng)候喜顰”的詩(shī)句。由于烽火用于傳達(dá)特定的信息，且具備信息源和受眾兩個(gè)基本要素，我們可以把其看成是原始廣告的形態(tài)

3、。第二章 中國(guó)古代商業(yè)廣告的發(fā)展及表現(xiàn)1.商業(yè)廣告出現(xiàn)的物質(zhì)基礎(chǔ)人類生產(chǎn)力水平得到很大程度的提高，人類已創(chuàng)造出更豐富的物質(zhì)財(cái)富。2.商品廣告出現(xiàn)的兩個(gè)基本前提（1）人類生產(chǎn)力水平得到很大程度的提高，人類已創(chuàng)造出更豐富的物質(zhì)財(cái)富；（2）社會(huì)分工的出現(xiàn)，促使了行業(yè)的形成和商品產(chǎn)生及商品交換的出現(xiàn)，這是商品廣告出現(xiàn)最直接的動(dòng)因。3.商品生產(chǎn)和交換是商品廣告出現(xiàn)的最直接動(dòng)因。（簡(jiǎn)答題）商品交換的數(shù)量，區(qū)域和范圍不斷擴(kuò)大。原始社會(huì)的兩次社會(huì)大分工，使不同行業(yè)的生產(chǎn)效率不斷提高，生產(chǎn)的物質(zhì)品類越來越豐富；同時(shí)，在原始社會(huì)解體過程中，以血緣為紐帶的氏族關(guān)系逐漸為以地域?yàn)榧~帶的村社或國(guó)家關(guān)系所替代。不同氏族，

4、不同群體，不同行業(yè)的人雜居在一起，使商品交換的地域和范圍不斷擴(kuò)大。商品交換的形式也不斷發(fā)生變化而日趨成熟。商品交換出現(xiàn)伊始是最原始的以物易物的交換形式，人們扛著糧食，帶著鏟，鐮等工具，牽著牲畜在市場(chǎng)上自由交換，后來人們發(fā)現(xiàn)某一種物品如一頭羊在市場(chǎng)上可以換取多樣?xùn)|西，于是羊便逐漸成為實(shí)物貨幣，人們只需牽著一頭羊便可在市場(chǎng)上換取其想要的任何物品。交換的過程變得相對(duì)簡(jiǎn)單。后來，人們?cè)诮粨Q活動(dòng)中發(fā)現(xiàn)現(xiàn)實(shí)貨幣太笨重，便逐漸以銅，布匹和裝飾品等作為等價(jià)物來進(jìn)行商品交換，交換的形式變得更加簡(jiǎn)單，交換活動(dòng)也更加便利。相對(duì)固定的交換場(chǎng)所出現(xiàn)。商品種類增多，交換形式簡(jiǎn)化，促使部落氏族之間的交換活動(dòng)日趨活躍，在氏族

5、部落的據(jù)土邊緣，最初出現(xiàn)相對(duì)固定的交換場(chǎng)所。4.工商食官商代和西周的商業(yè)主要控制在官府手里，奴役商業(yè)奴隸從事商業(yè)活動(dòng)，商業(yè)收入歸官府所有，人們稱這種商業(yè)形式為“工商食官”。5.行商行商就是走街串巷或進(jìn)行區(qū)間貿(mào)易的商人。6.坐賈坐賈就是守著固定場(chǎng)所或攤位招徠顧客進(jìn)行買賣的商人。7.懸物廣告懸物廣告就是商品經(jīng)營(yíng)著往往在門前懸掛與經(jīng)營(yíng)特征有關(guān)的物品或習(xí)慣性標(biāo)志的廣告形式。8.懸牌廣告秦朝在櫟陽(yáng)“初行為市”也即開始在這里設(shè)立由官府統(tǒng)一管理的市場(chǎng)。商鞅變法后，對(duì)市場(chǎng)管理也曾做出規(guī)范，規(guī)定商業(yè)貿(mào)易要“平權(quán)衡，正度量，調(diào)輕重?！痹谶@樣的商業(yè)貿(mào)易環(huán)境中，一種新型的廣告宣傳形式，即由市場(chǎng)管理者統(tǒng)一規(guī)定的懸牌廣告

6、出現(xiàn)了。9.槐市槐市是一個(gè)開放性市場(chǎng)，沒有圍墻，因以一排槐樹為標(biāo)志進(jìn)行交易，故稱為槐市。10.軍市軍市主要出現(xiàn)在長(zhǎng)安城外駐扎軍隊(duì)的地方，主要交易者都是城外駐軍的軍市，交易的物品多以生活用品為主。軍市的存在，一定程度上彌補(bǔ)了軍隊(duì)因供給不足而造成生活用品的短缺。11.旗亭漢代市場(chǎng)內(nèi)標(biāo)志性建筑，市官的官舍。漢代稱為市亭，也稱為市樓，并以其上高懸旗幟以為標(biāo)志而稱為旗亭。旗亭成為新型的廣告宣傳形式，本身具有雙重涵義：旗亭本身就是市場(chǎng)的標(biāo)志旗亭上多懸掛旗幟，更為引人注目。旗幟廣告成為旗亭廣告的組成部分。12.市鼓市場(chǎng)的標(biāo)志之一。多懸掛在市樓之上，每當(dāng)市場(chǎng)開啟或關(guān)閉之時(shí)，均擊鼓告之民眾。市鼓本身也是旗亭廣告

7、的組成部分。擊鼓示眾又是一種聲響廣告形式。市鼓的設(shè)置和漢代市場(chǎng)的建制密切相關(guān)。漢代的市場(chǎng)與居民區(qū)分開，主要為了方便商人交易，并出于安全的需要，市場(chǎng)的四周多建有圍墻，四方開門，按時(shí)開閉。13.標(biāo)記，銘刻隨著區(qū)域貿(mào)易的頻繁和城市商業(yè)貿(mào)易的興盛，漢代的商品生產(chǎn)著往往在自己生產(chǎn)的商品上刻上名號(hào)或打上標(biāo)記，以標(biāo)明產(chǎn)品的質(zhì)量可靠或顯示商品生產(chǎn)者的商業(yè)信譽(yù)。這類廣告往往出現(xiàn)在各地具有特色的商品上，分為官營(yíng)商品標(biāo)記，銘刻和個(gè)人商品標(biāo)記，銘刻兩種主要類型，是漢代的一種重要廣告變現(xiàn)形式。14.唐代市場(chǎng)管理進(jìn)一步規(guī)范隨著各地商品貿(mào)易的繁榮，唐代的市場(chǎng)管理也進(jìn)一步規(guī)范化。秦漢以來在城市中把商業(yè)區(qū)域劃定在一定范圍并與居

8、民點(diǎn)分開的市場(chǎng)規(guī)模在隋唐時(shí)期仍得到延續(xù)，稱之為“坊”，“市”分區(qū)制度。所謂“坊”，即居民區(qū)，“市”則指商業(yè)區(qū)，無論是坊還是市，四面都設(shè)有圍墻。唐代的市仍然是圍墻內(nèi)的市場(chǎng)，由于唐代商業(yè)貿(mào)易較為發(fā)達(dá)，市場(chǎng)發(fā)育也較為成熟，“市”往往是城市的商業(yè)中心，在城市社會(huì)經(jīng)濟(jì)生活中占據(jù)著重要地位。唐代較大的市往往設(shè)市令一人，主要負(fù)責(zé)“市內(nèi)交易，察禁非為”。市令之下設(shè)“通判事丞一人，掌判市事，佐一人，史一人，師三人，掌分行核查?！敝醒敫鞑考拜^小的市，也均設(shè)市管對(duì)市場(chǎng)進(jìn)行管理。市場(chǎng)交易中所使用的度量衡器皿，要采用官方制定的標(biāo)準(zhǔn)器皿，每年八月還要到官府規(guī)定之所進(jìn)行平校，平校合格，方可使用。監(jiān)校不負(fù)責(zé)或私造度量衡的，均

9、要受到較為嚴(yán)厲的懲罰。市場(chǎng)的商品也要按照其質(zhì)量分為精，次，粗三等，分等論價(jià)，沒半個(gè)月重新論價(jià)一次。一些特殊商品，如刀，矢，弓等，則要按照官方制定的規(guī)格，并刻上工匠的名字，才能在市場(chǎng)上銷售。在市場(chǎng)經(jīng)營(yíng)管理上，唐代規(guī)定了較為詳細(xì)的辦法。如對(duì)粗制濫造，缺斤少兩，哄抬或故意壓低物價(jià)，擾亂市場(chǎng)秩序及市場(chǎng)管理人員營(yíng)私舞弊等各種現(xiàn)象，都有相應(yīng)的處罰措施。這些對(duì)市場(chǎng)的穩(wěn)定和貿(mào)易的發(fā)展起到了積極的促進(jìn)作用。15.”市坊“制度新變化（1）唐中葉以后，坊間開始零星出現(xiàn)一些小店鋪，這些小店鋪設(shè)在市，坊之外，打破市，坊嚴(yán)格分離的界限，為宋代市場(chǎng)完全突破市場(chǎng)限制奠定了基礎(chǔ)。（2）這一時(shí)期，夜市在不同地區(qū)出現(xiàn)，這樣坊市制度

10、上的時(shí)間限制也被打破，揚(yáng)州，長(zhǎng)安，蘇州等地夜市已成為一種較為普遍的現(xiàn)象。（3）唐代的草市出現(xiàn)，是一種新型的貿(mào)易形式，草市的出現(xiàn)，是農(nóng)村商品交換日益頻繁的必然產(chǎn)物。草市多出現(xiàn)在離州，縣較遠(yuǎn)但交通便利的農(nóng)村地區(qū)，大多在交通要道或水道兩旁，是一種較為固定的商業(yè)貿(mào)易活動(dòng)地點(diǎn)，多設(shè)有固定的店鋪。（4）農(nóng)村集市在唐代也逐漸出現(xiàn)。這種農(nóng)村集市就是農(nóng)村村落間定期交易的小市場(chǎng)，各地稱呼不同，歸納起來有墟，集，亥，廟會(huì)等幾種。農(nóng)村集市的出現(xiàn)，表明商品貿(mào)易也逐步突破了城市的限制而開始逐漸向農(nóng)村地區(qū)滲透。16.坊市制度的廢除，使宋代的商業(yè)發(fā)展形式出現(xiàn)了一些重大變化（1）宋代的市場(chǎng)不再是圍墻內(nèi)的市場(chǎng)，居民區(qū)也不再是圍墻

11、內(nèi)的居民區(qū)，人們既不用遵循市場(chǎng)交易必須定時(shí)啟用的門禁制度，也不用擔(dān)心在居民區(qū)內(nèi)開設(shè)店鋪或交易經(jīng)營(yíng)而受到處罰。在地域上，市場(chǎng)的空間得到了廣泛的延伸，即從面積有限的官方管理的狹隘市場(chǎng)逐漸向直接面對(duì)普通民眾的廣義市場(chǎng)延伸。（2）市場(chǎng)教師交易的時(shí)間得到得到充分延伸。由于市場(chǎng)延伸到居民區(qū)，沒有了市場(chǎng)定時(shí)啟閉的限制，市場(chǎng)交易可隨時(shí)而為，而官方對(duì)這種變化也相應(yīng)給出了一些政策。公元965年，宋太祖詔令開封府三鼓以后夜市不禁，夜市成為汴京城居民消費(fèi)和交易的重要場(chǎng)所。隨著商品經(jīng)濟(jì)的快速發(fā)展，宋代的市場(chǎng)發(fā)育也呈現(xiàn)了快速增長(zhǎng)的趨勢(shì)，草市，夜市，是宋代市場(chǎng)交易出現(xiàn)“三更，五更有復(fù)唱“的情形。17.標(biāo)記廣告標(biāo)記廣告到了宋

12、代又有了新的發(fā)展。除了產(chǎn)品標(biāo)記外，此時(shí)的標(biāo)記廣告也出現(xiàn)店鋪標(biāo)記和獨(dú)立于產(chǎn)品及店鋪之外的廣告形式。宋代的標(biāo)記廣告也多是工匠在產(chǎn)品上打上自己的名號(hào)或者印記，和以前有所不同的是，宋代以前的產(chǎn)品名號(hào)或印記，多是官方 手工業(yè)作坊里的產(chǎn)品標(biāo)記，所刻的也多是官工的名字或標(biāo)識(shí)。而宋代的產(chǎn)品標(biāo)記廣告已超越官工印記的范疇，多是民間小手工作坊里的小商小販或手工業(yè)者的信譽(yù)符號(hào)，而民間普通老百姓也特別看重這些帶有信譽(yù)符號(hào)的產(chǎn)品。18.幌子草標(biāo)的使用在宋代較為流行，主要是可以就地取材，不需要太多成本，使用也方便，多是往所售商品上一插，交易完成，草標(biāo)也就完成了使命。草標(biāo)和陳列展示相結(jié)合，是普通民眾現(xiàn)場(chǎng)進(jìn)行交易的一種快捷方式

13、，也是市井里常見的一種廣告形式。直觀的，放大的，或者縮小的的實(shí)物幌子在宋代也較為普遍，賣什么掛什么，或賣什么就掛相應(yīng)器皿，均是原始的幌子形態(tài)，在一些鄉(xiāng)野村店也起著識(shí)別作用。酒幌在宋代仍是一種主要廣告形態(tài)，兩宋時(shí)期的幌子廣告在廣告表現(xiàn)形態(tài)中占有較大的比重。19.印刷廣告印刷廣告的出現(xiàn)，不僅增加了宋代了廣告表現(xiàn)形態(tài)，更為重要的是，書籍是打破地域限制而在全國(guó)流通的，書籍作為廣告的載體，成為廣告信息傳遞的媒介，在古代較為原始的廣告表現(xiàn)形態(tài)中，出現(xiàn)廣告者，媒介，和廣告信息接收者三個(gè)要素。從信息傳播的角度看，由于能夠在更廣泛的范圍內(nèi)發(fā)生作用，印刷廣告相對(duì)來說是一種更為成熟的廣告形式。19.元代印刷廣告的類

14、型書坊廣告書籍廣告圖書征稿廣告封面廣告20.水牌水牌是商家在經(jīng)營(yíng)過程中根據(jù)自身經(jīng)營(yíng)特點(diǎn)而創(chuàng)作的一種可反復(fù)使用的招牌廣告形式。第三章 中國(guó)古代“社會(huì)廣告“的產(chǎn)生和發(fā)展1.廣告出現(xiàn)的物質(zhì)基礎(chǔ)（1）廣告信息的發(fā)布者，或廣告的使用者事實(shí)存在；（2）廣告?zhèn)鞑サ默F(xiàn)實(shí)現(xiàn)實(shí)環(huán)境，即人類的信息交流活動(dòng)或商品交換活動(dòng)已相當(dāng)頻繁；（3）產(chǎn)生廣告手段和形式的物質(zhì)條件，主要指特定的傳播媒介如手勢(shì)，肢體語(yǔ)言，口頭語(yǔ)言，烽火，旗幟之類，已起到了廣泛傳遞信息的作用。2.社會(huì)廣告在原始社會(huì)里主要是指與人類生活密切相關(guān)的，借助特定媒介或標(biāo)志物發(fā)散，具有目的性的信息傳遞活動(dòng)。在文明社會(huì)里則指非商業(yè)性的信息傳遞活動(dòng)，包括政治廣告，軍

15、事廣告和文化活動(dòng)等具體廣告表現(xiàn)形式。3.中國(guó)古代政治廣告是伴隨著國(guó)家機(jī)器的出現(xiàn)和國(guó)家政權(quán)機(jī)構(gòu)的設(shè)立，以及各級(jí)權(quán)力機(jī)關(guān)的運(yùn)轉(zhuǎn)而出現(xiàn)的。4.政治廣告多指統(tǒng)治者設(shè)立的代表權(quán)力，權(quán)威的標(biāo)志物，歌功頌德的象征物，以及借助特定媒體和特定渠道傳遞，自上而下頒布的政令，法規(guī)，文件，文書等。5. 詔詔作為廣告宣傳形式，主要用于國(guó)家政令頒布和國(guó)家機(jī)器的運(yùn)轉(zhuǎn)，每當(dāng)王朝更替，政權(quán)交接，官員任命，獎(jiǎng)勵(lì)懲罰，歷代統(tǒng)治者均要以下詔的形式來進(jìn)行，以示皇恩浩蕩或顯示皇權(quán)的神圣與威嚴(yán)。6.中國(guó)古代政治廣告存在和發(fā)展的顯著特點(diǎn)政治廣告的內(nèi)容多體現(xiàn)統(tǒng)治者的治國(guó)思想和管理思想。從政治廣告?zhèn)鞑サ男螒B(tài)來看，無論是鼎，石刻，碑志等以自然物為

16、載體，相對(duì)固定的廣告形態(tài)，還是詔，制，策，誥等以紙，絹，綢，鍛為介質(zhì)的自上而下流動(dòng)的廣告形態(tài)，其傳播的內(nèi)容一定是為統(tǒng)治者所制定的，所控制的，并沿著特定的渠道，方向進(jìn)行定向傳播。其主要內(nèi)容一定是與統(tǒng)治者的治國(guó)方略，政治綱領(lǐng)及政策法令有關(guān)。同時(shí)，此類廣告也有大量?jī)?nèi)容對(duì)統(tǒng)治者進(jìn)行歌功頌德，期通過廣泛的傳遞來樹立 統(tǒng)治者的權(quán)威，并通過廣泛的信息傳播來博得民眾的好感，這在中國(guó)古代社會(huì)的歷代政權(quán)中，基本形成慣例。廣告?zhèn)鬟f的方式在各級(jí)政權(quán)機(jī)構(gòu)之間有相對(duì)固定的模式。從總的來說，中國(guó)古代社會(huì)的主要傳播類型有三種：政治廣告多是在政權(quán)各個(gè)機(jī)構(gòu)之間自上而下層層傳播，不同時(shí)期的王朝雖然有不同的區(qū)別，但這種自上而下的傳播

17、形態(tài)沒有發(fā)生根本性的變化。軍事廣告則有自上而下和自下而上兩種主要傳播途徑，多和軍隊(duì)的調(diào)動(dòng)，前方的戰(zhàn)況有關(guān)。如露布廣告的傳播途徑，主要是沿驛站沿線，從邊疆直到中央機(jī)構(gòu)，一站一站層層傳遞，不能有誤。文化廣告則是在民間橫向傳播，傳播的途徑和方式也是根據(jù)統(tǒng)治者證權(quán)管理的規(guī)定，并遵循各地的風(fēng)土人情和民俗傳說，沿著一定的禮儀規(guī)制進(jìn)行文化信息傳播。使用媒介的本身具有象征，借代意義。鼎，石刻，碑等自然物，如果成為統(tǒng)治者傳播信息的工具，便具有象征的借代意義，是統(tǒng)治者權(quán)力的化身或權(quán)力延伸的工具。而官府的不同顏色，規(guī)制，圖案，也是身份，地位的象征，代表黃權(quán)的神圣和權(quán)力之間各種禮儀的不可逾越，如官員出行乘坐的轎子及相

18、關(guān)的旗幟數(shù)量，肅靜牌的位置及鳴鑼開道的點(diǎn)數(shù)，均與身份，地位，黃泉等有關(guān)。在這里，這些普通的傳播媒介就變得不普通了，多具有象征和借代意義。7.檄羽即古代軍中文書上插羽毛表示緊急速遞。8.檄移檄文和移文的合稱。 檄文：古代官府用以征召，曉諭或聲討的文書。 移文：多用于責(zé)備或者曉諭的文書。第四章 中國(guó)古代廣告發(fā)展的基本脈絡(luò)1.中國(guó)古代廣告發(fā)展的特點(diǎn)（課本105頁(yè)）（1）中國(guó)古代廣告的出現(xiàn)及存在，多與人們的生存，生活需要直接關(guān)聯(lián)。（2）中國(guó)古代廣告的發(fā)展水平與當(dāng)時(shí)的社會(huì)發(fā)展的物質(zhì)基礎(chǔ)及信息傳播的方式，途徑密切相關(guān)。（3）社會(huì)廣告和商品廣告是古代廣告的兩種主要形式，但在不同的社會(huì)發(fā)展階段其比重有所不同。

19、（4）政治廣告受政權(quán)更迭影響較大，而商品廣告則受市場(chǎng)發(fā)育程度的制約，二者的變化均呈現(xiàn)獨(dú)特的規(guī)律性。（5）廣告市場(chǎng)發(fā)育不成熟，廣告市場(chǎng)中的多角關(guān)系尚未形成。2.廣告自身衍化過程中也呈現(xiàn)出一定規(guī)律和特點(diǎn)（1）原始社會(huì)的文化廣告以肢體語(yǔ)言為主，其他類型的廣告如紋身，巖畫，象形文字廣告等都是肢體語(yǔ)言的延伸或發(fā)展。（2）廣告所反映的內(nèi)容也多以人類自身生產(chǎn)，勞作的場(chǎng)景為主。（3）原始社會(huì)較為特殊的廣告形式是圖騰崇拜，它是原始人在特定的認(rèn)知范疇內(nèi)從生活經(jīng)驗(yàn)中提煉和高度抽象的結(jié)果之一，這種廣告形式在 原始社會(huì)解體和階級(jí)社會(huì)出現(xiàn)時(shí)得到延伸和繼承，在文明社會(huì)發(fā)展的不同階段得到發(fā)展，有些成為國(guó)家和政權(quán)的象征，有些則

20、成為等級(jí)和權(quán)力的標(biāo)志，還有一些則成為普通民眾日常生活中喜愛和尊敬的偶像。3.廣告在古代社會(huì)歷史發(fā)展過程中的作用（1）傳播信息，溝通文化交流；（2）宣傳政治主張，推動(dòng)社會(huì)變革；（3）擴(kuò)大商品交流，促進(jìn)經(jīng)濟(jì)繁榮。第五章 鴉片戰(zhàn)爭(zhēng)到五四運(yùn)動(dòng)時(shí)期的廣告1.報(bào)刊廣告的出現(xiàn)是近代廣告發(fā)展的最顯著的標(biāo)志。2.我國(guó)是世界上最早有報(bào)紙的國(guó)家之一。我國(guó)最早的報(bào)紙是唐玄宗開元年間就出現(xiàn)的邸報(bào)。3.中國(guó)近代報(bào)紙是以鴉片戰(zhàn)爭(zhēng)前后外國(guó)人所創(chuàng)辦的兩類報(bào)紙為發(fā)軔的：一類是鴉片戰(zhàn)爭(zhēng)前創(chuàng)辦于東南亞一帶的教會(huì)報(bào)紙；一類是商業(yè)報(bào)紙。4.1815.85日英國(guó)傳教士馬禮遜和米憐在馬六甲創(chuàng)辦查世俗每月統(tǒng)計(jì)傳，是外國(guó)人創(chuàng)辦的第一家中文近代化

21、報(bào)紙。其中刊登的告貼是 中國(guó)近代報(bào)刊最早的廣告。5.1833.8.1日東西洋每月統(tǒng)計(jì)傳在中國(guó)創(chuàng)刊，這是我國(guó)境內(nèi)出版的第一份中文近代化報(bào)刊，同時(shí)也是我國(guó)境內(nèi)中文報(bào)刊刊登商業(yè)廣告的濫觴。6.上海地區(qū)的報(bào)刊廣告上海是舊中國(guó)影響最大的商業(yè)報(bào)刊中心。除了北華捷報(bào)等一些較早的英文商業(yè)報(bào)刊外，還出現(xiàn)了一批中文報(bào)刊。1857年1月創(chuàng)刊的六合叢談是上海的第一家中文近代報(bào)刊，由英國(guó)傳教士偉烈亞力主編，月刊。1861年11月，英商字林洋行庇克烏德創(chuàng)辦上海新報(bào)，是當(dāng)?shù)刈钤绲闹形膱?bào)紙。從1862年起的十年間，上海新辦的外文報(bào)刊10多家，19世紀(jì)70年代，上海有出現(xiàn)了影響很大的中文報(bào)刊萬國(guó)新報(bào) ，申報(bào)等，這些商業(yè)報(bào)刊都大

22、量刊登廣告，如上海新報(bào)，該報(bào)一創(chuàng)刊便在本館謹(jǐn)啟中利用報(bào)紙廣告經(jīng)濟(jì)且傳播廣的特點(diǎn)，與當(dāng)時(shí)商家較常用的招貼廣告之弊端說明對(duì)比，勸讀者做廣告，。這些商業(yè)報(bào)刊促進(jìn)了中國(guó)近代報(bào)刊廣告的發(fā)展，同時(shí)也使上海逐漸成為就中國(guó)廣告繁盛的策源地。7.萬國(guó)公報(bào)是中國(guó)近代上海地區(qū)，乃至全國(guó)影響最大，出版時(shí)間最長(zhǎng)的宗教刊物。8.申報(bào)是我國(guó)近代出版時(shí)間最久，影響最大的一張報(bào)紙。是中國(guó)最富有代表性，經(jīng)營(yíng)最為成功的一張商業(yè)報(bào)紙，提出了洋貴華廉的特殊廣告刊例。9戊戌變法時(shí)期報(bào)刊廣告的發(fā)展（課本p130）（1）廣告代商的出現(xiàn)（2）報(bào)刊廣告內(nèi)容的變化及編排形式的改進(jìn)（3）廣告與報(bào)紙關(guān)系更密切，廣告經(jīng)營(yíng)在報(bào)業(yè)經(jīng)營(yíng)中占重要地位。10.辛

23、亥革命前后商業(yè)報(bào)紙廣告的發(fā)展（1）申報(bào)廣告價(jià)格對(duì)中西客戶一視同仁，按行來收費(fèi)；廣告的排列方式也開始分為前幅，后幅，長(zhǎng)行，短行等幾種；報(bào)館內(nèi)特設(shè)廣告推廣科，科內(nèi)分設(shè)廣告外勤組和廣告設(shè)計(jì)科。（2）新聞報(bào)設(shè)置了負(fù)責(zé)推銷報(bào)紙的“推廣科”和負(fù)責(zé)報(bào)紙廣告開發(fā)，設(shè)計(jì)，編輯及刊登事宜的“準(zhǔn)備科”；1928年銷量突破15萬份大關(guān)，發(fā)行量的激增促進(jìn)了報(bào)紙廣告的發(fā)達(dá)；報(bào)中廣告所占版面達(dá)六成，新聞僅占四成；形成了靠廣告盈利的經(jīng)營(yíng)模式。第六章 五四運(yùn)動(dòng)時(shí)期到中華人民共和國(guó)成立以前的廣告1.20世紀(jì)2030年代這一時(shí)期成為中國(guó)近現(xiàn)代廣告發(fā)展的黃金時(shí)期的原因。2.月份牌年畫廣告是我國(guó)最早出現(xiàn)的商品海報(bào)，也是我國(guó)最早出現(xiàn)的為

24、推銷 商品服務(wù)的商品藝術(shù)。月份牌廣告最早出現(xiàn)在上海。上海的月份牌廣告可分為三個(gè)時(shí)期：古裝美女時(shí)期周慕橋時(shí)裝美女時(shí)期鄭曼陀旗袍美女時(shí)期杭墀英第七章舊中國(guó)的廣告管理與廣告教育1.20世紀(jì)20年代的民律法案，曾對(duì)廣告的解釋，效力，撤銷，懸賞等方面做了16條規(guī)定，這是我國(guó)最早的廣告管理法規(guī)條款。2.勸告禁載有惡影響于社會(huì)之廣告案是我國(guó)最早的廣告自律文件。3.中國(guó)廣告工會(huì)是我國(guó)廣告業(yè)最早的行業(yè)組織，1919年在上海成立。4.1918年成立的北京大學(xué)新聞學(xué)研究會(huì)是我國(guó)最早的廣告研究團(tuán)體。5.戈公振對(duì)當(dāng)時(shí)我國(guó)報(bào)紙廣告的狀況作了精確的量化分析，得出了很多中肯的結(jié)論，并對(duì)廣告的政治思想意義和文化價(jià)值做了深入的論

25、述。6.中國(guó)大陸電視臺(tái)第一條電視廣告參桂補(bǔ)酒。7.簡(jiǎn)單告白+藝術(shù)裝飾是廣告復(fù)興之初最普遍的廣告設(shè)計(jì)模式。8.1979年3月18日，上海電視臺(tái)播出了中國(guó)電視史上第一條外商電視廣告瑞士雷達(dá)表。9現(xiàn)代廣告理論建立了“以消費(fèi)者為核心”的新觀念，這和傳統(tǒng)廣告“以生產(chǎn)者為核心”的原則形成了鮮明的對(duì)比。10.溫州模式11.國(guó)際“4A”4A是美國(guó)代理商協(xié)會(huì)的簡(jiǎn)稱，是全球最早的廣告代理商會(huì)。美國(guó)的4A廣告協(xié)會(huì)主要的責(zé)任和義務(wù)是加強(qiáng)和改進(jìn)美國(guó)的廣告代理業(yè)務(wù)，提供綜合經(jīng)驗(yàn)，培訓(xùn)專業(yè)人才，制定行為規(guī)范，還要研究如何對(duì)廣告公司進(jìn)行管理，就廣告人的工資報(bào)酬提出建議，對(duì)名人做廣告的酬金制定出參考意見，幫助客戶尋找適合的廣告

26、公司等。目前，美國(guó)4A逐漸演變成為全球范圍內(nèi)規(guī)?；膹V告公司的代名詞，變成一種國(guó)際通用的叫法，意思為“合格的廣告代理商協(xié)會(huì)”，同時(shí)也成為一個(gè)公司綜合實(shí)力的體現(xiàn)和象征。中國(guó)廣告業(yè)直面的四大挑戰(zhàn)現(xiàn)代廣告是知識(shí)密集，人才密集，技術(shù)密集的高科技產(chǎn)業(yè)。現(xiàn)代的廣告業(yè)追求專業(yè)化分工和規(guī)模效應(yīng)?，F(xiàn)代廣告也追求品牌效應(yīng)，強(qiáng)調(diào)個(gè)性化經(jīng)營(yíng)，看重長(zhǎng)遠(yuǎn)利益。整合營(yíng)銷傳播是一個(gè)營(yíng)銷傳播計(jì)劃概念，要求充分認(rèn)識(shí)用來制定綜合計(jì)劃時(shí)所使用的各種帶來附加值的 傳播手段，如普通廣告，直接反映廣告，銷售促進(jìn)和公共關(guān)系，并將之結(jié)合，提供良好清晰度，連貫性的信息，使傳播影響力最大化。零代理就是廣告公司將從媒體得到的代理費(fèi)再返回給客戶。零代

27、理的出現(xiàn)不但反映的廣告界的惡性競(jìng)爭(zhēng)，也暴露了媒介單位的不規(guī)范操作。世界古代廣告發(fā)展的兩條基本線索 政權(quán)更迭與政治，軍事廣告的發(fā)展 商業(yè)發(fā)展與經(jīng)濟(jì)廣告的興盛世界古代廣告發(fā)展的幾個(gè)階段（p304）原始社會(huì)時(shí)期奴隸社會(huì)時(shí)期封建社會(huì)時(shí)期18.1314世紀(jì)，歐洲出現(xiàn)了最早的報(bào)紙雛形“新聞信”，其內(nèi)容為報(bào)道市場(chǎng)行情和商品信息。19.世界各地的政客，商人需要了解威尼斯的情況，促使一批專門代客打聽，供應(yīng)新聞來謀生的人，他們自己收集新聞，自己抄寫，自己發(fā)行，這些新聞成為手抄報(bào)。20.廣告中心轉(zhuǎn)移的原因（p329）21.印刷技術(shù)進(jìn)步對(duì)報(bào)刊媒介的促進(jìn)作用（p338）22.帕爾默，胡珀（p347）請(qǐng)您刪除一下內(nèi)容，O

28、(_)O謝謝！2016年中央電大期末復(fù)習(xí)考試小抄大全，電大期末考試必備小抄，電大考試必過小抄Basketball can make a true claim to being the only major sport that is an American invention. From high school to the professional level, basketball attracts a large following for live games as well as television coverage of events like the National Coll

29、egiate Athletic Association (NCAA) annual tournament and the National Basketball Association (NBA) and Womens National Basketball Association (WNBA) playoffs. And it has also made American heroes out of its player and coach legends like Michael Jordan, Larry Bird, Earvin Magic Johnson, Sheryl Swoope

30、s, and other great players. At the heart of the game is the playing space and the equipment. The space is a rectangular, indoor court. The principal pieces of equipment are the two elevated baskets, one at each end (in the long direction) of the court, and the basketball itself. The ball is spherica

31、l in shape and is inflated. Basket-balls range in size from 28.5-30 in (72-76 cm) in circumference, and in weight from 18-22 oz (510-624 g). For players below the high school level, a smaller ball is used, but the ball in mens games measures 29.5-30 in (75-76 cm) in circumference, and a womens ball

32、is 28.5-29 in (72-74 cm) in circumference. The covering of the ball is leather, rubber, composition, or synthetic, although leather covers only are dictated by rules for college play, unless the teams agree otherwise. Orange is the regulation color. At all levels of play, the home team provides the

33、ball. Inflation of the ball is based on the height of the balls bounce. Inside the covering or casing, a rubber bladder holds air. The ball must be inflated to a pressure sufficient to make it rebound to a height (measured to the top of the ball) of 49-54 in (1.2-1.4 m) when it is dropped on a solid

34、 wooden floor from a starting height of 6 ft (1.80 m) measured from the bottom of the ball. The factory must test the balls, and the air pressure that makes the ball legal in keeping with the bounce test is stamped on the ball. During the intensity of high school and college tourneys and the profess

35、ional playoffs, this inflated sphere commands considerable attention. Basketball is one of few sports with a known date of birth. On December 1, 1891, in Springfield, Massachusetts, James Naismith hung two half-bushel peach baskets at the opposite ends of a gymnasium and out-lined 13 rules based on

36、five principles to his students at the International Training School of the Young Mens Christian Association (YMCA), which later became Springfield College. Naismith (1861-1939) was a physical education teacher who was seeking a team sport with limited physical contact but a lot of running, jumping,

37、 shooting, and the hand-eye coordination required in handling a ball. The peach baskets he hung as goals gave the sport the name of basketball. His students were excited about the game, and Christmas vacation gave them the chance to tell their friends and people at their local YMCAs about the game.

38、The association leaders wrote to Naismith asking for copies of the rules, and they were published in the Triangle, the school newspaper, on January 15,1892. Naismiths five basic principles center on the ball, which was described as large, light, and handled with the hands. Players could not move the

39、 ball by running alone, and none of the players was restricted against handling the ball. The playing area was also open to all players, but there was to be no physical contact between players; the ball was the objective. To score, the ball had to be shot through a horizontal, elevated goal. The tea

40、m with the most points at the end of an allotted time period wins. Early in the history of basketball, the local YMCAs provided the gymnasiums, and membership in the organization grew rapidly. The size of the local gym dictated the number of players; smaller gyms used five players on a side, and the

41、 larger gyms allowed seven to nine. The team size became generally established as five in 1895, and, in 1897, this was made formal in the rules. The YMCA lost interest in supporting the game because 10-20 basketball players monopolized a gymnasium previously used by many more in a variety of activit

42、ies. YMCA membership dropped, and basketball enthusiasts played in local halls. This led to the building of basketball gymnasiums at schools and colleges and also to the formation of professional leagues. Although basketball was born in the United States, five of Naismiths original players were Cana

43、dians, and the game spread to Canada immediately. It was played in France by 1893; England in 1894; Australia, China, and India between 1895 and 1900; and Japan in 1900. From 1891 through 1893, a soccer ball was used to play basketball. The first basketball was manufactured in 1894. It was 32 in (81

44、 cm) in circumference, or about 4 in (10 cm) larger than a soccer ball. The dedicated basketball was made of laced leather and weighed less than 20 oz (567 g). The first molded ball that eliminated the need for laces was introduced in 1948; its construction and size of 30 in (76 cm) were ruled offic

45、ial in 1949. The rule-setters came from several groups early in the 1900s. Colleges and universities established their rules committees in 1905, the YMCA and the Amateur Athletic Union (AAU) created a set of rules jointly, state militia groups abided by a shared set of rules, and there were two prof

46、essional sets of rules. A Joint Rules Committee for colleges, the AAU, and the YMCA was created in 1915, and, under the name the National Basketball Committee (NBC) made rules for amateur play until 1979. In that year, the National Federation of State High School Associations began governing the spo

47、rt at the high school level, and the NCAA Rules Committee assumed rule-making responsibilities for junior colleges, colleges, and the Armed Forces, with a similar committee holding jurisdiction over womens basketball. Until World War II, basketball became increasingly popular in the United States es

48、pecially at the high school and college levels. After World War II, its popularity grew around the world. In the 1980s, interest in the game truly exploded because of television exposure. Broadcast of the NCAA Championship Games began in 1963, and, by the 1980s, cable television was carrying regular

49、 season college games and even high school championships in some states. Players like Bill Russell, Wilt Chamberlain, and Lew Alcindor (Kareem Abdul-Jabbar) became nationally famous at the college level and carried their fans along in their professional basketball careers. The womens game changed ra

50、dically in 1971 when separate rules for women were modified to more closely resemble the mens game. Television interest followed the women as well with broadcast of NCAA championship tourneys beginning in the early 1980s and the formation of the WNBA in 1997. Internationally, Italy has probably beco

51、me the leading basketball nation outside of the United States, with national, corporate, and professional teams. The Olympics boosts basketball internationally and has also spurred the womens game by recognizing it as an Olympic event in 1976. Again, television coverage of the Olympics has been exce

52、ptionally important in drawing attention to international teams. The first professional mens basketball league in the United States was the National Basketball League (NBL), which debuted in 1898. Players were paid on a per-game basis, and this league and others were hurt by the poor quality of game

53、s and the ever-changing players on a team. After the Great Depression, a new NBL was organized in 1937, and the Basketball Association of America was organized in 1946. The two leagues came to agree that players had to be assigned to teams on a contract basis and that high standards had to govern th

54、e game; under these premises, the two joined to form the National Basketball Association (NBA) in 1949. A rival American Basketball Association (ABA) was inaugurated in 1967 and challenged the NBA for college talent and market share for almost ten years. In 1976, this league disbanded, but four of i

55、ts teams remained as NBA teams. Unification came just in time for major television support. Several womens professional leagues were attempted and failed, including the Womens Professional Basketball League (WBL) and the Womens World Basketball Association, before the WNBA debuted in 1997 with the s

56、upport of the NBA. James Naismith, originally from Al-monte, Ontario, invented basketball at the International YMCA Training School in Springfield, Massachusetts, in 1891. The game was first played with peach baskets (hence the name) and a soccer ball and was intended to provide indoor exercise for

57、football players. As a result, it was originally a rough sport. Although ten of Naismiths original thirteen rules remain, the game soon changed considerably, and the founder had little to do with its evolution. The first intercollegiate game was played in Minnesota in 1895, with nine players to a si

58、de and a final score of nine to three. A year later, the first five-man teams played at the University of Chicago. Baskets were now constructed of twine nets but it was not until 1906 that the bottom of the nets were open. In 1897, the dribble was first used, field goals became two points, foul shot

59、s one point, and the first professional game was played. A year later, the first professional league was started, in the East, while in 1900, the first intercollegiate league began. In 1910, in order to limit rough play, it was agreed that four fouls would disqualify players, and glass backboards we

60、re used for the first time. Nonetheless, many rules still differed, depending upon where the games were played and whether professionals, collegians, or YMCA players were involved. College basketball was played from Texas to Wisconsin and throughout the East through the 1920s, but most teams played