- Subject index
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Chapter 18: China: Advertising Yesterday and Today
China: Advertising Yesterday and Today
A Brief History
Advertising in China is both old and new. It is old because it has a very long history; it is new because it did not reappear until 1979. Today, advertising is one of the fastest-growing industries in China.
Studies have found that commercial advertising in China dates back to the Western Zhou Dynasty (11th century-771 BC), when daytime trade fairs began to appear. Displays of goods and street hawking were the major forms of advertising then. By the time of the Tang Dynasty (AD 618–907), high-flying wine banners, lanterns, pictures, signboards, and decorated structures had become popular advertising media.1 When printing was invented during the Song Dynasty (AD 960–1127), printed advertisements came into existence in ...