宋代广告活动的形式和策略钩沉∗

摘要

Song Dynasty is an era when economic and culture develops actively, which is not only above Han and Tang Dynasties, but also exceeds Ming and Qing Dynasties. Behind the booming situation, Song Dynasty advertisement is very advanced. This paper finds out some new historical material from ancient literatures about advertising with clear advertising strategy, creative measurements, and high⁃level advertising copy. What’ s more, advertising techniques in Song Dynasty are the same with those in modern time. For ex⁃ample, many stores know how to position and make differences for the sake of promoting their figures.%宋代是古代经济文化高度发展的一个时代，不仅远超汉唐，而且还为后来的明清所不及。在如此繁华的经济活动背景下，宋代的广告活动相当发达。本文从浩瀚的史籍中挖掘与广告相关的新史料，从这些文献记载中不仅可以看出宋代商家的广告宣传策略明确、广告宣传的手段花样出新、广告文案水平高超，还可以看出宋代广告活动的运作手法与现代广告原理及现代广告技巧有很多暗合的地方，如当时的很多商家已经不自觉地利用定位和广告包装制造差异化传播，通过系统的形象识别来提升商家形象。