The Advertising History of China -Traditional Advertising and Historical Change of Mass Media

• Project/Area Number: 14530134
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Single-year Grants
• Section: 一般
• Research Field: Commerce
• Research Institution: Koshien University
• Principal Investigator: OTSUKA Kenryu Koshien University, Modern Management, Professor (60185311)
• Project Period (FY): 2002 – 2004
• Project Status: Completed (Fiscal Year 2004)
• Budget Amount: ¥3,600,000 (Direct Cost: ¥3,600,000); Fiscal Year 2004: ¥700,000 (Direct Cost: ¥700,000); Fiscal Year 2003: ¥1,400,000 (Direct Cost: ¥1,400,000); Fiscal Year 2002: ¥1,500,000 (Direct Cost: ¥1,500,000)
• Keywords: CHIN, WEI, JING, NANBEI dynasty / traditional advertising / the primitive advertising in SHAN / advertising media / advertising idea / brand strategy / advertising communication / CHUN QIU dynasty / ブランド戦略

Research Abstract

The purpose of this study was to present the viewpoint and systematical structure of the Advertising History of China in which was mainly including the traditional advertising and historical change of mass media for every dynasty in China. Chinese Advertising was origin from SHAN dynasty. This study in 2002 was mainly focus in SHAN Dynasty and CUN QIU period primitive advertising. And from CHIN dynasty to WEI, JIN, NANBEI period was a original style advertising. In TANG dynasty was very prosperous age and was very popular in advertising.
The change of advertising in SONG & GEN dynasty, the prosperous in MING dynasty in commercial advertising, Special type of commercial advertising in QING dynasty, and just before WU-SHI period and The People's republic China, Advertising period from 1949-1978, the advertising historical change in Taiwan, the advertising historical change in Hong Kong, The trend & development during 21 century etc. I have got some assistances from Shanghai Fudan Universi ty, ZHEJIAN University, Shanghai Advertising Co., Ltd., DENTSU Shanghai Branch, Pekin University, Pekin Advertising Co., Ltd., and DENTSU Pekin Branch etc., to collect many kinds of data and have researched and study originally. From those dynasty in turn, I have researched the special character, the popular react of advertising, the study of mass media, the social act and reference by Chinese advertising media, the activity of Chinese newspaper, the culture sense of Chinese advertising, the advertising creative and art in China, brand strategy in China, the advertising communication technical development, introduction of famous advertising people, the task of Chinese Advertising, and the future of advertising in China etc.
The last year of 2004, I have visit to Shanghai, Hangzhou, Suzhou, Xiamen, Shenjun, Xian, Hong Kong, Taiwan Taipei & Taizhong etc total 6 times for research & study. Those big cities have already had very big neon sign and the street advertising outside board by Seiko, Minolta Camera, Fuji film, Aiwa, Sharp, Toyota and Matsushita National etc. The living & economical level have become well and have very strong purchase power, and need to have a high level quality for the information from advertising. The result of this study have submit a report & presentation in Japan advertising academy and also in Zheqian University advertising academy in Sept. 2, 2004. Finally, this study will be published in Japan within a few years.