中国の広告は、その源流を探れば夏・殷・周の時代にさかのぼる。広告の手法、表現の形態などは時代によって様々に変遷し現代にまで伝えられている。本論では、中国における広告の起源とその歴史的展開を考察し、また特に宋の時代に注目して、広告媒体、広告説得、広告規制、ブランドの伝統と特質を明らかにしたいと思う。
　本論は二部構成になっている。第一部では、広告の定義からコミュニケーション手段として、また説得の本質を持つ広告を重点的に論議し、中国の広告の起源を考察した。これらによって中国において広告史の発展がどのような特徴を持つか説明した。
　第二部では、中国において考案され発展した広告の媒体に注目する。本論は、これらの媒体が広告としてどのように利用され、普及してきたのかを、｢広告｣に焦点化して調べることを目的にするものである。
最後の結論では、中国における広告の伝統を検証することで見いだされた知見をもとにして、現代の中国における広告の現状とそれを捉え分析する広告論について批判的な検証をした。

The Tradition of Advertising in China

　The Chinese advertisement origin may trace to the times of Xia・Shang・Zhou. The technique and the shape of advertisement performance have had many vicissitude along with the time. This dissertation viewed the Chinese advertisement origin and its historicity launches. It is discussed emphatically the advertisement media, the advertisement convinces and the advertisement rules and regulations, as well as brand tradition and characteristic through the historical literature and the archaeological finds, especially taking the Song Dynasty advertisement as a center.
The main discourse is composed of two parts which are advertising communication and advertising media. The first part by five chapters of constitution, has discussed
emphatically from the advertisement concept as the communication method and as well as the advertisement with essence of persuasion, and from this has traced the Chinese advertisement origin, looked at the trademark and brand's origin specially, explained the characteristic of the Chinese advertisement history development.
The second part by two chapters of constitution, has in detail examined each kind of form advertising media originated from China. In China, the media is from the Bronze ware, the flag, the bamboo slip, paper vicissitude develops gradually to print and so on newspaper.
In the final conclusion, based on to the Chinese advertisement tradition inspection, the analysis and the research result, the author believed that, China's traditional advertisement has its unique theory, thought and the practice way. And also believed that, in the Chinese history has a more generalized understanding to the advertisement. It not only includes modern significance in narrow sense advertisement, also includes like the promotion, the public relations, the brand, the political propaganda and so on other communications. In many aspects, traditional advertisement theory, thought and the practice way have displayed by the traditional culture form and are inherited by the posterity until now. Some of them have the surprised uniformity with the advertisement theory transmitted from the west, also have some totally different in western advertisement one side. At the same time, was precisely these unique constituted in the most essence part of the Chinese traditional advertisement.