作为一种信息传播工具,招幌广告在古代商业贸易、信息交流活动中发挥着巨大作用,亦折射出丰富多彩的民俗文化。本文从招幌广告探源、招幌的形式与内容、招幌的艺术社会功能等三个方面对古代广告最常用的广告形式招幌(即:招牌和幌子)进行艺术探究。从另一侧面反映出我国古代广告的发展面貌,及其艺术社会价值。 As an information dissemination tool, strokes ads play an important role in the ancient commercial trade and information exchange activities and also reflect the rich and colorful folk culture. This article conducts an artistic exploration of the most commonly used forms of advertisements in ancient advertisements (namely: signs and pretexts) from three aspects: the source of the solo ads, the form and content of the solicitations and the social and artistic functions of the solipsices. From the other side reflects the development of ancient China’s advertising, and its social and artistic value.