广告作为一种普遍的传播现象古已有之,然而对于中国古代广告产生、发展的研究却很少有人问津。十年来,辽宁大学副教授赵琛先生,怀着浓厚的民族情愫和高度的历史责任感,潜心于渊远流长的中国广告史的研究,已取得可喜的成果。本刊将陆续刊登其研究成果,以饷读者。 Advertising has existed as a universal phenomenon of communication, however, few studies have been made on the production and development of ancient Chinese advertisements. Over the past ten years, Mr. Zhao Chen, an associate professor at Liaoning University, has made gratifying achievements in his study of the long history of Chinese advertising with his strong national sentiment and a high sense of historical responsibility. The publication will publish its research results, with readers.