在我国,广告最初的形式表现为——实物展示,口头呼叫、声响、招牌、幌子,灯笼以及门匾、门楼、酒旗等店铺广告。宋代活字印刷的发明,为广告提供了新的传播媒介——印刷品。现存上海博物馆的“济南刘家功夫针铺”的印刷铜版,就是珍贵的宋代广告印刷史料。鸦片战争后,外国资本和商品的大量涌入,民族工商业与外国资本之间相互争夺市场的竞争,刺激了广告的发展。在这一时期,现代形式的报纸、杂志 In our country, the initial form of advertisements is as follows: - physical display, verbal call, sound, signboard, pretense, lantern and door plaque, gatehouse, liquor banner and other shop advertisements. The invention of movable type printing in the Song Dynasty provided a new medium for advertising - printed matter. Existing Shanghai Museum “Jinan Liu Kung Fu needle Shop ” printing plate, is the precious historical materials advertising the Song Dynasty. After the Opium War, the influx of foreign capital and commodities and the competition for mutual competition between ethnic businesses and foreign capital stimulated the development of advertisements. In this period, modern forms of newspapers and magazines