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中文摘要：
通过采用历史文献分析和数据分析等方法，并运用现代广告营销理论，对《遐迩贯珍》这一鸦片战争后在香港出版的第一份中文期刊刊发的广告专栏“布告篇”所传播的广告营销理念进行探析。认为《遐迩贯珍·布告篇》创中国中文报刊刊登商业广告之先河，既反映了当时的时代特征，又彰显了其独特的广告编排特征和广告营销理念。
英文摘要：
Through analysis of historical documents and related data, and applying modern theory of marketing advertizement, a detailed discussion was made on marketing idea expressed in the article Bugao Plan （Notice） in the Journal Xia Er Guan Zhen,the first Chinese periodical published in Hong Kong after Opium War. It is considered that Xia Er Guan Zhen＇s Bugao Pian which is a pioneering article on commercial advertizement in the then Chinese periodicals, has embodied not only the characteristics of that time, but also the special technique in the idea and writing of advertizement.
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