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在古代,无论是作为广告的内容还是作为广告的媒介,葫芦都经常出现。葫芦又是一个具有丰富民间特征和民俗内容的物体,本文结合招幌中的葫芦形象,从民俗角度出发,从象征的视角来窥探葫芦作为商业形态的意义,利用葫芦的文化价值来反映中华民族传统的思想构成。
In ancient times, gourds appeared frequently both as advertising content and advertising media. The gourd is a kind of object with rich folk features and folk customs. Based on the image of gourd in the gambling fortune, this essay probed the significance of the gourd as a commercial form from the perspective of symbolism, and used the gourd cultural value to reflect the Chinese nation Traditional thinking constitutes.