東アジアの言語と表象 文部科学省グローバルCOEプログラム 関西大学文化交渉学教育研究拠点 With the development of contemporary newspaper in sinoosphere countries since the 19th century, traditional advertisements were gradually replaced by western advertisements. In general, the development of advertisements in sinosphere countries follows process of introduction, integration and construction. Its pattern and general direction are in compliance with each other. Through the analysis of advertisement concepts, advertisement performance, advertisement industry and advertisement studies, it is found that advertisement concepts are the core to the development of advertisements. The change of advertisement concepts lead to the change of advertisement performance, advertisement industry and advertisement studies, which in turn leads to the change of advertisement concepts. Mature commercial advertisement system eventually takes shape.