何为幌子呢？幌子也叫望子、帷幔，又名“市招”或者“招幌”，在过去幌子是各大店铺招揽顾客上门的标志，它们大多被悬挂在店铺外高处，作为商店的招牌，表明店铺的经营类型、所售物品或服务项目。在旧时大街两侧商店都有各自的店铺幌子，这些幌子的设计图形样式都是千百年流传下来的，它们有其固定的形式，各色幌子大致分为实物幌子、模型幌子、象征幌子、文字幌子等几类，其中实物幌子是应用最广泛的，店铺售卖什么就挂什么，例如卖棉花的店铺就会用棉花做成实物的灯笼招揽生意；铜锣铺会把小钹、小锣穿成串儿悬挂，下面坠上红缎子，悬挂在屋檐下；卖假发的店铺就会悬挂假发；梳子铺悬挂一串木头梳子；有些店铺不方便把实物挂出来做幌子，就把商品做成模型悬挂在店面外，吸引主顾。悬挂幌子的目的是让过路的客人远远的就可以发现店铺经营种类。

PREFACE

The shop signs of different parts of China vary according to the customs of the people; therefore, the signs of an article in Peiping oftentimes differ from this in Canton,also is this true of other cities; but as a rule, these signs have the designs or the pictures of the articles for sale and, in general, they are artistically executed and harmoniously coloured. But in some cases the articles for sale cannot be represented by pictures, then, they take these signs which have been used from time immemorial; for exemple, the signs for such a restaurant. where wines can be had, bear or has the same sign as it  did centuries ago and poets have used the term in their verses, particularly in the composition of Li Tai-po,the famous poet of the Tang Dynasty. He often used this expression in his favourite productions.This wine flag(or 酒旗) can be recognized from a great distance when one wants to satisfy his thirst, he will not have to strain his optic nerves to get what he wants; they are as conspicuous as the barber poles in the Western Countries. The only explanation that I can give for the existence of these pictorial signs is that in the former times the percentage of iliteracy among the people was very low. I am sure with the establishment of the new public school system that most of the Chinese people can read the written language of the country. Therefore it is plain to see that these signs will gradually disappear as they are no longer necesary. Eventually they will become nothing but relics of the ancient Chinese Customs. So it is very advisable for those who are interested in things Chinese to add a copy of this album to their collection in Orientalia.

By H. K. Fung, Ph. D.

October first 1931.

尺寸：长5cm 宽5cm

店铺信息：

地址：北京市西城区杨梅竹斜街26号乾坤空间

邮编：100051

联系人：贾老师

电话：13167325166