In the intense market competition,the Song Dynasty merchant displays the intense advertisement consciousness,they take the advertisement the propaganda promotion function,unceasingly the rich advertisement form,causes the Song Dynasty advertisement to reveal the time characteristic,provides the later generation merchant with profits and lessons.

The results indicate that:(1)childrens’ brand advertising awareness develops approximately at the age of 11,with brand recognition earlier than brand recall;(2) no significant gender differences exist in awareness,but boys perform much better than girls in certain special brands;(3) domestic economic and social status and peer partnership have striking influence on adole.