The concept of advertising

Advertising, as the name suggests, means to spread the word!

Advertising is a publicity method that openly and extensively delivers information to the public for a specific need through a certain form of media and at a certain cost.

According to research, the word advertisement is a foreign word. It first comes from the Latin word AdA verture, which means to attract attention. In the Middle English era (about 1300-1475 AD), it evolved into Advertise, and its meaning evolved into "to make someone notice something" or "to inform someone about something to attract other people's attention." It was not until the end of the 17th century that Britain began to carry out large-scale commercial activities. At this time, the term advertising became widely popular and used. At this time, "advertising" no longer refers to just one advertisement, but to a series of advertising activities. The noun AdverA tise, the concept of static objects, was given a modern meaning and transformed into "Advertising".

Advertising can be divided into broad and narrow meanings. Broad advertising includes non-economic advertising and economic advertising. Non-economic advertising refers to advertising that is not for profit, such as various announcements, notices, statements, etc. from government administrative departments, social institutions and even individuals. Advertising in the narrow sense only refers to economic advertising, also known as commercial advertising, which refers to advertising for the purpose of profit. It is usually an important means of communicating information between commodity producers, operators and consumers, or for companies to occupy the market, promote products, and provide services. important form.

The history of advertising

◇The earliest advertising in the world

Advertising is a product of the commodity economy. Since the production and exchange of commodities, advertising has also appeared. . The earliest advertising in the world was carried out through sound, called oral advertising, also known as hawking advertising. This is the most primitive and simplest form of advertising. As early as ancient Greece in the early days of slave society, people sold slaves and livestock through hawking, publicly publicized and shouted rhythmic advertisements. The streets of ancient Rome were filled with the cries of vendors. Carthage, a trading area in the vast Mediterranean region with highly developed commerce in ancient times, was once famous for the numerous cries throughout the city.

Trademark font size is also one of the ancient forms of advertising. The store's name originated from the ancient city of Pompeii. In the ancient Roman Empire, people used font sizes to advertise gladiatorial and circus performances. Trademarks and sizes are all symbolic. For example, a dairy factory in ancient Rome was marked with a goat; a mule pulling a millstone represented a bakery; and a child being whipped with a whip was the mark adopted by a school. In medieval England, an arm wielding a hammer represented a goldsmith's workshop; three doves and a staff represented a spinning mill. The mark of London's first Indian cigar factory was carved from a ship's mast by a shipbuilding carpenter.

Our country is one of the first countries in the world to have advertising. As early as the Western Zhou Dynasty, audio advertising appeared. The "Book of Songs" chapter "Zhou Song·You Gu" already contains the poem "Xiao Guan Beiju". According to Zheng Xuan's note in the Han Dynasty: "Xiao is a small bamboo pipe that is played by those who sell it today." Kong Yingda of the Tang Dynasty also said Shu explains: "The people who were selling sweets at that time played the flute to express themselves." It can be seen that in the Western Zhou Dynasty, the vendors selling sweets already knew how to attract business by blowing the flute.

In ancient my country, what appeared after audio advertising was "hanging banner" advertising. "Han Feizi·Wai Chu Shuo" said, "There were wine drinkers in the Song Dynasty who were very gentle in promotion, very cautious when meeting guests, thought the wine was very beautiful, and hung their flags very high." This is the earliest record of restaurants and wine flags in our country. The hotel was opened in a fixed place. In order to attract customers, it would throw out "a wine flag," which was a form of advertising to attract customers. This form was used continuously later, such as Zhang Ji's "High wine flag hanging at the mouth of the river" in the Tang Dynasty, and Du Mu's Poems such as "Shui Lin Shan Guo Wine Whirlwind" are also described in "Water Margin": "Wu Song walked on the road for a few days... and saw a hotel in front of him, holding a flag in front of the door with five words written on it. The writing: 'Three bowls are not worth the post'. "In "Yuan Song: Back Court Flowers", "There are three feet of cloth in front of the hotel door, looking for customers." This not only explains the size of the wine flag, but also explains the function of the wine flag.

In addition to wine flags, other industries also have various iconic forms of advertising. According to "Fei Changfang", "There is an old man selling medicine in the market, and he hangs a pot at the head of the shop." The gourd is used as a symbolic sign of the drug store, hanging on the street or in front of the drug store. The "hanging flags" and "hanging pots" here give people a very eye-catching visual effect. In modern terms, they are "signboard advertisements".

◇The invention of printing ushered in a new era of advertising

my country's Bi Sheng was the first to invent movable type printing. The earliest industrial and commercial printing was in the Northern Song Dynasty (960-1127 AD) The copper plate advertising the Liujia Needle Shop in Jinan is now in the Shanghai Museum. This is the world's earliest printed advertising material found so far. After printing was spread from China to the West, Western advertising entered a new stage.

In 1473, William Kankes, the first British publisher, printed many printed advertisements promoting religious content and posted them on the streets of London. This was the earliest printed advertisement in the West, older than the printed advertisement of Liujia Needle Shop in the Northern Song Dynasty of my country. Three or four hundred years later.

In 1622, Nicholas Brown and Thomas Kircher founded the first English newspaper "Weekly News" and published it in London. During the year, there was an advertisement for book rentals. In 1650, under the column "Several Proceedings of Parliament," there was a notice offering a reward for 12 stolen horses from a certain family. Later, in 1710, Addison and Steele published advertisements in the Observer for the promotion of tea, coffee, chocolate, books and periodicals, real estate, patent medicine auction items, and transfer items.

Before the independence of the United States, the first newspaper "Boston News Letter" founded on April 24, 1704, published an advertisement recommending newspapers as a promotional medium to advertisers. . Benjamin Franklin, considered the father of the American advertising industry, founded the Daily Pennsylvanian in 1729 and placed the advertising column in front of the editorial on the first page of the first issue. The first advertisement was for soap. Among newspapers in colonial America, the Daily Pennsylvanian ranked first in terms of circulation and advertising. In this newspaper we can often see advertisements promoting ships, feather products, books, tea, and other products. Franklin was an advertising writer, advertising manager and salesman. One of the most famous advertising works he chose to write was a sales advertisement for the Pennsylvania Hearth Factory. This kind of fireplace was later named "Franklin stove".

The advertisement reads:

A fireplace with small vents allows cold air to penetrate into the room from each vent, so it is very uncomfortable to sit in front of these vents. Comfortable and dangerous - especially women, because they sit quietly at home for a long time, often suffer from wind and cold in the head, runny nose, and crooked mouth and eyes due to the above reasons, which may eventually extend to the mandible and gums. This is one of the reasons why many people in the North suffer premature damage to their good teeth.

As can be seen from the above advertisements: Franklin, like the clever contemporary advertising writers, emphasizes the benefits of using the product rather than simply introducing the product.

By 1830, there were 1,200 newspapers in the United States, 65 of which were daily newspapers. The first page of many newspapers is mostly or entirely filled with advertisements. The period from 1830 to 1850 was the era of penny newspapers. Because each copy sold for one penny, the price was low, sales increased, and the effectiveness of advertising also increased accordingly. While newspaper advertising became popular, magazine advertising also continued to increase, and advertising agencies and advertising companies emerged.

◇The Development of the Modern Advertising Industry

With the emergence of large-scale capitalist production, the high development of commodity production, the huge scale of exchange, the market expansion to the world, and extremely fierce market competition, Coupled with the prosperity of science and technology, advertising can use various advanced media and technologies to convey economic information and promote sales, and has become an important marketing tool for industrial and commercial enterprises in developed countries. However, fraud and deceiving consumers continue to appear in advertising. Therefore, various countries have formulated relevant laws and established relevant organizations to supervise.

The International Advertising Association, founded in 1938, is an international organization with 2,640 individual members and a large number of corporate members from more than 70 countries and regions.

After the Second World War, competition further intensified and science and technology advanced by leaps and bounds, which promoted the rapid development of the advertising industry. Major improvements in televisions, video recorders, glass screen projection televisions, printing inks, paper, copying technology and color printing, a large increase in various magazines and newspapers, electronic advertising, neon advertising, street sign advertising, street car advertising, A large number of point-of-sale advertisements, postal advertisements and advertising books and periodicals have emerged, bringing unprecedented development to the modern advertising industry. Americans say: "If you pick up a newspaper or magazine, turn on the TV, open the mail, or even walk on the road or answer a phone call, you will be bombarded by advertising fatigue." From 1946 to 1959 alone, the U.S. advertising industry tripled. During this period, the growth rate of the advertising business exceeded the growth rate of the entire national income, and the funds for purchasing advertising tools increased significantly. It developed even faster after the 1970s. According to statistics, the United States spent as much as 37 billion US dollars on advertising in 1977, and about three cents of every dollar of sales was spent on advertising. Currently, there are more than 3,800 registered advertising companies in the United States, with 200,000 employees, accounting for one thousandth of the country's population, and a total investment of US$15.3 billion, ranking first in the world's advertising industry.

The essence of advertising

There are two essences of advertising. One is the communication aspect of advertising. Advertising is a means and technique of communication for advertisers to reach the audience; the other refers to advertising. Its function is to sell goods profitably. Generally speaking, advertising is a kind of communication for the public; the elegance of art determines that its audience can only be a small minority, not the vast majority of people.

Therefore, successful advertising is an advertising culture that is accepted by the public, rather than so-called high art that is divorced from reality. The effectiveness of advertising determines its success to some extent. Melatonin's advertising is successful because its gift concept is very successful among the working class, and its market sales share also illustrates this. But fundamentally speaking, because its advertising failed to connect with the concepts and functions of health care products, it could only be successful in the short term.

Characteristics of advertising

Advertising is different from general mass communication and publicity activities, mainly in:

1. Advertising is a communication tool that combines a certain Information about a product is transmitted to a group of users and consumers by the production or operating organization (advertiser) of the product;

2. Advertising requires payment;

3. The communication activities carried out by advertising are persuasive;

4. Advertising is purposeful, planned and continuous;

5. Advertising is not only beneficial to the advertiser, but also It is also good for the target audience, it allows users and consumers to get useful information.

Elements of advertising

The elements of advertising are: advertisers, advertising companies, advertising media, advertising information, advertising ideas and techniques, advertising audiences and advertising costs.

Classification of Advertisements

Due to different classification standards and different perspectives on problems, there are many types of advertisements.

◇Based on communication media

Newspaper advertising

Magazine advertising

TV advertising

Movie advertising

Online advertising

Packaging advertising

Radio advertising

Poster advertising

POP advertising

Traffic advertising

Direct mail advertising

As new media continue to increase, there will be more and more types of advertising divided by media.

◇Based on the purpose of advertising

Product advertising

Corporate advertising

Brand advertising

Concept advertising

◇Based on the scope of advertising communication

International advertising

National advertising

Local advertising

Regional advertising

◇Based on the target of advertising communication

Consumer advertising

Corporate advertising

◇Based on the advertiser

General advertising

Retail advertising

The main forms of advertising

Through newspapers, radio, television, movies, street signs, windows, printed matter, Neon lights and other media or forms shall be used to publish, broadcast, set up and post advertisements within the People's Republic of China and the territory of the People's Republic of China. Specifically include:

(1) Using newspapers, periodicals, books, directories, etc. to publish advertisements;

(2) Using radio, television, movies, videos, slideshows, etc. to display advertisements;

(3) Use buildings or spaces in streets, squares, airports, stations, docks, etc. to set up street signs, neon lights, electronic display boards, windows, light boxes, walls and other advertisements;

( 4) Using theaters, stadiums (venues), cultural centers, exhibition halls, hotels, restaurants, amusement parks, shopping malls and other places to set up and post advertisements inside and outside;

(5) Using vehicles, boats, airplanes and other means of transportation Set up, draw and post advertisements;

(6) Mail various advertising materials through the post office;

(7) Use physical gifts for advertising;

(8) Use other media and forms to publish, set up and post advertisements.

The Best of Chinese Advertising

The earliest advertising record in China appears in the "Foreign Reserves" by Han Feizi of the Song Dynasty during the Warring States Period. Because the wine is so beautiful, the flag is so high."

The earliest record of "verbal advertising" in China appears in "Tokyo Menghua Lu" written by Meng Yuanchun of the Southern Song Dynasty.

The earliest existing physical advertisement in China is the billboard of the "White Rabbit Pounding Medicine" needle of "Jinan Liujia Gongfu Acupuncture Shop" in the Song Dynasty.

The earliest extant printed advertising copper plate in China is the billboard of the "White Rabbit Pounding Medicine" needle of the "Jinan Liujia Gongfu Acupuncture Shop" in the Song Dynasty.

The earliest existing advertising slogans in China are "Purchase high-quality steel bars, barbarians can make Kung Fu needles" and "Don't miss the use of the hospital, customers will turn to sell" ("Jinan Liujia Gongfu Needle Shop" in the Song Dynasty) White Rabbit Pounds Medicine” needle advertisement).

The earliest newspaper in China was in the early Tang Dynasty. "Di Bao" was officially sponsored. Its main content was to publish the emperor's edicts, orders, royal family news, as well as the promotion and dismissal, appointment and dismissal, rewards and punishments of feudal royal officials. information. In the Ming Dynasty, movable type typesetting was used. In the Qing Dynasty, it was changed to "Beijing News".

The earliest existing newspaper in China with advertisements is Shenbao, which was founded in Shanghai on April 30, 1872. At that time, it was printed on glossy paper.

The earliest existing newspaper advertisement in China is "Quantai Shengxin Bureau Kai, Henglong Foreign Goods Number Kai, Manyun Pavilion Kai" in the "Shenbao", collected by the Shanghai Library.

The earliest existing newspaper advertisement in China has an advertising price of 250 copper coins (20.5 cents) on the first day for every 50 words, 10.5 cents on the second to seventh days, and 10 cents on the 8th day. 3 points 5.

China's earliest printed advertisement appeared in "Oriental Magazine" in 1904.

The earliest word "advertising" in China appeared in the "Regulations of Political Official Newspapers" in 1906.

China’s earliest body advertising appeared on Shanghai’s first tram in 1908.

The earliest advertising company in China is Shanghai Advertising and Decoration Advertising Company.

China's earliest window advertisement appeared in 1920 for a brand of milk powder named "Letujing".

China’s earliest outdoor neon advertisement appeared on the rooftop of Shanghai World in 1927, called the “Bering Machine” advertisement.

China’s earliest television station was China Central Television in 1958.

The earliest company in China to undertake foreign trade advertising was the Shanghai Advertising Company established in 1961.

The earliest newspaper in China to publish advertisements was "Tianjin Daily".

The earliest newspaper advertisement in New China was the Tianjin Toothpaste Factory’s “Blue Sky” premium toothpaste advertisement on January 4, 1979 (Thursday).

China's earliest domestic film and television advertisement was an advertisement called "Ginseng Gui Nourishing Wine" produced by Shanghai TV Station at 15:30 pm on January 28, 1979 for Shanghai Medicinal Materials Company.

The earliest foreign film and television advertisement in China was the "Radar Watch" advertisement broadcast on Shanghai TV at 18:00 pm on March 15, 1979.

China's earliest public service announcement was "Stop Crowding" in 1987.

The earliest outdoor billboard released by China abroad was the "Sanjiu Weitai" advertisement located in Times Square in New York, USA in 1994.

The earliest China to win the Silver Award for graphic design at the Keogh Advertising Festival was on May 12, 1995 at the 36th Keogh Advertising Festival. Guangzhou White Horse Advertising created a brochure for Shenzhen Weisuo Landscape Splendid China - - "Home, the Story of the Chinese".

The first China to win the Silver Award at the New York Advertising Festival was the "Tianhe Gutong Advertising and Marketing Plan" created by Meigao Advertising Planning Company for Guilin Tianhe Pharmaceutical on January 31, 1997.

China’s earliest recognized government award in the advertising industry is the Public Service Advertisement Award (1997).

The first advertising person in China to receive the "Lifetime Achievement Award" was Xu Baiyi from Shanghai (1997).

The earliest China to win the finalist award at the 41st New York Advertising Festival was "Short General Liquid Electric Mosquito Repellent - Fat Man" directed by Su Xia in 1998.

The earliest Chinese film and television advertisement to win the gold medal at the Montreal International Advertising Festival in Switzerland was the film and television advertisement "Zhejiang Xinlian Steel Rolling" created by Zhejiang Hualin Advertising Company for Zhejiang Xinlian Steel Rolling in October 1998.

China was the first to win the Best Advertising Award for Film and Television from the authoritative American magazine "Advertising Age" in 1999. The advertisement was created for Hainan Airlines by Guangzhou Hongyi Advertising Company and directed by advertising director Su Xia. The film and television commercial "Cloud Chapter".

The first China to win THE GLOBALS AWARDS at the New York Advertising Festival was the 2000 advertising film "Penis/Sperm" created and directed by Su Xia.

China’s first film and television gold medal winner in the Mobi Advertising Awards (Telecommunications and Internet Category) was in March 2000, when Publicis Hengwei Advertising Company created a film and television advertisement "Hands in Hand" for Guangdong Mobile Communications.

The first batch of doctoral students majoring in advertising appeared in China in 2000.

The earliest advertising management charging method in China was the first advertising management charging method formulated by Shanghai TV Station in 1979.

The earliest radio advertisement in China was the "Spring Bud Medicinal Hair Lotion" advertisement broadcast by Shanghai People's Broadcasting Station on March 5, 1979.

China's earliest unified "Advertising Price List" was the "Advertising Price List" formulated at the first exchange meeting on advertising business in some regions of the country held in Shanghai in October 1979.

China’s earliest foreign film and television advertisement was the Japanese “Citizen” advertisement broadcast on CCTV in 1980.

China's first professional advertising magazine was "China Advertising" magazine founded and published in Shanghai in 1982.