Advertising is the product of commodity economy. Since commodity production and exchange, advertising
has also appeared. The earliest advertisement in the world is carried out by voice, which is called oral advertisement, also known as hawking advertisement. This is the most primitive and simple advertisement form. As early as the early days of slave society in ancient Greece, people publicly announced and shouted rhythmic advertisements by selling slaves and livestock. The streets of ancient Rome were filled with the cries of vendors. In ancient times, Carthage, the trade
area in the vast Mediterranean region, was highly developed in commerce, and was once famous for its numerous hawking voices throughout the city.
the brand name is also one of the ancient advertising forms. The shop name originated from the ancient city of Pompeii. In the ancient Roman Empire, people used font size signs to advertise gladiator and circus performances. Trademark names are symbolic, such as a dairy factory in ancient Rome marked with
goats; A mule pulling a millstone represents a bakery; And a child being whipped by a whip < P > is a sign adopted by a school. In medieval England, one arm waved a hammer to represent a goldsmith's workshop; Three pigeons and a scepter represent a spinning factory. The logo of the first Indian cigar factory in London was carved
by a shipbuilder with a mast on board.
China is one of the earliest countries with advertisements in the world. As early as the Western Zhou Dynasty, audio advertisements appeared in
. There is already a poem "Xiao
manages to prepare for the lift" in the chapter "Zhou Song You Bian" in the Book of Songs. According to Zheng Xuan's note in the Han Dynasty, "Xiao weaves small bamboo pipes, but now those who sell them
blow them." In the Tang Dynasty, Kong Yingda also explained: "At that time, people who sold candies blew Xiao to show themselves < P >." It can be seen that in the Western Zhou Dynasty, vendors selling sweets already knew how to attract
business by blowing the whistle.
In ancient China, after the audio advertisement, the "hanging banner" advertisement appeared. "Han
Fei Zi Wai Chu Shuo" said that "those who drank wine in the Song Dynasty were promoted to Jinbe, and they were very careful when they met guests, because the wine was
beautiful and had a high reputation." This is the earliest record of restaurants and wine flags in China. The hotel
is located in a fixed place, and in order to attract customers, it throws out a wine flag, which is the advertising form to attract customers. This form has been used continuously since then, for example, in the Tang Dynasty, Zhang Ji wrote poems such as "The flag of wine hangs high at the mouth of the river" and Du Mu wrote poems such as "The whirlwind of Guo wine in the mountains of water".
in the Water Margin also described it like this: "Wu Song walked on the road for a few days ... and saw a wine shop in front of him, holding a flag in front of the door, with five words written on it:' Three bowls can't pass the
post'." In Yuan Qu Hou Ting Hua, "three feet of cloth in front of the hotel, come and look for customers", < P > not only explains the size of the wine flag, but also explains its function. In addition to wine flags,
other industries also have various symbolic advertising forms. According to Fei Changfang, "there are
old people selling medicines in the market, and hanging pots on their heads". Is to use fenugreek as a symbolic symbol of the drugstore,
hanging on the street or in front of the drugstore. 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.
movable type printing was first invented in Bi Sheng, China, and the earliest industrial and commercial printing was the advertisement copperplate of Liu Jiazhen Shop in Jinan during the Northern Song Dynasty (96-—l127), which is now in the Shanghai Museum. This is the earliest printed advertisement found in the world so far. After printing < P > spread from China to the west, western advertising entered a new stage.
In 1473, William Kanks, the first British publisher, printed many printed advertisements promoting religious
content and posted them on the streets of London, which was the earliest printed advertisement in the West, three or four hundred years later than the printed advertisement of Liujia Needle Shop in the Northern Song Dynasty in China.
in 1622, nicolas brown and Thomas kircher founded the first English
language newspaper Weekly News, which was published in London. In this year,
there was an advertisement for books. In 165, in the column
about "Several Proceedings in Congress", a reward notice for finding 12 horses stolen from a family was published. Later, in 171, A
Dixon and Steele published an extensive advertisement in Observer magazine about promoting tea, coffee, chocolate, books and periodicals, real estate, auction items of patent medicines and transfer items.
before the independence of the United States, the first newspaper, the Boston News Letter, which was founded on April 24th, 174, published an advertisement for the newspaper recommended by
to advertisers. Benjamin Franklin, who is regarded as the father of American advertising industry, founded Pennsylvania Daily in 1729, and put the advertising column
in front of the first edition of the first issue. The first time it was published was a
advertisement promoting soap. In the whole colonial American newspaper, Pennsylvania Daily < P > ranked first in circulation and advertising volume. In this newspaper, we can often see advertisements promoting ships, feather products, books, tea and other commodities. Frank
Lin is not only an advertising writer, but also an advertising manager and salesman. One of the most famous advertising works he chose to write is a promotional advertisement made by Pennsylvania Fireplace Factory. This fireplace was later named "franklin stove".
The advertisement reads as follows:
A fireplace with small ventilation holes can make cold air get into the room from every hole source, so it is very uncomfortable and dangerous to sit in front of this ventilation hole, especially for women
, because they sit still at home for a long time, they often suffer from cold in the head
, nasal discharge, mouth and eyes askew, and finally.
From the above advertisements, it can be seen that Franklin, like the contemporary ingenious advertisers, emphasized the benefits of using products instead of simply introducing them.
by 183, there were over l2 newspapers in America, of which 65 were daily newspapers. Many
newspapers are full-page or full-page advertisements. From 183 to 185, it was the era of penny
newspaper, because the price of each copy was one penny, the price was low, the sales increased, and the effectiveness of advertising
increased accordingly. While newspaper advertisements are prevalent, magazine advertisements are also increasing, and advertising agencies and advertising companies have emerged.
the development of modern advertising industry.
With the appearance of capitalist mass production, commodity production is highly developed, exchange
is huge, the market has expanded to the world, and the market competition is extremely fierce. In addition, with the prosperity of science and technology, advertising can use various advanced media and technologies to convey economic information and promote sales, which has become an important sales promotion means for industrial and commercial enterprises in developed countries. However,
in advertisements, there are also phenomena of cheating and cheating consumers. Therefore, various countries have formulated relevant laws and regulations and established relevant organizations to supervise them.
International Advertising Association, founded in 1938, is an international organization with
2,64 individual members and a large number of corporate members from more than 7 countries and regions.
After the Second World War, the rapid development of advertising industry was promoted by the further intensification of competition and the rapid development of science and technology. Great improvements have been made in television, video recorder, glass screen projection television, printing ink, paper, copying technology and color printing, a large number of magazines and newspapers have increased, and a large number of electronic advertisements, neon advertisements,
street sign advertisements, streetcar advertisements, point-of-sale advertisements, postal advertisements and advertising books and periodicals have emerged, which has made modern advertising industry get the forefront. Americans say, "You can
pick up a newspaper or magazine, turn on the TV, open the mail, or even walk on the road, and
pick up a phone call, you will be bombarded by advertisements.". From 1946 to 1959 alone, the advertising industry in the United States tripled. During this period, the growth rate of advertising business exceeded the growth rate of national income, and the funds for purchasing advertising tools increased significantly. It developed even faster after 197s. According to statistics, in 1977, the US spent as much as $37 billion on advertising, and about three cents of every dollar of sales was spent on advertising. At present, there are more than 3,8 advertising companies registered in the United States, with 2, employees, accounting for one thousandth of the national population, with a total investment of $15.3 billion, ranking first in the world in advertising.
The following is the statistics of the income and business leaders of the top ten advertising companies in the world in 1983 provided by Advertising Times magazine in the United States. For the development of advertising industry in modern capitalist countries, we can see from it
Section 1: Advertising history in China
(1) Ancient advertising stage in the Spring and Autumn Period and the Warring States Period
Ancient advertising in China sprouted around the Ló century BC, 3 years ago. According to Zhou Ji, in the social, economic and economic life at that time, all transactions were "sued". In the Shang and Zhou dynasties, transactions were engraved on bronzes in the form of inscriptions, which can be called the earliest advertising bud.
With the prosperity of commerce in the Warring States Period, early commercial activists in China began to spread and exchange information in the form of advertisements, and the original form of advertisements appeared.
1. Audible advertisement
This is an advertising form that uses percussion to convey unique sales information. The essence of this kind of advertisement is the product of combining advertising sales with personnel promotion based on personnel promotion. With the continuous expansion of business activities, different sounds have gradually formed to represent different advertising information content, and the form of voice promotion mainly based on shouting and the sound propaganda with metal and physical objects impact constitute the sound advertisement.
2. Advertisement of cultural relics
This is a form of advertisement often used in commodity exchange in ancient society. Its concrete manifestation is to insert a sign recognized by everyone on the items sold, mainly a "draft sign" to indicate that the items are for sale. As the owner of the goods for sale, according to the characteristics of the goods for sale, different sales signs are adopted.
3. Cover advertisement
Cover advertisement is the product of ancient social and economic development to a certain stage. It refers to conveying the information of selling goods under the guise, thus making the ancient advertising communication develop into a new period, showing obvious advertising communication color. The cover refers to a specially made flag. At that time, it was called "Wangzi". As an advertising form, the cover was adopted by the people and used in official management activities in the Zhou Dynasty.
4. Fiberhome advertisement appeared in the Spring and Autumn Period and the Warring States Period of ancient China society, and many advertisements sprouted, which played a positive role in the economic and social life at that time. These advertising forms have played an origin and promotion role for the future development of advertising.
(2) Advertising in China feudal society
The great development of advertising in China feudal society began in the Song Dynasty. Song Dynasty "China culture and science reached an unprecedented climax in this period", which became the turning point of feudal society in China.
There are mainly the following forms of advertising in Song Dynasty:
1. Lantern advertising
As a sign, lanterns are often hung in government offices, mansions, restaurants, places of smoke and flowers and special occasions, gradually forming lantern advertising, which can be described as the primary form of neon advertising. Generally, the name and surname of the host family are indicated on lanterns. Lantern was also called "fork" or "mast lamp" at that time.
2. Hanging advertisement
This kind of advertising form is developed from physical advertising, and it is a form of hanging goods as advertisements.
3. Cover advertisements
At this time, cover advertisements mainly exist when officials are on trips or on trial, during military activities, and in places where restaurants and teahouses are located. Like an official traveling, the entourage held high the "avoidance" flag, and the surrounding officials held high the "silence" flag when hearing the case; In military activities, the flag advances and retreats; "Wine" and "tea" are inserted obliquely at the door of the teahouse in the wine shop. The cover advertisement in Song Dynasty has surpassed the cover advertisement formed in the Spring and Autumn Period and the Warring States Period, and its meaning is more clear and its application field is more specific.
4. Signboard advertisement
This kind of advertisement can be expressed in both words and pictures. Shopkeepers can establish the signboard style according to their own nature, or the signboard can reflect the nature of the industry.
5. Poster advertising
This advertising form appeared before the Song Dynasty, but it was widely used in the Song Dynasty. Poster advertising refers to the form of advertising in which words and pictures are written on paper, and then posted in the bustling area of the city or at the gate of the city to announce people. This form of advertising is mainly used by the government, such as posting pictures of someone wanted everywhere, which belongs to this form.
6. Print advertising
This is an advertising form that prints one's own product name, manufacturer's name, trade name, product texture and sales method, and uses printed products as publicity. Printing advertisements began in the Northern Song Dynasty. The advertisement of Liu Jiazhen Shop in Jinan in the Northern Song Dynasty is the earliest printed advertisement in the world. This advertisement is printed in copperplate. This copperplate advertisement is four inches square, engraved with the words "Jinan Liu Jiagongfu Needle Shop", with the pattern of a white rabbit holding an iron pestle in the middle, with four words on the left and right, namely "recognize the white in front of the door" and "rabbit as a souvenir". The following describes the quality of its products and sales methods: "Buy the first-class steel bars, make fine needles for kung fu, and don't use them by mistake in the house; If a customer turns into a vendor, don't give him a break. Please remember white. " From this advertisement, we can see the outline of modern advertisements. The appearance of this kind of print advertisement indicates that the advertisement had a high design level at that time. The copperplate version of the advertisement is now in Shanghai Museum.
7. Illustration advertisement
After the Song Dynasty, the prominent form of advertisement was the illustration advertisement in the Ming Dynasty. Due to the cultural upsurge of novels in Ming Dynasty. In order to facilitate the sale of novels, booksellers combine with painters and sculptors to advertise with illustrations of books to promote the sale of books. We can now see these illustrated advertisements from Biography of Water and Economy, Romance of the West Chamber and Peony Pavilion.
second, modern advertisements in China
The modern advertisements in China defined in this book refer to the development of advertisements in this historical period from the Opium War in 184 to the founding of the People's Republic of China. The biggest breakthrough or the most prominent feature of modern advertising in China is the use of advanced media, namely newspapers and radio stations, which appeared in modern western countries to advertise.
(1) advertising forms
1. Newspaper advertisements
Newspaper advertisements are advertising forms carried out by newspapers and publication media. The reason why it is called newspaper advertisement is that many newspapers and periodicals in modern China are merged, and newspapers and magazines have not been closely distinguished. Newspaper advertisement is a general term for advertisements in newspapers and early magazines.
in the early 19th century, Chinese books and newspapers printed with European movable type appeared. In 1834, British missionary Ma Lixun recruited engravers and sent his assistant Mi Lian to Malacca to set up a printing house to print books and periodicals with European printing technology. In the following year, Ma Lixun and Chinese Liang Yafa and others * * * launched the Monthly Statistical Biography of Examining Secularity, which initiated a new era of Chinese printing. In the inaugural issue, there was a "Post" published by Mi Lian, the editor-in-chief of the magazine, which promoted the magazine as a free gift for sale. In 1853, it was spread in Britain.