According to literary and historical records, the earliest print advertisement was about 3,000 BC. On papyrus found in the ruins of the ancient Egyptian city of Thebes, it was written that the hunt for a fugitive slave Shem (Sym) would be suspended. Gold coins as reward. In ancient Greece and Rome, business sites needed to have signs for advertising. For example, the logo of an inn was a pine cone, the logo of a hotel was ivy, the logo of a dairy was a goat, the logo of a bakery was a mule pulling a millstone...
China is the birthplace of advertising in the world and has a long history. As far back as ancient times, business sites needed to have "guizi" (also known as "wangzi") and signboards. Han Feizi in the Spring and Autumn Period recorded in "Wai Chu Shuo Upper Right": "There were wine sellers in the Song Dynasty. Their promotions were very average, and they were very cautious when meeting guests. , because the wine is very delicious, the flag is hung very high..." refers to the "front" advertisement of hotels in the Song Dynasty in the sixth century BC, and it has been used to this day. However, this type of advertising has great time and space restrictions and limited dissemination scope. Only when "printing" was invented did print advertising develop in a big way. China was the first country to invent papermaking and "printing", and it was also the first country to print print advertisements.
In the 105th year of the Eastern Han Dynasty, the eunuch Cai Lun invented plant fiber papermaking. Block printing was invented during the Sui and Tang Dynasties. At that time, in Jiangsu and Zhejiang areas, calendars printed with woodblock prints were already sold in the market. There are already people engaged in the printing industry in Jiangsu, Zhejiang, Anhui, Shaanxi, and Sichuan. Among the printed materials from that time that have been preserved to this day is a volume of the Diamond Sutra in the Thousand Buddha Cave in Dunhuang, Gansu Province. The end of the book is inscribed April 15, the ninth year of Xiantong (868 AD). It is the earliest preserved and dated record in the world. book, also the first illustrated book (now in the British Museum, London). By the Northern Song Dynasty (960-1127 AD), engraving copper plates came out. The four-inch-square engraved copper plate of the "Jinan Liu Family Kung Fu Needle Shop" from the Northern Song Dynasty collected by the China History Museum has the White Rabbit trademark and advertising phrases such as "high-quality steel bars" and "fine kung fu" on it. It is the earliest found in the world. Printed advertising is a cultural relic, which predates Western printed advertising by more than 300 years. The invention of movable type printing by Bi Sheng, a genius worker in the Northern Song Dynasty, ushered in a new era in the history of world printing. Bi Sheng was four hundred years earlier than the invention of movable type printing in Gottenberg, Germany, in 1405.
In 1985, when Chinese cultural relics and archaeologists excavated an ancient tomb from the Yuan Dynasty in Ruanling County, Hunan Province, they surprisingly discovered two wrapping paper advertisements from before 1306. The backs are all printed with clear patterns, lace and text. The full text is: Living opposite Dani Temple on Baita Street in Shengpingfang, Tanzhou (today's Changsha City), the Wei family (the owner's surname was Wei) burned and washed the incomparable bright red and purple fine silver vermilion and two water-splash vermilion: orpiment and solid ribs. Buyers, please test the paint and you will see that the color is different. Customers from Siyuan, please recognize the red sign at the front of the door as a mark. The entire advertising text is less than 70 words, but it introduces the address of the store, the nature and characteristics of the product. It is concise and comprehensive, clear at a glance, and understands the marketing psychology. They are two wonderful early print advertising cultural relics in China.
In the West, in 1473, William Caxton, the first British printer, published the first advertisement for selling prayer books and posted it in London. The world's earliest news pamphlet was published in Germany. It contained a hundred pages of advertisements recommending a medical book in several languages ??and could be used for distribution. Newspapers appeared for the first time in Florence, Italy. What is recognized as the world's first newspaper advertisement was George. An introduction to a book written by Massey was published in the lower back cover of England's "Weekly News" on February 1, 1625.
The word "Advertisement" first appeared in British publication on January 15, 1645. On the Weekly Report. But under the word "advertisement", what is arranged is news. Because it was popular in Britain at that time to call important news "advertisements". The official use of the word "advertisement" began in the Scottish "Political Messenger" newspaper from November 1 to 8, 1655, and it has been used ever since. At that time, coffee advertising appeared in 1652, chocolate advertising appeared in 1657, tea advertising appeared in 1658, and the "London News" opened an advertising column in 1666. In 1615, Frankfurter magazine began to be published in Germany. But magazines became advertising media.
It flourished in the United States in the nineteenth century. The first newspaper in the United States was the "Chinese and Foreign News Weekly", which was published in Boston in the 16th year. It was renamed the "Boston News and Herald" on April 24, 1704, and advertisements were published in the newspaper on the first day of publication. United States Before independence, in 1771, there were 31 newspapers, all of which published advertisements.
The great inventor Benjamin. Franklin, in 1729, placed advertising in the editorial of the first issue of the Daily Pennsylvanian. By 1784, the "Pennsylvania Daily News" contained far more advertisements than news. By about 1861, there were more than 5,000 newspapers and magazines in the United States.
In the mid-19th century, the Industrial Revolution occurred in the West. Mechanized large-scale production urgently needed advertising to promote the circulation of goods. Therefore, the advertising industry emerged. In 1840, American Paimao founded the advertising company. 1869: Eyre and Sons, the first American company with the characteristics of modern advertisers, was founded. They tried their best to persuade newspapers and magazines to pay commissions to advertising agencies. Since then, the commission system has been established and the advertising industry has developed day by day. At this time, the American McClure Advertising Company issued an advertising brochure with about one hundred pages. The text was concise and full of poetic charm. This produces advertising writing skills that are popular with the masses. In 1898, American Louis proposed the AIDA advertising formula, namely: "Attention, Interest, Desire, and Action." Later it was developed into the AIDCA formula and added: "Conviction". This advertising theory is still used today.
In 1796, Austrian Schnefeldt invented lithography. The French invented posters in 1860. Some famous painters in the history of art have worked hard for this, and France has the greatest influence: Chardin's commercial posters shocked Paris; Manet's colorful Impressionist posters; Bonnet's There are decorative posters by Er; there are theater posters by Chait; there are posters about Lautrec's drama and dance series. Walker in England also drew similar posters. In 1891, France's Sagot Gallery held the "Advertising Painting Exhibition", displaying various posters and becoming the first gallery in the world to open its doors to advertising.
Early product advertising photography seemed to simply imitate traditional painting styles. The earliest use of photos to advertise a hat shop was in the "Daily Forum" in New York, USA, in 1853. From then on, photography began to be used in advertising. After the First World War, advances in printing promoted the development of advertising photography. In printing at that time, photoengraving was invented in France in 1826. In 1883, screen printing was developed in Philadelphia, USA. By the beginning of this century, photo-etching screen printing was widely used in the sales department of the fungus industry in the United States, which promoted the development of advertising photography. Research shows that advertising photography has surpassed painting and has become the top element of print advertising because of its authenticity, richness, rapid production and strong sense of life. According to relevant statistics, advertising photography accounted for 20% to 30% in the 1950s, advertising photography and advertising paintings each accounted for 50% in the 1960s, 60% to 70% in the late 1970s, and more than 90% in the 1980s. Designers call photography and advertising the "honeymoon era", which is an inevitable trend of the rapid development of modern technology and economy.
During the First and Second World Wars, posters played a role in uniting the people in promoting "military recruitment", "raising donations", "secrecy to prevent espionage", "saving materials", and "saving the country through production". The powerful role of educating the people and fighting enemies attracted the attention of the public and led to the development of commercial posters in the future. The emergence of photographic inkjet printing at the beginning of this century fundamentally improved the quality of production and promoted the development of illustrated advertising. After the Second World War, the commodity economy developed rapidly around the world, and advertising was needed to promote commodity circulation and competition. With the rapid development of printing booths (mechanical and electronic curtains), the golden age of print advertising was brought about.
The evolution of print advertising is inseparable from the changes in design. However, in the long-term feudal society, economic development was slow and production was low. There was no need to divide labor in the design and production of advertisements. Painters were often amateurs in advertising and could only work as professionals. The invention and widespread application of the steam engine in the mid-eighth century and the telegraph, telephone, silent film, and electric motor in the mid-nineteenth century promoted the vigorous development of the capitalist industrial revolution, fundamentally changed the rhythm of society, and created modern design. The new era of the movement. Among the outstanding pioneers in the history of design, the British utopian socialist and craftsman William Morris (1834-1896) advocated the "handicraft revival" in order to improve the interest of social material life. Movement", calling for "more and more beautiful designs for society to make urban buildings and living environments pleasing to the eye." The book bindings he designed in his later years advocated the two-dimensional space form of the picture, getting rid of the three-dimensional space model that was prevalent at the time.
The second one is Piet Mondrian (1872-1944), the backbone of the Dutch "New Plasticism" and "De Stijl". He and two other colleagues founded it in 1917 . "De Stiji (Style)" magazine advocates that the separation of flexible surfaces is the spirit of aesthetics, pursuing the aesthetic principles of clarity and functionality, and emphasizing the formal beauty of abstraction, simplicity, and high order. Mondrian said, "Neoplasticism compresses the rich and colorful nature into shapes with certain relationships, and art becomes an intuitive means to express the basic characteristics of the universe as accurately as mathematics." The "Style" school opposed traditional and conservative art forms, corner points, The four major modeling elements of line, surface, and color represent objective entities. It is believed that the segmentation of surfaces is the essence of aesthetics and serves as a demonstration for modern design innovation.
The third one is Walier Gropius (1883-1969), the founder of the German "Bauhaus". "In March 19, the "Bauhaus Manifesto" he drafted stated: "Architects, sculptors and painters. We should turn to the applied arts. Art is not a specialized profession. There is no fundamental difference between an artist and a craftsman. The artist is just a craftsman who gets carried away. In those precious moments when inspiration emerges and transcends personal will, God's gift transforms his work into a flower of art. However, the proficiency of craft technicians is indispensable for every artist. The creative roots of true imagination are built on this foundation. Let us build a new organization of designers! "Bauhaus" is the birthplace of the modern design movement. Its important contributions to design thought in the 20th century are: (1) the new unity of art and technology; (2) the purpose of design is people rather than products; (3) Design must follow the laws of nature and objectivity. Although the "National Bauhaus Design School" has only been in operation for fourteen years and has graduated 520 students, they are the builders of the future society and the vanguard of the avant-garde design movement.
The fourth is Vasarely Victorde (1908-), a French-Hungarian and a backbone of optical illusion and visual art. He uses optical exploration to form large to small multiples. The novel form of "visual illusion art", with its rhythm from virtual to real and the precision of mathematical proportions, was popular in the painting circles of Europe, America and Japan in the 1960s. In 1965, visual art was exhibited in 15 countries in New York. The wonderful masterpieces of 106 countries and designers have attracted the attention of the world's art world and have been widely used in modern design advertising, clothing, and decoration in various countries.
Since then, graphic advertising design has become professional. , Advertising art also has new concepts and theories that are different from painting and decoration; the professional advertising design team has rapidly expanded. By the 1960s, the Visual Identity Program (Corporate Identity Program) in the American design industry became popular. All over the world. "CI" refers to the consistent and integrated visual activities of an enterprise from production to sales, which is the cutting-edge work in the world of design (including print advertising). /p>