Test point: The origin of advertising

As a form of communication, advertising has been involved in social economy and politics very early: In the field of social economy, advertising is produced on the basis of social exchange It serves the initial social exchange of mankind; in the social and political field, advertising is produced on the basis of organized political activities in society, and is mainly used to declare the will and political power of the ruler.

There are two main types of original advertising, one is physical advertising and the other is hawking advertising. These two advertising types have established the basic form of advertising and have also become the basic main line of advertising development.

Physical advertising is the product of barter exchange and the most primitive form of advertising. Its outstanding feature is that advertising and products are integrated into one. "The Book of Songs, Wei Feng, Meng" contains "The Chichi of the Meng holds the cloth and trades the silk", which shows that there was already a form of physical advertising in the Western Zhou Dynasty in my country.

Pale advertising shows the primitive form of advertising and promotional activities that have not yet differentiated. It is said that during the Xia Dynasty, Wang Hai was able to build an ox cart, and he drove the ox cart to do business among the tribes. Jiang Taigong once worked as a butcher in Chaoge. He used drums, knives, shouts, and shouted to attract business.

Test point: ancient advertising and advertising activities

During the slave society and feudal society periods, ancient advertising in the East and West showed some similarities. On the one hand, advertising forms and advertising activities There are new changes; on the other hand, changes in advertising forms and advertising activities are still only quantitative changes, not qualitative changes.

1. Oral hawking continued to be an important form of advertising in ancient times. Singing and audio advertising gradually developed, and professional hawkers appeared.

(1) The emergence of professional peddlers and peddlers.

1. In the ancient Greek city of Athens from the 8th century BC to the 6th century BC, handicraft industry and commerce were developed, and traders selling slaves, livestock and handicrafts shouted loudly and even hawked their products along the streets in the form of poetry. Professional shouters also appeared in the city of Athens. Their main task was to announce government activities, such as issuing new laws, summonses, etc., and later they were also hired to carry out commercial shouting.

2. In 1142, a verbal advertising organization composed of 12 people appeared in Basin, France. They received a charter from King Louis VII of France to carry out hawking activities in the streets and alleys. The hawker signs a contract with the store and receives payment. In 1258, the French government promulgated the "Laws of Tailgaters" to regulate the peddling activities of hawkers and stipulated that stores in Paris must not refuse to hire hawkers.

3. In our country, oral hawking has further developed into "singing hawking" with melody. During the Song Dynasty and the Song Dynasty, the hawkers' cries were various and very pleasant.

(2) The emergence of audio advertising.

The ancients used various instruments to make noises to represent certain industries or products to promote products. Audio advertisements have become very popular since the Western Zhou Dynasty, and there are records of audio advertisements in the literature of subsequent dynasties: there are "shaking small drums" selling rouge and Hu powder, there are "iron leaves" for sharpening mirrors and scissors, and there are "beating small bronze drums" selling soy milk. Yes, there are "Yao Lang Dang" selling colorful threads and gold embroidery, etc.

2. Physical advertising gradually evolved into physical logos, and derived symbolic logos and symbol logos.

The earliest stores used physical objects to identify them, such as a cow head hanging at the door of a beef shop and a horse head hanging at the door of a horse butcher shop.

Later, the use of pictorial symbols was developed to identify shops. For example, in the ancient Roman city of Pompeii, various pictorial symbols were painted on the doorways of shops, and a row of hams was painted to indicate a butcher shop. In ancient Rome, ivy hanging at the door represented a hotel; in ancient my country, hanging gourds represented pharmacies, hanging brooms represented wine shops, and hanging wickers represented hotels. Liquor flags, covers and signboards are symbolic logos developed on the basis of symbolic logos.

3. Text advertising, which arose with the emergence of text, achieved its first qualitative leap after the emergence of printing technology.

1. The earliest physical printed advertisement in my country and the earliest in the world:

In the Northern Song Dynasty (960-1127), a copper plate advertisement was engraved by the Liujia Kungfu Needle Shop in Jinan.

The copper plate is about 4 inches by 4 inches. The upper part of the copper plate is engraved with "Jinan Liu Family Kung Fu Needle Shop". The middle of the copper plate is engraved with the trademark "White Rabbit as a Record", which is a picture of a white rabbit pounding medicine. Below the copper plate, there is a short line of fractions, and the following words are engraved vertically: "Buy high-quality steel bars, make kung fu fine needles, do not miss the use of the house, resell to make money, special. Please remember." This copper plate can also be used to print advertisements. Flyers can also be used to print wrapping paper.

2. The earliest printed advertisement in the West was in 1472, when a publisher in London, England released the first machine-printed advertisement. The advertisement is a rectangular (17.5 cm long, 12.5 cm wide) flyer selling church ritual books, posted in front of the London church.

Printing technology has created conditions for the emergence and development of mass media, thus preparing advertising for the period of popularization.

Test point: The birth of newspaper advertising

1. The earliest newspaper advertisement is: a book publishing advertisement published in the British "Courier" in 1625.

2. The first advertising column was opened: it was the British "Weekly News" magazine, which expressed the meaning of "advertising" for the first time.

3. The earliest magazine to publish advertisements in the world: "Paris Public Information Magazine" was founded in Paris, France.

4. The earliest newspaper advertisement in America - an advertisement for real estate rental and sale is: "Boston News-Letter" issued in 1704.

5. The first magazine advertisement in the Americas: An advertisement about navigation routes was published in the "People's Magazine" founded in 1741.

6. The earliest Chinese newspaper in China that published advertisements was the monthly "Ya Yu Guan Zhen" founded by British missionaries in Hong Kong in 1853.

Evaluation:

Early newspaper advertisements and news were mixed together in a single form. With the development of newspapers and periodicals, the forms and contents of newspaper and periodical advertisements are becoming more and more abundant.