The "White Rabbit" copperplate engraving of "Jinan Liujia Kungfu Needle Shop" in Shandong in the Northern Song Dynasty is four inches square. It is the earliest trademark in China, and it is a combination trademark and the most representative. This "White Rabbit" copper plate was used to print advertisements. It was the commercial use of visual cultural images in ancient China. It is also the earliest printed advertisement in the world discovered so far. It is now in the Chinese History Museum. This advertisement is printed on a copper plate, which from a modern perspective is a printed matter that integrates packaging, instructions, anti-counterfeiting labels and commercial signs. According to the printed advertisement of Liujia Kung Fu Needle Shop, it should be no later than 1127 AD, that is, the end of the Northern Song Dynasty. It is three hundred years older than William Kexton, who printed the first advertisement in England in 1473 AD (Williams printed an advertisement for the sale of prayer books).

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