the origin of advertisement-ancient advertisement 1. The advertisement "social advertisement" in ancient China was a broader concept, which came into being before "commodity advertisement". In primitive society, it mainly appeared in the form of cultural advertisements, and in slave society and later period, it showed three main forms: political advertisements, military advertisements and cultural advertisements. In the primitive society of China, there have been primitive social advertisements. In the Book of History Yao Dian, the story of Yao and Shun's abdication was recorded: when Yao was in the throne, he "consulted" Siyue, who elected Yu Shun as his successor. "Zuo Zhuan" records: Yu Zhu Jiuding to show the world; Another example is that "patent" is an advertisement for admonition and encouragement in Xia, Shang and Zhou dynasties; Since then, the "restraint", "planning books", "criticism" and "exposure" of various dynasties have all been forms of social advertisements. Economic advertisements are produced with the emergence of commodity exchange. According to the research of historian Wu Han, in the Zhou Dynasty, "some merchants in Zhou people who could do business, that is, Yin adherents", were merchants who specialized in commodity exchange at that time. With the exchange of goods, there will be the formation of the market, and some trading centers will be formed in society. As early as before the slave society, there had been market transactions in China, so advertisements developed as an indispensable propaganda tool in commodity exchange. Oral advertising is one of the earliest advertisements. It is recorded in "Songs of the South and Questions of Heaven": "The teacher looks at the boss, ... drums and knives raise their voices." , "Songs of the South Li Sao" recorded: "Lv Wang's drum knife Xi was praised by Zhou Wen". Lv Wang and Shi Wang both refer to Jiang Taigong. Before he was used by King Wen, he used to do business in Chaoge, drumming his knife and raising his voice, and peddling loudly to attract business. This form of peddling advertisements has been handed down. Physical advertising is also one of the original forms of advertising. It is recorded in The Book of Songs for Mang that "Mang's flies are covered with cloth and silk", and it is recorded in Yanzi Chunqiu that "the monarch keeps his clothes inside, still hangs the head of the cow at the door, and sells horse meat inside." Yan Zi was the prime minister of the State of Qi in the Spring and Autumn Period. The quotation contains the meaning of "convincing the subjects from the heart, and being consistent in appearance", but objectively it also reflects the situation that the bull's head was displayed at the door to attract customers at that time, which is a historical record of advertisements under the guise of physical objects. Logo advertising is another ancient form of advertising. Initially, the products were engraved with inscriptions and year numbers to show private rights and to commemorate and decorate. With the division of production and the expansion of commodity exchange, it began to become the symbol of product producers. Among the cultural relics unearthed from the tombs of the Western Zhou Dynasty, there are signs of slave owners' products and various official marks. The Western Zhou Dynasty "Waiting" Bell unearthed in Shouguang County, Shandong Province is inscribed with the words "Waiting to be a treasure bell"; The inscription called "Ding in Good Season" has the words "Ding in Good Season". Among the cultural relics unearthed in the Spring and Autumn Period, it is found that there are many pottery, lacquerware, silk embroidery and other products made by folk craftsmen, and many of them are engraved with the words "made by a certain record". If a small part of these items are exchanged in the market, then these words have the functions of physical advertising and word mark. With the development of feudal economy, the form and technology of advertising have developed greatly. From the Warring States to the Sui Dynasty, there appeared some forms such as hanging banner advertisement and hanging object advertisement. At the end of the Warring States Period, Han Feizi recorded in "On the Upper Right of the Foreign Reserve": "Some people in the Song Dynasty sold wine, and they were promoted to Jinbe. They were very careful when they met guests, because the wine was beautiful and the banner was very high." . Hanging advertisements were popular in Han dynasty, which hung items or habitual signs related to business scope in front of shops and played the role of signboards. There is a story in Biography of Historical Records of Sima Xiangru that "Wen Jun should be an official", and Xin Yannian, a poet in the Eastern Han Dynasty, also has a poem that "Hu Ji is fifteen years old and alone in spring". In the Tang and Song Dynasties, lantern advertisements, banner advertisements, signboard advertisements, audio advertisements and so on appeared, as evidenced by the poem "Thousands of miles of yingti are green and red, and the water village is full of wine flags". The Riverside Scene at Qingming Festival by Zhang Zeduan in Song Dynasty not only shows the prosperity of Bianjing at that time, but also shows the scene that many shops use signboards, hanging objects and banners as a cover. With the development of printing technology, during the Song Dynasty, the world's earliest advertising printing object appeared-the advertising copperplate of Jinan Liujia Needle Shop in the Northern Song Dynasty, which is now preserved in the China History Museum. The title of "Jinan Liujia Gongfu Needle Shop" is engraved on it, with the pattern of white rabbits mashing medicine in the middle, marked with "Recognize the white rabbits in front of the door as a souvenir" on the left and right sides of the pattern, and the advertising text explaining the texture and sales method of the goods is engraved below. . The whole layout is illustrated with pictures and texts. The white rabbit is equivalent to the logo of the shop, and the advertising text publicity highlights the quality and sales method of the needle. This pair of advertisements can be used as both wrapping paper for needle shop and advertising poster, both of which play the role of advertising. This advertisement copperplate is three or four hundred years earlier than the earliest printed advertisement in the world-the advertisement printed by William Kexton, the first British publisher in 1473, to promote books with religious content. In the Yuan, Ming and Qing Dynasties (before 184), the development of advertisements paid more and more attention to the beauty of form, and there were also beautiful talks about political celebrities and cultural celebrities writing signboards and couplet advertisements. The names and signboards of shops were very particular. Time-honored shops such as Quanjude, Liubiju and Duyichang have appeared, and many advertising couplets written by celebrities have also appeared. For example, Zhu Yuanzhang wrote an advertisement for the castrated pig family, "Split the road of life and death with both hands, and cut off the root of right and wrong with one knife", and Zhu Zhishan wrote for the pub, "I don't care about the east, I care about the wine tube; Rise or fall, please drink. " And other famous couplets. In short, after the primitive society entered the feudal society, with the social demand for information dissemination and the emergence of commodity economy, advertisements in China began to sprout. Under the feudal economic conditions with self-sufficient natural economy as the main economic form, the development of advertising in China was very slow, which was in line with the economic development at that time. Second, the advertisements in ancient Babylon and Egypt were as early as 3-2 BC. In ancient Babylon, cuneiform characters were already available, which could be engraved on wet clay tablets with reeds, bones and wooden sticks, and then dried into tiles to be preserved, which recorded the king's great achievements in building temples, defeating monuments and so on. Although these are not pure advertisements, it can be inferred that text advertisements promoting goods may have been produced at that time. Because at the same time, another ancient civilization, Egypt, has appeared text advertisements. According to historical research, the earliest written advertisements in the world are written on sand paper in British museums. The relics of Thebes, the ancient city on the Nile River in Egypt, have a history of 3, years. Cultural relics recorded an advertisement of a slave owner offering a reward for the capture of escaped slaves, and the slave owner also advertised for himself. The content is as follows: "Sham, a slave, escaped from the owner of the weaving shop. Honest and kind citizens, please help bring him back as stated in the notice. He is 5 feet 2 inches tall, with a red face and brown eyes. Anyone who tells him where he is will be given a gold ring. Those who bring it back to the store are willing to send a pair of gold rings. -Habu, the weaver who can weave the best cloth according to your wishes. " This advertisement is a handwritten "advertising leaflet". Ancient Egypt also hired peddlers to shout the time for merchant ships to arrive at the dock. The owner also hired people to put on vests with the arrival time of the merchant ship and the name of the cargo loaded on board before and after, so that they could walk back and forth in the street. According to Frank Pressbrey, it was at that time that the double-body advertiser started [1]. 3. Advertisements in Ancient Greece and Rome In ancient Greece and Rome, the commerce along the coast was relatively developed, and advertisements took various forms such as selling, displaying, acoustics, poetry and signboards. In terms of content, there are advertisements for selling goods, social service advertisements such as cultural performances and tracing people, and even political campaign advertisements.