China has a long history as the birthplace of world advertising. As early as ancient times, commercial outlets needed a "cover" (also known as "Wang Zi") and a signboard. During the Spring and Autumn Period, Han Feizi recorded in "The Top Right of the Foreign Reserve": "Some Song people sell wine, so they are very careful when they arrive, because the wine is beautiful and the flag is very high ..." It refers to the "cover" advertisement of the Song Hotel in the sixth century BC, which has been used ever since. However, this kind of advertisement has great time and space restrictions and limited communication scope. Only when "printing" was invented did print advertising develop greatly. China was the first country to invent papermaking and "printing", and it was also the first country where printing advertisements appeared.
During the Eastern Han Dynasty (105), eunuch Cai Lun invented plant fiber papermaking. Engraving printing was invented in Sui and Tang Dynasties. At that time, in Jiangsu and Zhejiang, there were already woodcut calendars on the market. There are people engaged in printing in Jiangsu, Zhejiang, Anhui, Shaanxi and Sichuan. Printed materials at that time have been preserved to this day, including the Diamond Sutra, a volume of the Thousand Buddha Cave in Dunhuang, Gansu Province, with the title of Xian Tong on April 15th, 1999. This is the oldest preserved book in the world and the first illustrated book (now in the British Museum in London). By the Northern Song Dynasty (960- 1 127), carved bronze wares had come out. The four-inch square engraved copper plate of Liu Jinan Jiagongfu Needle Shop in the Northern Song Dynasty, which is collected by the China History Museum, is engraved with advertising terms such as White Rabbit trademark, "fine steel bar" and "fine kung fu". It is the earliest printed advertising cultural relic found in the world, more than 300 years earlier than western printed advertisements. Bi Sheng, a talented worker in the Northern Song Dynasty, invented movable type printing, which initiated a new era in the world printing history. Compared with movable type printing invented by Gertenberg in 1405, Bi Sheng was 400 years earlier.
1985, when China cultural relics and archaeologists excavated an ancient tomb of the Yuan Dynasty in Yuanling County, Hunan Province, they found two advertisements of wrapping paper before 1306, with clear patterns and lace and characters printed on the front and back. The full text is: Opposite to Dani Temple in Baita Street, Tanzhou (now Changsha), the dangerous family (owner surnamed Wei) is extremely red and purple, and the first-class cinnabar and splash cinnabar are orpiment and solid spoon tendons. Buyers please test the paint and you will see that the colors are different. Siyuan customers please recognize the red card at the door as a token. The whole advertising article is less than 70 words, but it leads to the address of the store, the nature and characteristics of the product. Concise and clear, clear at a glance, familiar with marketing psychology. It is two wonderful cultural relics of print advertisements in early China.
In the west, 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, with an advertisement of 100 page, recommending a medical book for distribution in several languages. Newspapers first appeared in Florence, Italy. The first newspaper advertisement recognized in the world is the introduction of a book written by George Mathieu, which was published on the lower back cover of English Newsweek on February 1625.
The word "advertisement" first appeared in the British publication 164565438+ 10/5. In the weekly report. But under the word "advertisement", news is arranged. Because it was popular in Britain at that time to call all important news "advertisements". The official use of the word "advertisement" began in 65438 1 8, and has been used ever since +0 165438+ 10, 65438. At that time, coffee advertisements appeared in 1652, chocolate advertisements appeared in 1657, tea advertisements appeared in 1658, and London newspapers had advertising columns in 1666. 16 15 years, Germany began to publish Frank Fatt magazine. But magazines have become advertising media.
It prevailed in America in the19th century. The earliest newspaper in the United States was China Foreign News Weekly, which was published in Boston in 16. On April 24th, 1704, it was renamed Boston Newsletter, and there was an advertisement in the newspaper published on the first day. Before the independence of the United States, 177 1 year had 3 1 newspapers, all of which advertised. Benjamin Franklin, the great inventor, published this advertisement in the first edition of Pennsylvania Daily on 1729. By 1784, Pennsylvania Daily has far more advertisements than news. By 186 1, there are more than 5,000 newspapers and magazines in the United States.
/kloc-in the middle of the 0/9th century, the industrial revolution took place in the west. Mechanized mass production urgently needs advertising to promote the circulation of goods, so the advertising industry rises. 1840, American Paimao founded an advertising company. 1869: The first Al&Son company with the characteristics of modern advertisers in the United States was established, and they tried their best to persuade newspapers and periodicals to pay commissions to advertising agents. Since then, the commission system has been established and the advertising industry has developed day by day. At this time, Macclure advertising company in the United States released an advertising brochure of about 100 pages, which was concise and poetic. This has produced the advertising writing skills that the public likes to see and hear. 1898, American Louis put forward AIDA's advertising formula, namely "attention, interest, desire and purchase action". Later, it was developed into AIDCA formula, and "confident conviction" was added. This advertising theory has been used to this day.
1796, Austrian Noefer invented lithograph printing. 1860, the French created posters. Some famous painters in the history of art have made great efforts for this, which has a great influence on France: a commercial poster painted by Xia Erdan shocked Paris; MANET's color impressionist poster; Decorative posters with Ponar flavor; There are posters of Chait's plays; There are posters of Lautreck's drama and dance series. Walker in Britain also painted similar posters. 189 1 year, the French Sagot Gallery held an exhibition of advertising paintings to display various advertisements, becoming the first gallery in the world to open its doors to advertisements.
Early product advertising photography seems to be only a simulation of traditional painting style. The earliest advertisement for hat shops was 1853' s Daily Forum in new york, USA. Since then, photography has been used in advertisements. After the first world disaster, the progress of printing promoted the development of advertising photography. At the time of printing 1826, France invented photographic plate making. From 65438 to 0883, Philadelphia developed into screen printing. By the beginning of this century, photographic etching screen printing was widely used in the sales department of American mushroom industry, which promoted the development of advertising photography. The research shows that advertising photography has become the first element of print advertising because of its authenticity, richness, rapid production and strong life breath. According to relevant statistics, advertising photography accounted for 20%-30% in the 1950s, advertising photography and advertising painting accounted for 50% in the 1960s, 60%-70% in the late 1970s and over 90% in the 1980s. Designers call photography and advertising "honeymoon era", which is the inevitable trend of the rapid development of modern science and technology and economy.
During World War I and World War II, posters played a powerful role in uniting people, educating people and fighting enemies, attracting public attention and promoting the development of commercial posters in the future. The appearance of photographic inkjet printing at the beginning of this century has fundamentally improved the production quality and promoted the development of illustration advertising. After World War II, with the great development of world commodity economy, advertisements are needed to promote commodity circulation and competition. With the rapid development of printing boxes (mechanical and electronic curtains), the golden age of print advertising has come.
The evolution of print advertising can not be separated from the change of design. However, in the long-term feudal society, the economic development is slow and the output is low, so there is no need to divide the design and production of advertisements. Painters often engage in advertising as amateurs. Only the invention and wide application of the steam engine in the middle of18th century and the telegraph, telephone, silent film and motor in the middle of19th century promoted the vigorous development of the capitalist industrial revolution, fundamentally changed the social rhythm and initiated a new era of modern design movement. Among them, Wiilian Morris (1834-1896), an outstanding pioneer in the history of design, was the first British utopian socialist's residence and craftsman. In order to improve the interest of social material life, he advocated the "handicraft revival movement" and called for "more and more beautiful design drawings for the society to make the urban architecture and living environment pleasing to the eye"; The book binding designed by him in his later years advocated the two-dimensional form of the picture and got rid of the three-dimensional mode prevailing at that time.
The second is Pierre mondriaan (1872- 1944), the backbone of "New Modelism" and "de stijl" in the Netherlands. He and two other colleagues founded it in 19 17. De Stiji (style) magazine advocates that the separation of flexible surfaces is the spirit of aesthetics, and it should pursue the aesthetic principles of clarity and function, emphasizing the formal beauty of abstraction, conciseness and high order. Mondriaan said, "New modelism compresses colorful nature into a certain relationship, and art becomes an intuitive means to express the basic characteristics of the universe as accurately as mathematics." De stijl opposed the traditional conventional art form, and the four modeling elements, namely, angle, line, surface and color, expressed objective entities. He believed that the division of surface was the essence of aesthetics and played an exemplary role in the innovation of modern design.
The third place is Valerie Gropius, the founder of the German Bauhaus (1883- 1969). /kloc-in March of 0/9, he drafted the Bauhaus Declaration, which pointed out: "Architects, sculptors and painters. We should turn to applied art, because art is not a special profession, and there is no fundamental difference between artists and technical experts. The artist is just a smug craftsman. At the precious moment when inspiration appeared and exceeded personal will, God's gift turned his works into flowers of art. However, the skills of craft technicians are indispensable to every artist. The creative root of real imagination is based on this. Let's set up a new designer organization! " "Bauhaus" is the birthplace of modern design movement, and its important contributions to design thought in the 20th century are: the new unity of art and technology; (2) The purpose of design is people, not products; (3) The design must follow the natural laws and objective laws. Although the National Bauhaus School of Design was established only 14 years ago and has 520 graduates, they are builders of the future society and pioneers of the avant-garde design movement.
The fourth place is vasari Victor (1908-), a Hungarian of French origin, the backbone of visual and visual arts. He used optics to explore the rhythm of geometric multiplication from large to small, from virtual to real, and a novel form with accurate mathematical proportion-"optical illusion art", which was popular in European, American and Japanese painting circles in the 1960s. In 1965, visual arts exhibited wonderful masterpieces of 16 designers from 15 countries in new york, which attracted the attention of the world art world and was widely used in modern design advertisements, costumes and decorations in various countries, and it is still in the ascendant.
Since then, print advertising design has been specialized, and advertising art has stood out from painting and decoration, with brand-new concepts and theories; . The team of full-time advertising design circle has expanded rapidly. By the 1960s, corporate identity projects in American design circles had spread all over the world. "CI" refers to the adoption of consistent and integrated visual activities for all the designs of an enterprise from production to sales to form a unified visual order. This is the cutting-edge work in the world design field (including print advertisement).