(2) Entity advertising Entity advertising is also an ancient form of advertising, which attracts customers by displaying the styles of goods. In order to sell goods, vendors put them out for buyers to watch and choose. There is a description of this kind of advertising form in the Book of Songs: "Self-protection and flying, cloth for silk." This shows that at that time, goods were displayed in the form of barter. Physical advertising is still the most basic form of commercial advertising, but the level of display design is much higher than in the past.
(3) Audio Advertising The so-called audio advertising is to use the sound made by tools instead of oral hawking, such as the sound of knocking gongs to attract customers. This is also a form of advertising that has existed since ancient times. There is a record in the Book of Songs that a businessman plays the flute as a signal when selling maltose. In the Southern Song Dynasty, tea stalls were often used as audio advertising tools. In China, all walks of life in the old society had their own audio tools, such as cloth dealers playing drums, vendors knocking on small gongs, fiddling with big gongs, selling oil bangers and so on. Occasionally, you can see this original audio advertisement.
(4) Banner ads used to be banner ads, which were very popular in a certain historical period, especially wine flags, so that poets have the saying of "wine flag style". This flag is also called the cover. Han Feizi, who was far away in the Spring and Autumn Period and the Warring States Period, recorded the wine flag in his "Right Side of Foreign Reserve": "Some people in the Song Dynasty rose to Jinbe and were very careful when meeting guests, because the wine was beautiful and the flag was very high." It can be seen that banner advertisements appeared as early as before the Spring and Autumn Period and the Warring States Period. Today, people in the northern region still use wine flags as signboards for small hotels.
(5) Hanging advertisements Some shops, especially some small restaurants in the south, often hang articles related to their business characteristics (such as mountain goods and game) or custom signs (such as lanterns) in front of their doors as advertisements. This habit has a long history. Biography of Historical Records of Sima Xiangru records that "buying wine is like selling wine, making Wen Jun a ridge", that is, laying a wine jar in front of the hotel, and the wine seller sitting on the edge of the ridge to sell wine. Giving up is the sign of the hotel. There are several examples of this situation, such as the gourd in front of the Chinese medicine shop and the hoe sickle in the blacksmith shop.
(6) Signboards hanging in front of signboards advertising shops can play the role of advertising, which is also a form of ancient advertising. Signs can be divided into banners, vertical signs and hanging boards. Generally, store names are written in words, and both pictures and texts are used. For example, in addition to the name of the shop, the advertisements of the blacksmith's shop are also painted with pliers, knives and other patterns. There are also couplets, such as hotel couplets:
"Stay indoors early, and the crow will see the light of day." During the Ming and Qing dynasties, restaurants used couplets, such as Xunyang Building in Jiujiang, which read "There is no such wine in the world, but there is a famous building in the world." In the Riverside Scene at Qingming Festival painted by Zhang Zeduan more than 65,438+0,000 years ago, various horizontal and vertical signs appeared widely in the shops at the intersection of Bianzhou City in the Song Dynasty, which shows that the signs appeared far before the Song Dynasty. Today, all store enterprises, both at home and abroad, have signs.
(7) color building advertisements There were color buildings in ancient shops. Its essence is the facade decoration of the shop, which makes the decorative facade of the shop unique and easy for people to identify, and plays the role of signboard advertisement. In the past, colorful building advertisements were mainly used in hotels. When introducing Bianjing Hotel in the Song Dynasty, Dream in Tokyo wrote: "All hotels in Shi Jing are decorated with colorful buildings and happy doors." Colored buildings are permanent advertising facilities, which are usually redecorated during festivals.
(8) Printing advertisement Printing advertisement is an advanced form of ancient advertisement. China first invented printing and papermaking, and then developed block printing technology. According to textual research, block printing technology began in Sui Dynasty, prevailed in Tang Dynasty, and reached a superb level in Song Dynasty. In the Song Dynasty, Bi Sheng invented letterpress printing, and the history of printing advertisements began. The appearance of print advertisements has brought the development of Chinese and western advertisements into a new stage. The earliest existing print advertisement in China is the copperplate advertisement of Liujiazhen store in Jinan in the Northern Song Dynasty (960- 1 127). The copper plate is four inches square, engraved with the words "Liu Jinan Jiagongfu Needle Shop", and in the middle is a pattern of a big white rabbit holding a pestle to pound medicine. There are four words on the left and right of the pattern: "Recognize the white rabbit in front of the door." In the lower part of the copper plate, there are words explaining the texture and sales method of the goods: "Buy superior steel bars, make fine needles, and don't misuse them;" If the customer becomes a peddler, don't give him a break. Please write it down. "The copperplate is now in Shanghai Museum, which is the earliest print advertisement found in the world so far.