Advertising is the product of commodity economy. Since the production and exchange of goods, advertising
Also appeared. The earliest advertisement in the world was made by sound, which is called oral communication.
Advertising, also known as hawking advertising, is the most primitive and simple form of advertising. As early as slavery.
In the early days of ancient Greek society, people publicly announced the sale of slaves and livestock.
Deliver and shout out rhythmic advertisements. The streets of ancient Rome were full of hawkers' cries.
Sound. Carthage, with highly developed commerce in ancient times-the trade in the vast Mediterranean region
Area, once famous for countless shouts in the city.
Trademark font size is also one of the ancient forms of advertising. The font size of shops originated in ancient times.
Pompeii In the ancient Roman Empire, people used font size marks to make tables for gladiators and circuses.
In the advertisement. The brand name is symbolic, such as a dairy factory in ancient Rome.
Goats are marked; A mule pulling a millstone represents a bakery; A child was whipped.
Whipping is a symbol adopted by a school. In medieval England, one arm waved
Hammer means goldsmith's workshop; Three pigeons and a scepter represent a spinning mill. The first one in London
The logo of an Indian cigar factory was carved by a shipyard with the mast on the ship.
Get out.
China is one of the earliest countries with advertisements in the world. As early as the Western Zhou Dynasty,
Audio advertisements appeared. In the Book of Songs, the chapter "Zhou Song swims" has "Xiao
According to Zheng Xuan's note in the Han Dynasty: "Xiao, as a small bamboo tube, it is sold today."
Blower also. Kong in the Tang Dynasty also explained: "At that time, candy sellers blew their blowjobs to show off.
Yes "It can be seen that in the Western Zhou Dynasty, candy vendors already knew how to attract customers by blowing down the volume.
Business.
In ancient China, after audio advertisements, there appeared "hanging banners" advertisements. Han (HA)
"Feizi Waiku" said that "speaking of" the wine that the Song people drank, they popularized it, and they were very willing to receive guests with wine.
It's beautiful and the flag is very high. This is the earliest record of restaurants and wine flags in China. Hotel opening
Set in a fixed place, in order to attract customers, throw a wine flag, which is attraction.
The advertising form of customers. This form has been used since then, such as Zhang Ji's "Gao Gao" in the Tang Dynasty.
The wine flag hangs in the mouth of the river, and Du Mu has poems such as "Water Forest Mountain Guo Wine Cyclone". In the water margin
There is also such a description: "Song Wu walked on the road for a few days ... and saw a bottle of wine in front.
In front of the shop, there is a flag with five words:' Three bowls are not enough.
Gangs. "plant flowers in the backyard of Yuanqu" and "lay three feet in front of the hotel to find guests",
It not only explains the size of the wine flag, but also explains its function. In addition to the wine flag,
Other industries also have various iconic advertising forms. According to "Fei Changfang", "the city has
The old man sells medicine with a pot hanging on his head. "Is to use fenugreek as the symbol of the pharmacy,
Hang it on the street or in front of the drugstore. The "hanging flags" and "hanging pots" here are very eye-catching.
Visual effect, in modern words, is "signboard advertisement".
The invention of printing ushered in a new era of advertising.
Movable type printing was first invented in Bi Sheng, China. The earliest industrial and commercial printing was the advertising copperplate of Liudian in Jinan in the Northern Song Dynasty (960—— 1 127), which now exists in
Shanghai Museum. This is the earliest print advertisement found in the world so far. print
Western advertising has entered a new stage since it spread from China to the west.
1473 William Kanks, the first British publisher, printed many books promoting religion.
The contents of printed advertisements are posted on the streets of London, which is the earliest printed advertisement in the West.
Su, three or four hundred years later than the printing advertisement of Liudian in the Northern Song Dynasty.
1622, nicolas brown and Thomas Kocher founded the first English.
A Chinese newspaper, Weekly News, was published in London. During this year,
There is a book advertisement. 1650 in the column of "Several Procedures of Congress"
, issued a 12 reward notice for horse theft. Later in 17 10.
Dixon and Steele published an article about selling tea and coffee in Observer magazine.
Coffee, chocolate, books and periodicals, real estate, patented drugs, auction items and transfer items are various.
Tell me.
Before American independence, the first newspaper Bos was founded on April 24th, 1704.
The Boston News Express published a message for advertisers.
The recommended newspaper is an advertisement of the propaganda media. Benjie, who is regarded as the father of American advertising industry.
Ming Franklin, Pennsylvania Daily, founded on 1729, placed an advertisement in the column.
Put it in front of the first edition editorial of the inaugural issue. The first publication was Soap Salesman.
Advertising. Of all the newspapers in the American colonial period, the Pennsylvania Daily.
Circulation and advertising volume are in the first place. We can often read it in this newspaper.
There are advertisements promoting boats, feather products, books, tea and other commodities. honest
Lin is not only an advertising writer, but also an advertising manager and salesman.
One of the most famous advertising works is a promotional advertisement made by Pennsylvania Fireplace Factory.
Yes This fireplace was later named "Franklin stove".
The advertisement is written like this:
A fireplace with small ventilation holes allows cold air to drill into the room from various hole sources.
So sitting in front of this vent is very uncomfortable and dangerous-especially for women.
Female, because of sitting at home for a long time, often suffers from the above reasons.
Cold, runny nose, mouth and eyes askew, and finally extended to the mandibular gums, which is convenient.
It is one of the reasons why many people's teeth grow well and are damaged prematurely in the north.
From the above advertisements, we can see: Franklin and contemporary ingenious advertisements.
Economists emphasize the benefits of using products instead of simply introducing them.
By 1830, there are l200 newspapers in America, of which 65 are daily newspapers. many
The first page of the newspaper is full of advertisements. From 1830 to 1850, all are pennies.
In the newspaper era, because the price of a penny per share is low, the market will increase and there will be more advertisements.
The effectiveness of, also improve accordingly. Although newspaper advertisements are very popular, magazine advertisements are not.
The increase in interruptions and the emergence of advertising agencies and advertising companies.
The development of modern advertising industry.
With the emergence of capitalist mass production, commodity production is highly developed and exchanged.
The scale is huge, the market has expanded to the whole world, and the market competition is extremely fierce.
With the prosperity of learning technology, advertisements can use various advanced media and technologies to convey economic information.
Interest rate and promotion have become important marketing means for industrial and commercial enterprises in developed countries. but
In advertisements, there are also phenomena of cheating and deceiving consumers. Therefore, each
China has formulated relevant laws and regulations and established relevant institutions to supervise them. Established in 1938
The International Advertising Association is an international organization with representatives from more than 70 countries and regions.
2640 individual members and a large number of corporate members.
After World War II, due to the further intensification of competition and the sudden development of science and technology.
Rapid progress has promoted the rapid development of advertising industry. Television, video recorder, glass screen
Screen projection TV, ink, paper, photocopying technology and color printing.
Great improvement, a large number of magazines and newspapers, electronic advertisements, neon advertisements,
Street sign advertisements, street car advertisements, point-of-sale advertisements, postal advertisements, and advertising books and periodicals poured in.
Now, the modern advertising industry has achieved unprecedented development. The American said, "Suit yourself.
Pick up a newspaper or magazine, turn on the TV, open the mail, and even walk on the road.
When you pick up a phone call, you will be bombarded by advertising fatigue. "Only from 1946 to 1959,
The advertising industry in the United States has tripled, and the growth rate of advertising business during this period has exceeded.
With the growth of national income, the funds for purchasing advertising tools have increased significantly.
Very long. After the 1970s, it developed even faster. According to statistics, the United States spent 1977 on advertising.
The cost is as high as $37 billion, and about one-third of every dollar of sales is spent on advertising.
Expenses. At present, there are more than 3,800 advertising companies registered in the United States with 20 employees.
Ten thousand, accounting for one thousandth of the national population, with a total investment of $654.38+053 billion, accounting for a wide range of the world.
The first place to sue.
The following are 1983 top ten advertisements in the world provided by American Advertising Times magazine.
The statistics of company income and operating income are of great significance to the development of advertising industry in modern capitalist countries.
Exhibition, can be seen.
The first section China advertising history
(A) the ancient advertising stage in the Spring and Autumn Period and the Warring States Period
The ancient advertisements in China sprouted around the L 'O century BC, more than 3,000 years ago. According to Zhou Ji, in the social and economic life at that time, all transactions were "reported". During the Shang and Zhou Dynasties, transactions were engraved on bronzes in the form of inscriptions, which was the earliest advertising bud.
With the prosperity of business in the Warring States Period, early commercial activists in China began to use advertisements to spread and exchange information, and the original form of advertisements appeared.
1. Audio advertisement
This is an advertising form that uses percussion to convey unique sales information. The essence of this kind of advertising is the product of the combination of advertising sales and personnel sales on the basis of personnel sales. With the continuous expansion of commercial activities, different voices are gradually formed to represent different advertising information content. The voice advertisement is composed of the voice propaganda form mainly based on shouting and the voice propaganda with metal and physical impact.
2. Advertisement of cultural relics
This is a kind of advertising form often used in commodity exchange in ancient society. Its specific performance is to insert a sign recognized by everyone on the goods for sale, mainly a "grass label" to show that the goods are for sale. As the owner of the goods for sale, according to the characteristics of the goods for sale, different sales signs are adopted.
3. Cover advertisement
Cover advertisement is the product of ancient social and economic development to a certain stage. It refers to conveying the information of selling goods under the guise, thus making the ancient advertising communication develop into a new period, showing obvious advertising communication color. The cover refers to a special flag. At that time, it was called "Wang Zi". As a form of advertising, the cover was adopted by people in the Zhou Dynasty and used in official management activities.
4. Bonfire advertisements appeared in China during the Spring and Autumn Period and the Warring States Period, and many advertisements sprouted, which played a positive role in the economic and social life at that time. These advertising forms have played a role in the origin and promotion of the future development of advertising.
(B) China feudal social advertising
The great development of advertising in China feudal society began in Song Dynasty. "China culture and science reached an unprecedented climax in this period" in the Song Dynasty, which became the turning point of China feudal society.
Advertising in the Song Dynasty mainly has the following forms:
1. Lantern advertisement
As a sign, lanterns are often hung in government offices, luxury houses, restaurants, smoky places and special occasions, and gradually form lantern advertisements, which can be described as the primary form of neon advertising. Generally speaking, lanterns will indicate the name and surname of the owner's family. Lanterns were also called "forks" or "main lights" at that time.
Step 2 hang advertisements
This kind of advertising form is developed from physical advertising, and it is a form of hanging goods as advertisements.
3. Cover advertisement
At this time, the cover advertisements mainly exist in the places where officials travel or handle cases, military activities and restaurants and teahouses are located. Traveling like an official, the entourage holds high the banner of "avoidance", and the surrounding officials hold high the banner of "silence" when trying cases; In military activities, the flag advances and retreats; "Wine" and "tea" are inserted obliquely in front of the teahouse in the restaurant. The cover advertisement in Song Dynasty has surpassed the cover advertisement formed in the Spring and Autumn Period and the Warring States Period, with clearer meaning and more specific application fields.
4. Signboard advertisement
This kind of advertisement can be expressed in words and pictures. Shops can establish the signboard style according to their own nature, or the signboard can reflect the nature of the industry.
5. Poster advertising
This form of advertising appeared before the Song Dynasty, but it was widely used in the Song Dynasty. Poster advertising refers to writing words and pictures on paper, and then posting them in the bustling area of the city or at the gate of the city, in the form of advertising by announcers. This form of advertising is mainly used by the government, such as posting pictures of someone who is wanted everywhere, which belongs to this form.
6. Print advertising
This is a kind of advertising form that prints its own commodity name, producer name, trade name, commodity texture, sales method, etc., and uses printed matter for publicity. Printing advertisements began in the Northern Song Dynasty. The advertisement of Liudian in Jinan in the Northern Song Dynasty was the earliest print advertisement in the world. This advertisement is printed in copperplate. This copperplate advertisement is four inches square and engraved with the words "Liu Jinan Jiagongfu Needle Shop". In the middle, there is a pattern of a white rabbit holding an iron pestle, with four words on the left and right, namely "White in front of the door" and "Rabbit as a souvenir". The following describes the quality of its products and sales methods: "Buy first-class steel bars, work hard to make fine needles, and don't misuse them indoors;" If the customer becomes a peddler, don't give him a break. Please remember white. " From this advertisement, we can see the outline of modern advertisements. The appearance of this kind of print advertisement shows that the advertisement had a high design level at that time. The copperplate version of the advertisement is now in the Shanghai Museum.
7. Illustration advertisement
After the Song Dynasty, the main form of advertisement was the illustration advertisement in Ming Dynasty. Due to the cultural upsurge of novels in Ming Dynasty. In order to facilitate the sales of novels, booksellers, together with painters and sculptors, advertise books with illustrations to promote the sales of books. We can now see these illustrated advertisements from Shui Jing Zhuan, The West Chamber and Peony Pavilion.
Second, China Modern Advertising
Modern advertising in China as defined in this book refers to the development of advertising in the historical period from the Opium War (1840) to the founding of People's Republic of China (PRC). The biggest breakthrough or the most prominent feature of modern advertising in China is the use of advanced media in modern western countries, namely newspapers and radio stations to advertise.
(1) advertising form
1. Newspaper advertisement
Newspaper advertisement is a form of advertisement in newspapers and publishing media. It is called newspaper advertisement because many newspapers and magazines in modern China were merged, and there is no close distinction between newspapers and magazines. Newspaper advertisement is the general name of newspaper and early magazine advertisement.
/kloc-At the beginning of the 9th century, China books and newspapers printed with European movable type appeared. 1834, British missionary Ma Lixun recruited sculptors and sent his assistant milian to Malacca to set up a printing factory to print books and periodicals with European printing technology. The following year, he co-sponsored the monthly magazine "Biography of Observing Secular Statistics" with Liang, a native of China, which initiated a new era of printing in China. On the first issue, there was a notice posted by milian, editor-in-chief of the magazine, promoting the sale of free gifts. 1853, British missionaries published the publication "Treasures Near and Far" in Hong Kong, and advertised in the publication, which was sold in Guangzhou, Fuzhou, Xiamen, Ningbo, Shanghai and other places. 1872, British businessman Mitchell founded Shenbao in China, 1893, and news appeared that Danfoss, a foreigner, and a China man jointly operated it. In these newspapers, auction notices and product introductions of many foreign companies and enterprises were published. In the cities before liberation, the contents of poster advertisements were very extensive, involving entertainment, sales, procurement, finding people, treating diseases and many other fields.
Broadcast advertisement
3. Neon advertising
4. Traffic advertisements
5. Poster advertising
6. Window advertising
Window advertisement is the evolution of physical advertising form, which pays attention to the harmony and prominence between physical goods and window lighting, color and display. In the 1940s, many shops in some big cities in China began to use window advertisements to promote their sales.
(B) the development of the advertising industry
The development of advertising industry in this period began at the beginning of this century and reached its peak in the 1930s. Many ethnic industrial and commercial enterprises in China have set up advertising departments. In the 1920s, the development of journalism in China objectively promoted the rise of advertising industry. Many newspapers have advertising columns, and most newspapers have advertising departments, which have promoted the rapid development of the advertising industry. There were some famous advertisements. For example, the telephone number of a taxi company in Shanghai is 20 189, and the telephone number is not distinctive, so the advertisement is changed to "two punches and one glass of wine" in the dialect of Shanghai. In the development of advertising, many newspapers have advertising brochures for industry restraint and supervision, and it is stipulated in the advertising brochures that "no words related to corruption or damage to the reputation of others shall be published, and no deceptive voices shall be traced". The All-China Newspaper Federation has also passed the case of discouraging advertisements that have a negative impact on society. For the management of advertising, it is basically only the internal constraints and self-restrictions of the industry. The government is almost indifferent to advertisements, so there are often false and deceptive contents in advertisements, and it is difficult to protect consumers' rights and interests.
(C) the study of advertising theory
China's research on advertising theory began around the 1920s. In the early days, advertising theory was regarded as an integral part of journalism research and teaching, and then it gradually separated from journalism and became an independent discipline.
19 18, the earliest advertising research group in China-"Peking University Journalism Research Association" was established, and advertising was regarded as a part of journalism research and teaching. 1912 Xu's book Journalism was published by the Journalism Research Association of Peking University, in which one chapter discussed "newsprint advertising" and made a preliminary discussion and research on advertising theory. Subsequently, some works on advertising theory were published, including 1930 Outline of Advertising Science edited by Su Shangda and 1933 Advertising Science edited by Ding Xinbo, which raised the research of advertising science to a new height. From 1920 to 1925, Shanghai St. Johns University, Xiamen University, Beijing Civilian University, Beijing International University, yenching university and Shanghai Southern University have successively established journalism departments, and advertising has been listed as a discipline in this department. Among them, the journalism department of Beijing Private University has set up the course of advertising, and the journalism department and philosophy department of Shanghai Southern University take the principle of advertising as one of the compulsory subjects.
Third, the development of new China advertising.
After the founding of New China, the development of advertising experienced three stages, namely "recovery-stagnation-development".
(A) advertising recovery stage
This stage refers to the period from the founding of New China to the early 1960s. After the founding of People's Republic of China (PRC), the Party and the government first carried out socialist transformation of the old advertising industry to meet the needs of economic recovery and development.
From the media, 253 newspapers, such as Beijing Daily, Jiefang Daily, Wen Hui Daily and Volkswagen Daily, began to issue and reissue, and successively advertised. Shortly after the founding of the People's Republic of China, 83 radio stations including Beijing, Shanghai, Nanjing and Tianjin began to broadcast advertising programs. With the development of the media industry in various places, objectively, advertising has also begun to recover. However, the development of advertising is relatively slow.
From the advertising practice, Liu Shaoqi inspected the Central Broadcasting Bureau in June 1956, affirmed the positive role of advertising in economic construction, and criticized the idea of belittling advertising. 1957, the Ministry of Commerce sent observers to Prague to attend the international advertisers' conference attended by 13 countries. This is the first time that the government has made business contact with foreign advertising circles since the founding of New China. 65438-0958 The Ministry of Commerce organized an international advertising conference in Beijing to introduce the development status of foreign advertising industry and explore the development of advertising industry in China. The most outstanding achievement of this meeting is to summarize the characteristics of socialist advertising in China, namely, "policy, ideological, authentic and artistic".
(B) advertising stagnation stage
Since the mid-1960s, due to the influence of the "Left" line, China's contact with the international advertising industry has almost been cut off. During the ten-year turmoil of the Cultural Revolution, the advertising industry suffered unprecedented damage. In the media, advertising communication was banned and the advertising pages in newspapers were deleted.
(C) advertising development period
The real development period of China's advertising theory and advertising activities began after the Third Plenary Session of the 11th CPC Central Committee.
1979 65438+1On October 28th, Shanghai TV station broadcasted the advertisement of Shengui Bujiu by Shanghai Chinese Herbal Medicine Company, which was the first TV advertisement in China after bringing order out of chaos. February of the same year 10 With the development of the advertising industry, the quality requirements for advertisers have become an urgent problem to be solved. For more than ten years, in terms of training advertising talents, different forms of study classes, remedial classes and training courses have been held in various parts of the country according to local conditions. Certificate class of China Advertising Association. At present, more than 70 colleges and universities in China offer advertising courses. Xiamen University, Beijing Broadcasting Institute, Shenzhen University and Northwest University all set up advertising majors.
The theoretical research of advertising is deepening. In addition to the increasing number of advertising publications, China's advertising writing has also shifted from generalities to deep and systematic discussion series. Cooperate with the state to strengthen the construction of advertising legal system. 1982 In February, the State Council officially issued the Provisional Regulations on Advertising Management, and in the same year, the State Administration for Industry and Commerce issued the Detailed Rules for the Implementation of the Provisional Regulations on Advertising Management. On the basis of summing up experience, the State Council officially promulgated the Regulations on Advertising Management on 10/987, and the State Administration for Industry and Commerce issued the Detailed Rules for the Implementation of the Regulations on Advertising Management on 10/988. 1 995 February1People's Republic of China (PRC) advertising law formally implemented. Gradually connect with international advertising. Besides the work in advertising legislation and management, the contact and cooperation between China advertising industry and international advertising industry are getting closer and closer. From June 65438 to June 0996, the advertising industry in China organized a delegation for the first time to participate in Shana Advertising Festival, which is known as the Olympic Games in the advertising industry. The participation of international advertising in China can no longer be regarded as a worldwide advertising activity.
To sum up, we can see that after the founding of New China, the development of domestic advertising and advertising industry in China is a process of "affirmation, negation, negation, negation". China's domestic advertising has developed greatly from allowing it to exist to completely banning it until after the reform and opening up, and its historical stage is extremely remarkable, which is closely related to the different situations of China's economic development stage. In the early days of the founding of the People's Republic of China, the development of advertising and advertising industry was slow due to unresolved ideological issues. After the 1960s, the influence of the planned system and the "Left" ideological restrictions canceled the role of advertising, which made advertising stagnate. After the reform and opening up, emancipating the mind and developing the productive forces, it objectively promoted the prosperity and development of advertising and the advertising industry, making the advertising industry the fastest-growing industry in China, thus attracting worldwide attention.