The origin of advertisement-ancient advertisement 1. The ancient advertisement "social advertisement" in China is a relatively broad 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 mainly appeared in three forms: political advertisements, military advertisements and cultural advertisements. In the primitive society of China, there have been primitive social advertisements. Yao Dian in Historical Records records the story of Yao Shun's abdication: Yao Shun "consulted" Siyue when he ascended the throne, and Siyue elected Yu Shun as his successor. "Zuo Zhuan" records: Zhu Yu nine tripod to show the world; Another example is that "patent" was an advertisement of exhortation and encouragement in Xia, Shang and Zhou Dynasties. Since then, the "restraint", "planning book", "criticism" and "exposure" of various dynasties have all been forms of social advertisements. Economic advertisements are produced with the appearance of commodity exchange. According to the research of historian Wu Han, in the Zhou Dynasty, "some merchants who were able to do business in Zhou Dynasty, that is, Yin adherents", were merchants specializing in commodity exchange at that time. With commodity exchange, there will be a market and some trading centers in society. As early as before the slave society, there were market transactions in China, so advertising developed into 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 of China" records: "Lv Wang's drum knife is praised". Lv Wang and Wang Shi both refer to Jiang Taigong. Before being used by King Wen, he used to do business in Chao Ge, beating gongs and drums, peddling loudly and soliciting business. This form of advertising has been handed down. Physical advertising is also one of the original forms of advertising. In the Book of Songs, it is recorded that "the flies of the mang are covered with cloth", and in The Spring and Autumn Annals of Yanzi, it is recorded that "a gentleman keeps clothes, still hangs his head on the door and sells horse meat inside." Yan Zi was the prime minister of Qi in the Spring and Autumn Period. Quotations contain the meaning of "being completely convinced, acting as one in appearance", but objectively they also reflect the situation of showing the bull's head at the door at that time to attract customers, which is a historical record of advertising under the guise of physical objects. Logo advertising is another ancient advertising form. Initially, the products were engraved with inscriptions and year numbers to show private rights and to commemorate and decorate them. 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 Western Zhou tombs, there are signs of slave owners' products and various official signs. The "Hou" bell of the Western Zhou Dynasty unearthed in Shouguang County, Shandong Province is engraved with the words "Hou is a treasure bell"; The inscription named "Good Season Ding" has the words "Good Season Ding". Among the cultural relics unearthed in the Spring and Autumn Period, it was found that many products such as pottery, lacquerware and silk embroidery were made by folk craftsmen, many of which were engraved with the words "made by a certain record". If a small number of these items are exchanged in the market, then these words have the function of physical advertising and text marking. 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 the forms of hanging banner advertisements and hanging objects advertisements. At the end of the Warring States Period, Han Feizi recorded in "Top Right of Foreign Reserve": "Some people sold wine in the Song Dynasty, and they were promoted to Jinbe. They are very careful when they meet the guests, because the wine is beautiful and the banner is very high. " . Hanging advertisements were popular in the Han Dynasty, and items or customary signs related to business scope were hung in front of shops to play the role of signboards. There is a story of "Wen Jun being an official" in Biography of Historical Records of Sima Xiangru, and there is also a poem of "Hu Ji is fifteen years old and comes alone in spring" by Xin Yannian, a poet in the Eastern Han Dynasty. Lantern advertisements, banner advertisements, signboard advertisements and audio advertisements appeared in the Tang and Song Dynasties, as evidenced by the poem "A thousand miles of Ti Ying is green and red, and the water town 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 of many shops covered by signboards, hanging objects and banners. With the development of printing technology, in the Song Dynasty, the earliest advertisement printed matter in the world appeared-the advertisement copper plate of Liu Jiazhen Shop in Jinan in the Northern Song Dynasty, which is now kept in the Chinese History Museum. The name of "Jinan Liu Jia Kung Fu Needle Shop" is engraved on it, with a pattern of a white rabbit mashing medicine in the middle. The left and right sides of the pattern are marked with "Recognize the white rabbit in front of the door as a souvenir", and the advertising text explaining the texture and sales method 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 an advertising role. The copperplate version of this advertisement is three or four hundred years earlier than the earliest printed advertisement in the world-the advertisement for promoting religious books printed by William Kexton, the first British publisher, in 1473. By the Yuan, Ming and Qing Dynasties (before 1840), the development of advertisements had become more and more formal, and there were also political celebrities and cultural celebrities who wrote signs and couplets. The name and logo of the store are very special. Quanjude, Liubiju, Unique Shop and other time-honored shops 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; Up or down, please drink. " And other famous couplets. In short, after the primitive society entered the feudal society, with the social demand of 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 3000-2000 BC. In ancient Babylon, cuneiform characters already existed, which could be carved on wet clay tablets with reeds, bones and wooden sticks, and then dried into tiles and preserved, which recorded the great achievements of the king in building temples and defeating historical sites. Although these are not pure advertisements, it can be inferred that there may have been text advertisements to promote goods at that time. Because at the same time, another ancient civilization, Egypt, has appeared text advertisements. According to historical research, the earliest written advertisement in the world was written on the sandpaper of the British Museum. The cultural relics of Thebes, the ancient city on the Nile River in Egypt-the cultural relics of BC 1550- 1080, have a history of 3000 years. Cultural relics recorded an advertisement in which a slave owner offered a reward for the capture of a fugitive slave, and the slave owner also advertised for himself. It reads as follows: "Sham, a slave, escaped from the owner of the weaving shop. Honest and kind citizens, please help bring him back according to the notice. He is 5 feet 2 inches tall, with a red face and brown eyes. Anyone who tells him where he is will get a gold ring. Those who bring it back to the store are willing to give a pair of gold rings. Habu, a weaver who can weave the best cloth according to your wishes. " This advertisement is a handwritten "advertising leaflet". Ancient Egypt also hired vendors to shout the time when merchant ships arrived at the dock. The owner also hired people to put on vests, which read the arrival time of the merchant ship and the names of the goods loaded before and after the ship, so as to walk back and forth in the street. According to Frank Pressbrey, that's when androgynous advertisers started [1]. 3. Advertisements in Ancient Greece and Rome In ancient Greece and Rome, the coastal businesses were relatively developed, and advertisements took various forms such as selling, displaying, acoustics, poetry and signboards. From the content point of view, there are advertisements for selling goods, social service advertisements such as cultural performances and missing persons, and even political campaign advertisements.