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 advertisement
During the Spring and Autumn Period and the Warring States Period in ancient China, many social events and advertisements appeared, 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.
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 prominent 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.
The four most successful advertisements in the history of China.
The earliest advertisements we know are spread by word of mouth. For example, people say that the Yellow Emperor is tall, brave and clever. At that time, there were no cameras. Who knows what the Yellow Emperor looks like? It's all word of mouth. Therefore, the ancient emperors were easily praised as gods. Because at the beginning of civilization, everyone spoke irresponsibly-for example, Homer's epic, in which the gods and monsters in heaven and earth were in a state of chaos. If he had the complete code in Babylon, he would be late-so the earliest advertisement was actually the same as today's advertisement: seeing it is false and listening to it is true. Everyone follows their feelings, and when they blow, they become gods.
In this regard, I have to put forward a famous advertising planning case. At that time, the famous Shun married two wives and enjoyed the happiness of Qi people. The man also made it clear that he was very filial. His father colluded with his younger brother to attack him many times, and he escaped one by one (the process showed that he had expected it), but he was still very filial. This is a successful advertising case. Later, everyone on earth said that he was filial, so Yao gave him the whole world. I think Mr. Shun's advertising planning ability is amazing, which shows the most important point of advertising: he can bear the unbearable and incredible of others, so let everyone remember.
Another successful case is that Liu Bang beheaded the White Snake Uprising and claimed that he was the son of Chi Di. This idea actually came from Chen Sheng's "Da Chu Xing, Chen Wangsheng" earlier, but Liu Bang's effect is obviously better. This advertisement was closely helped by Liu Bang's wife. Liu bang later asked Mrs. Lu in public: Why do you always look for me? -At that time, Liu Bang was in exile in the mountains. Mrs. Lu replied, I see a colorful cloud in the sky. It must be you. This belongs to singing and advertising in front of outsiders. Superstitious people are everywhere, and Liu Bang has done the cheapest and best publicity for himself.
The third well-known advertising case is Zhang Jiao's "Heaven is dead, Huang Tianli". 60 years old, in Jiazi, the world is good. "Teacher Zhang claims to be a godsend and a fairy in the sky. And made up such a delicious declaration, which is catchy to read. It can be said that it is a criticism and inheritance of Liu Bang, and it is also an enhanced version. He takes more than 300 thousand people to shout every day, and they shout to the yellow turban insurrectionary army all over the world. Although he died later, it can be considered that his advertising planning case was very successful. Later, famous insurgents, such as the Taiping Heavenly Kingdom, copied the case directly, which still caused a sensation.
In the fourth case, it will be many years later. At the end of Ming Dynasty, Li Zicheng uprising. Yan Li, his son, created the classic slogan "Open the door to welcome the king, and the king will not accept the meal when he comes". Different from Mr. Zhang Jiao, he actively spread this slogan as a folk song and later became a famous pop song. This way, which is fresh in the memory after repeated bombing and then exerts a subtle influence, has achieved unexpected results for the Dashun rebels, and it has also been used for reference by many people later.