Did you eat the white rabbit today?
So much for homesickness. Today, I share the White Rabbit of the Song Dynasty. Similar to the "white rabbit" of toffee, it is also a brand image, but the difference is that it should be the earliest known "advertisement" in China.
Song's most creative advertisement, Jinan Liudian.
Bronze edition of White Rabbit
The image of "White Rabbit" endorsed this time belongs to a shop named Jinan Liu Jia Kung Fu Needle Shop. The reason why we see the text is contrary to the image of "Jade Rabbit tinkering with medicine" is because we found an advertisement copper plate, which is also the earliest "print" advertisement found in China, 300 years earlier than the western print advertisement.
As the earliest advertisement discovered in China so far, we have to admit that the layout and copy description of "White Rabbit Advertisement" can be described as illustrated, which is no worse than the current advertisement.
The advertisement is divided into three parts. The most conspicuous position above the copper plate is the store name "Jinan Liu Jia Kung Fu Needle Shop". The middle is marked with "white rabbit mashing medicine", and both sides of the white rabbit image are marked with "recognizing white rabbit in front of the shop", vividly describing the cover of "white rabbit" or similar signs in front of Liu's needle shop; At the bottom, it explains the texture and sales methods of the goods sold in Liu Jiazhen's shop. "Buy good steel bars, make needles, eat them in the yard, resell them, and don't give them a rest. Please remember. "
A shop full of advertisements
If this advertisement is replaced by simplified Chinese characters and Putonghua version, I believe many people will mistake it for the current advertisement, because it already has all the elements of the current print advertisement, such as trademark, endorsement image, product description, store information, sales methods and so on.
Because it is a copperplate printing, we can speculate that one of the marketing methods of "Jinan Liujia Needle Shop" should be "distributing leaflets" or using it as wrapping paper to package "Kung Fu needles".
On Qixi Qiaoqi Festival, women pray for their wisdom and prick the moon with needles.
The audience who used needles in Song Dynasty were mostly women. Compared with other images, "Jade Rabbit with Medicine" is easier to remember. I don't know if the choice of "tinkering with medicine" rabbit has another meaning. Jade rabbit has been working on medicine for so many years, and it must be that the goods are more focused and durable! Therefore, this advertisement can really be selected as the most "creative" advertisement in the Song Dynasty.
The advertisement "Song Dynasty" of "Colorful Building and Happy Gate" and "Imitation List of Pharmacy" is very professional.
Zhang Zeduan's Riverside Scene at Qingming Festival depicts the prosperity of Bianjing, the capital of the Northern Song Dynasty, and the life scenes of people from all walks of life. In the picture, we can easily see that there are many shops on the streets of Bianjing, which are very lively. At the entrance of the snack bar, there is already a cover to attract business, and there will be boys at the door who will "spare the bones".