The ancient ways of transmitting information:
1. Using migratory birds, especially pigeons, geese, etc. as transmission tools
2. The method of making stuffing, such as Hidden in fish maws, cakes, steamed buns, etc.
3. With special sounds, such as bells, drums, firecrackers, etc.
4. With lights, fire, such as Kongming lanterns, beacons Taiwan, etc.
5. There are other signs, decorations, etc., such as signs to lure enemies
Modern information transmission methods:
1. Wired communication transmission, Such as telephone, fax, telegraph, television, etc.
2. Wireless communication transmission, such as walkie-talkies, BP machines (to be eliminated), mobile phones, radios
3. Digital communication transmission, most Familiar, connected computers, digital TV
4. Paper communication transmission, such as letters, newspapers, etc.
5. Transmission by bells and drums, fireworks, doves, flags, wolf smoke, etc. Information.
1. Mimicry and sign language. Before the use of language, mimicry and sign language were the most practical and effective ways to convey specific information to the audience. For example, during the hunting process of primitive people, when a person encounters a herd of buffalo, he immediately runs to the high ground where everyone in the same tribe can see him, lifts the body covering with both hands, stretches it to the top of his head, and then slowly Let it go slowly and over and over again. This is the signal to mobilize all members of the tribe to hunt. Primitive people like to work together when hunting. When hunters find traces of animals and need to move covertly, they use sign language to communicate with each other. Those gestures often reveal the animal's most striking features. Raise your hands with your index fingers straight, indicating that the beast you see is a kudu with a pair of big horns; bend your middle finger, and stretch the other four fingers to indicate that you have found a giraffe; if you find an ostrich, you raise your arms diagonally to symbolize its long neck. Ethnological research has proven that this kind of mimicry and sign language existed everywhere in ancient society and was an important carrier for primitive people to transmit information.
2. Body painting and tattoos. The decoration of painting colors or drawing figures on the body is called body painting, and this kind of decoration originated very early. Hexite, which can be used as a pigment, is often found in Upper Paleolithic sites dating back tens of thousands of years. Until modern times, many ethnic groups who maintain ancient customs still like to paint themselves. During the Dragon Boat Festival, an old custom in my country, ethnic minorities in many areas are accustomed to painting realgar or drawing symbols on their heads, faces, wrists, etc. Dying their teeth black can be said to be a kind of body decoration. Ancient books record that there is a "Black Tooth Country" in the southeast of my country: "Four thousand to the east of the Japanese Kingdom is the Naked Country. Southeast of the Naked Country is the Black Tooth Country, which can be reached by boat in one year." The Dai, Jinuo, Brown and other ethnic groups in Yunnan, my country, usually Chewing betel nut and lime can also make your teeth black over time.
The decoration of tattoos on the surface of the human body is called tattoo. This custom originated very early. According to ancient records, the Wu, Yue and Chu people in ancient my country's Jiangnan area worshiped the dragon totem: "The tattoo depicts its body, with ink inside, in the shape of a dragon. If it enters the water, the dragon cannot harm it." Our country includes the Han nationality. Most ethnic groups have the custom of tattooing in ancient or modern times. Li women start getting tattoos between the ages of 12 and 13 to 16 and 17 years old. When you have a lover, you need to tattoo a special mark on your hand. This mark is often tattooed by the lover himself. The Jinuo, Brown, Dulong and other ethnic groups in Yunnan in my country, as well as the Gaoshan ethnic groups in Taiwan, also have the custom of tattooing. ...(Abridged) Because tattoos have a strong identifying role in the interactions between clans and tribes in primitive societies and the group activities of primitive people, they also convey specific information during the communication, fighting and intermarriage processes of different groups. The migration and activities of primitive groups also play a role in a wider territory, so it can also be regarded as a primitive advertising medium that can convey life and social information.
3． Body jewelry. Adding decorations to the human body can be traced back to the Late Paleolithic Age. Rich decorations have been found at the Cave Man Site in Zhoukoudian, Beijing, my country. Among them are hollow animal teeth, hollow sea clam shells, drilled stone beads, drilled small gravels, drilled fish bones and grooved bone tubes, etc. They were strung together with straps and put on the body. There are many kinds of human body ornaments, which can be roughly divided into hair ornaments, head ornaments, ear ornaments, nose ornaments, lip ornaments, neck ornaments, foot ornaments and so on. The wearing of body accessories is closely related to the hairstyles and hairstyles of people in different eras. Ethnic minorities in southwestern my country usually tie their hair into a cone shape, either in front of the forehead or behind the back. During festivals, they are often filled with flowers. Guangxi Yao women's hair styles vary from place to place. They have two bamboo arrows inserted on their heads, about two feet long. Their hair is divided into two strands, knotted on the left and right, wrapped around the arrows, and covered with a gauze scarf, shaped like two butterfly wings. stand. Some wear bamboo hoops with raised ends, shaped like horns, and are tied tightly with beads and silk. She women in some places in eastern Zhejiang wear headdresses made of bamboo tubes, about three feet long, wrapped in red cloth and inlaid with silver. There is a silver medal nailed to the front and back of the bamboo tube, and white beads are hung on it. According to different ornaments, the living habits and characteristics of different ethnic groups can be judged, and specific ideas or cultural information can be conveyed through the matching and combination of different ornaments. Here, human body ornaments not only reflect the joys and sorrows of primitive people, but also spread this life and cultural information to every member of the ethnic group, even to neighboring or hostile clan groups, and the function of primitive advertising is also demonstrated. It is relatively powerful and has obvious advertising "notification" function.
Based on the above materials, it is not difficult to see that in the long years of primitive society and early civilization, different groups of people in vast areas, including China, relied on body language for a long time to convey information. The transmission of specific information that has the function of "informing" and "recognizing" between one group of people and one group of groups is all done in this way. Body language here becomes the original and most important advertising medium.
Second surrogates - specific markers for the transmission of advertising information
In addition to using body language to convey information, primitive people rely more on natural objects in the real world to realize advertising information. transfer. One of these natural objects is naturally generated or exists in nature, such as trees, rocks, etc., and the other, although created by humans, has not been consciously used as an advertising medium, but is in the process of transmitting information. have been borrowed from, such as pictures, ropes, etc. There are two types of substitutes: one is a specific substitute, and the other is a substitute for life.
1． Specific substitutes
(1) Knotted rope. Knotting knots to record events is a common method of primitive information transmission. The practice of tying knots to record events in ancient Chinese society is often described in history books. "Book of Changes" records: "In ancient times, people tied knots to rule, and later generations of saints changed it with written contracts. Hundreds of officials "Zhuangzi" records: "In the past, the Rongcheng family...the Zhurong family, the Fuxi family, and the Shennong family were all used by the people." "Northern History" also mentioned. : "Hunting is a profession, simplicity is a custom, simplicity is a transformation, not writing, just carving wood and knotting ropes." The knotting method has been widely used in ancient Chinese history and has a long history. Taiwan's Gaoshan people record dates by tying a number of knots according to the number of days and untying one knot every night. The Tibetan Lhoba people use a knife to cut a knot every day. Cutting until the last knot indicates the expiration date, and untying the knot indicates the date of the appointment. When people from Dulong, Yunnan go out alone, they often tie a hemp rope around their waist and tie a knot once a day to record the number of days they have left. The Yao people often get a decision in front of the leader when there is a dispute between two people. The method is that the disputants each hold a rope, and whoever tells a reason ties a knot until the argument is finished. The one with the most knots wins the case. In class society, the tradition of knotting was also inherited by merchants and changed in form and use. In shops, hotels, teahouses and merchant stalls, various banners or signboards are often decorated with various ornaments, strung with ropes, embellished with silk, colorful strips of fabric, various beads or Pai Sui also has many unique shapes, which are made of knotted and woven thick hemp ropes. Here, rope knots become a new medium for delivering advertising messages.
(2) Carved wood. Engraved wood is another symbolic language. History books have also recorded the historical facts of wood carvings to record events in various parts of our country. For example, the "Book of the Later Han Dynasty" records, "If the adults have a call, they will carve wood as a letter." Even if there is no writing, they dare not violate it. "Lingwai Daida" also records: "The Yao people have no writing, and their offers are carved on two wooden boards. People hold one of them and keep it with great faith." "Yunnan Tengyue Prefecture Chronicle" also mentions: "The Yi people have customs "In all matters involving loans and credit, making financial arrangements, and not knowing the written word, they only use wood engravings as symbols, each holding half of them, and paying as promised." The custom of engraving wood as records is in the process of commodity production and exchange. It evolved into the inscription of official workers or the mark of celebrity goods, that is, the names of official workers or famous people were stamped on the goods sold. If you go back further, carved wood can even be regarded as the source of product trademarks and mark advertising.
(3) Wolf smoke. During the Spring and Autumn Period of our country, there are records of using fire and beacon smoke to convey military warnings. After Qin Shihuang, a beacon tower was built every ten miles on the Great Wall, using dry wolf dung as fuel. After it was lit, the fire and smoke would rise into the sky, and emergency warnings could be sent to far away places. The line from the ancient poem "The sun sets on the flat sand in the west of the desert, the stars on the mountains rise and fall again; the beacon fires can be seen on several isolated mountains, and the strong men are waiting for drums and drums in the camp" is a true portrayal of the application of this primitive information transmission method. This kind of communication media was also used in the business activities of merchants in ancient society. For example, in different periods, there are records of night-walking caravans and caravans "raising fire as a signal."
(4) Drum. The original information transmission method affects both vision and hearing. Information transmission that affects hearing is mainly carried out with the help of sound communication tools, among which signal drums are the most common. The cowhide wooden drum of the Jinuo people in my country is made by hollowing out both ends of a thick tree, then tying it with furry cowhide, hanging it on the tree and beating it with a wooden mallet. During the New Year, when the drum is heard, men and women gather together. Young people gathered together, singing and dancing.
(5) Bamboo number. The Nu people in my country use bamboo trumpets to spread information during funerals, and announce the funeral to the whole village by blowing different numbers of bamboo trumpets. The number of bamboo trumpets increases or decreases according to the status of the deceased: one bamboo trumpet is played for the unmarried deceased, two for the married, and five or six for the elderly and the leader. After hearing the news, the tribe members rushed to the deceased's house and brought eggs to express their condolences. Entering class society, with the differentiation of merchants and merchants, merchants walked through the streets and alleys, creating a variety of information dissemination tools such as blowing, playing, playing and singing. For example, there are records of merchants in the Han Dynasty playing flutes and selling sugar candies.
(6) Audio equipment. The pottery bells and pottery xun unearthed from the Miaodigou site in my country's Neolithic Age, and the three-hole pottery xun from the Jiangzhai site all have the function of producing music.
After entering class society, with the development of commodity production and commodity exchange, the forms of sound advertising have become increasingly colorful. Various utensils in daily life may become the communication media of sound advertising, such as bowls and lamps that are closely related to daily life. , pots, etc., and entertainment-related flutes, harps, harps, drums, gongs, etc., have also become tools for transmitting advertising information. For the purpose of advertising, many businessmen also specially made rattles and utensils to express the characteristics of the industry. Typical examples include rattles for salesmen, tweezers and forks used by barbers, and copper clappers used by knife sharpeners.
The widespread use of specific metonyms shows that the methods and approaches of advertising communication have changed greatly. With the frequency of communication activities and the advancement of communication technology, people are borrowing all available tools or objects to deliver advertising messages more effectively and more targetedly. The richness of media forms enables human advertising to spread over a wider area and convey richer ideas, culture and business information. Add a comment
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.zaihua5056 | 2009-09-21 08:43:24
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Fenghuo Communication
As early as the Zhou Dynasty, my country had a method of transmitting information through beacon fire. As a primitive means of sound and light communication, beacon fire served ancient times. military war. From the border to the capital and the border defense line, beacon towers were built at regular intervals. Firewood is stored inside. When the enemy invades, beacon fires are lit one after another to alarm. When the princes see the beacon fire, they immediately send troops to help and resist the enemy.
During the Western Zhou Dynasty, in order to prevent enemy invasion, "beacon tunnels" were used as emergency communication signals for border defense. There is a record in the ancient history book "Zhou Li": "On the passage from the frontier to the hinterland of each country, beacon towers were built at regular intervals, one after another, with oranges on the towers, and firewood on the heads of the oranges. When the enemy invades, the beacon towers will set off fireworks one after another to send warnings. At night, the watchmen will light the firewood in the cage and raise it high, and use the firelight to send messages to the podium, which is called a "beacon". During the daytime warning, the firewood accumulated on the platform was lit to indicate urgency, which was called "sui". In order to make the smoke straight and not bend, so that it could be seen from a distance, the ancients often used wolf dung instead of firewood, so it was also called "sui". Also known as Wolf Smoke. The Zhou Dynasty stipulated that the emperor must immediately lead troops to rescue and resist the enemy together. It can be seen that the implementation of the beacon system means that there was a large and complete system as early as the Zhou Dynasty. Military information contact network
Didn’t you hear that there were flying pigeons delivering messages?
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It depends on what it is used for.
Delivering letters:
Ordinary civilians mainly rely on passers-by to deliver letters. , monks, literati and other traveling people, these people send messages that they can solve the problem of food and accommodation during the journey, and they are very willing!
The official is mainly a post station.
Military information:
The army must have full-time personnel in this area, as well as beacon towers and carrier pigeons.
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The accuracy of pigeon delivery is low. Most of them are letters, but they take a long time in months. Some of them are delivered by horseback. Express express, 200 miles express, 300 miles express, but it costs a lot of money. Generally, this kind of "express delivery" is mostly used for official correspondence.
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The ancients used about 10 methods of transmitting information--
Yuxi: insert Letters written with feathers indicate the urgency of war.
Chicken feather letters: generally used among civilians.
Feather letters: used to recruit troops.
Carrying pigeons: multi-purpose. Used in court, official families, and gangs.
Bamboo tubes: used by officials and civilians, similar to current envelopes.
Used for delivering urgent military information. , commonly known as "passing the gold medal".
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There are also beacon fire/wolf smoke, etc. Military means
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Available Torch
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The ancient method of transmitting information There are roughly the following types:
[1] Feather letter: Letters with feathers inserted are mostly used for war emergencies.
[2]Ji Fei Xin: Generally used among the people.
[3] Yu Shu: Used to recruit troops.
[4] The messenger pigeon delivers the letter [the so-called flying pigeon delivers the letter]
[5] The fast horse delivers the letter.
[6] Bamboo tube: used by both officials and private citizens, similar to current envelopes.
[7] Urgent delivery: used to deliver urgent military information, commonly known as "passing gold medals".
[8] Different dynasties such as beacon fire/wolf smoke have different transmission methods.
The story of ancient people conveying information