Development history of advertising in Zhao Bo

Zhao Bo advertisements originated from the most primitive physical advertising and label advertisements in ancient times. When did the earliest physical advertisement originate? Due to the lack of historical data, it is difficult to determine, but it is reasonable to infer that the initial physical advertising was produced in the process of commodity exchange. The earliest commodity transactions were conducted through physical exchange. According to Zhouyi? According to the words, in the legendary Shennong era, there was a physical exchange. In order to achieve the purpose of exchange, merchants put the goods out for buyers to watch and choose. This form of advertising has been described in the book of songs, the first collection of poems in China: "protect yourself from flies and spread silk." This is a man who exchanges silk with others with cloth. It reflects the form of displaying goods by barter at that time, and the "cloth" in the poem is a kind of physical advertising for display. With the development of commodity economy and the expansion of production division and exchange, lettering on physical goods has gradually emerged as a form of commercial marking. For example, in the cultural relics unearthed from tombs in the Western Zhou Dynasty and the Spring and Autumn Period, many artifacts marks were found, including the marks of the owners of artifacts and various government workers, as well as "certain marks" carved by folk craftsmen on pottery, lacquerware and silk embroidery to distinguish them from other producers. Once these objects engraved with text marks are sold in the market, their text marks obviously have the meaning of trademarks and signboards. This phenomenon of marking one's own products is actually a manifestation of the germination of brand awareness.

From the initial form of physical advertising to signboard and cover advertising, it is directly related to the emergence of sitting merchants. The emergence of Zuo Jia is the result of social development, increasingly frequent transactions and the gradual formation of markets and cities. As early as the Spring and Autumn Period, ancient merchants in China had already distinguished merchants. Ban Gu's White Tiger said, "How are you? As the saying goes, business is far and near, business is dead and extends in all directions, so it is called business. Jia zhi's words are solid, and he uses them to treat the people's inherent, so as to benefit the people. Do business, don't talk about Jia. " Yi said:' The late king and even the Japanese closed their doors to the outside world, and their business travel was poor, while the latter was not saved.' The Analects of Confucius said,' Sell Jia and treat Jia.' That is to say, Shangshu said,' Zhao leads a cart of oxen and waits on Jia far away'? I also know that dialects spread far. "Visible jia is a businessman with a fixed residence. Because they sell goods in a fixed place and only show the real thing, it seems monotonous, and its publicity effect is limited, which is not enough to establish their own brand image, convey the information of goods and services to people and attract customers, so a more diversified advertising form-Zhao Bo advertising came into being.

In ancient China, advertisements to attract tourists can be roughly divided into two basic types: cover and signboard, which were mainly used to mark shops. According to some scholars' research, the hood was originally a curtain, and later it expanded into a variety of hanging physical forms. The cover mainly shows the types of goods or different service items, which can be called trade mark; Signboard is a kind of curtain without words. Later, the name of the store was engraved on the door curtain, and then the words were engraved with wooden signs instead of cloth curtains, which were mostly used to indicate the name and font size of the store and played the role of store logo.

In ancient advertising, hanging banner advertising is the earliest form and belongs to a kind of cover.

As early as the Eastern Zhou Dynasty, the prototype of wine flag appeared.

The appearance of banner advertising not only shows that the material conditions for this kind of advertising form were already available at that time, but also shows the enhancement of businessmen's advertising consciousness. Hanging banner advertisements was very popular in a certain historical period, among which wine flags were the most popular in the Tang Dynasty. This is well recorded in the works of poets in the Tang Dynasty. For example, Du Mu's "Jiangnan Spring" says: "A thousand miles of warblers are green and the water town is full of wine flags."

Since the Song Dynasty, people have attached great importance to the decoration and artistry of wine flags and the tension of advertisements. Luo Yuan, a poet in the Song Dynasty, said, "Don't you see that the chrysanthemum pond can drink immortals, and the wine flag is in the sky." "Five-star" is the pattern on the wine flag.

Hanging advertisements became popular after the Han Dynasty. It is an article or habitual sign hung in front of the store, which plays the role of a signboard advertisement. Historical records? Biography of Sima Xiangru records that Sima Xiangru, a scholar in the Western Han Dynasty, and Zhuo Wenjun were "close relatives, selling their cars and riding, buying wine houses and pouring wine, making Wen Jun a pawn."

After the Tang Dynasty, the market system collapsed, fairs prevailed, night markets appeared, and urban nightlife gradually enriched. Dream of Tokyo describes the commercial activities in Tokyo at that time, saying, "The night market didn't reopen until after midnight. Wherever you want to go, you are familiar with it. " The busy business district completely canceled the time limit and there was an all-night activity. Under this economic background, lamp advertising has become another new advertising form in restaurants, restaurants and teahouses after the Tang and Five Dynasties. Generally written on lanterns or light boxes to show the nature of their shops, such as writing "restaurant" and "teahouse", hanging in front of shops and lighting candles at night, which is very eye-catching and plays the role of hanging signboard advertisements. It developed from hanging banner advertisements and became popular since the Song Dynasty. The original signboard was called a cover. "Static this popular novel. "Mo Yu Guan Yin" records that a mounting shop "has a sign saying that ancient and modern paintings and calligraphy are mounted at home". Signboard advertisements were widely used in the Song Dynasty. There are various forms of signs, such as banners, vertical cards and hanging boards. There are pictures and texts in the advertisement, words indicate the name and nature of the store, and patterns indicate its industry nature. The function of banner advertisement and signboard advertisement.