The basic means of traditional advertising in China are

Advertising has a long history. The "breaking ground" of advertising is related to the production of goods. Its history can be traced back to ancient times, when Greece and China were four ancient civilizations, which developed from primitive society to two major divisions of labor, namely, agriculture and animal husbandry, agriculture and handicrafts. With surplus products, buyers and sellers and enterprises appear. Accompanied by commodity production and commodity exchange; The advertisement also came out.

1) hawking advertisements

Eagle advertising, also known as oral advertising, is the most primitive form of advertising, which has continued to this day. There is a saying in Shanghai Chenghuang Temple that "three points for selling sugar and seven points for drinking".

According to the Book of Changes written during the Warring States Period, during the Yin and Zhou Dynasties, "Shennong's works were listed in the country, Japan and China were the cities, and they were the people of the world, collecting the wealth of the world, and each got its place." If you want to trade, you must attract attention by calling and shouting the exchanged items. Qu Yuan's Tian Wen describes that "the teacher is looking at the boss ..." Drum Knife Loud "tells the story of Jiang Taigong, the butcher," chopping loudly with a knife and shouting loudly "to sell advertisements to promote goods. The story of Han Feizi's Contradiction introduces the confrontation between spear sellers and shield sellers in the market. In Babylon in 3000 BC, whenever a ship carrying goods landed, merchants hired vendors and shouted to attract buyers.

2) Physical advertising

It is the display and display of goods for buyers to choose from, and it is also the most primitive form of advertising.

"The Book of Songs for the Mang" wrote: "Mongols are jealous and hold trade silk. When bandits come to trade silk, they must ask for it. " An honest businessman, holding a piece of cloth, exchanged silk with me. He didn't come to exchange silk, he came to love me! The "cloth" here is physical advertising, and physical display was a necessary means of commodity exchange at that time.

3) Text advertisement

The origin of text advertisements in China is also relatively early, with a history of more than 3,000 years. It first appeared in the admonitions of Xia, Shang and Zhou Dynasties and Cui Ling in the Warring States Period. These generalized advertisements are the embryonic form of modern advertisements.

The oldest written advertisement recognized in the world is a leaflet advertisement about 5,000 years ago, in which an Egyptian slave owner offered a reward for finding an escaped slave. The text is handwritten and reads: "The slave in Harper's shop has escaped. I hope that Qi Xin from all walks of life will work together to catch him. " This rare cultural relic excavated from the ancient city of Egypt is now in the London Museum.

In 29 BC (during the Warring States Period in China), Vesuvius in Pompeii, ancient Rome erupted, and the whole town was instantly swallowed up by volcanic lava. However, this tragedy left a precious life scene of ancient Pompeii more than 2000 years ago. People were surprised to find marked shop advertisements and circus poster advertisements in the ruins.

The evolution of advertising

With the development of society, commerce and culture, the methods and forms of advertising have gradually evolved.

1) audio advertisement

Hit with a tool or other object that can make a sound, instead of verbal advertising.

There is a poem "Xiao Guan Bei Ju" in The Book of Songs Zhou Song You Bian in the Zhou Dynasty. Zheng Xuan in the Han Dynasty noted: "Xiao, weaving small bamboo tubes, there are people who sell caramel today." In the Southern Song Dynasty, tea vendors often "sang a song to sell". There are also peddlers' gongs, oil drums selling oil, and iron chains made of four knife-shaped iron pieces of a knife sharpener, all of which are audio advertisements. This kind of audio advertisement is the origin stage of modern music advertisement.

2) Hanging advertisements

Hanging items or custom signs related to the business scope in front of the store plays a signboard role.

Such as the wine gourd in front of the hotel and the medicine gourd hanging in the Chinese medicine shop. Barber shop tricolor bar, etc. In the map of Beiguan Night Market in Hangzhou in the Ming Dynasty, there were shops with lanterns for advertising, as well as jars and fish for advertising. Modern trademarks are symbols of ancient times.

3) Banner advertising

Advertising with flags instead of signboards. In particular, there are the most wine flags, which are also called wine curtains, curtains, watches and covers.

The earliest record of wine flags was written in Han Feizi at the end of the Warring States Period more than 2,200 years ago. The top right of the foreign reserve reads: "The wine sellers in the Song Dynasty were promoted to Jinbe. I am very careful when I meet customers, because the wine is beautiful and the banner is very high, but it is not for sale. " In the Tang Dynasty, Liu Yu's poem "Spring Breeze Blows Wine Flag Outside the City" and Ouyang Xiu's poem "West Wind Wine Flag City, Drizzle Chrysanthemum Day" all talked about wine flags. In Water Margin, when Song Wu went up the mountain, the first thing he saw was the wine flag of "three bowls don't pass the post". At first, the wine flag was blue and white cloth, and later it developed into a colorful wine flag embroidered with patterns or shop names and wine characters. Banner advertising is not only the symbol of hotels, but also widely used in all walks of life. Until today, the national flag advertisement is still very popular, and the methods used are hanging, inserting, lifting and carrying.

4) Signboard advertisement

Signs are hung in front of the store to play the role of advertising. Divided into banners, vertical cards, hanging boards, with words or illustrations.

The Riverside Scene at Qingming Festival, created by Zhang Zeduan, a famous custom painter in the Northern Song Dynasty, includes a light sign with the word "punctuality" in a big restaurant, the name of "Sun Store" selling mutton, a incense shop with the label of "Liu's coloring agarwood to pick incense" and a silk shop with the banner of "Wang Brocade Silk Shop". , depicting Bianjing from Bianhe to the market at that time.

5) Print advertisements

It is an advanced advertising form in ancient times. Among the four great inventions in ancient China, two were related to advertisements. Paper-making was first invented by Cai Lun in Han Dynasty, followed by woodcut printing, and movable type printing was invented by Bi Sheng in Song Dynasty. The advertisement of Liudian in Jinan in the Northern Song Dynasty was the earliest print advertisement in the world.

After China's ancient printing was introduced to the west, it greatly promoted the development of western advertising. 1445 metal movable type printing invented by Gutenberg, Germany. 1480, the first English printed advertisement appeared in Britain, called "Hitus", which means "if someone likes it". Please print the advertising leaflet. This advertisement appeared more than 500 years after China. /kloc-the industrial revolution in Europe in the 0/7th century promoted the development of advertising, and the earliest newspaper in the world appeared in Germany in 1609. 1622 The British Daily News published an advertisement for selling books. From 65438 to 0704, the Boston News Bulletin began to publish various commercial advertisements. At the same time as newspaper advertisements, magazine advertisements have also developed. 17 10 British Observer magazine published advertisements such as tea, coffee, chocolate and auction items. In the18th century, the center of advertising shifted from Britain to the United States.

Benjamin Franklin, known as the father of advertising, founded Fania Daily on 1729, and published a large number of advertisements, ranking first in both advertising volume and circulation.

Modern advertisement

In China's feudal society, which lasted for more than 2,000 years, the self-sufficient natural economy dominated, the commodity economy developed slowly, the production technology was relatively backward, and there was no modern industry. In addition, the feudal society implemented the policy of emphasizing agriculture and restraining commerce, and commerce ranked last. Therefore, there are not many forms of advertising, which are limited to commodity display, propaganda, storefront decoration, signboards and a small number of printed advertisements.

1840 After the Opium War, the imperialist powers opened the door to China with unequal treaties, making China a semi-colonial and semi-feudal society. In order to export goods and capital, foreign goods keep coming. Some countries have also set up factories in China (such as British American Tobacco Company), and at the same time, they have brought various modern advertising forms to China to serve its economic plunder. But objectively, this has pushed China's advertising to the modernization stage.

At this stage, various new foreign advertising media also appeared in China. There are mainly.

1) newspaper

For example, the oldest Shenbao (1872- 1949) and the most advertised news (founded in 1893).

2) magazines

1853, maddox, a British missionary, published Guan Zhen, the earliest chinese magazine after the Opium War. Oriental Magazine, founded by Commercial Press 1904, not only has a long history, but also published many advertisements, a large part of which are imported advertisements.

3) Radio broadcasting

The United States began to have radio advertisements on 1920. 1922, a man named Osborne set up a radio station in Shanghai.

4) Neon lights

Neon 1920 was founded in France. 1926 Shanghai Nanjing Road Evans Book Company has a neon chandelier with a royal typewriter brought in from abroad. Later, neon lights developed into large advertisements set on main streets.

5) Trams and bus advertisements

Shanghai began to run trams on March 5, 1908. Soon, there were advertisements on the vehicle, before and after; There are double-decker buses in London, England, and there are also double-decker buses in Shanghai 1934. There are advertisements on both sides of the car body.

There are also street sign advertisements. At first, these advertising media were adopted by foreign businessmen and imported goods in China, and later by national capitalists, especially some daily necessities such as soap, toothpaste, medicines and cigarettes. Therefore, the advertisements in old China can be said to be a mixture of Chinese and foreign. Originally, China's import and export were concentrated in Guangzhou and moved to Shanghai after the Opium War. Foreign advertisements and advertisements of national capital appeared in Shanghai, making Shanghai the birthplace of modern advertisements in China. China's advertising industry had a prosperous situation in 1930s, and then gradually went down. With the approach of liberation, national capital is in jeopardy, and the development of advertising industry is very difficult and can only be barely maintained.

Modern advertisement

1) China Hyundai Advertising

(1) The advertising industry has gradually developed. 1959,21Open City held a commercial advertising conference in Shanghai, during which exhibitions such as printing advertisements, window displays and merchandise displays were also held. 1966 Ten years later, the advertisement was rejected. Before 1979, there were less than 10 professional advertising companies in China, and newspapers, radio and television were basically isolated from advertising. On the evening of March 9th, 1979, the advertisement of "Happy Coke" made by basketball star Zhang Dawei appeared on Shanghai TV Station. When the advertisement of "A certain watch is famous in the world" was broadcast on CCTV 1979 on March 9th, some viewers thought it was a mistake.

198 1 year later, the advertising industry developed rapidly. Since then, the advertising industry in China has been presented to the world with considerable scale, relatively complete categories, advanced media means and colorful external manifestations.

(2) The level of advertising design and production has been continuously improved. Advertising design has gone from the stage of simplification, formulation and similarity to the stage of trying to express the advertising theme in a perfect artistic form. Advertising production adopts new technologies, new materials and advanced equipment such as computer, fax, laser, audio-visual and so on, which effectively promotes the improvement of advertising level. Advertising media, such as computer production system for advertising decoration and TV advertisements, have been adopted one after another. Advertising companies are changing to the direction of giving priority to advertising creativity, overall planning and providing quality services.

(3) The advertising legal management system has taken shape. 1982, the State Council promulgated the "Provisional Regulations on Advertising Management", which stipulated that the State Administration for Industry and Commerce should uniformly manage advertisements. 1987, the State Council issued the Regulations on Advertising Management, and the State Administration for Industry and Commerce, on the basis of the Regulations, formulated dozens of regulations on advertising management independently or jointly with relevant departments, initially forming a system for managing advertisements according to law. From 65438 to 0993, 50 regions of 24 provinces and cities in China began to try out the advertising agency system, which is an important step to accelerate the cultivation of the advertising market. The National People's Congress Standing Committee (NPCSC) passed the Advertising Law of People's Republic of China (PRC) on 1994127 October, which came into effect on 18 February, 995. This marks a new page in the history of advertising management according to law in China.

(4) The advertising awareness of the whole society is enhanced. The old concept of "the emperor's daughter is not worried about getting married" and "good wine is not afraid of the depth of the alley" has been replaced by the new concept of "market competition is inseparable from advertising" From curiosity to disgust, from disgust to adaptation, from adaptation to attraction, what do consumers buy? Where to buy it? Always listen to the persuasion of advertisements. The lure of advertising to manufacturers and consumers has greatly stimulated the development of advertising industry. While advertisers constantly strive to improve the level of advertising production, consumers gradually learn how to identify and appreciate advertisements, and make contributions to the prosperity of the advertising industry with their own aesthetic and shopping interests.

China Foreign Economic and Trade Advertising Association was established 198 1, and China Advertising Association was established 1983. 1990 there are 27 provincial advertising associations, and there are 4 advertising associations in cities with separate plans 14. A large number of insightful advertising monographs and translations have been published, and the circulation of China Advertising and International Advertising has been increasing. Beijing Broadcasting Institute, Xiamen University, Sichuan University, Northwest University and other institutions have set up advertising majors, and dozens of institutions have set up advertising courses.

(5) Significant progress and obvious gap coexist. The prosperity of advertising industry has created remarkable economic and social benefits for the society, increased the sales of enterprises, supported the development of culture, sports, news and publishing, enlivened people's cultural life and promoted international economic and technological cooperation and exchanges.

However, due to the late start and poor foundation of China's advertising industry, although significant progress has been made, the gap is also very obvious compared with developed countries and regions.

1989 advertising expenses in the United States account for 2.4% of the national income, while those in Japan account for 1% and those in China only account for 0. 144%. 192 global advertising turnover reached $500 billion, with the United States accounting for12 billion, making it a veritable advertising superpower. The total investment in advertising in Taiwan Province Province is $2.76 billion, while that in Chinese mainland is only $800 million. Problems such as shortage of advertising professionals, unreasonable industry structure, narrow capacity of key media, unsatisfactory service quality, low degree of internationalization, and serious defects in advertising authenticity and legality review system are fully exposed.

(6) The advertising industry has a bright future. In the process of moving towards a market economy, China's advertising industry will accelerate the pace of reform and development in light of its own problems, and gradually establish a new system of independent operation of enterprises. Make new contributions in guiding enterprises to enter the market, explore the market and participate in international market competition.

Because China has the largest population and the most potential market in the world, with the deepening of reform, the expansion of opening up, the further economic activity and the continuous improvement of people's living standards, the advertising industry in China will undergo new changes and developments that attract worldwide attention.

2) Modern advertising in the world

(1) The advertising industry keeps growing with the prosperity of commodity economy. The relatively stable post-war environment, the rise of the third industrial revolution and the development of modern science and technology have made the commodity economy increasingly prosperous. In the fierce market competition, industrial and commercial enterprises compete to use the power of advertising to promote product sales.

The new development of advertising media has also given wings to the advertising industry. Movies came out during this period. 19 16, the world's first radio station was established in the United States. 1922, the first commercial radio station WEAF appeared in the United States. 1924, the United States had a broadcasting network. The earliest TV station in the world was established in Britain in 1929, and began to broadcast commercial TV advertisements in 194 1 year. The situation that newspapers, magazines, radio and television keep abreast has begun to take shape. The diversification of advertising media and the continuous innovation of advertising forms have expanded the influence of advertising.

Since the beginning of the 20th century, the modern advertising industry in the world has been growing continuously. In the United States, the advertising expenditure in 19 19 was $2.282 billion, and in 1986 it increased to $3.426 billion, soaring to10218 billion. In the same period, the global advertising expenditure180 billion US dollars. The developed degree of advertising industry has become an important symbol of a country's scientific and technological development level and commodity economy development.

(2) The penetration of electronic technology into advertising industry is very obvious. Due to the large-scale application of modern communication technology and computer processing technology, advertising activities are developing in the direction of providing perfect services for advertisers, comprehensive consulting services for market research, product design, production and sales services for enterprises, and helping enterprises to make decision analysis. The overall embodiment of this development trend is the general improvement of the overall planning technology of advertising activities.

(3) Green forces began to intervene in the advertising industry. A long time ago, human beings always regarded the ecological environment as the free provision of nature. In 1950s, when the contradiction between economic growth and the direct living environment of human beings (air and drinking water) intensified, environmental protection was really put on the agenda. Therefore, advertisements that pay attention to personal health, pursue nature, protect the earth and reduce pollution are called green power. Green power takes the psychological behavior of the audience as the starting point and convinces people with strong appeal. It is emphasized that food does not contain pigments and preservatives, labels should indicate the shelf life, household appliances should meet the national safety standards, packaging boxes and wrapping paper can naturally decompose without polluting the environment, and there should be no chlorofluorocarbons that destroy the atmosphere in compressed air. We should cherish water, reduce noise, oppose smoking, keep the place clean and beautify the environment. It fully embodies the social responsibility of advertising.

For example, an advertisement of NEC advertised: "Whether it is put into the recycling bin or thrown into the garbage bin, it is the same piece of paper. These two results will make the world look very different. " Since 17, the company has recycled 240 million pieces of paper, thus saving a large area of forests.

(4) The management of the advertising industry is becoming more and more strict. Due to the rapid growth of advertisements, some false advertisements inevitably appear.

The American magazine Friends of Women's Families conducted a survey of Chinese patent medicines on the market at that time, and found that many Chinese patent medicines had an alcohol content of over 40%, and some of them were toxic. This incident caused quite a shock. The United Advertising Club of the United States launched the campaign of "Fighting for the Truth and Morality of Advertising", put forward the slogan of "Advertising is the fact" and formulated advertising ethics laws and regulations. Later, the publisher of Printer Ink hired a lawyer to formulate a standardized advertising law, which was the earliest advertising law in the world promulgated by the United States in 19 1 1. After the amendment of 1945, it was determined as an advertising law by 27 states in the United States, and was partially adopted by another 17 states. In the following decades, all countries standardized advertising behavior through legislation and perfect system to achieve its healthy development goal.

The development of advertising agencies has formed two kinds of intangible and effective management: one is that advertising companies are self-disciplined and do not risk unreasonable advertising for their own reputation; The other is the self-discipline of advertising industry associations. For example, if an advertising agency in Hong Kong finds that its members are misleading in their advertisements, it will raise it at the meeting of the chamber of commerce, and the chamber of commerce will decide how to deal with it.

(5) The internationalization trend of advertising activities is irreversible. With the development of modern industry, socialized mass production has reached an unprecedented scale. Many commercial activities and their products have broken through geographical restrictions and become things of world significance, and a large number of international advertising activities have emerged. Especially those multinational companies, not only lost a lot of product technology abroad, but also brought a lot of innovative advertisements abroad.

Since 1980s, some prestigious international advertising companies have entered China's vast advertising market with great interest, such as Sacchi, Walter, Dentsu, Thompson Ogilvy and Young Rubite. 1993 There are 280 foreign advertisements registered in China, and the advertising expenses of foreign businessmen in China are equivalent to RMB 330 million. China's commercial advertisements also bravely entered the international advertising market with a brand-new look. China Advertising Union, which has 75 member companies in China, and BBDO, one of the four largest broadcast media groups in the world, jointly established Tianlian Advertising Company. Dentsu Company and Ogilvy & Mather Company successively married with China Advertising Company and established an advertising joint venture company. A township enterprise in Pinggu, Beijing broadcasted an advertisement of Tango brand down jacket on Russian national television, making the product a sought-after brand in Russia, earning 40 million US dollars annually. The communication and cooperation of international advertising industry has promoted the internationalization trend of advertising industry.

The rise of "global advertising" is another symbol of the internationalization trend of advertising industry. This is an advertising strategy to create an international unified image. Longfei, chairman of Leo Boehner International Company in the United States, explained: "As the world becomes smaller and smaller, brand consistency is very important to avoid confusion when consumers move from one market to another."

Of course, due to the different political, legal, economic and cultural backgrounds of different countries, the internationalization of advertising activities is facing a brand-new topic.