How did merchants advertise in ancient times? Is there any similarity with the present?

Both in the present and the past, the prosperous city restaurant never lacks of wine and liquor. The fact that the largest number of restaurants appear in the Qingming Riverside Scrolls shows how developed the wine industry was at that time, and it also shows that the Northern Song Dynasty, as reflected in the Qingming Riverside Scrolls, had a high grain yield and had enough grain to make wine. There is a restaurant named Ten Thousand Wine Restaurants, which reminds us of Li Taibai, the poet of the Tang Dynasty, who wrote Ten Thousand Wine Dippers for the Golden Bottle, which maps out a kind of praise for his own wine in a textual form. a kind of boasting about their own wine to attract more customers.

The Ten Thousand Hotel

Although there is a saying that good wine is not afraid of the dark alley, there is still a certain need for proper advertising. In the "Qingming Shanghe Tu" to the city we can see the stores selling food to eat, there are butcher stores, restaurants and so on, from the picture we can very clearly see a house on the eaves hanging catty six full lamb store , store in front of the table on the chairs are full of people, see this shop business is booming, the store has a lot of people, the store is a good place. It is clear that this store is doing a good business. We combined with the background of the times can not be denied in the social conditions of the time lamb is always the aristocrats or rich people's consumption of affordable, from the catty six full on the point of view of the store will not make money through the lack of catty, I think this should be a kind of good faith for the embodiment of the business.

In this lamb store diagonally across the street there is probably a merchant with the surname of Wang opened a hotel store, store signboards hanging Jiuju Wang outside the home of the words, intended to remind or tell pedestrians that his home is a hotel, which is also reflected from the side of the Northern Song Dynasty, the hotel industry developed. The industry is developed. The most important thing to remember is that the hotel industry was developed in the Northern Song Dynasty. Whether in ancient times or now, the pursuit of beauty has never been the pursuit of never stop.

In the "Qingming Shanghe Tu" can be seen in a store called 'Liu family color sandalwood pick incense ' incense store, this store also on the plaque on the signboard decoration. The short eight words of the name of the store does in intentionally or unintentionally summarize the preciousness of the goods sold in the store, the workmanship is excellent. To a great extent to meet the Song Dynasty literati and elegant guests of the home of the elegance of everything. Of course, the expensive things are not just a common businessmen can afford, need a certain financial strength can. Business fully from the consumer's point of view, catering to the needs of social development, to do not stick to the traditional but also from the traditional business philosophy. This is a kind of ancient wisdom, it is worthwhile for us to learn and learn from.

We should all know that the Northern Song Dynasty before a dynasty is Tang Dynasty, Tang Dynasty, although it no longer exists, but we really can not be cut off from the feelings of a dynasty, the Tang Dynasty in the thousands of years of China's history, has created an insurmountable myth. The Tang dynasty in China's thousands of years of history has created an insurmountable myth, a lot of feelings are derived from this. In the Tang Dynasty, the rapid development of the economy, advanced instead of backward, the rise of neighborhoods can be seen everywhere, especially the rise of the night market greatly enriched people's lives, and open culture to promote the emancipation of people's minds.

In Tokyo Dreams, there is a passage that reads, 'The night market is only open until the end of the third night, and then it opens again at the end of the fifth night. If you want to go out, you can't stop talking about it. ' From such a passage, it is not difficult to see the prosperity of its business. And all this can be most vividly embodied in the 'Qingming Shanghe Tu'. The large-scale popularization of neighborhoods and the open social policy greatly contributed to the commercial prosperity of the Northern Song Dynasty, which I think is not unlike the prosperity of the Tang Dynasty.

Buzhuang

From the Qingming Shanghe Tu we can see the large-scale popularity of all kinds of small stores, and even more so, labeled with traditional characters or ancestral heritage, to a great extent to go to attract the eyes of the customers, to create incentives for consumption. 'Borrowed from the past to imitate the present' use and inheritance. Make the traditional advertising in the light of the maximum degree of development, after today's commercialization of our country is whether other industries on the promotion of traditional culture has never ceased. And we are to continue to learn to carry forward the traditional culture of the successor.

"Qingming Riverside Drawing" as a great realism painting, its historical value and humanistic value is worthy of our descendants to continue to learn and learn from. It is not difficult for us to see the hidden vendors in Qingming Riverside Drawing. There are those who sell sugar water and some daily necessities. Large number of characters are portrayed, and each character is again portrayed vividly. When we put the Qingming Riverside Drawing dozens of times, we actually found that its Northern Song Dynasty actually has the same business model as modern life 'takeaway'. In the Qingming Riverside Drawing, there is a picture of a store boy, holding two containers of rice that are supposed to be rushing to the customers. It is reminiscent of its Northern Song commercial prosperity.

The prose of Meng Yuanlao of the Song Dynasty, Tokyo Menghua Lu, also contains an account of this one industry of takeout. This shows that in the Qingming Shanghe Tu, people can be like today's society. Choosing to go to dinner after work, or ordering food to eat. It's just that it's also different from now, they wouldn't be able to use technology to order food using their cell phones like we do, and then there would be those delivery boys to deliver it, and it would be delivered at the exact time. And back then it was simply delivered to the mansion by the delivery boy in the store. But delivery like this has its certain flaws, the food inside the food box in the hands of the store boy may get cold. This will require the delivery man to run fast. Of course, there are other specialties, such as derivatives of various specialties are also a wide range of snacks, like fruit, buns, ice and snow beans, sprouts and so on. These snacks attract pedestrians coming and going. Buying and selling business prosperity and development. Promote the development and prosperity of the economy of the Northern Song Dynasty.

Pharmacy

Food for the people, this is an old saying. With the development of social and cultural development, also led to the development of food culture. We now realize that the food culture is through how many years of inheritance and innovation, here from the side. More implicitly, the Northern Song Dynasty business to adapt to local conditions and follow the objective laws of commercial development. Courage to innovate the development mode, which is a spirit is worth our descendants to learn and strive. A commercial value of the law no matter after hundreds or thousands of years can shine in different times, follow the law of social development, give a new era connotation.

"Qingming Riverside Drawing"is not only a picture of the Northern Song Dynasty, a city of the historical scroll, more is a grand historical scroll, a can let us go to the future generations to continue to learn the history of the book of the book, the Northern Song Dynasty painter Zhang Zeduan in the form of paintings to the world to present a different era. Qingming "Qingming Shanghe Tu" in a variety of snacks, stores, restaurants and other advertising art forms of colorful become our study of traditional advertising and traditional forms of communication of an important guide, is our continuous learning of traditional culture of a direction of effort. We should adopt a correct attitude and method towards the various forms of advertisements in The Riverside Drawing at Qingming Festival. Treatment should be rational view of traditional culture, take the essence, remove the dross. Critical inheritance, ancient for modern use , so that traditional culture can be glowing with the elegance of the times.