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49 Look at the cover advertisement in ancient China *-the signboard advertisement in ancient China
I saw this article when I was reading History Monthly in the library many years ago. It was copied at that time and entered at home. Almost ten years. Time flies. Unlike yesterday, I can still see myself riding a bike everywhere.
At that time, I opened a forum in 3asian, and I found some such articles to post out of my responsibility. This is it. Because the forum is traditional, it can be seen that all the papers have been transformed into what they are now. At that time, my knowledge was very shallow, and there must be many mistakes in the complicated and simplified transformation. A few days ago, when I was writing an article, I happened to write a cover, so I searched the Internet, only to find that the forum had long since disappeared and there was nowhere to search online. I regret not posting it elsewhere. I looked at the hard disk today, and the directory on the fifth and sixth floors came down. Suddenly I saw such a name, which was very kind, and the previous scene appeared in front of me. What's more gratifying is that there is a naive comment before the article, which makes me laugh. I'm a little nostalgic, so I'll stay here, and the rest is the same.
Case of Chinaandersen: The lids in front of shops in ancient China are a kind of folk culture with national characteristics, with a long history, and there was a grand occasion of no shops, no tricks and no shops. As far as its influence is concerned, even now, the people still have its shadow. Moreover, it often enters poetry as an ornament to show affection; When written in a novel, it is a very emotional scene. < On the Positive Advertisement in Ancient China >: Although the article focuses on the word "advertisement", it also describes the general evolution of the cover, which can help people understand the unique folk culture of China.
I was happy when I saw this paper, so I took time to record it. Because the original text is relatively long, it is not suitable for recording for the time being, so I will analyze it with the original chapter and divide it into five posts. For easy reference, each post is accompanied by original reference materials.
Symbolic Advertisement in Ancient China —— Tracing the Source of Cover Advertisement
This article is recorded from the ninth issue in 2002.
On the Symbolic Advertisement in Ancient China.
haijun yang
(School of Journalism and Communication, Henan University, Kaifeng, Henan 47500 1)
[Keywords:] cover advertisement; Totem worship; Industry identification; folk culture
Abstract: The positive advertisements in ancient China experienced a long-term development process. The appearance of cover advertisements has the most direct relationship with the totem worship of primitive people. The development of cover advertisements is related to the differentiation between businessmen and businessmen. There are many types of cover advertisements in ancient China, but generally speaking, they can be divided into three basic types: image cover, logo relief and text relief. Cover advertisement has distinctive industry characteristics and is the carrier of ancient folk culture in China.
[China Library ClassificationNo.] K203g 206.3[ Document ID ]A[ ItemNo.] 0583-0214 (2002) 09-0087-06
Logo advertisement in ancient China
haijun yang
(news & School of Communication, Henan University, Kaifeng, China 47500 1)
Keywords: signboard advertisement; Totem worship; Industry logo; Custom culture
Abstract: Signboard advertisements in ancient China have a long history. The appearance of symbolic advertisements has a direct causal relationship with the totem worshipped by primitive humans, while the development of symbolic advertisements is closely related to the differentiation of businessmen. Although there are many kinds of symbolic advertisements in ancient China, there are mainly three kinds: image symbols, logo symbols and text symbols. Advertising is the carrier of ancient China culture and has obvious industry characteristics.
Cover advertisement is one of the most national advertising forms in ancient China. Because of its unique shape, different forms and mostly from the folk, it is deeply loved by people. Cover advertisements contain rich folk culture and occupy an important position in the development history of ancient advertisements in China.
Traceability of cover advertisements
Cover advertisements are produced with human information exchange activities, and their forms of expression are gradually diversified in commercial and trade activities.
In the long-term production activities and the struggle with nature, human beings began to communicate and communicate with body language, express emotions and information with tattoo art and wearing ornaments, and identify with special smells, colors and images, which are the material basis for the production of cover advertisements. Among them, the appearance of cover advertisements has the most direct relationship with the totem worship of primitive people.
Totem worship came into being in the early matriarchal clan, which is characterized by people worshiping certain animals, plants and natural phenomena as relatives or ancestors of the clan or as the patron saint of the clan. Totem worship occurred in the hunting and gathering era of human society, so the objects of worship are mostly animals. For example, the Senaka tribe of the Iroquois Tribal Alliance of American Indians has eight clans, and their totems include wolves, turtles, beavers, bears and deer. Each clan also takes the names of these animals as clan names. There is also a record in China's book that "the mysterious bird is born of destiny, and the soup is born of blood", which shows that the totem of Shang people is "mysterious bird", which is called swallow today.
Totem worship is a universal historical phenomenon all over the world. For the clan, it has the functions of spiritual bond, unified will, unified action and unified interests. At the same time, the belief in * * * is also conducive to the formation of the mentality and ethos of clan members. More importantly, totem is often the name and symbol of clan, which has the nature and recognition function of clan emblem. These emblems can be regarded as the embryonic form of the original cover advertisement. After the formation of the country, the national emblem, national emblem and crown of some countries still use animal and plant patterns, which can also be regarded as non-commercial cover advertisements because they are widely used in national flags.
In commodity production and commodity exchange activities, the forms of cover advertisements are gradually diversified. Specifically, the appearance of cover advertisements conveying commodity information is directly related to the differentiation of merchants.
During the Spring and Autumn Period and the Warring States Period, the merchant class began to divide into merchants and merchants. As for merchants, there is such a description in ancient books: "Merchants are words and chapters, and chapters are far and near, measuring their needs and doing things in all directions, so they are called merchants; Jia Zhi's words are solid, and useful things are solid, waiting for the people to benefit. Therefore, the military business, the family sells Jia "(3). Hong merchants trade from village to village, mostly using oral advertisements and live demonstration advertisements. Sitting in a fixed place or renting a fixed shop to operate; In order to attract customers, businessmen began to hang the objects displayed in the market on booths or shops to attract buyers. In this way, on the basis of physical display advertising, it has evolved into advertising forms such as signboards and covers. There are many descriptions of earlier cover advertisements in ancient books. A well-known story is recorded: "Chu people with shields and spears have a reputation:' I am strong in shields, so I can't fall'. He also praised his spear and said,' The benefits of my spear are all trapped in things'. " (4) (Difficult) The spears and shields mentioned here are actually the original forms of cover advertisements, and you can also see the physical records in ancient books. & lt Yanzi Chunqiu? Inside? You let it serve you inside, and you hung the bull's head on the door and sold horse meat inside. "5" As a result of the further development of this kind of physical cover, there are relatively formed cover advertisements, namely tables, flags, curtains, etc. This form of cover advertisement is actually the result of a high abstraction of the physical cover, and this relatively shaped cover advertisement is also recorded in ancient books: "Song people sell wine, and they are very careful when they sell it, because the wine is beautiful and the flag is high. [6] These records fully show that in the Spring and Autumn Period and the Warring States Period, there have been physical cover advertisements evolved from display advertisements in China, and the physical cover advertisements are highly abstract, which not only makes the types of physical advertising more diverse, but also makes tables, signboards and curtains more stereotyped in this period.
* This article is one of the topics of the Social Science Fund Project of Henan Education Commission "Research on Chinese and Foreign Advertising History".
References:
1 Morgan. Ancient society [M]. Sanlian Bookstore, 1978.
Lin, Primitive Social History [M]. Zhonghua Book Company, 1984.
③ White Tiger agrees [M].
④ everything is done by Han feizi [M].
5] Qu Yanbin. Call Sapporo, collect the voice of China city [M]. Liaoning People Publishing House, 2000.
[6] Xinhua Dictionary [M]. The Commercial Press, 1980.
Once, cultivate love. Chinese and foreign advertising history [M]. China Price Publishing House, 1997.
Meng's Tokyo Hua Meng Records [M]. China Commercial Press, 1982.
Levies Shi Naian. Water margin [meter] Shanghai People's Publishing House, 1975.
⑽ Zhai Hao. Popular compilation [M].
⑾ China Customs Dictionary [Z]. Shanghai Dictionary Publishing House, 1990.
⑿ Wu Bingan. China folklore [M]. Liaoning University Press, 1985.
[13] Shang Jie. Commercial attractions in Tianjin [J]. Folklore research, 1990. (4)
[14] flexion. Encyclopedia knowledge [J], 1990. ( 1 1)
⒂ Yu, Chen Xianhong. Advertisement [M] Anhui People's Publishing House, 1997.
Has displayed Zhang Zezhong, ancient and modern Chinese and foreign advertising interest [M]. China Economic Publishing House, 1994.
On the evolution of the definition of "cover" in China's ancient cover advertisement-China's ancient signboard advertisement
This article is recorded from the ninth issue in 2002.
On the cover advertisement in ancient China-the signboard advertisement in ancient China
haijun yang
(School of Journalism and Communication, Henan University, Kaifeng, Henan 47500 1)
Evolution of the definition of "cover"
From the source of cover, we can see that there are two basic types of cover: one is the cover advertisement which is evolved from totem worship and conveys political and cultural information, and this cover mainly conveys political or military information; The other is the highly abstract and relatively shaped cover advertisement forms such as tables, signboards and curtains in physical advertising, which are produced in commodity production and commodity exchange activities and evolved from display advertisements. This kind of advertisement is also the focus of this paper.
According to the literal meaning, "Sapporo" on the cover refers to the curtain, the curtain, that is, the different expressions of table, sign and curtain. However, this understanding is obviously too narrow and fails to grasp the connotation and extension of cover advertisements. Some scholars in China describe the signboard and cover together, calling it Zhao Bo, and explain it as: "Zhao Bo is a compound generic name of signboard and cover, and it is a visual logo used by industries such as industry and commerce to publicize the contents, characteristics and grades they operate to attract information." Some scholars confuse cover advertisements with signboard advertisements. The cover refers to a signboard in front of the store, which is easy to understand, but it is easy to misunderstand that the cover is the signboard in front of the store. Therefore, China scholars also distinguish between cover advertisements and signboard advertisements. For example, some scholars think that "a signboard is a kind of cloth curtain without words, and then the name of the store is engraved on the cloth curtain, and then the cloth curtain is replaced by a wooden sign, and the inscription on the wooden sign indicates the name and font size of the store, which can be called the store logo. Gai originally refers to cloth curtain, later extended to another name of wine flag, and gradually expanded to the proper name of various industry symbols. The cover mainly indicates the type of goods or different service items, which can be called the line label. " Once, this expression pointed out the difference between signboard advertisement and cover advertisement, which is of great significance for us to understand the change of cover interpretation.
In fact, most China scholars believe that the physical cover is only the embryonic form of the cover advertisement, and even the abstract physical cover is not representative. In their view, the original meaning of cloth curtain refers to cloth curtain, which is a rectangular cloth curtain hung by businessmen above stalls or shops to attract customers. Because it is shaped like a door or curtain, it is also called a curtain. At first, there were words and patterns, some didn't, and most of them were cyan, called green curtains. This understanding strengthens the special form of cover with tables, labels and curtains as the main body in a specific period, but ignores the evolution process of cover from the initial physical prototype to more mature "wine flag" and various highly abstract physical covers.
In the Tang Dynasty, drinking became more and more popular. The hotel hung a rectangular door curtain with the word "wine" written in the middle, and the door curtain was extended to another name of the wine flag, called wine silk. Because of the large number, it has gradually become a trend, and there is a saying of "wine flag wind". In the ancient literature of China, there were different names for Jiubo, such as Wang Zi, Zhao Qi, Zhao Yin, Zhao Qi, and Banning. Senator Meng circulated a sentence in the room, "Every family has no wine until noon, and children are dragged down." Bei (Mid-Autumn Festival) also recorded: "At noon that day, I was hungry and saw a hotel in front with a flag in front of it." There are two issues that need special explanation: First, in the Tang and Song Dynasties, wine sapporo was everywhere with various names. Here, wine sapporo mainly refers to wine flags. Although the wine flag was the main form of wine sapporo in this period, other types of wine sapporo still existed, such as wine gourd, drunken fairy and grass broom, which were recorded in the literature. As for the broom, there was a passage in the room: "Far away, in the depths of apricot blossoms, at the end of the market, a family picked a broom." When Shen Zhi visited there, it was a small hotel near the village. "levies the grass broom here, is a small hotel. Secondly, after the development of the past dynasties, the wine flag was quite mature as a cover in the Song Dynasty, but the original form of the green curtain or green cloth wine flag was well preserved. & lt The Water Margin records: "Sung River ... is walking in front of a restaurant. When he looked on his back, there stood a flagpole beside him and a blue cloth wine flag hung ... "Levies this passage shows that until the Song Dynasty, the green curtain still existed as a wine scroll.
What is mentioned above is only the change of name and type. In fact, since the initial curtain appeared, the cover advertisement has gradually developed, evolved and matured from form to content.
The first is the change of appearance. The appearance of gourd-shaped, copper coin-shaped, hat-shaped, lantern-shaped, triangle-shaped, diamond-shaped and various physical shapes has broken the unique rectangle of the cloth curtain and made the forms of cover advertisements increasingly colorful. Because different shapes of cover advertisements have specific meanings and represent different commodity business categories, cover advertisements have gradually become a special symbol of various industries. What needs to be mentioned here is that due to more and more types of covers, their shapes are gradually fixed. Some cover advertisements with distinctive industry characteristics are actually enlarged or reduced models of goods sold in shops, while others simply hang objects. As mentioned earlier, "the princess is making clothes in the house, but she still hangs a cow's head in the door and sells horse meat in the house", which objectively reflects the fact that goods are the cover. So some people call this kind of cover advertisement hanging advertisement or entity advertisement.
Secondly, changes in the means of production. The materials for making cover advertisements have gradually expanded from the initial cloth to wood, copper, iron, cotton, velvet, thread and composite materials, which makes the production process of cover advertisements more complicated and the appearance more beautiful. In addition to the recognition function, its decorative function is becoming more and more obvious. Among many materials for making cover advertisements, wooden materials are widely used. Many of them are hung in front of shops, made of wooden materials, and plain advertisements with simple words or graphics such as "tea" and "dang" are often regarded as the prototype of signboard advertisements or signboard advertisements.
References:
1 Morgan. Ancient society [M]. Sanlian Bookstore, 1978.
Lin, Primitive Social History [M]. Zhonghua Book Company, 1984.
③ White Tiger agrees [M].
④ everything is done by Han feizi [M].
5] Qu Yanbin. Call Sapporo, collect the voice of China city [M]. Liaoning People Publishing House, 2000.
[6] Xinhua Dictionary [M]. The Commercial Press, 1980.
Once, cultivate love. Chinese and foreign advertising history [M]. China Price Publishing House, 1997.
Meng's Tokyo Hua Meng Records [M]. China Commercial Press, 1982.
Levies Shi Naian. Water margin [meter] Shanghai People's Publishing House, 1975.
⑽ Zhai Hao. Popular compilation [M].
⑾ China Customs Dictionary [Z]. Shanghai Dictionary Publishing House, 1990.
⑿ Wu Bingan. China folklore [M]. Liaoning University Press, 1985.
[13] Shang Jie. Commercial attractions in Tianjin [J]. Folklore research, 1990. (4)
[14] flexion. Encyclopedia knowledge [J], 1990. ( 1 1)
⒂ Yu, Chen Xianhong. Advertisement [M] Anhui People's Publishing House, 1997.
Has displayed Zhang Zezhong, ancient and modern Chinese and foreign advertising interest [M]. China Economic Publishing House, 1994.
On the different titles and classifications of the cover advertisements in ancient China-the signboard advertisements in ancient China.
This article is recorded from the ninth issue in 2002.
On the Symbolic Advertisement in Ancient China.
haijun yang
(School of Journalism and Communication, Henan University, Kaifeng, Henan 47500 1)
Different titles and classifications of cover
In ancient China society, people had different names for covers, and there were also different expressions in ancient books. As mentioned above, sapporo or Zhao sapporo are more common, while table, sign and screen are more fixed. Other titles include "flag", "standard", "hope", "recruit" and "brand".
Sapporo, cover and wave are the most common appellations. It seems impossible to prove when this term appeared and when it was widely used by people, but people have made some explorations on its origin. Zhai Hao in the Qing Dynasty thought that "Sapporo" might be the mispronouncing of "Wang", and he pointed out: "According to this, in Jiangbei, every city owner knew that he was looking for a son by listening to the sign. This is a dark cloud that covers its voice. " Some scholars point out that this explanation is somewhat reluctant. They think that Sapporo originally refers to curtains, and people extend it according to the shape of wine flags, such as curtains, and then refer to various tricks. As for when this happened, according to the record of "Sapporo with Iron Shoes" in the book of the Ming Dynasty, it was inferred that at least in the Ming Dynasty, Sapporo had been used to refer to general tricks except wine tricks. However, the usage of "Sapporo" has existed for a long time. For example, Zhang Jin's Jingyang recorded that "the temple was folded up and turned to Sapporo", and Tang Lugui dreamed that there was also a poem that "the small stove is low and the lid is still covered, and the wine drips like last year".
Watch this. More refers to the wine flag, or another name for the wine flag. This title is also mentioned in ancient books. For example, he once wrote: "People who have wine are very clean and long-looking, but the wine is sour." "The' table' here obviously refers to wine flags and wine.
Flag. It is also another name for the wine flag. As mentioned above, the description is as follows: "The drinker in the Song Dynasty was promoted to Jinbe, so he was very careful when he met the guests and hung high because of the beauty of the wine."
Curtains, green curtains, fabric curtains, curtains. More refers to wine flag, which can also be regarded as another name of wine flag, also known as wine curtain and wine roller. This title is relatively fixed and is often mentioned in ancient poems. Tang Lizhong's sparkling wine curtain attracts drunken guests, and the tree hides the warbler. "Liu Yuxi:" The wind is good to get rid of greed, and the sky is fine to return to the restaurant ". , all mentioned this title.
Mark. Refers to mustard greens, grass labels and grass brooms. Generally inserted in the items for sale, as a sign of sale, because it is widely used in the process of private transactions, it has become a sign of special significance. < Water Margin > He once mentioned the cursive script: "Yang Zhi bought a treasure knife that day, inserted the cursive script and sold it on the market." The initialling here has become a symbol of a specific meaning.
Hope, hope, wine hope, hope stick, etc. It is also the wine flag in front of the hotel. As mentioned above, Mr. Meng once described in his book: "At noon, every family has no wine, which drags down their children."
Go, go, go. The abbreviation of "Zhao" is called because it has the meaning of attracting customers. It can refer to both wine flags and portable and movable signboards. & lt Water Margin? The head of the benefactor, Takejiro, offered a sacrifice: "The woman took the trick, cleaned up the door and came from behind." The "trick" here refers to the wine in the hotel.
Cards. Short for signboard. Signboard here refers to the writing of shop name, font size or business content, also known as signboard, which has both the characteristics of signboard and the function of cover. The difference between the two is described in detail below, so I won't repeat it here.
Over the years, China scholars have classified cover advertisements in different ways. Due to different perspectives, the classification methods are very different, which can be said that different people have different opinions.
In his book, Wu Bingan divides the cover into seven different types: objects, models, commodity accessories, tips, lights, flags and plaques. Shang Jie divides covers into nine categories: physical objects, models, packaging, tips, lamps, flags, figures, patterns and illustrations. Qu classified them into five categories in Ancient and Modern Calligraphy: physical blog, model blog, symbolic blog, concrete symbolic blog and literal blog.
Although China scholars have different understandings of the classification of cover advertisements, there are many similarities in the interpretation of a specific type of cover advertisements. To sum up, there are roughly the following.
Physical goods: generally considered as physical goods hanging above shops or shops, the goods sold. Some are slightly decorated, and some keep the original appearance of the goods.
Model Sapporo: This is a relatively formed advertising form developed and evolved on the basis of physical objects. Mainly to enlarge, shrink, exaggerate and deform the physical object to form a relatively fixed shape. Some of these covers are exaggerated, while others are more beautiful and exquisite. The means of production are mainly wood, supplemented by other commodity-related materials.
Symbol Sapporo: It is the result of highly abstract model Sapporo, which can be divided into metonymic symbol Sapporo. For example, jars and flagons hung in hotels; Metaphorical symbols. For example, hanging hedges in hotels; The picture is vivid. The content of the picture abstractly or directly reflects the variety, type or content of the business.
Specific logo: A specific logo is used to represent the category or category of business. By specific, I mean specific signs that both operators and customers can recognize and understand, such as black boots in front of the shroud store, white curtains in front of the barber shop and blue curtains in front of the Muslim hall.
Words: Cover advertisements with specific words written on curtains, wine flags or physical or abstract models. It is also divided into single word, double word and multi-word text. There are many advertisements of this type, such as the word "pawn" in pawn shops, the word "shop" in hotels and the word "wine" in hotels. Some words are very big, for example, on the wine flag of the hotel at the foot of Jingyang Gangshan Mountain, the words "Three bowls are not on the job" are written. What's more, for example, the soaring signboard of Deaitang Pharmacy in old Beijing reads "Deaitang Shenjiazu handed down seven generations of children's seven treasures, only one", with more than a dozen words, which is a multi-word record.
Look at the above categories and explanations of different types of cover advertisements. The author believes that from the origin and nature of cover advertisements, cover advertisements can be divided into cover advertisements that convey social life information and cover advertisements that convey commodity information. Because the cover advertisement that conveys commodity information occupies an important position in ancient social life and is closely related to people's daily life, its forms of expression are more colorful than before. The author believes that from the perspective of its own development and evolution, cover advertisements that convey commodity information can be summarized into three types: image, logo and text.
References:
1 Morgan. Ancient society [M]. Sanlian Bookstore, 1978.
Lin, Primitive Social History [M]. Zhonghua Book Company, 1984.
③ White Tiger agrees [M].
④ everything is done by Han feizi [M].
5] Qu Yanbin. Call Sapporo, collect the voice of China city [M]. Liaoning People Publishing House, 2000.
[6] Xinhua Dictionary [M]. The Commercial Press, 1980.
Once, cultivate love. Chinese and foreign advertising history [M]. China Price Publishing House, 1997.
Meng's Tokyo Hua Meng Records [M]. China Commercial Press, 1982.
Levies Shi Naian. Water margin [meter] Shanghai People's Publishing House, 1975.
⑽ Zhai Hao. Popular compilation [M].
⑾ China Customs Dictionary [Z]. Shanghai Dictionary Publishing House, 1990.
⑿ Wu Bingan. China folklore [M]. Liaoning University Press, 1985.
[13] Shang Jie. Commercial attractions in Tianjin [J]. Folklore research, 1990. (4)
[14] flexion. Encyclopedia knowledge [J], 1990. ( 1 1)
⒂ Yu, Chen Xianhong. Advertisement [M] Anhui People's Publishing House, 1997.
Has displayed Zhang Zezhong, ancient and modern Chinese and foreign advertising interest [M]. China Economic Publishing House, 1994.
On the cover advertisement in ancient China-the signboard advertisement in ancient China-image, logo and words.