Research learning: advertising

Edit the history of this advertisement.

The earliest advertisement in the world

Advertising is the product of commodity economy. Since the production and exchange of goods, advertisements have appeared. The earliest advertisement in the world was carried out by sound, which is called oral advertisement, also known as hawking advertisement. This is the most primitive and simple form of advertising. As early as the early days of slave society in ancient Greece, people publicized and shouted rhythmic advertisements by selling slaves and livestock. The streets of ancient Rome were full of hawkers' cries. Carthage, a highly developed trade zone in the vast Mediterranean region in ancient times, was once famous for its numerous hawking voices all over the city.

Trademark font size is also one of the ancient forms of advertising. The name of the store originated from Pompeii. In the Roman Empire, people used font-sized signs to promote gladiators and circus performances. The brand name is symbolic, such as a dairy factory in ancient Rome marked with goats; A mule pulling a millstone represents a bakery; The whipped child is a symbol adopted by the school. In medieval England, a hammer with one arm represented a goldsmith's workshop; Three pigeons and a scepter represent a spinning mill. The logo of the first Indian cigar factory in London was carved by a shipbuilder with the mast on board.

China is one of the earliest countries with advertisements in the world. As early as the Western Zhou Dynasty, audio advertisements appeared. In the chapter "Zhou Song's Argument" in the Book of Songs, there is already a poem "Small Guan Bei Ju". According to Zheng Xuan in the Han Dynasty, "Xiao, weaving a small bamboo tube, now the seller blows it." Kong in the Tang Dynasty also explained: "At that time, candy sellers blew Xiao to show themselves." It can be seen that in the Western Zhou Dynasty, candy vendors already knew how to drum up business by blowing pipes.

In ancient China, after audio advertisements, there appeared "hanging banners" advertisements. Han Feizi said, "People who drank in the Song Dynasty were promoted to Jinbe, and they were very careful when they met guests, because the wine was beautiful and hung high." This is the earliest record of restaurants and wine flags in China. The hotel is set up in a fixed place. In order to attract customers, a "wine flag" is thrown, which is an advertising form to attract customers. This form has been used up to now, for example, in the Tang Dynasty, Zhang Jiyou wrote poems such as "Hanging a wine flag high at the mouth of the river", and Du Mu wrote poems such as "Drinking the flag in Shan Ye, a water town". There is also a description in "Water Margin": "Song Wu walked on the road for a few days ... and saw a hotel in front, holding a flag in front of the door and writing five words:' Three bowls don't pass the post'." "Three feet of cloth in front of the hotel, come and find a guest" in Yuan Qu backyard flower not only shows the size of the wine flag, but also shows its function. In addition to wine flags, other industries also have various symbolic advertising forms. According to Fei Changfang, "there are old people selling medicine in the city who hang pots on their bosses." Is to use fenugreek as a symbol of the pharmacy and hang it on the street or in front of the pharmacy. The "hanging flags" and "hanging pots" here give people very eye-catching visual effects. In modern terms, it is a "signboard advertisement".

The invention of printing ushered in a new era of advertising.

Movable type printing was first invented in Bi Sheng, China. The earliest industrial and commercial printing was the advertisement copper plate of Liudian in Jinan in the Northern Song Dynasty (960—L127), which is now in Shanghai Museum. This is the earliest print advertisement found in the world so far. After printing spread from China to the west, western advertising entered a new stage.

1473, William Kanks, the first British publisher, printed many printed advertisements promoting religious content and posted them on the streets of London. This is the earliest print advertisement in the West, which is three or four hundred years later than that in Liudian, China in the Northern Song Dynasty.

1622, nicolas brown and Thomas Cotchell founded the first English newspaper Weekly News, which was published in London. During this year, a book was advertised. 1650, in the column of "Proceedings of the National Assembly", a reward notice was published for finding the stolen 12 horse. Later, in 17 10, Addison and Steele published advertisements on promoting tea, coffee, chocolate, books and periodicals, real estate, patented drug auction items and transfer items in Observer magazine.

Before American independence, the first newspaper, Boston News Letter1704, which was founded on April 24th, published newspaper advertisements recommended to advertisers. Benjamin Franklin, who is regarded as the father of American advertising industry, founded Pennsylvania Daily on 1729, and put the advertising column in front of the first issue of the first edition. The first time it was published was an advertisement to promote soap. Among the American newspapers in the whole colony, Pennsylvania Daily ranked first in circulation and advertising volume. In this newspaper, we can often see advertisements promoting boats, feather products, books, tea and other commodities. Franklin was not only an advertising writer, but also an advertising manager and salesman. One of the most famous advertising works he chose to write was the sales advertisement made by Pennsylvania Fireplace Factory. This fireplace was later named "Franklin stove".

The advertisement is written like this:

Fireplaces with small ventilation holes can let cold air enter the room from every hole source, so it is very uncomfortable and dangerous to sit in front of this ventilation hole-and women, in particular, often get cold in the head, runny nose, crooked mouth and eyes because of the above reasons, and finally extend to the mandible and gums, which is one reason why many people in the north have good teeth but are damaged prematurely.

As can be seen from the above advertisements, Franklin, like smart advertising writers of his time, emphasized the benefits of using products instead of simply introducing them.

By 1830, there are l200 newspapers in America, of which 65 are daily newspapers. Most or all of the front pages of many newspapers are advertisements. The period from 1830 to 1850 is the era of leisure newspapers, because the price of each copy is a penny, the price is low, the sales volume is increased, and the advertising effect is correspondingly improved. While newspaper advertisements are popular, there are more and more magazine advertisements, and advertising agencies and advertising companies have emerged.

The development of modern advertising industry

With the emergence of capitalist mass production, the high development of commodity production, the huge exchange scale, the expansion of the market to the world, the fierce market competition, and the prosperity of science and technology, advertising can use various advanced media and technologies to convey economic information and promote sales, which has become an important means of promotion for industrial and commercial enterprises in developed countries. However, in advertisements, there are also phenomena of cheating and deceiving consumers. Therefore, all countries have formulated relevant laws and regulations and established relevant organizations to supervise them. Founded in 1938, the International Advertising Association is an international organization with 2,640 individual members and a large number of corporate members from more than 70 countries and regions.

After World War II, the further intensification of competition and the rapid development of science and technology promoted the rapid development of advertising industry. Television, video recorder, glass screen projection television, ink, paper, copying technology and color printing have all made great progress, magazines and newspapers have increased in large numbers, and electronic advertisements, neon advertisements, street sign advertisements, street car advertisements, point-of-sale advertisements, postal advertisements and advertising books and periodicals have appeared in large numbers, which has made the modern advertising industry develop unprecedentedly. Americans say: "You can pick up a newspaper or magazine, turn on the TV, open the mail, even walk on the road and answer a phone call, and you will be bombarded by advertising fatigue." From 1946 to 1959, the advertising industry in the United States tripled. During this period, the growth rate of advertising business exceeded the growth rate of national income, and the funds for purchasing advertising tools increased significantly. After the 1970s, it developed faster. According to statistics, the advertising expenditure of 1977 in the United States is as high as $37 billion, and about one third of every dollar of sales is used for advertising. At present, there are more than 3,800 advertising companies registered in the United States, with 200,000 employees, accounting for one thousandth of the national population, with a total investment of $654.38+$05.3 billion, ranking first in the global advertising industry.

Edit the essence of this advertisement.

There are two essences of advertising. One is the spread of advertising, which is a means and skill for advertisers to contact the audience. The other is that the function of advertising itself is to sell goods. Generally speaking, advertising is a kind of communication for the public; The elegance of art determines that its audience can only be a few, not the vast majority.

Therefore, successful advertising is the advertising culture accepted by the public, not the so-called elegant art divorced from reality. The effect of advertising determines its success to some extent. The advertisement of melatonin is successful, because it is very successful in positioning the gift concept of the working class, and the market share also shows this. Fundamentally speaking, it can only be successful in a short time, because its advertisements are not linked to the concept and function of health care products.

Edit the characteristics of this advertisement.

Advertising is different from general mass communication and publicity activities, mainly in:

1. Advertising is a communication tool, which transmits the information of a certain commodity to a group of users and consumers through the production or business organization (advertiser);

2. Advertising needs to be paid;

3. The communication activities carried out by advertisements are convincing;

4. Advertising is purposeful, planned and persistent;

Advertising is not only beneficial to advertisers, but also to the target audience, which can let users and consumers get useful information.

Edit the elements of this advertisement.

The elements of advertising are: advertisers, advertising companies, advertising media, advertising information, advertising creativity and skills, advertising audience and advertising cost.

Edit the category of this advertisement.

Due to different classification standards and different angles, there are many kinds of advertisements.

◇ Subject to the media.

newspaper advertisement

magazine advertising

television advertising

A cinema/movie advertisement

network advertising

packing ad

Broadcast advertisement

Poster advertisement

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