1. Voice of the City Advertisement
The early oral advertisements had a new development in this period, and people began to use psychological tactics to promote their products. This is because interpersonal communication has a strong effect, and information is directly transmitted between people who are familiar with each other, which is more affinity and easy to be persuaded. So people at that time have realized that a good commodity is not only of good quality, but also good at using people's oral propaganda to advertise.
(1) "crane wine"
Yang Xianzhi, a famous essayist in the Northern Wei Dynasty, recorded the story of Liu Baiduo, a wine merchant, advertising skillfully in Volume 4 of Ji Fayun Temple in Galand, Luoyang.
"There is a salt pond in the west of the city, which governs Erli. There are many people making wine in the city. Bai Liu, a native of Hedong, is good at making wine. In the last month of summer, in June, when it was hot, he hoarded wine with vendors, which was very violent in Japan and China. After ten days, the smell of wine was still and delicious, and I was drunk after the month. The capital is expensive, and many counties are attached to princes (out of the county: any county official; Boarding to the vassal: taking office in the fief) is far away, more than a thousand miles. Because of its remote location, it is called' lotus fragrance', also known as' donkey riding wine'. In Yongxinian (Xiaowu Year of Northern Wei Dynasty), Mao Hongbin's secretariat of South Qingzhou was a wine vassal, and thieves and robbers were everywhere on the road, and he got drunk after drinking.
At that time, there was a master brewer in Hedong, Liu Baiduo, whose wine was "delicious and drunk for several months". He named the wine he brewed "crane wine", also called "donkey riding wine". In the middle of Yongxi, Mao Hongbin, the secretariat of South Qingzhou, was robbed when he went out. The robber drank the crane wine he was carrying and immediately passed out on the side of the road. He easily gave in. Liu Baiduo also used the story of crane wine for oral publicity, making it widely circulated in the Central Plains and famous far and near. The courtiers in Luoyang not only drank it themselves, but also ordered many gifts for friends far away, which made the reputation of this wine spread thousands of miles away.
(2) Offensive tactics
It is not enough to have the awareness of oral propaganda. It is very important to grasp the psychological state of customers and use the art of attacking the heart in advertisements. In the Northern Wei Dynasty (AD 386-534), Luoyang was a political and commercial center. The story of Galand in Luoyang records a story of clever advertising with "mind": a monk dug up a dead man while digging an old grave 12. The shopkeeper who specializes in selling coffins said to the coffin seller, "Be a cypress coffin, not a mulberry coffin." When someone asked him why, he replied, "I saw a ghost in the ground and told me that he used a cypress coffin, so he could get away with it." But other ghosts think that although he used cypress coffins, it was made by Sang Mu coffins, so he can't get away with it. " The phenomenon of "cypress is expensive" has appeared all over Luoyang, and people are scrambling to buy cypress coffins. This story shows that the merchants in Fengzhong took advantage of the superstitious psychology of people who were afraid of going to hell after death, and made oral advertisements, making the unsold cypress coffins a best seller.
(C) the "singing and selling" activities of the monks in the Tang Dynasty
The rulers of Sui and Tang Dynasties attached great importance to the paralyzing effect of religion on people's thoughts, so Buddhist scriptures were widely circulated among the people. During the periods of Emperor Wendi and Wu Zetian, temples and Buddha statues were widely built all over the country. During this period, the rulers were more open to foreign religions, and various religions, including Buddhism, Taoism and other foreign religions, were valued and carried forward. These large and small Buddhist temples generally have a lot of property, including money, food, cloth and so on. In addition to being mainly used for consumption and continued exploitation, some daily necessities such as clothes are sometimes taken out for profit, and the names of the items to be sold should be sung at the time of sale. There was a so-called "selling clothes" system in temples in the Tang Dynasty, which was quite popular, so it was also called "singing", "singing clothes" and "estimating singing". In the Dunhuang suicide note, there are also many records of "cloth" singing clothes (cloth refers to money). Monks sell clothes while singing. Most of the content is the style, material, price and quality of clothes. They sang the characteristics of what they sold in detail, which was a very appropriate oral advertisement.
Two. Poster advertisement
(A) the earliest existing physical advertising.
At the beginning of the 20th century, an advertising paper from the early Sui Dynasty was unearthed at Tuyugou (Turpan) site in Xinjiang in 594 AD (extended by 34 years in Gao Changguo). It says, "... white officials are private ... 34 years of marriage extension, ... there are vicious dogs at home, so pedestrians should be careful." This is the oldest advertisement in China.
(B) recruitment advertisements in the Tang Dynasty
Some businessmen in the Tang Dynasty also posted "paper posters" to recruit maids, similar to today's poster-style job advertisements. According to the legendary novel Xie Xiaoe, written by Li Gongzuo in Tang Dynasty, Xie Xiaoe disguised herself as a man, revenging her father and her husband. "At the end of the year, she went to Xunyang County (now Jiujiang, Jiangxi Province) and saw a poster on the bamboo door saying:"
(3) Posters of drama performances in the Tang Dynasty
China's dramatic art developed greatly in the Tang Dynasty, and a fixed performance place-stage (called "Temple Stage" when performing in a temple) appeared. At the same time, there are also "Goulan" performances in other markets, and there are also drama posters for publicity. Later, Amin poet Zhang Ning mentioned this point in his poem Goulan Map of Tang Dynasty: "Musicians in Tianbao Period." "Brand name" means drama exposure "means putting up a poster, posting, announcing and publicizing. It can be seen that this posted drama is an early poster, which attracts many fans into the theater.
(4) Shop posters
People in Lingnan, Suzhou and Hangzhou like towels with bright colors and novel styles, which are called "Rain Towels", meaning that children will be silly to ask for them when they see them. In Yuan Zhen's poems, they wrote: "Gong and Jiao are women's silks, and vulgarity is more important than jade towel." "The south is far from Beijing, and the crown is insufficient, only the sea is slightly connected. There are many businessmen in Wuzhong.
Step 3 advertise
In the Tang Dynasty, wine flags were the most widely used advertisements. Ancient restaurants in China used wine flags to attract drinkers. Some wine flags are held high, fluttering in the wind, and some are hung on poles and at the door, which has become an important part of wine culture. The wine flag is also called "wine curtain" (figure 1302 1) and "wine". "Colorful flags" and so on are long flags with uneven edges. Later, they were called "Wang Zi Restaurant". There are records of "curtain, green curtain and restaurant Wang Zi" in Guang Yun Salt Rhyme. Wine flags were originally made of blue and white cloth, and later colorful wine flags were embroidered with designs or shop names.
Photo 1302 1 wine curtain
Wine flag advertisements were mostly used in hotels in the Tang Dynasty and were widely reflected in the poems of many literati:
Zhang Ji's "Jiangnan Qu": "Spring wine is sold in the afternoon, and the wine flag is hung high in the estuary."
Liu Yuxi's "On the Embankment": "The wine flag is facing the embankment, and even the embankment is upstairs and downstairs; ..... The spring embankment is connected around the water, and the restaurant flag pavilion is opened. "
Du Mu's poem "Jiangnan Spring": "Thousands of miles of Ti Ying are green and red, and the water town is full of wine flags."
"The quatrain of the Caoshi Market at the Xiashuikou of Chashan": "How many tall trees have been occupied by streams, boasting that there are small buildings in the flag."
"Send Shen to Suzhou": "Wine flags praise the beauty of wine".
Lu Guimeng's Old Tour of Huaiwan Mausoleum: "Lingyang Jiadi has a fleeting time, Libailou, Qingshan, Xie Tiao. Just think that I am thinking about the sun and the wine flag is falling in spring. " (Wanling, Xuancheng County, Anhui Province)
Pi Rixiu has a poem dedicated to "wine flag", which gives a more concrete and vivid description of the style and color of ancient wine flags:
"The green flag is a few feet wide and hangs in the alley. Most of them are embarrassed by the wind, and sometimes they see the name of wine. "
Wine flag is also called "wine".
Du Mu's six-character poem: "He Qiao is soft in wine, waiting for plum blossoms and snow, and looking at Wanling upstairs, where can we be merciful?"
Wine flags are also called "green flags" and "green curtains".
Yuan Zhen's poem "Farewell to Lotte East Building" said: "Call guests to dive into the waves and sell tea, and hang a small flag high."
Bai Juyi's poem "Hangzhou Spring Hope" says: "Black tea weaves silk to praise persimmons, and bluestone drinks pear blossoms."
Liu Yuxi's Fish Belly in the River: "The wind can easily stay on the greedy journey and return to the restaurant on a sunny day."
Wine flags are also called "wine curtains", "floats" and "flags".
In Wang Jian's poem "Early Spring in the Palace", he wrote: "The wine curtain of a hundred tall buildings, the flowers in front of the willow temple in front of the palace, the warm soup in the inner garden, and the melons in mid-February."
Lu Guimeng's "Attack on the United States in Early Winter": "The hills are still hidden, and the wine drops are as fragrant as last year."
Jong Li also wrote in "Songs on the Riverside": "Bo Guang wine flags attract drunken guests and trees hide warblers."
At that time, restaurant owners not only used flags as a cover to attract customers, but also paid attention to the elegance of the environment, which added a little interest to the frequent drinking in restaurants. Wei's "Restaurant" wrote: "Li Ya follows, and the silver flag invites guests." Obviously, this is a hotel serving the upper class, and the colorful "flags" are strikingly embroidered with the word "wine"
4. Lantern advertisement
The prosperous "night market" in the Tang Dynasty brought the rise of lantern advertisements (Figure 13022). Advertising with lanterns is one of the characteristics of restaurants and restaurants in the Tang Dynasty and beyond. It is usually hung in front of shops at night, and the characters on lanterns indicate the commercial nature of their firms, such as "restaurants", "teahouses" or "inns". Lighting candles at night is very eye-catching. It also has the effect of neon advertising. The shapes of lanterns in different industries are slightly different, such as lanterns hung in restaurants like jars and lanterns hung in pharmacies like gourds, all for easy identification.
Figure 13022 Lantern Advertisement
In the mid-Tang Dynasty, Wang Jian also mentioned the "thousand lights" in his poems describing the "night market"-"thousand lights shine in the blue sky of the night market, and there are many tea customers in the high-rise buildings. Now, unlike usual, you are full of songs. " In his poem "General Officer", there is also a poem that "the guest pavilion faces the small city and the night is brightly lit".
The rise of lantern advertisements is first due to the development of commercial trade and the emergence of night markets. In the prosperous commercial night market in the south of the Yangtze River, there are not only endless hawking, but also all-night lighting and dancing, and thousands of red lights shine in the night sky, which creates important conditions for the emergence of lantern advertisements. Secondly, the production technology of lanterns has reached a certain height at this time, which provides a material basis for merchants to advertise. Up to now, many shops still use lanterns as advertising signs, and the number and number of lanterns. Different colors represent different hotel management contents (such as Beijing Lai, Shanghai cuisine and Sichuan cuisine). ).
Verb (abbreviation of verb) model advertisement
Demonstration advertisements mainly include display advertisements and performance advertisements, which belong to the category of distribution and point-of-sale promotional advertisements. Up to now, many stores still use display, stacking and performance to attract customers.
Liu Yuxi, a famous writer in the Tang Dynasty, once wrote a famous essay "Looking at the Market", describing the lively scene of a newly opened market in the southwest of Yuanzhou (now Qianyang, Hunan Province): there are "lists"-big brands indicating commodity prices; Brocade and raw silk are displayed directly in open boxes; Elaborate handicrafts are placed on shelves for people to watch and buy; All kinds of "white, black and fine" native products are put in square or round bamboo containers; Steaming cakes and bait are stacked together, emitting attractive fragrance ... So many vendors in the market display their products to attract customers, which not only reflects the prosperity of the market at that time, but also reflects that display advertisements were quite common at that time, which is a good way to promote goods.
In addition to displaying advertisements, some people play with knives and guns when selling medicines, and attract customers with performances. Article 85 of "Shucheng Drug Dealer" in Taiping Guangji records that "there are people selling drugs with swords and guns in Chengdu". This is a typical performance advertisement.
Intransitive verb flyer advertisement
Since the Eastern Jin Dynasty, paper has been widely used, and bamboo is rarely used as a communication tool, which provides good technical support for the development of advertising.
Buddhism flourished in the Tang Dynasty, coupled with the invention and popularization of printing. During the reign of Emperor Taizong, monk Xuanzang printed a large number of images of Bodhisattva Samantabhadra (figure 13024) and distributed them to ordinary people, spreading the essence of Buddhism to all parts of the country.
Figure 13023 Xuanzang Buddhist Scriptures
Figure 13024 Bodhisattva Bodhisattva Bodhisattva
Seven. Advertising in the service of politics
(A) Wei, Jin, Southern and Northern Dynasties "exposed cloth"
Among the political advertisements and social advertisements in this period, the most important thing is "exposure". The so-called exposure refers to the official document that is publicly released without seal. There are two forms of exposure. One is the document used by the enemy to expose, publish and denounce the enemy's crimes when he goes out to crusade, which belongs to the nature of "military book" and is also called "comment on writing" By the end of Han Dynasty, Wei, Jin, Southern and Northern Dynasties, it was very popular. Famous essays include Moving to the County, Mourning Yuzhou for Yuan Shao by Chen Lin, Mourning the General of Shu by Zhong Hui, Mourning by Huan Wen and so on.
Another form of "uncovering cloth" is "good news" The "long silk" is generally written with the process of defeating the enemy, the number of prisoners and the names of meritorious soldiers.
According to the seal cutting performance of Feng Ji in Tang Dynasty:
"'Loubu' is another name of Shu Jie. The armies broke the thief, built their poles with silk, and went to the Ministry of War, which was called "exposing cloth". Since the Han Dynasty, there has been the name "Lu Bu". Therefore, it is called' exposure board', and it is announced that it will not be inspected, and it is announced that it should be quickly known in all directions. " .
According to the Song Dynasty Gao Cheng's "Ji Yuan of Funeral Affairs", it is recorded that:
He said, "Every battle at the end of Wei wanted to be known all over the world. This is a book and silk built on a lacquer pole. It is named Exposed Cloth. Since then, it has been implemented. "
When soldiers carrying newspapers change horses, rest or stay, the exposed cloth is inserted on the ground like a flag, and people around them gather to watch and spread the information written on it everywhere. Exposure cloth, a propaganda tool, is not only open and timely, but also widely spread. Before the newspaper was born, it was one of the most influential forms of political advertising in China.
(2) Imperial Examination List
List is a means of news dissemination issued by government departments in China since ancient times. The government usually uses "lists" to announce government decrees and things that need to be announced to the public urgently, such as memorials, rewards and punishments. In extraordinary times, the "list" is also used to announce war news and military affairs that people care about. The original meaning of "list" refers to sawdust and boards, and later it was extended to writing. Then it is extended to publicly posted files, and notifications are also called "lists". The list is usually the "main road" and posted in the "main meeting place of each county, city and county". Among them, published in the name of the emperor is called the list of emperors. Most of the lists are written with pens, and some are printed with lettering.
Figure 13025 Henan university imitation imperial examination room
Figure 13026 Shoes in the Imperial Examination in Qing Dynasty
The imperial examination list is a special form of the list and a unique advertising method. China's imperial examination system (Figure 13025) came into being in Sui Dynasty, and was gradually improved in Wude period of Tang Gaozu. The imperial examination system laid the foundation for selecting talents in China's civil service system, so it was highly valued by successive dynasties. Of course, there are many cases of abuse of power for personal gain caused by scientific research in past dynasties (Figure 13026).
The imperial examination system in the Tang Dynasty (figure 13027) was gradually improved, and the publication of the list (figure 13028) was also on the right track, with a complete model. In February of the Tang Dynasty, the trial of "release list" was unprecedented. The "Golden List" was posted in the South Courtyard of the Ministry of Rites, and only the names were written. Some people also write down the names and places of origin of the people on the same list, and indicate the names of the main divisions, and collect them into a book. There are golden flowers on the surface and they are circulated everywhere, which is called "Golden Flower Post" or "List Post". At the same time, new Jinshi and their successors used clay tablets to report good news to relatives and friends in their hometown (Figure 13029), which is called "Happy Letter". So one day since ancient times, it has become famous all over the world, and all the peaches and plums in the city are spring officials. "
Figure 13027 Gong Yuan Monument of Henan University
Figure 13028 List of Scholars Published in Qing Dynasty
Figure 13029 Good news of imperial examination in Guangxu period of Qing Dynasty.
Later, in the Qing Dynasty, after the palace entrance examination, officials of the Ministry of Rites held the yellow list in their hands and supported it with a cloud disk. They were encouraged and guided by a captain who supported pholiota adiposa to send out the Taihe Middle Gate, and hung the yellow list of the palace entrance examination on Chang 'an Street outside the East Chang 'an Gate. Will be published in newspapers in the late Qing Dynasty. 1905 (thirty-one year of Guangxu reign in Qing dynasty) In August, the Qing court announced: "Stop the expansion of imperial examinations."
This special advertisement has been widely publicized, and has achieved good results because its content is closely related to people. At present, the list of "top candidates" in college entrance examinations in some places has the same "heritage".
(3) Guangfa Imperial Decree
In order to unify Jiangnan, Emperor Wendi attacked Chen on a large scale. Before starting the army, he "issued letters to expose the twenty evils of the emperor (Chen Houzhu) and ordered people to write 300,000 letters all over the country." Emperor Wen disintegrated Chen's popular support and morale with a powerful political propaganda offensive, and destroyed Chen in one fell swoop the following year. The promulgation of a large number of imperial edicts not only makes the information to be conveyed detailed and clear, but also circulates.
Eight. Road signs, arch advertisements
(1) warning signpost
At that time, there were no road markers to record today's mileage, but a pile of soil was piled every mile to record the mileage. However, after the wind and rain, mounds often collapse, and the government has spent a lot of repair costs for this. After the Five Dynasties, Wei Xiaokuan planted a locust tree in the original position of each mound, which saved the manpower and financial resources for frequent repairs and gave pedestrians a shelter. Later, Emperor Wen of Zhou learned of this move and greatly appreciated it.
In addition, in today's city streets, there are often various signs, such as one-way street, fast lane, slow lane, crossing line and so on, which were not available at that time. However, various red paint forks were nailed to warn pedestrians. Later, in the Northern Song Dynasty, pedestrians were forbidden on both sides of the Imperial Road in the Capital of Song Dynasty, so two rows of red paint forks were nailed in the middle of the road.
At present, road signs have little significance in advertising, but at that time, their function of reminding people to pay attention was one of the functions of advertising in the modern sense. Therefore, road signs can also be regarded as one of the early forms of advertising in China.
(B) archway advertising
The memorial archway (Figure 13030) is also called the memorial archway, and there have been names such as long wedge, square wedge and huabiao in history. It is a precious historical relic and a carrier for people to transmit information. The archway mainly includes Gongde Square, Mausoleum Square, Bridge Square and Street Square. The archway comes from the archway, just like the gate of the community now, which is a landmark building of a street, but the archway is not. Or as a boundary sign of streets and lanes. In the Tang Dynasty, the archway was a place where good deeds were recorded and announced, such as who won the first prize, Jinshi and so on. With the prosperity of Fangshi, many sidewalks also built their own archways to attract customers. Later, many kinds of chastity archways appeared (figure 1303 1).
Figure 13030 "ancestral garden copy" of Shaolin Temple archway
Photo 1303 1 Ming Dynasty chastity memorial archway in Shexian County, Anhui Province
9. Businessmen who are good at advertising
(1) Douwa of Chang 'an Xicheng
In the Tang Dynasty, Chang 'an West Market was a prosperous place, with a wide variety of goods in various shops. Among them, there is a big businessman named Dou Wa, whose business is particularly good, and the business of Dou Jia Store is booming. According to Volume 243 of Tai Ping Guang Ji, Dou Wa made more than 10,000 "French candles" with a length of three feet and a diameter of three inches from the broken Ma Xie and discarded rubble collected by hired people.
With this money, Dou Yi plans to open a shop. He knew that there was a lot of water in more than ten acres of low-lying land in Anxi city, so he bought it at a low price of 30 thousand yuan. This low-lying land, commonly known as "small sea pool", is difficult to fill. Dou Yi opened six or seven pancake shops around Xiaohaichi, and then erected flags in the middle of low-lying areas, and
Dou Yi borrowed almost free manpower to lay a good foundation for his shop. He should be regarded as a businessman with strategic vision. At the same time, the incident of children throwing tiles into the sea was news and anecdote at that time. He used the so-called "event marketing" to make free advertisements for himself, gain market opportunities and seize the market quickly. In this way, he is also a shrewd "advertiser".
(2) "Jianghuai Jia people" who advertise with pictures.
According to "Tang Shi Supplement", it is recorded that: "Jia people in the Jianghuai area accumulate rice for your use, draw pictures for others, hold 1,000 yuan, buy a bucket of rice and hang it in the market. After Yang Zi stayed in Bang Kill, Xu Wei's Tang Yulin can also be found. This "Jianghuai Jia" is a rice merchant, and he hoards.
Although this businessman's behavior is not worth advocating, he knows how to tap consumers' psychology, know the timing of advertising, and know how to attract customers with images, so he is also a shrewd advertiser, but he is tired of being too shrewd.
In short, although this period experienced a long period of division and turmoil, the establishment of Sui and Tang Dynasties ended the melee and created good social conditions for commercial development. Especially in the Tang Dynasty, after the "Zhenguan Rule" and "Kaiyuan Shengshi", all ethnic groups were highly United, the people lived a rich life and had many entertainment and leisure activities. An open culture promotes communication with other countries. It can be said that the Tang Dynasty was the heyday of China's feudal system. At that time, the city scale and consumption level had reached one. The invention of block printing provided technical conditions for information dissemination and laid a solid foundation for the development of printing advertisements. More and more things are used as advertising media, including lantern advertisements generated by the prosperity of night markets. Emerging marketers of businessmen and advertisers have also appeared, and large-scale advertising activities have also appeared frequently.
In addition, judging from the phenomenon in this period, China's cities, businesses and markets all started from serving the government and then went to the people. For advertising, this influence is also very great. First, official advertisements, so-called political advertisements, and then folk commercial advertisements. Compared with the development history of foreign advertisements, cities developed first, but these are naturally formed by the people and have nothing to do with the government.