First, the slave society and its previous advertising development.

The first great division of production in society occurred in the Neolithic Age about 4000-10000 years ago in the late primitive society. Archaeology has proved that Yangshao culture in the Neolithic period in China has changed from matrilineal society to paternal society, while Longshan culture has seen the division of labor and remarkable development of economic production departments such as agriculture, pottery making, animal husbandry and handicraft industry, and a new industry-wine making has been exhibited. The development of productive forces and the social division of labor make surplus products appear, thus laying the foundation of private ownership. At the same time, due to the technical specialization tendency of workers, the varieties and quantities of products produced by various workers in production activities are different, and workers always tend to engage in their skilled technical production. Therefore, in order to meet personal needs, product exchange began to appear. With the deepening of the division of labor, the categories of materials produced are gradually increasing, the surplus products are also increasing, the material exchange activities are becoming more and more frequent, and the types and regions of exchange products are also expanding. In the era of the Yellow Emperor, the form of currency exchange appeared, with physical currency such as livestock, bronzes, cloth and precious ornaments as equivalent exchanges, replacing the original form of barter exchange.

In order to exchange the products for exchange, it is necessary to display the products in the market, and at the same time, in order to attract others, it is necessary to shout and so on. Physical display and shouting are the earliest forms of advertising. This form of advertising is still circulating today, while other forms of advertising have generally evolved from this form of advertising, only adopting new means and tools and injecting new content.

During the period of slave society, in the Xia Dynasty (about 21-before16th century BC), the division of labor among agriculture, handicrafts and commerce appeared in China, and the merchant class began to appear. With the development of commerce, commodity exchange has become increasingly frequent and extensive, and cities and markets have begun to appear. According to legend, the earliest cities in China appeared in Xia Yu period. In the Xia and Shang Dynasties (16-BC1century) and the Western Zhou Dynasty (about 1 1 century-770 years ago), according to the research of Wu Han, a famous historian, "There are some merchants in Zhou people who can do business, that is, Yin adherents. They were treated with special respect. They had no political rights and lost their land. In order to make a living, they had to run around for business. Because of the needs of society, this kind of industry, which was ashamed by the nobles but impossible for the common people, became the main industry engaged by Yin adherents. To some extent, this is the root of China's historical legacy of belittling business and belittling business.

From China's classical literary works, especially in The Book of Songs, we can also see the fragmentary description of commercial activities. According to the Book of Changes, "Shennong's works are listed in the country, Japan and China are the city, and they are the people of the world, gathering the things in the world, and retreating after trading, each in his place." The book of songs "Lai Beifeng" describes the feelings after being rejected with the metaphor of "if my virtue is blocked, Jia will not sell it". In "Wei Feng for Self-protection", there is even a poem that gives an intuitive description of business activities, such as "the protection of self-protection, the protection of trade silk". To some extent, all these reflect the commercial development in the late primitive society and slave society and the original forms of commodity sales-displaying goods and selling advertisements as images.

Second, the relative prosperity of advertising development in feudal society

During the Spring and Autumn Period, that is, from 770 BC to 476 BC, the transition from slave society to feudal society began and completed in our country. During this period, the merchant class began to divide into merchants and merchants, as evidenced by the frequent expressions of "the place where osmanthus fish are planted" and "the place where sheep are slaughtered" in Zhuangzi. Hong Shang is a businessman who walks from village to village to buy and sell things along the way, while Zuo Jia is a businessman who has a certain place and attracts others to buy and sell things. In White Tiger Tong, there is such a description of the division of merchants: "Merchants are words and chapters, chapters are far and near, degrees are dead, and things in all directions are connected, so they are called merchants." Jia zhi's words are solid, and his useful things are solid, waiting for the people to come and benefit them. Therefore, it is said that business is business, and it is better to buy it. " That is, during this period, people began to hang the objects displayed in the market on the stalls to recruit people. In this way, on the basis of the physical display, it has evolved and developed into advertising forms such as signboards and scorpions. In The Spring and Autumn Annals of Yanzi, there is such a description: "The monarch makes the clothes serve the inside, and still hangs the cow's head in the door and sells horse meat inside." This sentence is enough to prove that at least there was such an advertising form as a cover at that time. At the same time, the pottery of the Eastern Zhou Dynasty unearthed in Gaoxian Town, Dengfeng County, Henan Province was stamped with the word "Yangcheng" seal character Wen Tao, which was recognized? Pretty night? I'm sorry to hear that.

During the 800 years from Qin Dynasty to Sui Dynasty (22 BC1year-6 AD18) after Qin Shihuang unified China, due to the land reform of the feudal ruling class and the implementation of the new tax policy, social productive forces developed to a certain extent compared with the Spring and Autumn Period and the Warring States Period. Qin Shihuang's centralization of authority and unified measurement, the measures to unify the characters, and the implementation of the long-term policy of "rest and recuperation" in the Han Dynasty objectively created favorable conditions for the development of commerce. The "rule of culture and scenery" in the Western Han Dynasty is famous for its political integrity, peace and prosperity, and the scale and scope of commercial development are undoubtedly greater than that in the Spring and Autumn Period. During this period, the city developed further. In a few hundred years, Luoyang has become a world-famous metropolis with many shops. At that time, the shop was called the "city building", and there was a person at the door to receive customers. The advertising forms adopted were oral advertising and physical display. Especially the cover, at this time has been adopted by fixed shops, such as wine flags, long, etc. As the original form of shop cover, "Luan" appeared in the Han Dynasty and played a pioneering role in the decoration of shops in the future. In the Biography of Historical Records and Sima Xiangru, there is a record about Sima Xiangru in the Western Han Dynasty: "It is like setting up a wine house to sell wine, and making Wen Jun a monk." Xin Yannian, a poet in the Eastern Han Dynasty, also wrote the poem "On the 15th anniversary of Hu Ji's birthday, spring is the only time to be alone". It is believed that at that time (Eastern Han Dynasty), there were already foreign nationals living in China and engaged in commercial activities.

After 400 A.D., the Northern Wei Dynasty began to advocate civil administration, and there was a period of prosperity in commerce. According to historical records, at that time, Luoyang had a two-mile market of "trading" and "reaching goods" in the east of the city, and "there were traders everywhere." Otherwise, in Yanchi and Zhijuan Erli, "most people in the village make wine as their business", and "Liu Bai, a native of Hedong, is good at making wine, and The Last Month Of Summer is in the heat, storing wine with a trader, and drinking it is beautiful in the middle of the day." Here, Liu Baiduo's exposure to wine in the sun is undoubtedly a demonstration advertisement in kind, which makes "the capital's going out of the county to give gifts far away, more than a thousand miles away". The good advertising effect has made this wine famous far and wide.

In 58 1 year, China was unified by the Sui Dynasty, and urban commerce had begun to take shape. When the historical records recorded Emperor Yangdi, "The boats and boats in the world are set in the east of Tongji Bridge, and there are often more than 10,000 boats, which fill the river road. Merchants trade horses and chariots, filling the market. The good chiefs who entered the DPRK often invited them to trade in the East Market, and the Emperor Yangdi promised them to rectify the market first. The eaves are like one, and the weft account is set up, and the treasures are full and the characters are full of goods. The seller of vegetables, who is based on the dragon's beard, has been invited to sit down after being invited to a restaurant, and he is drunk and scattered, not taking it straight. " This description shows that the commodity exchange market at that time was large in scale and involved widely. Dongshi is a city approved by Emperor Yangdi to open to the outside world, and he asked to rectify the city appearance before opening, enrich the display of precious and good-quality goods, and make vegetable vendors put Fang Chen on the dragon beard table. Dining for foreign guests is free. Emperor Yangdi's measures were meant to show his respect, but objectively, they were an international commercial exhibition and advertising.

In 6 18, the Tang dynasty was established, and the feudal society in China reached its peak. The farmland equalization method and the rent-and-rent adjustment method implemented in agriculture have effectively promoted the economic development. Industry and commerce are flourishing day by day, and commerce is flourishing at an unprecedented level. Guangzhou, Yangzhou, Quanzhou and Chang 'an, the capital, have become the international trade centers of "all nations are connected". In particular, the development of the Silk Road, including the development of maritime trade, has made these metropolises "bustling markets, crowded with Chinese and foreign merchants, and shops in the city have their own franchises", resulting in the emergence of meat shops, gold and silver jade shops, clothing shops, bran shops, weighing shops, silk shops, drug shops and fishing shops, and at the same time, the development of financial banking services for commercial circulation-Qianzhuang. With the continuous improvement of handicraft production level, commodity categories are increasingly enriched. In the Tang Dynasty, there were two cities in Chang 'an, Xijing, with 2 12 lines in each city. There are 130 lines and more than 3,000 "four stores" in Luoyang, Tokyo. At the same time, professional markets have been formed in some areas, such as rice market, grass market, silk market and medicine market.

The Tang dynasty had a strict management system for the market, and all the markets were set up by officials. The market is zoned, surrounded by walls, with doors in all directions and closed at regular intervals. The city is divided into four stores, and the goods traded in the market meet in the same category and are sold in the specified stores respectively. The price of the goods is evaluated by the government and operated by hanging cards. "The Law of the Tang Dynasty" stipulates: "All those who have stolen goods are estimated according to the current price and the price of silk at the time of committing the crime, and the price of silk at the time of committing the crime is determined according to the order." That is, those who violate the price regulations at that time should be given necessary treatment. At the same time, it also shows that hanging signboards not only plays the role of advertising, but also becomes a means for the government to manage vendors.

In the commercial activities of the Tang Dynasty, there were many forms of advertising. (1) Oral hawking: For example, in the notes of people in the Tang Dynasty, there is a record that "the person who sold bottles at that time blew a flute to show himself". Yuan Zhen, a poet, wrote in "Estimating Guest Music" that "I traveled all over the world, but I went to Chang 'an, the east and west cities in the city, and I was greeted by guests for the first time. The poem "welcome guests and lobbyists, make more money for the potential" vividly describes the content of oral advertisements at that time. (2) Signboard advertisements: Market transactions are carried out in different departments, and it is stipulated that they must be listed for business. Therefore, signboard advertisements are very popular. (3) Commodity Fair: It is recorded in the Biography of Wei Jian in the Old Tang Dynasty that during the Tianbao period, Wei Jian set the Cao Zhou from Weishui to Chang 'an outside the palace wall for the emperor to browse the goods contained in various places. At that time, he "firmly planned to take three or two hundred small wooden boats in Tokyo and put them on the side of the pond, and all the boats were marked. If it was a Guangling County boat, it would be Fu's back." Danyang county ship, namely Jingkou silk shirt satin; Jinling county ship, that is, folding end embroidery; Huiji county ship, namely bronze, Luo, Wu Ling, crimson yarn; Nanhai county ships, namely hawksbill, pearl, ivory and agarwood; Yuzhang county ship, namely famous porcelain, wine vessel, tea kettle, tea pot and tea bowl; Xuancheng county ship, namely empty bluestone, paper, pen and coptis root; At the beginning of an county, there were boats, namely banana calamus, vipers and jadeite. It can be seen that the goods were collected in a wide area and the situation was prosperous. (4) Flags: As early as the Spring and Autumn Period and the Warring States Period, Han Feizi had a description of "hanging high flags". In the Tang Dynasty, it was also used in hotels. Du Mu, a well-known poet in the Tang Dynasty, wrote a famous poem "Water Village, Mountain Country, Wine Flag Wind". In some Tang dynasty calligraphy, sometimes you can see the appearance of restaurant flags. There are two sentences in "Yuanqu backyard flowers": "Three feet of cloth in front of the hotel, come and look for customers." It not only explains the size of the wine flag, but also explains the function of the wine flag. The Northern Song regime adopted a series of policies to stabilize rural areas and encourage production. After decades of war, the social economy got a chance to recuperate, the economy picked up again and the business developed rapidly. Since the Song Dynasty reformed the market square system since ancient times, the restriction of "Japan and China are the markets" was abolished, and the region and time of market exchange were no longer restricted by the government, but they could be done at any time and anywhere, so that commercial activities had a wider scope of activities and an extremely active situation appeared. The capital of song Dynasty was not only a political and economic center, but also a distribution center for goods, and businessmen from all over the world shuttled here, which led to the emergence of large shops with wide facades. At the same time, due to the ban on night markets, commercial trade is divided into Japanese markets, dawn markets and night markets, and small business vendors are busy trading around the clock. "The business is going on day and night, and the number of tourists who make friends at night is sparse, and the five-watch is ringing again." At this time, because small business hawkers are allowed to do business in the streets, the voices of selling everywhere in the city are endless. Song Mengyuan's "Dream of China in Tokyo" recorded this in detail: "... there is a younger son, wearing a white shirt, a blue and white towel, carrying a white porcelain jar and selling spicy food." "City people sell Yumei, Noctuidae, bees, snow willows, bodhi leaves, coconuts, and hammers. Only the coke hammer comes out of the green umbrella with a bamboo frame and is decorated with a small light cage with plum blossoms and golden rays. Lanterns are also set in front of and behind the frame. You should beat the drums and walk around in groups, which is called' playing the Luo', and it is everywhere in the streets. " There is also "the spring of the rose, the blossoming of flowers, peony and peony, and the woody plants of Ditang, all of which are listed. The flower sellers use bamboo baskets to arrange flowers, and the sound of songs is strange and audible." Because the peddlers peddle and shout loudly, it takes a lot of effort, and the sound doesn't travel far, so they derive all kinds of audio advertisements with professional characteristics from oral advertisements, shaking, beating, rowing and blowing with different instruments, and issuing different sounds to express different industries, such as the rattle of the peddler and the iron scissors of the barber.

The increase in commercial activities has also led to the emergence of some service industries, and the number of employees has suddenly increased. Tea houses, restaurants, restaurants and inns are all over the streets and lanes, and business is booming. In this economic background, advertising can be further developed. Signboards, covers, wine flags and lanterns all show their abilities, and with the appearance of big shops, a new advertising form-door plaque has begun to appear. From the Riverside Scene at Qingming Festival by Zhang Zeduan in the Northern Song Dynasty, we can see the signboards such as "Liu's painted tan and picked out incense", "Zhao Taicheng's family", "Yang's syndrome" and "Wang's Luo Pi Bo Shop".

The original advertising forms-oral calls, stereos, signboards, covers, lanterns and shop advertisements such as doorplates, gatehouses and wine flags-have developed to a considerable prosperity in the Song Dynasty. At the same time, due to the improvement of science and technology, the printing process was invented. Engraving printing invented in Sui Dynasty had developed into movable type printing in Song Dynasty. The invention of printing technology provides a new media for advertising-printed matter. Historical data prove that printed advertisements began to appear in the Song Dynasty, and the existing copper plate of "Jinan Liu Jia Gong Fu Needle Shop" in Shanghai Museum is a very precious historical material for advertising printing in the Song Dynasty.

In the Yuan, Ming and Qing dynasties after the Song Dynasty, the commodity economy also developed to varying degrees. Due to the increase of population and the increasingly extensive foreign exchange, the city has developed extremely rapidly, and different regional commercial centers have been formed in various parts of the country. However, during this period, although the application of advertising was undoubtedly very active, the advertising form was not innovative, and it was still the application of oral advertising, original audio advertising and shop signboard advertising-flags, signboards, doorplates, signs, gatehouses and colored lights. The relevant records scattered in all kinds of history books, notes, novels and songbooks fully prove this point.

1.Oral advertisement

Fan Chengda, a poet in the Southern Song Dynasty, wrote in his Fan Shihu Collection that "the medicine sellers outside the wall have not missed a day for nine years, but the sound of singing is very appropriate", while in the Peony Pavilion, a boudoir written by Tang Xianzu in the Ming Dynasty, there was a description that "you listen to the frequent selling of flowers, and the sound of reading is poor". In Ming Dynasty, Feng Menglong's collection of "Hua Ben" and "Imitation Ben" of Song Dynasty, Yuan Dynasty and Ming Dynasty, "Jing Shi Tong Yan Yu Tang Chun was in trouble to find a husband", there is even a record of the advertisement hawking words that "there is a young man named Yun in the street outside the temple:' melon seeds in Benjing, one barrel for each, duck eggs in Gaoyou, half for each'". The sound of selling has been going on. During the reign of Emperor Qianlong of Qing Dynasty, Li Ji's Record of Yangzhou Paintings recorded that among the many art vendors in Pingshantang area of Yangzhou at that time, "Suzhou people used five-color powder to make people look like people, which is called pinching.

There is a record of "people are like the market, and their hands keep working", while in Yuan Qu, there is a qupai of "peddlers", which was first sung by peddlers to attract customers, and then evolved into folk songs and finally into artists' tracks.

2. Wine flag advertisement

After the Tang and Song Dynasties, poets and lyricists mostly talked about wine flags, and there were many descriptions of wine flags in the literary works of Yuan, Ming and Qing Dynasties, so I won't repeat them here.

Step 3 cover up

In Yuan Qu, there was the lyrics of "There are 30 hotels in Mancheng, and he hung up the drunken fairy and arranged the wine vessels". At that time, some shops selling small commodities also made the goods into "exaggerated scissors" and large bottles of medicinal liquor, which were displayed at the door of the shop or at the counter head to attract customers. In the novels of Ming and Qing dynasties, there are countless records of the cover.

4. signboards

Signboards have been one of the advertising forms that spanned the five dynasties of Tang, Song, Yuan, Ming and Qing for thousands of years since they were used as a means of market management in the Tang Dynasty. You can see the images of various signs on the Riverside Scene at Qingming Festival. There is such a description in the Song Dynasty's colloquial novel "Jing Ben's popular novel Rolling Jade Guanyin": "If you don't arrive in Tanzhou in one day, you will go far. Just in Tanzhou City, I asked for a house and put up a signboard that read' Walking in Cui Dai Zhao to grind jade life'. " In Miscellanies of Ancient Hangzhou in Yuan Dynasty, Li You quoted Zhang Renguo's "Liuzaoqing" as saying "hang up the signboard, cheer and open the old store" to describe the scene of the old store resuming business. Due to commercial competition, in Beijing in the Qing Dynasty, signs were even used to scold peers, such as "raincoats, paper and oil were sold at home,

But there is only one sign, and you are also a sinus, and I am also a sinus. The prostitute and the thief are only by him. " The early signboards were generally simple, but in order to gain an advertising advantage in the commercial competition, celebrities were invited to write later, and shop nave appeared, such as the "Taibai Legacy" of hotels and the "Food for the People" of rice shops. At the same time, in the decoration of signboards, artistic patterns and gold and red paintings have begun to evolve.

5. Shop decoration

Since the development of large shops in Song Dynasty, the facade decoration of shops has also become the main form of advertising competition. You can see a "main shop" on the Riverside Scene at Qingming Festival, and its storefront decoration has been very particular. Fengle Building in the heyday of the Song Dynasty, "the three floors are high, the fifth floor is opposite, each with a flying bridge sill, the light and shade are connected, the bead curtain is embroidered, and the lights and candles are shining." In the same period, Meng Liang Lu described Hangzhou in detail. "Today's tea shops in Hang Cheng are also like this, with flowers of four seasons, paintings by famous people and facade decoration", which shows that the store decoration was paid attention to at that time, and in the following Yuan, Ming and Qing dynasties, this kind of store decoration was even more "competitive than luxury".

6. Print advertisements

Woodblock printing developed greatly in Yuan and Ming Dynasties. Apart from official printing books, folk also used it to print vernacular novels and operas. Especially after the middle of Ming Dynasty, most of the novels and operas published by Yinfang were illustrated with Xiu Xiang, which was used as a propaganda for booksellers to promote their publications. At the end of the book "The Fantastic Hologram of the West Chamber" published in the Wuwu Year of Hongzhi (1498), there is a publication instruction from the publisher Jintai Yuejia Bookstore: "... We are willing to rewrite the drawing according to the classics, participate in the compilation of large-character books, and sing and match the pictures. Let's live in the guest house, walk in the boat, and sit idly by, so that we can feel this all the time, sing clearly and make people feel good. " From here, we can see the basic skills of booksellers' advertising at that time.

From the development of commerce and advertising in various historical dynasties, we can see the historical changes from oral advertising, shop advertising to printed advertising, thus we can see the relative heyday of advertising in China feudal society and its relationship with commercial economy at that time.

Iii.1840 ——1949: the advertising industry in the modern history of China

/kloc-in the first half of the 0/9th century, many capitalist countries carried out industrial revolutions, and the rapid development of production made capitalists feel the pressure of the market. In order to accumulate huge capital, open up new commodity markets and plunder labor and cheap raw materials, China, with its vast territory and vast population, has become one of their prey. /kloc-the opium war broke out in 0/840, which was the beginning of this all-round political, economic and cultural invasion. The invasion of capitalism, on the one hand, changed the nature of China society, the closed feudal society began to disintegrate, the natural economy combined with agriculture and cottage industry was disintegrated, and our society gradually became a semi-feudal and semi-colonial society; On the other hand, the influx of foreign capital and commodities has also provided a driving force for China's commodity production and promoted the development of industry and commerce. In particular, the competition between national industry and commerce and offshore capital for the market has stimulated the development of advertising.

After the Opium War, under the imperialist power, the China government signed the "treaty of nanking", allowing five major cities, namely Guangzhou, Fuzhou, Xiamen, Ningbo and Shanghai, to be opened as trading ports, and allowing China businessmen to transport foreign goods from the above ports to all parts of the country for sale, thus legalizing the capitalist trade invasion. Since then, foreign goods have flooded into the mainland, and comprador businessmen have appeared in China to serve foreign families. Due to the commercial development brought by the influx of foreign capital, the modern advertising industry has developed rapidly in these trading port cities.

Among all kinds of imported products, drugs and cigarettes are the most widely used advertisements. Among the five trading ports, the most developed advertisement is Shanghai, which is of course related to Shanghai's vast hinterland and convenient water transportation on the Yangtze River. At that time, advertisements mainly relied on street signs and posters. The street sign is painted on the wall, with white characters on a blue background, which is very simple. Posters are mostly printed abroad and brought back to China for posting. These street sign advertisements and poster advertisements once expanded from cities to vast rural areas. During this period, modern newspapers and magazines began to appear in China.

1853, the British sold the publication "Yuan Er Guan Zhen" at five major trading ports. This magazine is engaged in advertising business to serve the communication between Chinese and foreign businesses. In 1854, the magazine published an advertisement, seeking advertisers: "If you are a merchant or charterer, you have to borrow this book to express your money. Compared with posting it all over the street, the rumor is further and you will benefit the most." Historians believe that this journal is one of the earliest publications in China.

History has proved that modern advertisements marked by newspapers and magazines were introduced by foreign businessmen. In 1858, foreign businessmen first set up "the newspaper" in Hong Kong, and after 186 1 year, it became an advertising newspaper specializing in the price of shipping dates. During this period, foreigners founded not only some comprehensive newspapers, but also some professional advertising newspapers, such as Oriental Advertising, Fuzhou Advertising and China Advertising. At that time, the advertising business was mainly based on shipping dates and commodity prices, which was not unrelated to the frequent exchanges between foreign merchant ships and the large number of goods in and out after the five-port trade. 1872 On March 23rd, Shenbao was founded, which is the oldest and most prestigious Chinese newspaper in China. At the same time, Shanghai New Newspaper and China Church New Newspaper were founded. These newspapers all carry a large number of advertisements, almost two-thirds of the pages. During this period, advertisements for mechanical equipment began to appear. This shows that modern industrial manufacturers have been set up in China.

As early as before the Opium War, China had already bred the seeds of capitalism. The invasion of foreign capital after the Opium War promoted the social and economic differentiation of China, led to the disintegration of China's natural economic system, accelerated the decline of handicrafts in urban and rural areas, stimulated industrial production, and strengthened the dependence of industrial products on the world market and the commercialization of agricultural products. The development of commodity economy has created favorable conditions for the development of national capitalism. Since the middle of19th century, some businessmen, landlords and bureaucrats in China have started to adopt machinery, recruit employees and start new industries. By 1895, more than 70 Chinese-funded factories had appeared. 1894, China's defeat in the Sino-Japanese War led to the signing of treaty of shimonoseki, and China was forced to open Shashi, Chongqing, Suzhou and Hangzhou as commercial ports, and allowed Japanese businessmen to set up factories at various trading ports. Treaty of shimonoseki has adapted to the interests of imperialism in China, thus extending its commercial power from coastal cities to the mainland, and legalizing the establishment of foreign factories in China. Japanese businessmen plundered a large number of agricultural and sideline products such as bristles, tung oil, cotton and raw silk in China through advertising at inland ports, or set up factories for production or engaged in re-export business, which played a serious destructive role in China's rural economy and national industry. Treaty of shimonoseki also stimulated the development of national industries and the further commercialization of agricultural products. Many patriots set up factories to save themselves in response to the plunder of Japanese businessmen. Since1912-1919, the number of newly-built factories and mines in modern China has increased to more than 470. In the confrontational competition with foreign merchants and foreign goods, national industries have gradually used advertisements as a competitive tool.

/kloc-at the end of 0/9 century, Chinese newspapers were founded one after another. In the three or four years from1895 to1898, 32 major newspapers were founded in China. Due to the intensification of capital competition, the number of newspapers and advertising pages have increased rapidly. 1899 In the six pages of Popular Newspaper, advertisements accounted for four and a half pages. By 1922, there were more than 1 100 Chinese and foreign newspapers. The widespread appearance of newspaper advertisements indicates that the development of modern advertisements in China has entered a new historical period. The development of newspaper advertising has created a new industry-advertising agency in China.

Advertising agency evolved from newspaper advertising agency. The early newspaper advertising agency in China was engaged in advertising business and selling newspapers, and later it gradually evolved into a professional agent, relying solely on advertising for newspapers and magazines. 1872, in the advertisement column of Shen Bao, there was "those who want to publish advertisements in Suzhou and Hangzhou, etc., that is, explain to the shop manager of the newspaper ... and send the price as soon as possible, plus half for the newspaper seller's food". The so-called advertisement here is advertising, the "newspaper seller" is the original advertising agent, and the "meal fee" is the advertising agency fee. At first, advertising agents just ran around, contracting advertising business for newspapers and collecting commissions from them. Later, the advertising business of newspapers continued to expand, and the advertising department was set up in newspapers. Advertising agents evolved into formal employees of the advertising department of newspapers, and then advertising agencies and advertising companies specializing in advertising production appeared.

In 1930s, the rise of advertising companies was another milestone in the history of China's advertising development. During this period, advertising media began to become diversified, and a variety of advertising forms appeared. Before the Anti-Japanese War, many large enterprises had advertising departments in order to promote the foreign goods they produced. For example, the advertising department and picture room of British American Tobacco Company invite painters to draw advertisements from all sides at home and abroad. In the fierce commercial war, national industries have also begun to invest in advertising and set up advertising departments in enterprises. At the same time, due to the needs of market competition, advertising business is increasing, and professional advertising companies have emerged. In the early 1930s, there were 10 or 20 large and small advertising companies in Shanghai. The main business of advertising companies was newspaper advertising, while other forms of advertising, such as street signs, window displays, neon lights, movies and slides, generally had their own franchise companies.

During this period, newspapers are the main advertising media. The largest newspaper is News, which has been "selling150,000 copies a day" as a call to attract advertisements in 1923. In addition, the circulation of magazines is not low. For example, Life Weekly, edited by Zou Taofen, sold more than150,000 copies per issue in 1923. Some major magazines, such as Life Weekly, Oriental Magazine and Women's Magazine, also have large-scale advertisements. Street sign advertising was the main form of advertising in the early days, but later it gave way to newspapers, but it still occupied a considerable share in the whole advertising business. Because the simple street sign advertisements painted on the people's walls in big cities are no longer noticeable, some advertising companies began to stick colorful printed posters on the table, and later changed to advertisements supported by wooden frames, lead leather devices and painted with paint. Many companies, such as Societe Generale, Crowe, Meiling Deng, Chinese businessmen, and Communications, regard street sign advertisements as their main source of income.

Radio advertising was introduced after 1922. American Osborn built a 50-watt radio station in Shanghai, which opened the prelude to China's radio advertising, but the radio station officially started advertising in 1927, and a 50-watt radio station was set up by Xinxin Company to broadcast the news, current events and music. In the same year, Tianjin and Beijing also opened radio stations in succession. By 1936, there were 36 private Chinese-funded radio stations, 4 foreign-funded radio stations, National Government Radio Station 1 station and Ministry of Communications Radio Station 1 station in Shanghai, all of which were mainly maintained by advertisements.

The earliest neon advertisement in Shanghai was introduced in 1926. Later, foreign businessmen set up neon lamp factories in Shanghai, with Lian Electric Appliance Company and Chinese-funded Electric Appliance Company appearing one after another, and made neon advertisements for advertising companies. In addition, the new advertising forms include car body advertising, window advertising and so on. In the same period, printed advertisements have also been further developed, and there have been printed advertisements in the form of product samples, internal publications (free of charge), professional publications sponsored by enterprises, month cards and calendars.

During the National Games in 1936, Shanghai News took the opportunity to launch an aerial advertisement, and put an advertising banner with the words "Newspapers have the largest circulation, and guests are welcome to choose" into the air with balloons. This is the first aerial advertisement in China, which has played a very positive role in expanding the influence of News. In the same year, a national commercial art exhibition was held in Shanghai, which played a very good role in improving the artistic level of advertising and giving full play to the social and economic benefits of advertising. At the same time, the national government also began to manage advertisements. At that time, there were clauses related to advertising in civil law, criminal law, traffic law and publication law, and advertising tax began to be levied. Trade associations have also appeared in the advertising industry. 1927 "China Advertising Association" was established in Shanghai, which was the earliest organization of the advertising industry. It was renamed as "Shanghai Advertising Industry Association" in 1933.

After the outbreak of War of Resistance against Japanese Aggression, the advertising industry was seriously affected by the war. After the fall of Shanghai, major advertising companies went out of business one after another, and most of the remaining advertising businesses were advertisements introducing Japanese goods, although in the later period, advertising businesses and advertising companies were lucky. From harmony? healthy

During the Anti-Japanese War, the National Government moved to Chongqing. At that time, many newspapers in Nanjing, Shanghai, Hankou and Tianjin moved in one after another. 1937, in addition to the original Business Daily, there were Xinhua Daily, Central Daily, Sweeping Newspaper, Ta Kung Pao, Xinmin Daily, etc., which published various advertisements. At the same time, the * * * party newspaper founded in the liberated areas also has a small amount of advertising business.

After the victory of the Anti-Japanese War, all kinds of newspapers and other media units have moved back to their original places for re-publication, and advertising companies have revived. At that time, many advertisements were "searching for you". In addition, the market is flooded with American goods, and the advertising business volume is very large. Because American goods have had a severe impact on China's national industry, it has almost reached the brink of collapse. At that time, the Federation of Domestic Machinery Factories, under the advocacy of its host, launched a publicity campaign aimed at boycotting foreign goods and saving national industries. At that time, a sign was designed to advertise in local and foreign newspapers and street signs, calling on people to use domestic products. However, after 1947, due to successive years of civil war, the economy collapsed, and China's advertising industry fell into a trough again.

Fourth, the tortuous process of China's advertising development after the founding of the People's Republic of China

1949, the People's Republic of China was founded. Due to economic, political and social reasons, the advertising industry in New China has experienced a long and tortuous process before it can recover and develop rapidly.

On the eve of liberation, some industrialists and businessmen were unclear about the policy of China's * * * production party, and their money fled. In addition, the economic policies adopted by the Kuomintang government in the later period did harm to industry and commerce, and China's industry and commerce were in an extremely difficult state. The shortage of funds and raw materials seriously affected the stability and development of industry and commerce in the early days of the founding of the People's Republic of China. In order to stabilize the economic situation and urge industrial and commercial enterprises to resume production, the new people's government has taken various effective measures. Support the supply of raw materials and funds for industrial and commercial enterprises, but also strengthen the management measures for enterprises, at all levels