Overview of the development of advertising in slave society and before

The first great division of labor in production in society took place in the late primitive society in the Neolithic Age, which is about 4,000-10,000 years ago. Archaeological proof, China's Neolithic period of Yangshao culture, has shifted from matrilineal society to patrilineal society, while the Longshan culture appeared in agriculture, pottery, animal husbandry, handicrafts, and other sectors of economic production division of labor and significant development, and the development of a new industry - the production of wine. The development of productive forces and the social division of labor led to the emergence of surplus products and thus laid the foundation for private ownership. At the same time, because of the tendency of workers to specialize their skills so that each worker produces different kinds and quantities of products in his or her production activities, workers always tend to engage in the production of their own skilled technology, and therefore, in order to satisfy their individual needs, the exchange of products began to appear. With the deepening of the division of labor in production, the types of materials produced gradually increased, and the surplus products also increased, the material exchange activities became more and more frequent, and the types of goods exchanged and the geographical area also expanded. In the era of the Yellow Emperor, the form of monetary exchange appeared, with physical currency such as livestock, copper, cloth and precious ornaments as the equivalent exchange, replacing the primitive form of barter.

In order to exchange the products used 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 were the first forms of advertising. This form of advertising is still in circulation today, and other forms of advertising, largely evolved from this form of advertising, only to adopt new means and tools, injected with new content.

During the period of slave society, around the Xia Dynasty (about 21st-16th centuries B.C.), the division of labor between agriculture, handicrafts and commerce appeared in China, and the class of merchants began to emerge. With the development of commerce, the exchange of goods became more frequent and extensive, and cities and bazaars began to appear. According to legend, the earliest cities in China appeared during the Xia-Yu period. During the Xia, Shang (16th-11th centuries B.C.) and Western Zhou (about 11th century B.C.-770 years B.C.), according to Wu Han, a famous historian, "there were some merchants who could trade among the Zhou people, namely, the remnants of Yin," who were forced to be concentrated in Luoyang, and were called the "stubborn people", who were often summoned for lectures and lived under surveillance. They were looked at differently, had no political rights and had lost their land, so in order to get by and maintain their livelihood, they had to run around and trade. This kind of trade, which the aristocrats were ashamed of and which the common people could not do, became the main trade of the remnants of Yin because of the needs of the society. In a way, this is the root of China's historical custom of emphasizing commerce.

Snippets of commercial activities can also be found in classical Chinese literature, especially in the Book of Songs. The Book of Changes - The Series of Rhetoric records, "Shennong made and listed market places in the country, and in the middle of the day made a market for the people of the world, gathered all the things of the world, traded and retired, and each got what he wanted." Poetry of the "Name - North Wind" with "both blocked my virtue, Jia with not for sale" such a metaphor to describe the mood after being rejected; and "Wei Feng - rogue", there are "rogue Chi Chi, holding the cloth trade silk," such a visual description of the commercial activities of the poem. These are reflected to a certain extent the late primitive society and the slave society period of commercial development and the original form of commodity sales - display items and selling become an image of advertising.

Two, the relative heyday of the development of advertising in feudal society

Spring and Autumn period, that is, 770-476 BC, China's society began to take place and complete the transition from slave society to feudal society transformation. During this period, the merchant class began to differentiate itself into merchants and merchants, as evidenced by the repeated references to "the gui fish business" and "the sheep-slaughtering business" in "Zhuangzi". A traveling merchant is a merchant who travels from village to village to buy and sell along the way, while a sitting merchant is a merchant who has a certain place and solicits others to buy and sell things. Baihu Tong" in the points of business and business has this description: "Business is the word chapter, chapter of its near and far, the degree of its death, through the four sides of the things, so it is called for the business is also. Jia is the word solid also, solid its useful things, to wait for the people to come, in order to seek its benefits also. Therefore, through the thing is said to be commercial, home buy is said to be Jia." It is also in this period, people began to display in the city of the physical hanging in the stall to attract people. In this way, on the basis of the physical display, evolved and developed into signboards, fronts and other forms of advertising, "Yanzi Spring and Autumn Annals" is described in this way: "The king makes the service in the inner, as if hanging the head of the cow in the door and sell horse meat in the inner also." This sentence is enough to prove that, at least at that time, there has been such a form of advertising as fronts. At the same time, the Eastern Zhou pottery excavated in Guohan Town, Dengfeng County, Henan Province, is stamped with "Yangcheng" seal script markings, which are recognized as "Yangcheng", "Yangcheng", "Yangcheng", "Yangcheng", "Yangcheng", and "Yangcheng". The name "Yangcheng" has been recognized as a symbol of the city of Yangcheng in seal script. In the 800 years from Qin to Sui after the unification of China by Emperor Qin Shi Huang (221 BC - 618 AD), the productive forces of society developed to a certain extent compared with the Spring and Autumn Period and the Warring States Period due to the reforms of the feudal ruling class on the land and the implementation of new tax policies. The centralized power system of Emperor Qin Shi Huang and the measures of unification of weights and measures, unification of writing, as well as the implementation of the long-term policy of "rest and recuperation" in the Han Dynasty, objectively created favorable conditions for the development of commerce. Western Han Dynasty "Wen Jingzhi" to the political and human harmony, the country and people's peace and security and known, the scale and scope of commercial development is undoubtedly than the Spring and Autumn period has been a greater development. During this period, the city developed further. Over the centuries, Luoyang became a world-famous metropolis with many stores. Stores were called "shilou" at that time, with one person at the door to receive customers, and the forms of advertising adopted were verbal advertisement, physical display, etc. In particular, fronts were already in use at this time. In particular, the front was adopted by many fixed stores, such as the wine flag and the shop. As the original form of store fronts, "kiln" appeared in the Two Han Dynasty and played a pioneering role in store decoration in the future. In the Historical Records of the Western Han Dynasty, there is a record of Sima Xiangru in his biography: "Xiangru set up a wine shop to sell wine, and made Wenjun as a kiln." The poet Xin Yannian of the Eastern Han Dynasty also wrote "Hu Ji was fifteen years old, and she worked alone in the kiln in the spring". It is believed that at that time (Eastern Han Dynasty) there were foreigners living in the country, engaged in commercial activities.

After 400 A.D., the Northern Wei dynasty began to advocate the rule of literature, commercial prosperity for a period of time. According to historical records, at that time, Luoyang, east of the city, there are "through the business", "up to goods" of the two miles of the big city, "the boat traffic, people walk, no traders. Another Yan dealers, Zhi volume of two miles, "the people of the mile more to brew for the industry", "Hedong people Liu Bai堕, good brewing, seasonal summer heat, to poppy storage wine, storm the sun in a ten days, the wine flavor does not move, drink it as a beauty". Here, Liu Bai堕's exposure to the sun under the wine, is undoubtedly a physical demonstration of advertising, thus making "the capital city of the nobility out of the county far away from each other to gift, more than a thousand miles". The advertising effect was so good that the reputation of this kind of wine spread far and wide.

In 581 A.D., the Sui Dynasty unified China, and urban commerce had taken shape. History records that when Emperor Yang of the Sui Dynasty, "the world's boats and ships, set in the Tongji Bridge East, often more than 10,000 ships, filling the river road. Merchants and traders trade carriages and horses, filling the city. The good chiefs into the court, often asked to trade in the East City, Emperor Yang allowed, first ordered to rectify the market. Eaves such as a, salty set weft tent, precious goods, character goods. Sell vegetables, book to Longshu mat, Hu guests or over the wine and food stores, all make invitation to extend the seat, drunken and scattered, do not take it straight." This paragraph describes the large scale and wide range of commodity exchange bazaar. East city is Emperor Yang approved the opening of the city to the outside world, and strike before the opening of the city to rectify the appearance of the precious quality of good commodities to enrich the display, and make the vegetable vendors to put the vegetable display on the Longshu mat. Foreign merchants dining, free supply. Emperor Yang's set of measures is certainly to show his honor, but in the objective, is not less than an international commercial exhibition and advertising.

In 618 AD, the Tang Dynasty was established, and the feudal society of China developed to its heyday. The implementation of the agricultural law of equalization of land and the law of rent and mediocrity, a powerful impetus to the development of the economy. Industry and commerce became increasingly prosperous and commerce flourished as never before. Guangzhou, Yangzhou, Quanzhou and the capital Chang'an became the international trade centers of "all countries". Especially the "Silk Road" development and development, including the development of maritime trade, so that these metropolises "bustling markets, Chinese and foreign merchants gathered, the city store has its own specialization," the emergence of the meat line, gold, silver and jade line, clothing line, bran line, scale line, silk line, medicine line, Fishing line and other commercial industries, at the same time, also developed for the commercial circulation of financial banking services - money changers. The continuous improvement of handicraft production level, so that the commodity category is increasingly rich. Tang Dynasty, the western capital of Chang'an city, there are two cities, each city has 212 lines. Tokyo Luoyang has 130 lines, more than 3,000 "store". At the same time, but also in some areas of the formation of specialized markets, such as rice market, grass market, silk market, medicine market.

The Tang Dynasty has a set of strict management system for the market, where the city is set up by the government. Market delineation of the territory to the wall enclosure, the four sides of the door, closed at regular intervals. The city of sub-warrior, into the market trading goods to class together, respectively, in the provisions of the wagon in the sale of goods prices assessed by the official, hanging business license. The Tang Law stipulates that: "all the equalization of the stolen goods, all according to the price of goods at the time of the crime and on the price of silk according to the order of the monthly ten days separate three estimates, the stolen goods equalization of the crime of ten days of estimates convicted to take the crime of ten days on the price of silk." That is, the violation of the provisions of the price at that time, to give the necessary treatment. At the same time, it also shows that hanging signboards not only play the role of advertising, but also became a means of official management of stall traders.

Tang Dynasty commercial activities, there are a variety of forms of advertising. (1) Oral hawking: For example, in the notebooks of the Tang Dynasty, there is a record of "the man who sold molasses at that time blew a blowjob to show himself". The poet Yuan Zhen wrote in "Estimation of Customers" that "I traveled all over the world, but I came to Chang'an City, and in the city, I heard that the customers were greeted for the first time. Welcoming and talking about customers, more money for the power to pour" of the poem, vividly depicted the oral advertising content at that time. (2) Signboard advertisement: Market transactions were carried out in different places, and it was stipulated that the signboards must be put up for business, therefore, signboard advertisement was very popular. (3) Commodity fairs: The Old Book of the Tang Dynasty - Wei Jian biography" recorded that during the Tianbao years, Wei Jian will be the Weishui to Chang'an canal boat set outside the wall of the palace garden for the emperor to see the goods contained in the various places, which "Jian pre-taking small dendrobottomed boats in Tokyo, Bian three hundred and two hundred, placed in the side of the pool, and the boat are all marked with the sign of the table, such as the ship of the county of Guangling, that is, the burden back stacked with the mian of the Guangling, mirrors, copper, seafood; Danyang County boat, that is, the Beijing, the ship of the county of Danyang, that is, the Beijing, the copper, and the sea food. Danyang County boat, that is, Jingkou damask satin; Jinling County boat, that is, folding end damask embroidery; Huiji County boat, that is, copper, Luo, Wu damask, Jiangyin yarn; South China Sea County boat, that is, tortoiseshell, pearl, ivory, incense; Yuzhang County boat, that is, porcelain, wine, tea kettle, tea pots, tea bowls; Xuancheng County boat, that is, the empty greenstone, paper, pens, Huanglian; Shian County boat, that is, banana caltrops, anaconda hustle, jadeite". Can be seen at that time the collection of a wide range of places, the scene of prosperity. (4) flags: as early as the Spring and Autumn and Warring States period, Han Fei Zi has had this "hanging banners very high" description. In Tang Dynasty, it was also used in hotels, and Du Mu, a famous poet of Tang Dynasty, wrote the famous poem "Water Village, Mountain Guo, Wine Flag Wind". In some calligraphy of the Tang Dynasty, you can sometimes see the appearance of the flag of a restaurant. There are two lines in "Yuanqu - Houtian Hua": "Three feet of cloth in front of the hotel door, and the customers come and go looking for customers." Not only does it illustrate the size of the wine flag, but also the role of the wine flag. Due to a series of policies adopted by the Northern Song regime to stabilize the countryside and encourage production, the social economy was given a chance to recuperate after decades of war, and the economy rebounded again, with rapid commercial development. As the Song Dynasty reformed the marketplace system since ancient times and canceled the restriction of "mid-day market", the territory and time of market exchange were no longer restricted by official regulations, and they were available at any time and any place, so the commercial activities had a wider range of activities, and there was an exceptionally active situation. Bianliang in the Northern Song Dynasty was not only a political and economic center, but also a distribution center for commodities, and merchants from all over the world shuttled here, which led to the emergence of large stores with wide frontages, thus the emergence of advertisement forms such as store decorations - colorful buildings and cheerful doors. At the same time, due to the opening of the night market ban, commercial trade appeared day market, dawn market, night market division, small traders and vendors busy day and night transactions, "trading day and night, night and night, night cross three or four more visitors began to be sparse, five more resumption of the sound". At this time, as hawkers were allowed to run their businesses along the streets and alleys, the sound of hawking was incessant everywhere in the city. Song Meng Yuanlao's "Tokyo Dreaming Records" has a detailed record of this: "...... and a young son, dressed in white pious cloth shirt, blue handkerchief, holding a white porcelain jar, selling spicy vegetables." "Marketers sell jade plums, night moths, bees, snow willows, linden leaves, ko-tou rounds, and beat head coke hammers. Jiao hammer only to bamboo frame out of the green umbrella, decorated with plum red and gold lanterns, before and after the frame also set up lanterns, drums should be beat, the group walk around, called 'playing spinning Luo', the streets and alleys everywhere." There is also "is the month of spring, all flowers, peonies and peonies, Cedarwood, all kinds of listing, flower sellers to horse bamboo baskets, singing and calling sound, clear and strange can be heard". As the merchants selling, yelling, both laborious, the sound is not far, so from the verbal advertisements derived from various types of professional characteristics of audio advertising, with a variety of different instruments shaking, playing, scratching, blowing, emitting a different sound indicates that different industries, such as the rattle of the goodsman, the razor's iron slip shears, and so on.

The increase in commercial activities, but also make some service industry came into being, the practitioners suddenly increased. Tea houses, restaurants, restaurants, guest houses, all over the streets and alleys, business is booming. In this economic context, advertising to further development. Signboards, fronts, flags, lanterns, and with the emergence of large stores began to appear new forms of advertising - door plaque. From the Northern Song Dynasty, Zhang Zeduan's "Riverside Scroll on the Qingming River" can be seen such as "Liu's colorful sandalwood incense", "Zhao Taiseung's house", "Yang's family should be sick" and "Wang's family Luo Piqi". "Wang family Luo Pi silk store" and other signs and plaques can be seen on the door.

The primitive forms of advertising - verbal calls, sound, signboards, fronts, lanterns, as well as store advertisements such as door plaques, doorways, wine flags, and so on - had developed into quite a boom in the Song Dynasty. At the same time, due to the improvement of the level of science and technology, the printing process was invented. The engraved printing invented in the Sui Dynasty was developed into movable type printing in the Song Dynasty. The invention of printing technology provided a new medium of communication for advertisements - printed matter. Historical data prove that in the Song Dynasty has begun to appear in the printed advertisements, is now stored in the Shanghai Museum of the "Jinan Liu family Kung Fu needle store" printing copper plate, is quite valuable historical materials of the Song Dynasty advertising printing.

After the Song Dynasty, the Yuan, Ming and Qing dynasties, the commodity economy also had different degrees of development. Due to the increase in population and the increasingly extensive foreign exchanges, the development of cities was exceptionally rapid, and different regional commercial centers were formed throughout the country. However, during this period, although the application of advertisement was undoubtedly also exceptionally active, the form of advertisement, however, was not innovative, and remained to be the application of verbal advertisement, primitive sound advertisement, and store signboard advertisement - flags, signboards, door plaques, banners, gatehouses, and colorful lanterns. The relevant records scattered in all kinds of history books, notes, novels and opera books fully prove this point.

1. Oral advertising

The Southern Song poet Fan Chengda in his "Fan Shihu Collection" in the "wall outside the seller of medicines for nine years without a single day, the sound of chanting and singing is very suitable," the note, and in the Ming Dynasty Tang Xianzu's "Peony Pavilion - Boudoir School" in the "you listen to the sound of a sale of flowers, put the sound of reading" description. and in Tang Xianzu's The Peony Pavilion - The Boudoir School of the Ming Dynasty, there is the description "Listen to the sound of selling flowers and the sound of reading. In the collection of Song, Yuan and Ming "talking books" and "proposed talking books" compiled by Feng Menglong of the Ming Dynasty, there is even a description in the book "A Cautionary Tale - Yutang Chun's Search for a Husband in Difficulty", which reads: "It is said that on the street outside the temple, a young man called out to the clouds, 'Benjing melon seeds, this Beijing melon seeds,' which is the most important thing in the world: 'Benjing melon seeds, one cent a bucket, Gaoyou duck eggs, half a cent a '" the advertisement hawking words recorded. The sound of hawking has continued. Qing Dynasty Qianlong Li Ji's "Yangzhou Boat Record" recorded Yangzhou Pingshan Hall area at the time of many vendors, there are "Suzhou people to five-color rice cake shape human appearance, called pinch like,

Sellers such as the city, hands do not stop making" record, and in the Yuanquan, there is a "goods Lang Er

2. Advertisements for wine flags

Many poets and lyricists after the Tang and Song dynasties used wine flags as a topic of conversation, while many literary works of the Yuan, Ming and Qing dynasties contain descriptions of wine flags, so I won't repeat them here.

3. Fronts

There is a song in the Yuan dynasty that says, "There are thirty hotels in the city, and he hangs the drunken fairy on high, and the wine vessels are open", and the stores that sold some commodities at that time also made the commodities into big scissors and bottles of medicine and wine, which were displayed in the shops. medicine and wine, displayed in front of the store or cabinet to attract customers. In the novels of the Ming and Qing dynasties, there are countless accounts of fronts.

4. Signboards

Since the signboards were used as a means of market management in the Tang Dynasty, they have been one of the forms of advertisement spanning five millennia in the Tang, Song, Yuan, Ming and Qing dynasties. Various images of signboards can be seen on the Qingming Shanghe Tu. In the Song dynasty book Jingben Tongliao - Grinding the Jade Goddess of Mercy, there is this description: "Not for a day, I arrived in Tanzhou, but I had gone far away. In the city of Tanzhou, I asked for a house with a signboard that reads, 'The line in Cui Waiting for the imperial decree to grind jade life'." Li You of the Yuan Dynasty, in "Miscellany of Ancient Hangzhou", quoted Zhang Renguo's "Willow Tops Green" as "Hanging up the signboards, with a bang, the old store is newly opened" to depict the scene of the re-opening of the old store. Due to commercial competition, in Beijing during the Qing Dynasty, the use of signboards to abuse the situation of the same business, such as "raincoats and tarpaulins are sold in every house,

But look at the signboards, only one, you also Doujia I also Dou, female prostitution and male thievery only by him". Early signboards are generally relatively simple, but in order to gain advertising advantage in the commercial competition, and later developed to invite celebrities to write, and the emergence of stores in the hall, such as the hotel's "Taibai Legacy", the rice store's "people food for the day" and so on. At the same time, in the decoration of the signboard, also began to evolve artistic patterns and describe the red gold and other competition than the performance of the noble.

5. store decoration

Since the Song Dynasty began to develop a large store, storefront decoration has become the main form of advertising competition. Qingming Shanghe Tu" can be seen on a "store", its storefront decoration has been very elaborate. During the heyday of the Song Dynasty, the Feng Le Lou was "three storeys high, five floors facing each other, each with flying bridges and railing thresholds, with bright and dark interconnections, with beaded curtains and embroidered foreheads, and with lights and candles shining brightly". The same period of the "Mengliang Records" of Hangzhou's description is more detailed, "today's Hangzhou tea house is also like this, inserting the flowers of the four seasons, hanging celebrity paintings, decorate the facade," it can be seen that at that time has attached importance to the store decorations, and in the later Yuan, Ming and Qing dynasties, this store decorations are more "more than the competition in the luxury! "

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6. Printing advertising

Woodblock printing in the Yuan and Ming Dynasty has developed greatly, in addition to the official use of printing books, folk are also used to print books of fiction and opera. Especially after the middle of the Ming Dynasty, the printing press out of the novels, operas, most of them with illustrations and embroidery, as booksellers to promote the publication of publicity. Hongzhi wuwu year (1498) of the publication of the "wonderful full image of the West Wing", at the end of the book is accompanied by the publisher of the Jintai Yuejia book store's publishing instructions: "...... this workshop would like to rewrite the drawing according to the scripture, the reference to the compilation of large-format book, singing and figure together. So that abode in the guest house, traveling in the boat, idle travelers, get this a sense of always, singing, cool people's minds." From here, it can be seen at the time of the bookseller advertising skills.

From the development of commerce and advertisement in each historical dynasty, we can see the historical change from oral advertisement, store advertisement to printed advertisement, thus we can see the relative heyday of advertisement in the development of Chinese feudal society and its relationship with the commercial economy at that time.

Three: 1840-1949: Advertising in China's Modern History

In the first half of the 19th century, industrial revolutions were carried out in many capitalist countries, and the high-speed 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 large population, became one of the objects of their plundering. the Opium War, which broke out in 1840, was the beginning of this comprehensive political, economic, and cultural invasion. The invasion of capitalism, on the one hand, made the nature of Chinese society changed, the closed feudal society began to disintegrate, the natural economy combined with agriculture and cottage industry was disintegrated, and our society gradually degenerated into a semi-feudal and semi-colonial society; on the other hand, the large influx of foreign capital and commodities also provided impetus for the production of commodities in our country, and promoted the development of industry and commerce. In particular, the competition between the national industry and commerce and the ocean capital to compete with each other for the market stimulated the development of advertising.

After the Opium War, under the power of imperialism, the Chinese government signed the Treaty of Nanking, which permitted the opening of the five major cities of Guangzhou, Fuzhou, Xiamen, Ningbo, and Shanghai as ports of entry for trade and permitted Chinese merchants to transport foreign foreign goods from the said ports for sale in all parts of the country, thus legitimizing the invasion of trade by capitalism. From then on, foreign goods poured into the mainland like water breaking through the dike, and there appeared in China buyers' merchants specializing in the service of foreign capitalists. As a result of the commercial development brought about by the massive influx of foreign capital, the modern advertising industry also developed rapidly in these several cities of the ports of entry.

Among all kinds of imported products, the most used advertisements are medicines and cigarettes. Among the five ports of entry, Shanghai was the most developed city in terms of advertisements, which was of course related to the vast hinterland of Shanghai and the convenient water transportation on the Yangtze River. At that time, advertising was mainly based on street signs and posters. Road signs were painted on the wall with white letters on a blue background, very simple. Posters were mostly printed abroad and brought back to China for posting. These road signs and posters used to extend from the cities to the countryside. During this period, modern forms of newspapers and magazines began to appear in China.

In 1853, the British sold the publication "Yalu Guanzhen" in the five major trading ports. The publication operated advertising business, for the communication between China and foreign business services. In 1854, the journal published an advertisement seeking advertisers: "If the merchants and charterers, etc., can borrow this book to declare their affairs, rather than posting it all over the streets, the rumor is more far-reaching, and the benefit is great." Historians believe that the journal is one of the earliest publications to appear in China.

History has proved that modern advertising, marked by newspapers and magazines, was introduced by foreigners. in 1858, foreigners first founded the "Solitaire" newspaper in Hong Kong, which became an advertising newspaper specializing in the prices of ships after 1861. During this period, foreigners not only founded some comprehensive newspapers, but also founded some specialized advertising newspapers, such as Oriental Advertisement Newspaper, Fuzhou Advertisement Newspaper, China Advertisement Newspaper and so on. At that time, the advertising business, mainly to the ship schedule, commodity prices, which with the five ports of trade after the frequent foreign merchant ships, goods in and out of the category of multi-volume is not unrelated. 1872, March 23, "Declaration" was founded, which is China's longest history, the most prestigious Chinese newspaper. In the same period of time, there are also "Shanghai New Paper", "Chinese Church New Paper" and so on. All of these newspapers published a large number of advertisements, up to two-thirds of the page. During this period, advertisements for mechanical equipment began to appear. This shows that there were already people in the country who were starting modern industrial manufacturers.

Long before the Opium War, China had already nurtured the germ of capitalism. The invasion of foreign capital that took place 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 urban and rural handicrafts, and at the same time stimulated industrial production, strengthened the dependence of industrial products on the world market and the commercialization of agricultural products. The development of commodity economy created favorable conditions for the development of national capitalism. Since the middle of the 19th century, some merchants, landowners and bureaucrats in China began to adopt machinery, hire workers and start new industries. By 1895, more than 70 Chinese-owned factories had appeared. 1894, the Chinese defeat in the Sino-Japanese War led to the signing of the Treaty of Shimonoseki, in which China was forced to open up Shashi, Chungking, Suzhou, and Hangzhou as commercial ports, and to allow Japanese merchants to set up factories in the ports of commerce. The Treaty of Shimonoseki adapted to the needs of the imperialists' interests in China, thus extending their commercial power from the coastal cities to the interior, and legitimizing the operation of factories in China by foreign investors. Japanese merchants in the mainland ports through advertising, predatory large-scale acquisition of China's hog bristle, tung oil, cotton, raw silk and other agricultural and sideline products, or set up factories to produce, or re-export business, on China's rural economy and national industry played a serious role in destroying. The 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 plundering of Japanese merchants. Since 1912-1919, China's modern industry has increased to more than 470 new factories and mines. In the confrontational competition with foreign merchants and foreign goods, the national industry also gradually use advertising as a competitive tool.

Toward the end of the 19th century, Chinese newspapers were founded one after another, and in the three or four years from 1895 to 1898, 32 major newspapers were established nationwide. As a result of the intensification of competition for capital, the number of newspaper issues and advertising space increased rapidly; in 1899, advertising took up four and a half of the six pages of The Commonwealth Newspaper. By 1922, there were more than 1,100 Chinese and foreign language newspapers in China. The widespread emergence of newspaper advertising, marking the development of modern advertising in China has entered a new historical period. The development of newspaper advertising has created a new industry - advertising agents in China.

Advertising agents are evolved from newspaper advertising agents. China's early newspaper advertising agent is to do advertising business and sell newspapers, and later gradually evolved into a professional agent, relying solely on newspapers, magazines, advertising for the industry. 1872, "Declaration" advertisements on the list of "Suzhou and Hangzhou and other places want to publish a confession, that is, to the newspaper store secretary person to explain ...... And must be made quickly sent to the price, plus half for the newspaper seller's meals". Here the so-called confession, is the advertisement, "newspaper seller" is the initial advertising agent, "meal" for advertising agency fees. Advertising agents began to just go around, for the newspaper advertising business, from which to collect commissions, and then the newspaper advertising business continues to expand, the newspaper set up an advertising department, advertising agents have evolved into the advertising department of the newspaper as a full-fledged employee, and later appeared to specialize in advertising production business advertising agency and advertising company.

In the 1930s, the rise of advertising agencies was another milestone in the history of China's advertising development. During this period, the advertising medium began to become diversified, and a variety of advertising forms appeared. In order to promote the foreign goods they produced, many large enterprises had advertising departments in the foreign enterprises that flooded Shanghai before the war. For example, the advertising department and drawing room of the British American Tobacco Company invited painters from China and abroad to draw advertisements. In the fierce commercial war, the national industry also began to invest in the advertising business, set up advertising department in the enterprise. At the same time, due to the needs of market competition, advertising business is increasing, and professional advertising companies came into being. In the early 1930s, there were already one or two dozen large and small advertising companies in Shanghai, with newspaper advertising as the main business and other forms of advertising, such as street signs, windows, neon lights, movies, slides, etc., each of which had its own specialized company.

During this time, newspapers were the main advertising medium. The largest newspaper was Newsday, which in 1923 was already "selling 150,000 copies a day" as a call for advertisements. In addition, the circulation of magazines was also not low, such as the Life Weekly edited by Zou Taofen, which in 1923 sold more than 150,000 copies of each issue. Some major magazines, such as Life Weekly, Oriental Magazine and Women's Magazine, also carried large advertisements. In the early days, street sign advertising was the main form of advertising, and although it has since given way to newspapers, it still accounts for a considerable share of the overall advertising business. Since the crude, painted-on-the-civil-wall street-sign advertisements could no longer attract attention in the big cities, some advertising companies began to put colorfully printed posters on countertops, and later changed to advertisements supported by wooden frames, lead-skin fixtures, and painted with paints. A number of companies, such as Farthing, Crowe, Meringdon, Wah Shiang, and Transportation, used street sign advertisements as their main source of income.

The introduction of airwave advertising came after 1922. American Osborn built a 50-watt radio station in Shanghai, thus opening the prelude to radio wave advertising in China, but the radio station officially started broadcasting advertisements in 1927, by the Xinxin Company ran a 50-watt radio station, broadcasting rows of markets, current affairs and music. In the same year, radio stations were opened in Tianjin and Beijing. By 1936, there were 36 Chinese-funded private radio stations, 4 foreign-funded, 1 National Government radio station and 1 Ministry of Transportation radio station in Shanghai, all of which relied heavily on advertising.

The earliest neon advertising in Shanghai was introduced in 1926. After that, some foreigners opened neon light factories in Shanghai, and the larger ones were Lian Electrical Company, and Chinese electrical companies appeared one after another after that, and produced neon light advertisements for advertising companies. In addition, the new forms of advertisements also include body advertisements, window advertisements and so on. During the same period, print advertising has also been further developed, the emergence of product samples, internal publications (free of charge), enterprise-sponsored professional publications, monthly cards and calendars and other forms of print advertising.

During the 1936 National Games, the Shanghai News took the opportunity to engage in aerial advertisements and put the advertisement banner, which reads, "The News has the largest circulation, and customers are welcome to choose it," into the air with a balloon. This is the first time in China's air advertising, to expand the influence of the News played a fairly positive role. In the same year, a national commercial art exhibition was also held in Shanghai, which played an important role in improving the artistic level of advertisements and more actively utilizing the social and economic benefits of advertisements. At the same time, the national government began to regulate advertisements. In the Civil Law, Criminal Law, Transportation Law, and Publication Law at that time, there were provisions related to advertisements, and it also started to collect advertisement tax. In 1927, the Chinese Advertising Association was founded in Shanghai, which was the earliest organization in the advertising industry, and was later renamed as the Shanghai Advertising Association in 1933.

After the outbreak of the Anti-Japanese War, the advertising industry was seriously affected by the impact of the war on the market. After the fall of Shanghai, the main advertising companies went out of business one after another, and most of the remaining advertising business was to introduce Japanese goods, although in the later stage of the advertising business and advertising companies plus the Huanhuan ɑ finger stand? From the harmonic brushes to the vision? Jian

During the war period, the national government moved inward to Chongqing. At that time, a number of newspapers in Nanjing, Shanghai, Hankou and Tianjin also moved inward.In 1937, in addition to the original Business Daily and other newspapers published in Chongqing, there were Xinhua Daily, Central Daily, Sweeping Newspaper, Ta Kung Pao, New People's Newspaper and so on, which carried all kinds of advertisements. At the same time, the ****production party newspapers founded in the liberated areas also have a small amount of advertising business.

After the victory in the war, all kinds of newspapers and other media units moved back to their original places one after another and resumed publication, and advertising companies became active again. At that time, many of the advertisements were for "people searching". In addition, American goods also flooded the market, and the advertising business was very large. The impact of American products on Chinese national industries was so great that they were on the verge of collapse. At that time, the Federation of National Goods Mechanism Factories, under the initiative of its presiding officer, initiated a publicity campaign aimed at boycotting foreign goods and saving the national industry by saying that "it is most honorable to use national goods". At that time, a logo was designed and advertisements were placed in local and foreign newspapers and road signs, calling on people to use national products. But after 1947, due to years of civil war, which led to economic collapse, China's advertising business fell back into the doldrums.

Four, after the founding of China's advertising business development twists and turns

1949, the Chinese people *** and the founding of the country. Due to economic, political and social reasons, the new China's advertising business after a long and tortuous process, before the rapid recovery and development.

On the eve of liberation, some industrialists and businessmen were uncertain about the policy of the Chinese ****anization party and fled with their money, plus the economic policies adopted by the Kuomintang government in the later stage of the country's economic policies to the detriment of industry and commerce, China's industry and commerce were in a state of extreme difficulty. The shortage of capital and the scarcity of raw materials seriously affected the stability and development of industry and commerce in the early years of the founding of the State. In order to stabilize the economic situation and induce industrial and commercial enterprises to resume production, the new People's Government took various effective measures. It supported the supply of raw materials and capital to industrial and commercial enterprises, and at the same time strengthened the management measures for enterprises at all levels of the people