During the Spring and Autumn Period, from 770 BC to 476 BC, China began and completed the transition from a slave society to a feudal society. During this period, the merchant class began to divide into merchants and merchants, as can be seen from the frequent expressions of "osmanthus fish shop" and "slaughter sheep shop" in Zhuangzi. Shang Hong is a businessman. He walks from village to village and buys and sells things along the way, while Zuo Jia is a businessman. He has a specific place and attracts others to buy and sell things. There is such a description of the division of merchants in White Tiger Tong: "Merchants are words and chapters, chapters are far and near, degrees are dead, and they extend in all directions, so they are called merchants." Jia Zhi's words are solid, and useful things are solid, waiting for the people to benefit. Therefore, business is business, it is better to buy. "It was during this period that people began to hang the objects displayed in the market on the stalls to recruit people. In this way, on the basis of physical display, it has evolved into advertising forms such as signboards and scorpions. In the Spring and Autumn Annals of Yan Zi, there is such a description: "You keep clothes inside, but you still hang your head on the door and sell horse meat inside." "This sentence is enough to prove that there was at least such an advertising form as the cover. At the same time, the pottery of the Eastern Zhou Dynasty unearthed in Gaoxian Town, Dengfeng County, Henan Province is printed with the word "Yangcheng", which is considered as the earliest text advertisement in China.

During the 800 years from Qin Dynasty to Sui Dynasty (22 BC1year-6 AD18) after Qin Shihuang unified China, the social productive forces developed to a certain extent compared with the Spring and Autumn Period and the Warring States Period due to the land reform of the feudal ruling class and the implementation of the new tax policy. Qin Shihuang's centralization, unified measurement, measures to unify writing, and the implementation of the long-term "rest and recuperation" policy in Han Dynasty objectively created favorable conditions for commercial development. The "governance of cultural landscape" in the Western Han Dynasty is famous for its political clarity and peaceful prosperity, and the scale and scope of commercial development is undoubtedly greater than that in the Spring and Autumn Period.

During this period, the city further developed. For hundreds of years, Luoyang has become a world-famous metropolis with many shops. At that time, the shop was called "tower" and there was a man at the door to receive customers. The advertising forms used are oral advertising and physical display. Especially the cover has been adopted by fixed shops, such as wine flags and dragons. As the original form of bedding, "Luan" appeared in the Han Dynasty, which played a pioneering role in the decoration of shops in the future. There is a record about Sima Xiangru in the Western Han Dynasty in the Biography of Historical Records of Sima Xiangru: "It seems to set up a restaurant to sell wine and make Wen Jun a monk." Xin Yannian, a poet in the Eastern Han Dynasty, also wrote the poem "The 15th anniversary of Hu Jisheng, spring is the only time". It is believed that at that time (Eastern Han Dynasty), there were already foreign nationals living in China and engaged in business activities.

After 400 AD, the Northern Wei Dynasty began to advocate civil administration, and commerce had a prosperous period. According to historical records, there were two markets in the east of Luoyang at that time, namely "trading" and "reaching goods". "There were vendors everywhere." Otherwise, in Yanchi and Zhijuan Erli, "people in the village mostly make wine", "Bai Liu, a native of Hedong, is good at making wine, and he is in the summer in late summer, selling and storing wine and drinking it in the afternoon is beautiful." Here, Liu Baiduo's drinking is undoubtedly a demonstration advertisement in kind, which makes "the gift from the county in Beijing is far away". Good advertising effect makes this wine famous.

In 58 1 year, China was unified by the Sui Dynasty, and urban commerce had begun to take shape. When Emperor Yang Di was recorded in Historical Records, "The boats in the world are set in the east of Tongji Bridge, and there are often more than 10,000 boats and rivers. Businessmen trade horses and chariots, flooding the market. Good chiefs who entered the DPRK often invited them to trade in the Oriental market, and Emperor Yang Di promised them to rectify the market first. The eaves are the same, the weft account is set, the treasure is full, and the characters are full of goods. The seller of vegetables is mainly dragon beard meat. After being invited to a restaurant, he has been invited to sit down, drunk and not straight. " This shows that the commodity trading market at that time was large in scale and involved a wide range. Dongshi is a city approved by Yang Di to open to the outside world, and it is required to rectify the city appearance before opening, enrich the display of precious fine products, and let vegetable vendors put Chen Fang on the asparagus table. Dining for foreign guests is free. Emperor Yang Di's measures are to show his respect, but objectively, they are an international commercial exhibition and advertisement.

In 6 18 AD, the Tang Dynasty was established and the feudal society in China reached its peak. The farmland equalization method and the land rent and land rent adjustment method implemented in agriculture have effectively promoted economic development. Industry and commerce are booming day by day, and commerce is unprecedented. Guangzhou, Yangzhou, Quanzhou and Chang 'an, the capital, have become "international trade centers connected by all nations". In particular, the development of the Silk Road, including the development of maritime trade, has made these metropolises "prosperous in market, with many domestic and foreign merchants, and each store in the city has its own franchise", resulting in the emergence of commercial industries such as meat shops, gold and silver jade shops, clothing shops, bran shops, weighing shops, silk shops, medicine shops and fishing shops, and at the same time, the development of financial banks serving commercial circulation-Qianzhuang. With the continuous improvement of handicraft production level, the variety of goods is increasingly rich. In the Tang Dynasty, there were two cities, Chang 'an and Xijing, with 2 12 lines in each city. There are more than 3,000 "shops" on the 130 line in Luoyang, Tokyo. At the same time, some areas have also formed professional markets, 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 partitioned, surrounded by walls, with doors in all directions, which are closed every once in a while. Divide the city into four stores, and the goods traded in the market meet the same category and are sold in the designated stores respectively. Commodity prices are evaluated by the government and listed for operation. The Law of the Tang Dynasty stipulates: "Anyone who has stolen goods shall be estimated according to the current price and the silk price at the time of committing the crime, and the silk price shall be determined in order at the time of committing the crime." That is, in violation of the current price regulations, necessary treatment should be given. 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 in the Tang Dynasty, there were various forms of advertisements. (1) Oral hawking: For example, in Notes of the Tang Dynasty, it is recorded that "the person who sold bottles at that time blew his flute". Yuan Zhen, a poet, wrote in "Guessing Guest Music", "I traveled all over the world, but I arrived in Chang 'an, the east and west city in the city, and was greeted by the guests for the first time. The poem "welcome guests and lobbyists, make more money" vividly describes the content of oral advertisements at that time. (2) Signboard advertisement: Market transactions are conducted in different departments, and it is stipulated that they must be listed for operation. Therefore, signboard advertisements are very popular. (3) Commodity Fair: According to the biography of Wei Jian in the Old Tang Dynasty, during the Tianbao period, Wei Jian set up a Cao Zhou from Weishui to Chang 'an outside the palace wall for the emperor to browse the commodities contained in various places. At that time, he "resolutely planned to take three or two hundred small wooden boats in Tokyo and put them by the pond. All the boats were marked. If it's a ship from Guangling County, then Fu is back. "Danyang county ship, namely Jingkou silk shirt satin; Jinling county boat, that is, folding tail embroidery; Huiji County ships, namely Bronze, Luo, Wuling and Jiangsha; Nanhai county ships, namely hawksbill, pearl, ivory and agarwood; Zhang Yu county ships, namely famous porcelain, wine vessels, teapots, teapots and tea bowls; Xuancheng county ship, namely

Empty bluestone, paper, pen, coptis root; There were boats at the beginning of Anxian County, namely banana calamus, viper and emerald. It can be seen that the goods were widely received at that time and the situation was prosperous. (4) Flag: As early as the Spring and Autumn Period and the Warring States Period, Han Feizi had a description of "hanging the flag high". In the Tang Dynasty, it was also used in hotels. Du Mu, a famous poet in the Tang Dynasty, wrote a famous poem "Wine Flag Style in Water Country and Mountain Country". In some Tang dynasty calligraphy, you can sometimes see the appearance of restaurant flags. There are two sentences in Yuan Qu backyard flowers: "Put three feet in front of the hotel, come and find a guest." It not only explains the size of the wine flag, but also explains its function.

The Northern Song regime adopted a series of policies to stabilize the countryside and encourage production. After decades of war, the social economy has been given a chance to recuperate, the economy has picked up again, and business has developed rapidly. Since the Song Dynasty reformed the market square system since ancient times and abolished the restriction of "Japan and China are the cities", the region and time of market exchange are no longer restricted by the government, and can be carried out anytime and anywhere, so the scope of business activities is more extensive and an extremely active situation has emerged. Bianliang is not only a political and economic center, but also a commodity distribution center. Businessmen from all over the world shuttle here, which leads to the appearance of large shops with wide facades. At the same time, due to the prohibition of night market, commercial trade is divided into Japanese market, Dawn market and night market, and small traders are busy trading around the clock. "It is open day and night, and tourists are sparse at night, and the night is ringing." At this time, because small business hawkers are allowed to do business in the street, the voice of selling everywhere in the city is endless. Song Mengyuan's "Tokyo Dream China" has a detailed record of this: "... there is a little son, wearing a white shirt and a blue and white towel, carrying a white porcelain jar and selling mala Tang." "City people sell plums, Noctuidae, bees, snow willows, bodhi leaves, coconuts and hammers. Only the coke hammer came out of the green umbrella, with a bamboo frame and decorated with small lanterns with plum blossoms and golden wisps. Lanterns are also arranged in front and behind the frame. You have to beat gongs and drums and walk around in groups. This is called' beating gongs' and it is all over the street. " There are also "the spring of roses, the blooming of flowers, peony and peony, and woody plants in Tang Di.". Flower sellers use bamboo baskets to arrange flowers, and the songs are strange and audible. " Because it takes a lot of effort for hawkers to peddle and shout loudly, the sound can't travel far, so they derive various audio advertisements with professional characteristics from oral advertisements, and use different musical instruments to shake, beat, row and blow, making different sounds to express different industries, such as hawker's rattle and barber's iron scissors.

The increase in commercial activities has also led to the emergence of some service industries, and the number of employees has suddenly increased. Teahouses, restaurants, restaurants and inns are all over the streets, and the 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 plaques has also begun to appear. From Zhang Zeduan's The Riverside Scene at Qingming Festival in the Northern Song Dynasty, we can see signs such as "Liu Hua Tan Dian Xiang", "Zhao Tai Cheng Jia", "Yang's Syndrome" and "Wangluodian".

The original advertising forms-oral calls, stereos, signboards, covers, lanterns and doorplates, gatehouses, wine flags and other store advertisements-developed to a considerable prosperity in the Song Dynasty. At the same time, printing was invented due to the progress of science and technology. Engraving printing invented in Sui Dynasty has developed into movable type printing in Song Dynasty. The invention of printing technology provides a new medium for advertising-printed matter.

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