In ancient times, there was no TV, no mobile APP and no applet, but there was always competition. Advertising is particularly important if you want to stand out from many stores. Do you think the ancients were afraid of deep alleys? No, the ancients were slippery when advertising. Look at how the ancients advertised!
The times are progressing, but no matter how things change, their essence cannot be changed, such as advertising. The first step to attract customers is to have a clever advertising signboard. As the ancients said, "All thoroughfares are big books", "Anyone who sells cooked food in Shi Jing must use strange words and then sell them widely". What do you mean? In other words, if you want to make big money in business, you must have billboards and slogans.
If we go back in time and walk on the streets of cities in Song Dynasty, commercial advertisements will be everywhere. The Riverside Scene at Qingming Festival depicts the prosperity of commerce in Song Dynasty in detail. According to incomplete statistics, there are 10 advertisements on the Riverside Map in Qingming Festival, including herbal tea, pedicure shops, fortune tellers and hotels. There are about 23 advertising signs, at least 4 light box advertisements and about 5 large advertising signs.
Wine culture is an indispensable culture at all times and in all countries. Moreover, this piece of advertisement is far superior to other commodities in both quality and popularity. For example, the current Wuliangye advertisement is very classic. There was no TV in ancient times, and videos could not be made. How do they advertise?
First of all, the most classic is embroidery. When we watch TV, we can find that there is usually a curtain in front of the hotel, that is embroidery.
Secondly, some hotels with a little attention will also do high-grade advertisements-light box advertisements. In some TV dramas in Japan, South Korea and Hong Kong, we can still see this kind of advertisement. A luminous billboard was put in front of the shop to attract customers. In fact, these are all tricks left by people in the Song Dynasty, but there was no electricity at that time, so candles were put inside for lighting. So don't doubt that these lamp advertisements were seen on TV and exposed during the Song Dynasty.
In addition to these, the restaurant has a more special way of publicity-wine tasting. It is said that the fragrance of wine is not afraid of the depth of the alley, and I am afraid that I have not made publicity! Every year before Tomb-Sweeping Day, all the wineries in Lin 'an have to cook new wine. At this time, the whole city of Hangzhou smells of wine. This is a good time for publicity.
How to promote your own wine? Asking people to taste publicity word of mouth is undoubtedly the best advertisement.
Holding a wine tasting party requires the approval of the official organization "Supervision Office", then choose an auspicious day of the zodiac, set a date, then post notices everywhere, invite bands to March and publicize, and beautiful women to endorse the products and invite everyone to taste them. The "beauty" here is not the simple beauty we see on TV, but the "female music", which is a literary and art worker, equivalent to today's female artists. They are all dressed up with heavy make-up, "wearing pearls and jade crowns, selling gold shirts and skirts", riding a silver saddle BMW, "playing with flower drums, or hugging Long Qin". We can also see this form of publicity in major shopping malls today.
But if the effect is the best, it has to be a celebrity effect. Do you think celebrity endorsement is the product of modern society? In fact, it appeared in the hands of Song people, the originator of marketing, but their spokesmen were not necessarily movie stars like Xiao Xin, but celebrities in the field of poetry.
Why is the best endorsement effect not the beautiful and moving "female music", but the big names in poetry? Because the Song Dynasty was famous for attaching importance to literati, the social status of literati was very high, and if they were famous in the field of poetry, their status would be even higher.
If you can have the words written by great poets, then you can be proud of your peers. For example, Liu Sanbian, who deliberately wrote lyrics, is very popular in the singer world. Being able to have the words written by Liu Yong means that you can stand out among singers. Liu Sanbian, a famous singer spokesperson, is only prestigious in the entertainment circle. Su Dongpo, a college student, is the most famous spokesman in the Northern Song Dynasty and even the whole Song Dynasty.
Dongpo's food is quite famous. The advertising poems of Dongpo pork, Dongpo elbow and gourmet Su Dongpo are particularly influential because of his status as a gourmet.
Cao Fu, a friend, sent him some trial baked buds from Heyuan and invited him to taste them. Mr. Dongpo tasted it and it was really good tea, so he wrote a poem with a wave of his hand:
The fairy mountain spirit is wet with rain, and the fragrant muscle powder is not washed evenly.
The bright moon comes to vote for Yuchuanzi, and the breeze blows Wu Linchun.
You know, Jade Snow has a good heart, not a new face.
The play is a poem, and your smile is always beautiful.
Besides writing poems about friends' food, Mr Dongpo is also happy to write advertisements for ordinary people. Su Dongpo was exiled to Hainan. The first thing he did when he was exiled here was to find local food. There is a local businessman who runs a prickly heat shop. He heard that Su Dongpo, a college student, was coming, so he asked Su Dongpo to taste his delicious food and wrote a poem for him. Su Dongpo is not a stingy person, so with a stroke of his pen, he wrote another advertisement poem:
When rubbed by hand, the jade color is even and the oil is light yellow and deep.
Sleeping at night in spring knows the weight, crushing a beautiful woman and hugging gold.
With Su Dongpo's poems advertised, the business of Sazi Store is booming.
Dongpo not only speaks for food and wine, but also speaks for beautiful scenery. He is a leader in propaganda and the originator of soft text promotion. Su Dongpo had a rough life and was exiled several times. Wherever he goes, whether he is rich or poor, he can find beauty and create it. According to the survey, Su Dongpo's poems mentioned about 27 5 A-level scenic spots, such as "If you want to compare with the West Lake, light makeup is always appropriate", "There are 300 lychees every day, and you don't hesitate to grow up as a Lingnan person" and Yanling Eight.
The cultural and economic development of the Song Dynasty was the highest in ancient China, and the commercial propaganda reached an unprecedented level. Among the spokesmen, Su Dongpo is the most outstanding. After all, Mr. Dongpo's fans are all over the country, and Mr. Dongpo's poems are undoubtedly the best advertising words. Coupled with his status as a gourmet and a tourist, he became the first spokesman of the Great Song Dynasty.