Why are many advertising forms in ancient China the carriers of folk culture?

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49 China Ancient Cover Advertisement *-China Ancient Signboard Advertisement

I saw this article when I was reading History Monthly in the library many years ago. It was copied at that time and entered at home. Almost ten years. Time flies. Different from yesterday, I can still see myself riding my bike everywhere.

At that time, I opened a forum in 3asian, and out of my responsibility, I found some such articles to publish. This is it. Because the forum is traditional, it can be seen that all the papers have been transformed into what they are now. At that time, my knowledge was very shallow, and there must be many mistakes in the transformation of complexity and simplicity. A few days ago, when I was writing an article, I happened to write a cover, so I searched online and found that the forum had long since disappeared and there was nowhere to search online. I regret not posting it elsewhere. I looked at the hard disk today, and the fifth and sixth floors of the directory came down. Suddenly I saw such a name, which was very kind, and the previous scene appeared in front of me. What's more gratifying is that there is a naive comment in front of the article, which makes me laugh. I'm a little nostalgic, so I'll leave it here, and the rest is the same.

Case of Chinaandersen: The lids in front of shops in ancient China are a kind of folk culture with strong national characteristics, with a long history, and there have been occasions when there were no shops, tricks and shops. As far as influence is concerned, even now, the people still have its shadow. Moreover, it often enters poetry as an ornament to show off feelings; When written in a novel, it is a very emotional scene. & lt On the Positive Advertisement in Ancient China: Although the article focuses on the word "advertisement", it also describes the general evolution of the cover, which can help people understand the unique folk culture of China.

I was very happy when I saw this paper, so I took the time to record it. Because the original text is relatively long, it is not suitable for recording for the time being, so I will analyze it in combination with the original chapters and divide it into five posts. For easy reference, each post is accompanied by original reference materials.

The Signboard Advertisement in Ancient China —— Tracing the Source of Cover Advertisement

This article is recorded from the ninth issue in 2002.

On the signboard advertisements in ancient China.

haijun yang

(School of Journalism and Communication, Henan University, Kaifeng, Henan 47500 1)

[Keywords:] cover advertisement; Totem worship; Industry logo; folk culture

Abstract: The ancient positive advertisements in China experienced a long-term development process. The appearance of cover advertisements has the most direct relationship with the totem worship of primitive people. The development of cover advertisements is related to the differentiation between businessmen and businessmen. There are many types of cover advertisements in ancient China, but in short, they can be divided into three basic types: image cover, logo relief and text relief. Cover advertisement has distinctive industry characteristics and is the carrier of ancient folk culture in China.

【 China Library ClassificationNo. 】 K203G206.3 【 Document ID 】 A 【 DocumentNo. 】 0583-0214 (2002) 09-0087-06

Signboard advertisements in ancient China

haijun yang

(news and entertainment. . School of Communication, Henan University, Kaifeng, Henan 47500 1)

Keywords: signboard advertisement; Totem worship; Industry logo; Custom culture

Abstract: Signboard advertisements in ancient China have a long history. The appearance of signboard advertisements has a direct causal relationship with the totem worshipped by primitive humans, while the development of signboard advertisements is closely related to the differentiation of businessmen. Although there are many kinds of sign advertisements in ancient China, there are three main types: image signs, mark signs and text signs. Advertising is the carrier of ancient culture in China, which has obvious industry characteristics.

Cover advertisement is one of the most national advertising forms in ancient China. Because of its unique shape, different forms and mostly from the people, it is deeply loved by the people. Cover advertisements contain rich folk culture and occupy an important position in the development history of ancient advertisements in China.

Traceability of cover advertisements

Cover advertisements are produced with human information exchange activities, and their forms of expression are gradually diversified in commercial and trade activities.

In the long-term production activities and the struggle with nature, human beings began to communicate and communicate with body language, express emotions and information with tattoo art and wearing ornaments, and identify with special smells, colors and images, which are the material basis for the production of cover advertisements. Among them, the appearance of cover advertisements has the most direct relationship with the totem worship of primitive people.

Totem worship originated in the early matriarchal clan, which is characterized by people worshiping certain animals or plants and certain natural phenomena as relatives or ancestors of the clan or as the patron saint of the clan. Totem worship took place in the hunting and gathering era of human society, so the objects of worship were mostly animals. For example, the Senaka tribe of the Iroquois Tribe Alliance of American Indians has eight clans, and their totems include wolves, turtles, beavers, bears and deer. Each clan also takes the names of these animals as clan names. China also recorded in his book that "Xuanniao was born in destiny, while Tangsheng was born in blood", which shows that the totem of Shang nationality is Xuanniao, which is the swallow mentioned today.

Totem worship is a universal historical phenomenon all over the world. For the clan, it has the functions of spiritual bond, unified will, unified action and unified interests. At the same time, the belief in * * * is also conducive to the formation of the mentality and ethos of clan members. More importantly, totem is often the name and symbol of clan, which has the nature and recognition function of clan emblem. These signs can be regarded as the embryonic form of the original cover advertisement. After the formation of the country, the national emblem, national emblem and crown of some countries still use animal and plant patterns, which can also be regarded as non-commercial cover advertisements because they are more used for national flags.

In commodity production and commodity exchange activities, the forms of cover advertisements are gradually diversified. Specifically, the appearance of cover advertisements conveying commodity information is directly related to the differentiation of merchants.

During the Spring and Autumn Period and the Warring States Period, the merchant class began to divide into merchants and merchants. As for merchants and merchants, there is such a description in ancient books: "Merchants are words and chapters, chapters are far and near, and they measure their needs and do things in all directions, so they are called merchants; Jia Zhi's words are solid and his useful things are solid, waiting for the people to benefit them. Therefore, everything is business, and the family sells Jia "(3). Hong merchants go door-to-door to trade, mostly using oral advertisements and live demonstration advertisements. Sit in a fixed place or rent a fixed shop for business; In order to attract customers, merchants began to hang the objects displayed in the market on booths or shops to attract buyers. In this way, on the basis of physical display advertisements, they have evolved and developed into advertising forms such as signboards and covers. There are many descriptions of early cover advertisements in ancient books. A well-known story was recorded: "The Chu people with shields and spears have a reputation:' My shield is strong, so it can't be trapped'. He also praised his spear and said,' The benefits of my spear are trapped in things'. " (4) (Difficult) The spears and shields mentioned here are actually the original forms of cover advertisements, and you can also see the physical records in ancient books. & lt Yanzi Chunqiu? Inside? Miscellaneous: "You let it serve you inside, but you still hang the cow's head on the door and sell horse meat inside." "5" The further development of this kind of physical cover resulted in the appearance of relatively shaped cover advertisements, namely, tables, flags, curtains, etc. This form of cover advertisement is actually the result of a high abstraction of the physical cover. This relatively shaped cover advertisement is also recorded in ancient books: "Song people sold wine, and they were promoted to Jinbe. They were very careful when meeting customers, because the wine was beautiful and the flag was high. [6] These records fully show that in the Spring and Autumn Period and the Warring States Period, physical cover advertisements evolved from display advertisements appeared in China, and the physical cover advertisements were highly abstract, which not only made the types of physical advertising more diverse, but also made tables, signs and curtains more stereotyped forms of cover advertisements in this period.

* This article is one of the topics of "Research on Chinese and Foreign Advertising History", a social science funded project of Henan Education Commission.

References:

1 Morgan. Ancient society [M]. Sanlian Bookstore, 1978.

Lin. , the original social history [m]. Zhonghua Book Company, 1984.

③ White Tiger agrees with [M].

4 Han feizi [m].

5] Qu Yanbin. Call Sapporo, collect the voice of China city [M]. Liaoning People's Publishing House 2000.

[6] Xinhua Dictionary [M]. The Commercial Press, 1980.

Once, cultivate love. Chinese and foreign advertising history [m]. China Price Publishing House, 1997.

Meng Dao. Tokyo Hua Meng Records [M]. China Commercial Press 1982.

Levies Shi Naian Water Margin [m]. Shanghai People's Publishing House, 1975.

⑽ Zhai Hao. Popular compilation [m].

⑾ China Customs Dictionary [Z]. Shanghai Dictionary Publishing House, 1990.

⑿ Wu Bingan. China folk custom [m]. Liaoning University Press, 1985.

13 Shang Jie. Commercial attractions in Tianjin [J]. Folklore research 1990. (4)

[14] Flexion. Encyclopedia knowledge [j], 1990. ( 1 1)

⒂ Yu, Chen Xianhong. Advertisement [m] Anhui People's Publishing House, 1997.

He has shown Zhang Zezhong's interest in advertising at home and abroad [M]. China Economic Publishing House, 1994.

China ancient cover advertisement-China ancient signboard advertisement-the evolution of the definition of "cover"

This article is recorded from the ninth issue in 2002.

The cover advertisement in ancient China-the signboard advertisement in ancient China

haijun yang

(School of Journalism and Communication, Henan University, Kaifeng, Henan 47500 1)

Evolution of the definition of "cover"

From the source of cover, we can see that there are two basic types of cover: one is a cover advertisement which is evolved from totem worship and conveys political and cultural information, and this cover mainly conveys political or military information; The other is the highly abstract and relatively shaped cover advertisement forms such as tables, signboards and curtains in physical advertising, which are produced in commodity production and commodity exchange activities and evolved from display advertisements. This type of advertisement is also the focus of this article.

According to the literal meaning, "Sapporo" on the cover refers to curtains and curtains, that is, different expressions of watches, labels and curtains. However, this understanding is obviously too narrow and fails to grasp the connotation and extension of cover advertisements. Some scholars in China describe the signboard and the cover together, calling it Zhao Bo, and explain it as follows: "Zhao Bo is a compound general term of signboard and cover, and it is a visual symbol used by industries such as industry and commerce to publicize the contents, characteristics and grades of their operations to attract information." : Some scholars confuse cover advertisements with signboard advertisements. The cover refers to the signboard in front of the store, which is easy to understand, but it is easy to misunderstand that the cover is the signboard in front of the store. Therefore, China scholars also distinguish between cover advertisements and signboard advertisements. For example, some scholars think that "the signboard is a kind of cloth curtain without words at first, then the name of the store is inscribed on the cloth curtain, and then the cloth curtain is replaced by a wooden sign, and the words are inscribed on the wooden sign to indicate the name and font size of the store, which can be called the store logo. Gai originally referred to cloth curtain, and later extended to another name of wine flag, and gradually expanded to the proper name of various industry symbols. The cover mainly indicates the type of goods or different service items, which can be called the line label. " Once, this expression pointed out the difference between signboard advertisement and cover advertisement, which is of great significance for us to understand the change of cover interpretation.

In fact, most China scholars believe that the physical cover is only the embryonic form of the cover advertisement, and even the abstract physical cover is not representative. They think that the original meaning of the cover refers to the curtain, which is a rectangular curtain that businessmen hang above stalls or shops to attract customers. Because it is shaped like a door or curtain, it is also called a curtain. At first, there were words and patterns, some didn't, and most of them were cyan, called green curtains. This understanding strengthens the special form of the hood with the form of table, label and curtain as the main body in a specific period, but ignores the evolution process of the hood from the initial physical prototype to the more mature "wine flag" and various types of highly abstract physical hoods.

In the Tang Dynasty, when drinking became more and more popular, hotels hung a rectangular door curtain with the word "wine" written in the middle, which was extended to another name of the wine flag, known as Jiubo. Because of the large number, it has gradually become a trend, and there is a saying of "wine flag wind". In the ancient literature of China, there were different names for Jiu Bo, such as Wang Zi, Zhao Qi, Zhao Yin, changing Zhao Qi and blocking the flag. Senator Meng has a saying in the room: "Every family drinks at noon, and the children are dragged down." Being (Mid-Autumn Festival) also recorded: "At noon that day, I was hungry and saw a hotel in front with a flag in front of it." There are two issues that need special explanation: First, in the Tang and Song Dynasties, wine sapporo was everywhere and had many names. Here, wine sapporo mainly refers to wine flags. Although the wine flag was the main form of wine sapporo in this period, other types of wine sapporo still existed, such as wine gourd, drunken fairy and grass broom, which were recorded in the literature. Regarding the grass broom, there is a passage in the room: "Far away, in the depths of apricot blossoms, at the end of the market, a family picked a grass broom." When Shen Zhi went there, it was a small hotel near the village. "levies the grass broom here, it is a small hotel. Secondly, after the development of the past dynasties, the wine flag was quite mature as a cover in the Song Dynasty, but the original form of the green curtain or green cloth wine flag was well preserved. & lt The Water Margin records: "Sung River ... is walking in front of a restaurant. When he looked on his back, he stood beside a telephone pole and hung a blue cloth wine flag ... "Levies this passage shows that until the Song Dynasty, the green curtain still existed as a wine sapporo.

What is mentioned above is only the change of name and type. In fact, since the appearance of original curtains, cover advertisements have gradually developed, evolved and matured from form to content.

The first is the change of shape. The appearance of gourd-shaped, copper coin-shaped, hat-shaped, lantern-shaped, triangle-shaped, diamond-shaped and various physical shapes has broken the unique rectangular shape of cloth curtains and made the forms of cover advertisements increasingly colorful. Because different shapes of cover advertisements have specific meanings and represent different commodity business categories, cover advertisements have gradually become a special symbol of various industries. What needs to be mentioned here is that due to more and more types of covers, their shapes are gradually fixed. Some cover advertisements with distinctive industry characteristics are actually enlarged or reduced models of goods sold in stores, while others are just hanging objects. As mentioned earlier, "the monarch still hangs the bull's head in the door and sells horse meat in it", which objectively reflects the fact that goods are used as covers. Therefore, some people call this cover advertisement hanging advertisement or physical advertising.

Secondly, changes in the means of production. The materials for making cover advertisements have gradually expanded from the original cloth to wood, copper, iron, cotton, velvet, thread and composite materials, which makes the process of making cover advertisements more complicated and the appearance more beautiful. In addition to the recognition function, its decorative function is becoming more and more obvious. Among the many materials for making cover advertisements, wooden materials are widely used. Many of them are hung in front of shops and made of wooden materials. Plain advertisements with simple words such as "tea", "dang" or simple graphics are usually regarded as the original form of signboard advertisements or signboard advertisements.

References:

1 Morgan. Ancient society [M]. Sanlian Bookstore, 1978.

Lin. , the original social history [m]. Zhonghua Book Company, 1984.

③ White Tiger agrees with [M].

4 Han feizi [m].

5] Qu Yanbin. Call Sapporo, collect the voice of China city [M]. Liaoning People's Publishing House 2000.

[6] Xinhua Dictionary [M]. The Commercial Press, 1980.

Once, cultivate love. Chinese and foreign advertising history [m]. China Price Publishing House, 1997.

Meng Dao. Tokyo Hua Meng Records [M]. China Commercial Press 1982.

Levies Shi Naian Water Margin [m]. Shanghai People's Publishing House, 1975.

⑽ Zhai Hao. Popular compilation [m].

⑾ China Customs Dictionary [Z]. Shanghai Dictionary Publishing House, 1990.

⑿ Wu Bingan. China folk custom [m]. Liaoning University Press, 1985.

13 Shang Jie. Commercial attractions in Tianjin [J]. Folklore research 1990. (4)

[14] Flexion. Encyclopedia knowledge [j], 1990. ( 1 1)

⒂ Yu, Chen Xianhong. Advertisement [m] Anhui People's Publishing House, 1997.

He has shown Zhang Zezhong's interest in advertising at home and abroad [M]. China Economic Publishing House, 1994.

On the different titles and classifications of ancient cover advertisements in China-ancient logo advertisements in China-covers.

This article is recorded from the ninth issue in 2002.

On the signboard advertisements in ancient China.

haijun yang

(School of Journalism and Communication, Henan University, Kaifeng, Henan 47500 1)

Different titles and classifications of cover

In ancient China society, people had different names for covers, and they also had different expressions in ancient books. As mentioned above, "Sapporo" or "Zhao Sapporo" are more common, while "table", "signboard" and "curtain" are more fixed. Other appellations include "flag", "standard", "hope", "recruit" and "brand".

Sapporo, Gai and Waving are the most common appellations. It seems impossible to prove when this term appeared and when it was widely used by people, but people still made some explorations on its origin. In Qing Dynasty, Zhai Hao thought that "Sapporo" might be the mispronounced word for "Wang", and he pointed out: "According to this, north of the river, every city owner knew that he was looking for a child when he listened to the hanging sign. This is a cloud that distorts its voice. " Some scholars have pointed out that this explanation is somewhat reluctant. They think that Sapporo originally refers to curtains, and people extend it according to the shape of wine flags, such as curtains, and then refer to various tricks. As for when this happened, people inferred from the book Iron Shoes and Sapporo recorded in the Ming Dynasty that at least in the Ming Dynasty, Sapporo had been used to refer to general tricks other than wine tricks. However, the usage of "Sapporo" is very early, such as Zhang Jin's Selected Works of Jingyang? "Seven Lives" has the record that "the temple was folded up and turned to Sapporo", and Tang Lu's "Dream Back" also has the poem "The small stove is low and the wine drops are as fragrant as last year"

Watch this. More refers to the wine flag, or another name for the wine flag. This title has also been mentioned in ancient books. For example, he once wrote: "People who have wine are clean and have long watches, but the wine is sour." The "table" here obviously refers to wine flags and wine.

Flag. This is another name for the wine flag. As mentioned above, the description is as follows: "The drinkers in the Song Dynasty were promoted to Jinbe, and they were very careful when meeting guests, because the wine was beautiful and had a high reputation."

Curtains, green curtains, cloth curtains, curtains. More refers to wine flag, which can also be regarded as another name of wine flag, also known as wine curtain and wine banner. This title is relatively fixed and is often mentioned in ancient poems. Tang Lizhong's "Singing on the Riverside" has a sparkling wine curtain to attract drunken guests, and the tree hides the warbler. "Liu Yuxi:" The wind is good enough to be greedy, and the sunny curtain returns to the restaurant "and so on. , all mentioned this title.

Mark. Refers to mustard greens, grass labels and grass brooms. Generally inserted in the items for sale, as a sign of sale, it has become a sign of special significance because it is widely used in the process of private transactions. & lt The Water Margin, he once mentioned the cursive script: "Yang Zhi bought a treasure knife that day, inserted the cursive script and sold it on the market." The grass sign here has become a symbol of a specific meaning.

Look, look, look at wine, look at sticks, etc. It is also the wine flag in front of the hotel. As mentioned earlier, Mr. Meng wrote in Dream of Tokyo? The Mid-Autumn Festival once described: "At noon, every household ran out of wine, which dragged down the children."

Move, move, move. The abbreviation is called "Zhao" because it has the meaning of attracting customers. It can refer to both wine flags and portable and movable signboards. & lt Water Margin? Wu Erlang, the head of the donor, set up a sacrifice "Zai:" The woman learned this trick, cleaned the door, and then came from behind. " The "trick" here refers to the wine in the hotel.

Cards. Short for signboard. Signboard here refers to the writing of shop name, font size or business content, also known as signboard, which has both the characteristics of signboard and the function of cover. The difference between the two is introduced in detail below, so I won't go into details here.

Over the years, China scholars have classified cover advertisements in different ways. Due to different perspectives, there are great differences in classification methods, which can be said that different people have different opinions.

In his book, Wu Bingan divides the cover into seven different types: objects, models, commodity accessories, tips, lights, flags and plaques. In this paper, Shang Jie divides covers into nine categories: physical objects, models, packaging, tips, lamps, flags, figures, patterns and illustrations. Qu will be divided into five categories in the article "Ancient and Modern Paintings": object blog, model blog, symbol blog, specific symbol blog and writing blog.

Although China scholars have different understandings of the classification of cover advertisements, there are many similarities in the interpretation of a certain type of specific cover advertisements. To sum up, there are roughly the following types.

Physical goods: generally considered as physical goods hanging above shops or shops, goods sold. Some are slightly decorated, while others keep the original appearance of the goods.

Model Sapporo: This is a relatively formed advertising form that develops and evolves on the basis of real objects. It is mainly to enlarge, shrink, exaggerate and deform the physical object to form a relatively fixed shape. Some of these covers are exaggerated, while others are more beautiful and exquisite. The production material is mainly wood, supplemented by other materials related to commodities.

Symbol Sapporo: It is the result of highly abstract model Sapporo, which can be divided into metonymic symbol Sapporo. For example, there are jars and flagons hanging in the hotel; Metaphorical symbols. For example, hanging hedges in hotels; The picture is vivid. The content of the picture is abstract or directly reflects the variety, type or content of the business.

Specific signs: specific signs are used to indicate the category or category of business. I mean the specific signs that operators and customers can understand, such as black boots in front of the shroud store, white curtains in front of the barber shop and blue curtains in front of the Muslim hall.

Writing: Writing cover advertisements with specific characters on curtains, wine flags or physical and abstract models. It is also divided into single word, double word and multi-word text. There are many advertisements of this type, such as "pawn" in pawn shops, "shop" in hotels and "wine" in hotels. Some words are very big, for example, on the wine flag of the hotel at the foot of Jingyang Gangshan Mountain, the words "Three bowls are not above the post station" are written. What's more, for example, the soaring signboard of Deaitang pharmacy in old Beijing reads "Deaitang Shen Jiazu handed down seven generations of seven treasures for children, only one", with more than a dozen words, which is a multi-word record.

Look at the above categories and explanations of different types of cover advertisements. The author thinks that from the origin and nature of cover advertisements, cover advertisements can be divided into cover advertisements that convey social life information and cover advertisements that convey commodity information. Because the cover advertisement that conveys commodity information occupies an important position in ancient social life and is closely related to people's daily life, its forms of expression are more colorful than the former. The author thinks that from its own development and evolution, the cover advertisements that convey commodity information can be summarized into three types: images, signs and words.

References:

1 Morgan. Ancient society [M]. Sanlian Bookstore, 1978.

Lin. , the original social history [m]. Zhonghua Book Company, 1984.

③ White Tiger agrees with [M].

4 Han feizi [m].

5] Qu Yanbin. Call Sapporo, collect the voice of China city [M]. Liaoning People's Publishing House 2000.

[6] Xinhua Dictionary [M]. The Commercial Press, 1980.

Once, cultivate love. Chinese and foreign advertising history [m]. China Price Publishing House, 1997.

Meng Dao. Tokyo Hua Meng Records [M]. China Commercial Press 1982.

Levies Shi Naian Water Margin [m]. Shanghai People's Publishing House, 1975.

⑽ Zhai Hao. Popular compilation [m].

⑾ China Customs Dictionary [Z]. Shanghai Dictionary Publishing House, 1990.

⑿ Wu Bingan. China folk custom [m]. Liaoning University Press, 1985.

13 Shang Jie. Commercial attractions in Tianjin [J]. Folklore research 1990. (4)

[14] Flexion. Encyclopedia knowledge [j], 1990. ( 1 1)

⒂ Yu, Chen Xianhong. Advertisement [m] Anhui People's Publishing House, 1997.

He has shown Zhang Zezhong's interest in advertising at home and abroad [M]. China Economic Publishing House, 1994.

On ancient cover advertisements in China-ancient logo advertisements in China-images, logos and texts.