Doesn't the net master have any effect on fashion? Why are advertisements still popular?

Third, modern advertising forms Due to the emergence of advanced technology and media, modern advertising has made great progress on the basis of inheriting ancient advertising forms. Advanced media and exquisite production technology have created many efficient forms of advertising, and their communication scope, speed, objects and communication methods are far wider, faster, wider and more superb than those of ancient advertising. (A) newspaper advertising newspaper advertising is an important form of modern advertising, it appeared in modern times, later than the emergence of newspapers. As early as 1200 years ago in the early Tang Dynasty, there was the earliest official newspaper Di Bao, which was considered as the earliest newspaper in the world. Dibao was published regularly in Song Dynasty, and movable type was used in Ming Dynasty. In the Qing Dynasty, the bunker was renamed Bao Jing. This newspaper is only circulated between the imperial court and bureaucrats, and it is not distributed to the outside world, nor is it allowed to advertise. After the Opium War, newspaper advertisements appeared in China. 1840 after the defeat of the first opium war, Shanghai and other five cities were turned into trading ports, and a large number of foreign "foreign goods" were dumped to the mainland through the port cities, and foreigners began to invest and set up factories in the port cities. In this case, newspaper advertisements began to appear in Shanghai and other places. Foreigners began to run newspapers in China, expanding from south to north. Over the past half century, China has founded more than 300 kinds of newspapers, most of which are in Chinese. The main newspapers are Shanghai New Newspaper, World News, Shenbao and News. At that time, these newspapers mainly published advertisements on shipping dates, market conditions and commodities, all for the purpose of promoting imported goods and services and communicating the business situation at home and abroad. /kloc-At the end of 0/9, newspapers run by the national bourgeoisie began to appear in China, which were used to publish domestic advertisements and engage in "commercial wars" with foreign businessmen. These newspapers include Zhao Wenxin Newspaper founded in Hankou, 1873, Circular Daily founded in Hong Kong, 1874, and Report founded in Shanghai. Most of them publish many advertisements. The political official newspaper 1907 founded in the late Qing dynasty also allowed commercial advertisements and formulated advertising regulations. Later, many new newspapers also publicized and advocated domestic products. /kloc-in Europe in the 0/7th century, due to the rise of the first industrial revolution, industry and commerce became more developed, and newspaper advertisements also developed. London Weekly, the earliest newspaper in Britain, was published on 1622, and began to advertise three years later. 1625 The British Courier published a book advertisement, and 1650 Newsweek published a reward for finding a horse. These are considered to be the earliest newspaper advertisements in Britain. Before the independence of the United States, when the first newspaper, Boston News Newsletter, was founded on 1704, it advertised to advertisers to recommend the newspaper as a propaganda medium. Benjamin, the father of American advertising? Franklin founded Pennsylvania Daily on 1729, and published an advertisement for soap on the front page of the first issue. Soon, the circulation and advertising volume of this newspaper jumped to the top. By 1820, there are 532 newspapers in the United States, all of which advertise in a considerable space. (2) When did magazine advertisements first appear? Due to the lack of historical data, it is still difficult to confirm. 17 10, the British Observer magazine once published advertisements for tea, coffee and chocolate, as well as advertisements for auction items, real estate, books and periodicals and traditional Chinese medicine. I believe that magazine advertisements must have appeared before this. Most American magazines were published in1early 8th century. These magazines published in the early years were only pamphlets, and most of them had no advertisements. It was not until the middle of the19th century that the American economy began to prosper and magazine advertisements gradually developed. The earliest chinese magazine was 18 15 founded in Malacca, Malaya in August, while the first chinese magazine published in China was/kloc-0 founded in Guangzhou in June, 833, which included social news, religion, politics, science and business trends. These magazines all advertise in Chinese. Before and after the May 4th Movement, various publications appeared one after another, most of which were advertised as measures to solve the source of funds and improve the lives of workers. (3) Broadcast advertisers mainly refer to commercial advertisements of radio stations and cable stations. 1844 American engineer Samuel? Morse invented the telegraph and used it to deliver messages the following year. 1906 The world's first radio station was established and started broadcasting in the United States. 1922, the first commercial radio station in the United States was established and commercial advertisements were officially broadcast. 1924, Al of the United States founded the first radio broadcasting network and launched a large-scale commercial advertising campaign. By 1928, the advertising cost of broadcasting has reached1050,000 yuan. China began to establish radio stations from 1922, but the official advertising activities of radio stations began from 1927. (4) TV advertising TV advertising is a rising star in the advertising industry, which has both audio-visual functions of newspapers, radio and movies. The world's earliest TV station was piloted in Britain in 1929, and was officially built and started broadcasting in 1936. The United States began to broadcast commercial advertisements at 194 1. The large-scale commercialization of TV took place after World War II, and TV advertising has become an important advertising form in the West. China built its first TV station in 1958, and began to pilot color TV in 1973, but commercial advertisements were not broadcast until1979+February. Newspapers, magazines, radio and television are called the four major media advertisements, and their advertising expenses account for the vast majority of the advertising expenses in the entire advertising market. According to the statistics of the United States 1983, the advertising revenue of the four major media accounts for: newspaper 13.4%, magazine 19.6%, radio 6.3% and television 60.7% respectively. In addition to the four major media advertisements, modern advertising forms include: window advertisements, which were widely used with the appearance of department stores at the end of 19; Neon advertising, 1896 British chemist Ramses invented neon lights and gradually applied them to commercial advertisements. Neon advertisement 19 10 first appeared in Paris, France, and now it has become the main form of outdoor advertising. /kloc-The street sign advertisement that appeared at the end of 0/9 was very popular in the 1920s and is still popular now. Film advertisements and slide advertisements were very popular at the beginning of this century, but they are rare now; Traffic advertisements refer to billboards installed in cars, boats, docks, stations and other places, which are common every day; POP sells some advertisements; Gift advertisement; Packaging advertisements, such as shopping bags. Due to the progress of modern science and technology, aerial advertising has appeared again. Aerial advertising is divided into flight advertising, book cloud advertising and smoke advertising. Flight advertisements use airplanes, balloons and motorboats to write and open slogans. Book cloud advertisement is typed on the dark clouds with parabolic reflector technology in the night sky or on the ground. A cigarette advertisement is an advertisement written by smoke from an airplane. This kind of smoke can be attached to air particles for a long time because of the addition of chemicals such as light paraffin oil. In addition, there are satellite advertisements, TV newspapers, electronic advertisements, laser advertisements, optical fiber advertisements, video advertisements, fax advertisements, telephone advertisements, closed-circuit television and cable television. With the progress of science and technology, new advertising media will appear constantly, and advertising media will become more and more abundant. Section 3 Functions of Advertising The rapid development and continuous progress of modern advertising industry is mainly due to the highly developed commodity production and multi-level material demand brought by socialized mass production. The mass production energy in modern society is huge enough to produce a huge amount of goods. At the same time, due to the development of modern transportation technology and the extensive development of international cooperation, the circulation field has become broad. It is precisely because of this socialized mass production that a large number of commodities are produced and sold, products change with each passing day, and the market competition is extremely fierce. The richness of commodities will inevitably change the market from a seller's market to a buyer's market, which is the fundamental reason for competition. The product trading market has become vast and far away, regional closure and regional boundaries have been broken, and commodity sales have become international. Due to the huge market, the huge gap between production and consumption, and the increase of intermediate circulation links, commodity advertising activities have become facing the public in a certain region or at a certain level, rather than a specific customer. The production of commodities is also to meet the same consumption desire of consumers in a certain region or at a certain level. At the same time, due to the progress of science and technology, the variety of products and the rapid development of new products, it is difficult for consumers to make comparative choices when buying goods, but they are used to buying by impression and consumption habits, that is, entering the so-called "impression" trading era. Due to these characteristics of modern market, in order to accelerate the whole process of socialized mass production of commodities, we must make full use of effective advertisements to spread commodity information to consumers quickly and accurately, so that a large number of products can be quickly transferred from production and circulation to consumption. Therefore, modern advertising industry is a bridge closely connecting production and consumption, an important part of marketing and an indispensable industry in socialized division of labor. Practice has proved that advertising plays an irreplaceable role in social and economic life. I. Information Dissemination Function Commercial advertisements serve the circulation of commodities and provide services for products to enter consumption. "Logistics" (Logistics: refers to the movement of commodity entities, that is, the movement of use value. ), "business flow" (business flow: refers to the movement or transfer of goods, money and ownership, that is, the movement of commodity value. ) jointly undertake to complete the whole process of commodity use value and value exchange movement. Commercial advertisements convey information about production to consumers and provide consumers with information about goods or services, which is the information dissemination function of advertisements. Due to the wide application of new science and technology in socialized mass production, the commodity flow in modern society is often divided into positive and negative aspects at the same time. The reverse consumption demand information obtained from the consumer market is first transmitted to the producer, and then the related product information of the producer is transmitted to the consumer. Since then, modern advertising activities are a whole process from formal market research to the end of market information feedback after advertising. Therefore, advertising is the channel for producers to understand market information, and for consumers, it is the source of commodity information. On the other hand, from the perspective of information flow, advertising not only serves logistics and business flow, but also plays a guiding role in logistics and business flow. The smooth circulation of goods from the production field to the consumption field is conditional, that is, it must be smoothly connected and closely linked in terms of quantity, quality, time, place and specific consumption objects (consumption units and consumers); The supply and demand of commodities spontaneously regulate commodity production through price competition, that is, the price law. The information flow provided by advertising activities can provide basis through correct market research and scientific prediction, and reduce the blindness of commodity production. At the same time, advertising can also dredge the channels of logistics and business flow, shorten the circulation time, stimulate consumer demand, improve the time efficiency of business flow, and promote the prosperity of commodity economy to a certain extent. With the wide application of new technology in the advertising industry, the information function scope of commercial advertisements is constantly expanding. At present, international advertising companies widely appear in the international market to carry out advertising business. They use communication satellites, computer processors, fax equipment, etc. , and through the "contact system" pay close attention to the international market commodity information dynamics, and keep close contact with all parties. The development process of the world information industry brought by the evolution of the new scientific and technological revolution is also the process of perfecting the human supernatural space means and the advertising industry going global. With the further popularization and development of computer technology, computer technology and communication technology, the information transmission function of advertising will be further developed and strengthened to play a higher role. For example, due to the increase in the number of TV channels, different channels can focus their programs on specific objects; Newspaper publishers can use computers to produce multi-page advertisements with different contents at the same time, and each page is aimed at different readers; With the emergence of "electronic newspaper", newspaper advertisements can be sent to people's homes through radio, closed-circuit television programs or fax equipment; Personalization of magazines can provide customers with the advertising services they need; Direct mail advertising can grasp the needs of people from all walks of life through computers, and at the same time, it can accurately mail all kinds of advertising materials to people who may respond to sales. Similarly, consumers can buy the products they need from the supermarket through modern equipment such as fax and telephone. It can be predicted that in the near future, the information function of the advertising industry will be continuously strengthened, and advertising agencies will be integrated with commercial research institutions and market forecasting institutions to provide more perfect services for social, commercial and economic life. Second, the function of guiding consumption. Understanding goods is the premise of buying products. Only by deepening the understanding of goods can we stimulate the interest and desire to buy. Especially in today's commodity market, due to the rapid development of science and technology, new products are changing with each passing day, and there are many kinds of goods with different functions. At the same time, many commodities are scattered in various commercial outlets, and consumers urgently need to know the performance, production, supply and sales of commodities. Through the effective dissemination of commodity information, advertising introduces consumers to the brand, trademark, performance, specifications, use characteristics, price, and how to use, maintain and various commercial service measures, in fact, it helps consumers to improve their understanding of commodities and guide them how to buy commodities. Especially for newly listed products, advertising consumer guide is particularly important. According to the data obtained by the Department of Business Studies of Jinan University 1982, when the cadres and workers in Beijing and Guangzhou answered the sampling questionnaire, 17.4% answered that the advertisement was helpful for purchasing goods, 44.5% was slightly helpful, 22.8% was not helpful, and 15.3% was unclear. From the survey results, it can be seen that 6 1.9% people think that advertising is helpful or slightly helpful for buying goods. This is still the case in China, where advertising has just started, advertising activities are relatively few and advertising level is relatively low. Now, due to the development of advertising technology, the level of advertising is constantly improving, and the scale of advertising is also expanding. We believe that there are many more people who believe in the guiding role of advertising in consumption. The influence of advertising on consumers' buying behavior not only plays a general role in letting consumers know about goods, but also stimulates consumer demand while guiding consumption. The constant appearance of advertisements is the process of constantly stimulating consumers' interest and desire in consumption. Advertising stimulates demand in two aspects: primary demand and selective consumption. Primary demand refers to the demand for a commodity. After new products enter the market, most of them use advertisements to stimulate primary demand, such as 1979 and the changes in the TV market in the next decade. At first, black-and-white TV sets went on the market, and manufacturers introduced the advantages of this product through advertisements. Later, color TV entered the market, and advertisements stimulated consumers' primary consumption desire by highlighting the vivid effects and clear images of color TV, thus transferring consumers' consumption desire. Subsequently, computer-selected color TV sets, computer-controlled color TV sets and plane right-angle remote control color TV sets appeared in the market, all of which basically carried out advertising campaigns aimed at stimulating consumers' primary consumption desires according to their respective characteristics. Selective demand (consumption) refers to the demand for specific commodity brands, which is the further development after the formation of primary demand. By introducing the advantages and characteristics of a certain brand of goods, advertisements stimulate selective demand and guide consumers to recognize the brand for purchase. Advertising plays an important role in guiding consumption and stimulating demand. The emergence of many popular goods is inseparable from the hype of advertisements; Consumers' consumption habits will also change under the influence of advertisements and accept new consumption concepts. The popularity of Nestle coffee is an example. The guiding role of advertising in consumption provides people with abundant commodity information, introduces the quality characteristics of various commodities and provides services, thus enabling people to buy the goods or services they need in time, enriching people's material and cultural life, saving the purchase time, enabling people to have more time for work, study and entertainment, and providing convenience for consumers' lives. Third, the function of communicating production and marketing channels and promoting commodity sales In modern socialized mass production, production and circulation are two complementary elements in the process of unified production. The products produced by enterprises can only enter consumption through the circulation field and realize the use value. Advertising plays a bridge role in communicating production and marketing channels and dredging the relationship between production, supply and marketing. The development of market economy has completely broken geographical boundaries. The whole market has become completely open, with more circulation channels and fewer circulation links. People, regardless of North and South, all live in a market economy. Nowadays, advertising has become an effective tool for industrial and commercial enterprises to accelerate commodity circulation and expand commodity sales, and is known as the "super sales giant using advanced media". In addition, it must be emphasized that Marx once emphasized: "In commodity production, circulation is as important as production, so the parties involved in circulation are as necessary as those involved in production." This shows the importance of advertising for accelerating circulation. The promotion function of advertising is to attract consumers' attention, then induce their interest in goods, arouse their desire to buy and promote their buying behavior. Continuous advertising can make potential buyers buy, thus increasing the sales of goods. Advertising in new markets can open up new markets and increase product sales. Baotou Thermal Insulation Material Factory in Inner Mongolia Autonomous Region is located in a remote area. Although the quality of insulation materials produced by the company has reached the domestic advanced level, the products are always difficult to sell due to poor information and poor sales channels, resulting in a backlog. Since 198 1, they have carried out advertising activities, advertised in 13 provinces and cities across the country, mailed product catalogues to units that need thermal insulation materials, and advertised in China International Trade magazine and China Machinery and Equipment Season, thus opening up domestic and international markets, realizing smooth sales of products and achieving better economy. China has a vast territory and a large population, which is a fairly broad consumer market. Due to the underdevelopment of social economy, many areas are still in a state of inconvenient transportation and untimely dissemination of economic information. Therefore, advertising is of great significance for communicating urban and rural markets and accelerating commodity circulation. The role of advertising is not only to consolidate the market and increase market share, but also to open up new markets on the basis of creating demand. 4. The function of encouraging competition and promoting production, operation and management Because advertising activities have clear and targeted needs, it is necessary to convince consumers that in advertising activities, manufacturers, brands, trademarks, etc. We must clearly publicize the products, and at the same time, we must fully emphasize the characteristics and advantages of the advertised products, so as to stimulate consumers' attention and interest and promote consumers to buy brands. In this way, advertising has become a means of product competition and market competition among enterprises, and at the same time, it has stimulated and promoted manufacturers or labor service enterprises to improve their production capacity and management level. The promotion of advertising to enterprises first lies in the improvement of product quality. Because advertising can collect the opinions of users and consumers, enterprises are required to produce marketable high-quality products and create various high-quality brand-name products to increase market share. Therefore, product quality has become the key to the success or failure of enterprises in the future product market competition. The development of commodity production will inevitably lead to competition. With the continuous increase of new products, especially similar products, the market competition has reached a white-hot level. This forces enterprises to make a fuss about improving product quality and developing new functional products. After the product quality of an enterprise reaches a fairly high level, in order to expand the market share of its products or explore new product markets and obtain greater economic benefits, it is necessary to expand the production scale and improve the production capacity of the enterprise. This is the second benefit that advertising products bring to production enterprises. The process of social reproduction is the unity of production and circulation. Production determines circulation, but distribution, exchange and consumption determine production. This is especially true for expanding reproduction. The products produced by enterprises are based on the market, which does not mean that enterprises have achieved the best economic benefits. Only when enterprises reach the scale of operation, the economic benefit accounting index-input-output ratio of enterprises will be relatively good. Therefore, it is the only way for enterprises to improve their production capacity, develop production scale, increase market share and open up new product sales markets through market competition. At the same time, due to the provisions of the law of value, when similar products compete for the market, the value factor becomes one of the decisive factors that determine the success or failure of an enterprise. Therefore, in order to improve the competitiveness of products, we must make products have reasonable competitive prices, and the only feasible way to achieve this is to reduce the production and circulation costs of goods by improving the management of enterprises. In this way, advertising competition has become an effective means to promote enterprises to improve their management level. Competition is a kind of pressure. If industrial and commercial enterprises want to be in an invincible position in the market competition, they must maintain their reputation everywhere, maintain and constantly improve product quality, strive to develop new products, improve production capacity, improve service level and strengthen the good relationship between enterprises and consumers. All these must be achieved by improving enterprise management. In the market competition, advertising is not only a brochure of enterprise products, but also a guarantee for enterprises. At the same time, producing similar products is also a challenge for enterprises. The advertisements issued by enterprises are their own guarantees to the public, while the advertisements of other enterprises are challenges to enterprises. V. Function of imparting new knowledge and technology In modern economic life, the production and sale of any new product is the result of applying modern science and technology. It is believed that Kodak Color Film Company spends tens of billions of dollars on new product development every year. Therefore, whenever a new product goes on the market, it is necessary to publicize the performance, quality, working principle and usage of the new product and other new knowledge and technologies related to scientific and technological progress to consumers through advertisements. In this way, advertising consciously undertakes the social education function of some new knowledge and technology, and teaches consumers new knowledge, inventions and creations in the field of science and technology, which is conducive to broadening people's horizons, activating their minds and enriching material and cultural life.