People in ancient society often used the body as a medium or carrier, and used specific forms of advertising communication such as body movements, vocal language, tattoos, decorations and dances to achieve their goals. Body or limb is the most primitive advertising media, and its media function has been preserved and continued in the long years of ancient China society. Body language commonly used in ancient society can be roughly divided into the following categories:
1. Imitation and sign language. Before using language, mimicry and sign language are the most practical and effective ways to convey specific information to the audience. For example, in the process of hunting, when a person meets a herd of bison, he immediately runs to the highland where people of the same tribe can see him, raises his body with both hands to cover his head, and then slowly puts it down and repeats it. This is a signal to mobilize all fallen members to hunt. Primitive hunters like to cooperate with each other in hunting. When hunters find animal tracks and need to hide, they exchange information with each other in sign language. Those gestures often show the most striking features of animals. Hands in the air, forefinger straight, saying that the beast he saw was a twisted wildebeest with a pair of big horns; The middle finger is bent and the other four fingers are extended. Everyone knows that this is the discovery of giraffes. When an ostrich is found, it will raise its arm obliquely to symbolize its long neck. Ethnological research has proved that this kind of mimicry and sign language existed everywhere in ancient society and were important carriers for primitive people to transmit information.
2. Body painting and tattoos. Painting the body with colors or graphics is called painting, which originated very early. The hercynite can be used as a pigment and is often found in late Paleolithic sites tens of thousands of years ago. Until modern times, many ethnic groups with ancient customs still like to draw pictures on themselves. During the Dragon Boat Festival in China, ethnic minorities in many areas are used to drawing realgar or symbols on their heads and wrists. Dyeing their teeth black can be said to be a kind of painting decoration. It is recorded in ancient books that there is a "black pool country" in the southeast of China: "To the east of Japan, there are 4,000 naked countries. There is a black pool in the southeast of the naked country, which can be reached by boat for one year. " Dai, Jinuo, Bulang and other ethnic groups in Yunnan, China, usually like to chew betel nut and lime. Long-term chewing can also make their teeth black.
The decoration tattooed on human skin is called tattoo, and this custom originated very early. According to ancient records, the people of Wu, Yue and Chu in the south of the Yangtze River in ancient China worshipped the dragon totem: "Tattoos depict their bodies in the shape of dragons. When they enter the water, dragons can't hurt them. " Most ethnic groups in China, including the Han nationality, have the custom of tattooing in ancient or modern times. Li women started tattooing at the age of 12 to 16. If you have a lover, you must tattoo a special mark on your hand, which is often given by your lover himself. In China, the Jinuo, Bulang and Dulong nationalities in Yunnan, and the Gaoshan compatriots in Taiwan Province Province also have the custom of tattooing. ..... (abridged) Because tattoos have a strong recognition function in the communication between clans and tribes in primitive society and in the group activities of primitive people, they also convey specific information in the process of communication, struggle and intermarriage between different groups. With the migration and activities of primitive groups, they also play a role in a wider range of land, so they can also be regarded as an original advertising medium that can convey life and social information.
3. Human body accessories. Adding decorations to the human body can be traced back to the late Paleolithic period. Rich decorations were found in the Neanderthal site in Zhoukoudian, China. There are hollow animal teeth, hollow mussel shells, drilled stone beads, drilled pebbles, drilled fish bones, grooved bone tubes and so on. They are strung together with belts and worn on their bodies. There are many kinds of human body ornaments, which can be divided into hair ornaments, headdresses, ear ornaments, nose ornaments, lip ornaments, neck ornaments and foot ornaments. The collocation of human body accessories is closely related to people's hairstyles and hairstyles of different times. Ethnic minorities in the southwest of China usually tie their hair in a vertebral shape, or tie it in front of or behind their foreheads, and they are often full of flowers on holidays. Hairstyles of Yao women in Guangxi vary from place to place. They have two pieces of bamboo arrows on their heads, about two feet long. Hair is divided into two strands, tied around the arrow, covered with a scarf, shaped like butterfly wings. Others put on bamboo hoops, the ends of which are tilted upward, shaped like horns, and then tied tightly with beads and silk floss. In some places in eastern Zhejiang, the headdresses of She women are made of bamboo tubes, about three feet long, covered with safflower and inlaid with silver edges. Nail a silver medal on the front and back of the bamboo tube and hang white beads. According to different ornaments, we can judge the living habits and characteristics of different nationalities, and through the combination of different ornaments, we can convey specific ideological or cultural information. Here, human ornaments not only reflect the joys and sorrows of primitive people, but also spread this kind of life and cultural information to every member of the ethnic group, even to neighboring or hostile clan groups. The original advertising communication function is also relatively strong, with obvious advertising "informing" function.
According to the above materials, it is not difficult for us to see that in the long years of primitive society and early civilization, different ethnic groups in vast areas, including China, used body language to transmit information for a long time, especially between a pair of people and a group of people to transmit specific information with the functions of "informing" and "recognizing". Body language has become the most primitive and important advertising media here.
Second, metonymy-the specific symbol of advertising information dissemination
Primitive people not only used body language to convey information, but also relied on natural objects in the real world to realize the transmission of advertising information. These natural objects, such as trees and rocks, are naturally generated or existed in nature, and the other is created by human beings, but they are not consciously used as advertising media, but borrowed in the process of transmitting information, such as pictures and ropes. This kind of metonymy can be divided into two situations, one is concrete metonymy and the other is life metonymy.
1. Specific metonymy
(1) Knot the rope. Knotting is a common method to convey original information. The custom of tying knots in ancient China is described in historical books. I ching said: "in ancient times, knots ruled, and later saints used them to write behaviors." A hundred officials rule, and the people keep it. " "Zhuangzi" contains: "The ancestors were allowed to become families ... I wish the Rong family, the Fu family and the Shennong family, and at that time, the people will use it." "History of the North" also mentioned: "Hunting is a profession, simplicity is a custom, simplicity is a change, not a speech, but a woodcarving knot." The knotting method is widely used in the ancient history of China with a long history. When recording the date of appointment, Gaoshan people in Taiwan Province Province tie several knots according to the number of days and untie one knot every night. The Barrow people in Tibet cut a knot with a knife every other day until the last knot is cut, which means it is due, and when the knot is untied, it means the date of appointment. When Yunnan Dulong people travel alone, they often tie a hemp rope around their waist and tie a knot every day to record the number of days they leave. When Yao people have disputes, they often get a verdict in front of the leaders. The method is that both sides of the dispute hold a rope, and whoever speaks a truth will tie a knot until the end, and the party with more knots will win the case. In class society, the tradition of knots has also been inherited by businessmen and changed in shape and use. In the stalls of shops, hotels, teahouses and merchants, all kinds of covers or signboards are often decorated with all kinds of decorative pieces, strung together with ropes, embroidered with sapphires, colorful striped fabrics, all kinds of beads or rows of ears. There are also many unique covers, which are woven with thick hemp ropes. Here, the knot has become a new medium to convey advertising information.
(2) Wood carving. Wood carving is another symbolic language. Historical books also record the historical facts of woodcarving in various parts of China. For example, in the Book of the Later Han Dynasty, "When an adult calls, the woodcarving will be believed." Although there is no text, I dare not violate it. "A Answer from Outside the Ridge" also said: "Yao people have no words, and they are carved with two boards of wood. People hold one and leave one. " "Yunnan Tengyue State Records" also mentioned: "Yi people have customs, and all loans are on credit, and all financial terms are agreed. I don't know how to write, but I only use woodcut as a symbol, each holding half of the other party, as promised. "
In the process of commodity production and exchange, the custom of carving wood for commemoration evolved into the inscription of officials or the mark of celebrity goods, that is, the names of officials or celebrities were stamped on the goods sold. If we go back further, woodcarving can even be regarded as the source of commodity trademarks and logo advertisements.
(3) Display smoke. It was recorded in China during the Spring and Autumn Period that military warnings were transmitted by fire and smoke. After Qin Shihuang, a beacon tower was built every ten miles on the Great Wall of Wan Li, using dried wolf dung as fuel. After ignition, the flame and smoke soar, which may spread the emergency alarm to a long distance. The ancient poem "The sunset in Pingsha is red in the west of the desert, and the stars on the dragon are high and low; The phrase "watching bonfires in several places in the lonely mountain, strong men waiting to beat drums" is a true portrayal of the application of this original information transmission method. This medium was also used in the business activities of businessmen in ancient society. For example, there are records of night teams and caravans "lighting fires for the number" in different periods.
(4) drums. The original way of information transmission has both visual and auditory effects. The information transmission acting on hearing is mainly carried out by means of audio communication tools, among which signal drum is the most common. In China, the Jino cowhide wooden drum is also hollowed out at both ends of a thick tree, tied with a furry cowhide, hung on the tree and struck with a mallet. Every new year's day, men, women and children will get together to sing and dance.
(5) the number of bamboos. The Nu people in our country used bamboo trumpets to spread information during the funeral, and played bamboo trumpets with different numbers to inform the whole village of the funeral. The number of bamboo trumpets increases or decreases according to the identity of the deceased: unmarried deceased plays one bamboo trumpet, married people play two, and old people and leaders play five or six. Tribal members immediately rushed to the home of the deceased and sent eggs to mourn. Entering the class society, with the differentiation of businessmen, businessmen walked the streets and created a variety of information dissemination tools such as blowing, pulling and hitting. For example, merchants in the Han Dynasty recorded that they played flutes and sold sweets.
(6) Audio equipment. Ceramic chimes and urns unearthed from Miaodigou site in Neolithic age in China, as well as three-hole urns unearthed from Jiangzhai site, all have the function of making music. After entering the class society, with the development of commodity production and commodity exchange, the forms of audio advertisements are becoming more and more colorful. Various utensils in daily life may become the media of audio advertising, such as bowls, lamps and pots closely related to daily life, and flutes, pianos, harps, drums and gongs related to entertainment have also become the tools for advertising information transmission. Many businessmen have also specially made vocal instruments to show the characteristics of the industry for the needs of advertising, such as a vendor's rattle, a barber's tweezers fork, and a copper bell for a knife sharpener.
The widespread use of specific metonymy shows that the ways and means of advertising communication have changed greatly. With the frequent communication activities and the progress of communication technology, people borrow all available tools or objects to deliver advertising information more effectively and pertinently. The richness of media forms makes human advertisements spread in a wider area, conveying richer ideological, cultural and commercial information.
2. Metonymy of life
(1) draft standard. Also known as dirt. This is a naturally growing thing, but when it is inserted into the items for sale or sale, it has the meaning of recognition. Mustard was used in different historical periods of ancient China society, from daily necessities to poor families who sold their children because of hunger and cold. Cao Biao has been mentioned many times in Water Margin, the most famous of which is the record about Yang Zhi selling knives: "Yang Zhi bought a treasure knife that day, inserted a Cao Biao and sold it on the market." The grass sign here has the function of advertising media.
(2) ears of wheat, hedges and wicker. It often appears in front of food stores in rural areas and can be hung on the door or fence at will, which not only plays the role of logo, but also shows the simplicity and hospitality of the store. Small hedges and wickers can immediately close the distance between shops and customers, merchants and passers-by, and are also advertising media with low production cost but excellent communication effect.
(3) gourd ladle and grass broom. Grass broom is also called "grass brush", "grass pole" and "broom pole" After the Song Dynasty, the market restriction was broken, and shops could be opened not only in residential areas, but also in markets and rural areas. Straw brooms, as advertising signs, often appear in restaurants and teahouses. There are many records about these things in the literature of the Song Dynasty. In Rong Zhai Xu, Song once mentioned: "Today's capital and county wine services, as well as all places where wine is preserved, are exposed, based on the number of blue and white cloth. Micro-people, with their height and size, may hang bottles, spoons and brooms in village shops. "
As an advertising logo, the grass broom has deeper allusions besides its particularity as an auxiliary tool for wine making. It mainly means "broom". Su Shi, a poet in the Song Dynasty, once said: "If you want to be famous, you can't seek promotion. You should call a poem hook and sweep the broom. "
The "sorrow broom" here has obviously become another name for wine. It means "drown your sorrows by drinking" and "get drunk and get rid of a thousand sorrows". Therefore, it is vivid and symbolic to use the grass broom as the hotel logo, which has a strong folk color.
In ancient China society, there were many signs of life, most of which were dependent on the activities of shops and merchants. The scope of use is basically not beyond the scope of business activities and narrow "market". Due to frequent use and consumption habits, they reflect the emotions and aesthetic tastes of ordinary people, and also reflect the collective wisdom of media users or businesses. However, the widespread use of this kind of advertising media also reflects the limitations of people's development and utilization of advertising media at a low productivity level.
Handmade advertising media-the industry symbol of advertising information dissemination
In the long development process of ancient society, in the process of adapting to and transforming nature, human self-awareness and self-awareness have been continuously enhanced. It has become a conscious action to creatively spread spiritual and cultural information and create social material and cultural wealth. The development and application of advertising media reflect this fact. Ancient working people created a wide variety of advertising media with different styles, and the influence of advertising communication was even greater, which became an important part of social development and people's lives.
1. Store advertising media
Shop advertising media is the main form of advertising media in ancient China. Including restaurants, restaurants, teahouses, pawn shops, hotel facades and surrounding environment, specifically divided into several most common situations.
(1) cover. Cover is one of the most mature forms of advertising media in ancient China. Cover often gives people a strong visual impact with vivid and intuitive modeling, bright colors and unique folk customs. In terms of composition, the cover consists of a rod, a frame, a pick, a cover, a body, a seat and a pendant. Physically, there are round, square, triangle, diamond and irregular shapes; Judging from the content of communication, all information related to enterprise management or commodity services may appear in the form of cover; From the production materials, there are cloth, silk, satin, cotton, copper, iron, wood and other materials, and many covers are made of a variety of materials; From the form of expression, it can be divided into objects, models, symbols and specific signs.
(2) signboards. The appearance of signboard media is also closely related to shops. Signboards often appear in front of the facade or door, and are set by hanging, inlaying and masonry. As an advertising media, signboards convey rich information. Specifically, the first is to write the name of the store, such as "Laobaotai" and "Jinyang Fishing" in the dim sum shop; The second is to convey the business philosophy and characteristics of the business, such as "fair trade" and "childlike innocence" written on the signboard; The third is to reflect the sacrifice of the industry and the scope of services, such as "knowing the taste and stopping, smelling the fragrance and dismounting." As the media of ancient advertising information, signboards can be divided into different banners, vertical signs, listing signs and flying signs outside the store from their hanging positions.
(3) hey. As a medium of advertising information dissemination, it has its particularity. It turned out to be an earthen table for warming wine in front of the hotel. In order to take care of warm wine, there is often a woman with a good face sitting next to her. On the one hand, it is to take care of the guests, on the other hand, it is also to attract customers. In the Han Dynasty, it became a custom for women to be wives. Historical Records once said: "It's like setting up a wine shop to sell wine and treating Wen Jun as a fool." (Biography of Sima Xiangru) In the early Han Dynasty, the government allowed people to sell alcohol and spirits, so there were many wine stalls in front of the hotel. Become the symbol of the hotel.
(4) Colorful buildings and happy doors. In the Song Dynasty, with the opening and banning of the market, large shops with wide facades appeared, which made it possible for colorful buildings and music doors to appear. Colored building refers to the facade decoration of the shop, such as the door decoration of Sundian in Riverside Scene at Qingming Festival, which is a kind of colored building. Colorful buildings are specially designed according to the preferences of the store, which are relatively fixed and unique. Huanmen advertisement refers to the temporary facade decoration built by shop operators and merchants during festivals or important events. It is usually decorated with colored paper and silk. Because of its strong purpose and obvious logo function, it is also regarded as one of the ancient advertising media. In the Song Dynasty, it gradually became fashionable to build colorful buildings and happy doors at the door. "Tokyo Dream China" once said: "All the doors of Shi Jing Hotel are tied with colorful buildings and happy doors." (restaurant)
(5) lanterns. As an advertising media, lanterns began in the Five Dynasties. Nai Deong once wrote in Jingshi Jisheng: "Things in restaurants, such as red curtain doors and golden red gauze gardenia lamps, have been popular since Guo Gaozu visited Bianjing Panlou in the Five Dynasties." (restaurant)
Lanterns are usually hung in a conspicuous position in front of the teahouse. The words "wine", "tea" and "inn" are very eye-catching and warm on cold nights. Due to the characteristics of different industries, the shapes of lanterns vary greatly. For example, lanterns in restaurants, such as jars, and various shapes such as round, oval and palace lanterns. A drugstore is similar to a gourd.
The use of shop advertising media is the inevitable result of the differentiation of merchants, and it is also an important symbol of commercial prosperity. The use of advertising media in different types of shops facilitates the information exchange between merchants and ordinary people, and also makes the industry characteristics of commercial operations more prominent; At the same time, advertising media began to play a great role in beautifying people's lives because of its excellent production and beautiful appearance.
2. Advertising media used by Hong merchants
There were merchants in the Spring and Autumn Period and the Warring States Period. Sitting in Jia Shoutan's business, businessmen walk the streets. The advertising media used by Hong merchants is also one of the main forms of advertising media in ancient China.
(1) abnormal sound. Also known as "selling drums" and "selling drums". It is generally believed that after the opening of the market in the Song Dynasty, hawkers began to use rattles when walking around the streets. In the Song Dynasty, Li Hao drew the shape of a rattle in the Map of a Merchant. During the Song, Yuan, Ming and Qing Dynasties, rattle was one of the main advertising media for businessmen to attract customers. Advertising media with the same nature as rattles include gongs, drums, cymbals, bells, bangers, boards, pots, tweezers, wooden fish and nails, which are used by businessmen in different industries. For example, in the Yuan Dynasty, cake sellers knocked on wooden fish, and shoe repairers hung nails on shelves, making noise to attract customers. (2) Xiao. During the Eastern Han Dynasty, Xiao became the media of advertising. During the Tang and Song Dynasties, this custom was handed down, but it was more common in the Song and Yuan Dynasties, mainly because the vendors selling caramel used small stalls to spread commodity information. A poet in the Song Dynasty once said, "The grass attracts the racecourse to open, and the sound of the flute warms the sky." (Cold Food Festival) vividly describes the situation that businessmen use Xiao to advertise. In ancient China, there were many advertising media of this nature, among which flute, suona, horn, harmonica and whistle were typical.
The advertising media used by ancient businessmen in China are mainly divided into four categories: blowing, beating, bouncing and pulling. Businessmen from all walks of life have their own unique voice tools, which have played a great role in the dissemination of advertising information in ancient China and become an integral part of folk culture. ..... (omitted)
With the help of these unique advertising media, China's ancient advertising communication activities expanded from commercial center cities to surrounding rural areas, and from coastal commercial centers to vast inland areas. Advertising communication has also broken the limitations of regional communication and started to play a role in a wider range of fields, affecting people's daily life, business processes and social progress.
3. Print advertising media
With the development of printing technology, especially block printing technology, print media began to play a huge role in the transmission of advertising information. As a new advertising media that appeared after the Tang and Song Dynasties, its form and content are increasingly colorful in the business activities of merchants.
(1) copper plate printing medium. With the maturity of block printing, a new advertising medium-advertising copper plate began to appear in the Northern Song Dynasty. The most typical object is the advertisement copper plate of Liujiazhen store in Jinan existing in the Chinese History Museum. This is a kind of block printing that combines trademark and advertising information. The width of copper plate is12.5cm and the height is13cm. The front is engraved with the logo of "Jinan Liujia Needle Shop", and the center of the picture is engraved with the pattern of "Jade Rabbit holding a pestle and smashing medicine". On both sides of the pattern, there are eight characters "recognize the white rabbit in front of the door". There are also special advertising words under the pattern. Liu's advertisement copperplate is considered as a typical representative of print advertisement.
(2) advertising posters. Advertising pictures appeared in the Southern Song Dynasty and were printed on paper. According to historical records, in the Southern Song Dynasty, there were plane advertisements for eye drops and acid dramas. The content of the picture is that two people in ancient costumes are in the center of the picture. One pointed to show that he had an eye disease, and another invited him to use eye drops. The advertising performance is similar to today's advertising poster, which is very vivid.
(3) book advertising media. After the Ming and Qing Dynasties, engraving printing developed further, and engraving printing in bookstores gradually became a trend. In order to publicize the quality of printed or carved books, booksellers began to advertise in the preface or postscript of books and even on the cover. Books themselves not only become the carrier of cultural information, but also become a new advertising medium. For example, an advertisement was printed at the end of the book "The Legend of the West Chamber" in Hongzhi period of Ming Dynasty. The advertising slogan is: "Our workshop is willing to redraw according to the classics, participate in the compilation of large-character books, and combine singing with pictures, so that we can live in the guest room, walk on the boat and sit around the guests, with clear vision and clear singing, which is refreshing." With the continuous development of book printing, this form of advertising is becoming more and more popular.
(4) Woodboard New Year pictures. In the Qing Dynasty, New Year pictures with wooden boards were very popular and spread all over the country. Advertising New Year pictures have become a new advertising media. For example, in the advertisement New Year pictures of "Four Seasons Famous Points" unearthed in Taohuawu, Suzhou, there are operas and illustrations of "Lost Street Pavilion", which are also used as the packaging decoration of "Four Seasons Famous Points", and the advertising effect is distinct.
As a hand-made advertising medium, most of them are new forms of information dissemination created, processed and constantly improved by businessmen in the long-term business process, combined with the characteristics of the industry through observation and accumulation. Because most of these media are accompanied by businessmen's business activities, they have become an important part of businessmen's business activities and have obvious behavior recognition functions.
[Source: Historical Monthly Author: Yang Haijun March 8, 2007,
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Modern part:
The development of media is not only a process of continuous development of human social and cultural undertakings, science and technology, but also a process of continuous symbolization of human thinking. Judging from the history of media development, oral, handwritten, printed, electronic, network and other forms of media have appeared. In different historical periods, the media reflects the social characteristics of different periods, which is the information transmitted by the media itself. Of course, the emergence of new media does not mean that the previous media will be eliminated. Just as in the high-tech era, folklore and folk songs still retain the way of oral communication, showing the cultural charm of different regions, tribes and nationalities, during which there is a phenomenon of "cultural detention", that is, "economic situation, government regulations and policies, public interests, cultural habits, etc., and the technical or material aspects of culture are beyond the control and application ability of the whole society." [2] In this paper, the print media represented by newspapers, the electronic media represented by radio, television and movies, and the fourth media represented by computer networks in the digital age are investigated, and their influences on literary concepts and text forms are analyzed. In fact, there is a diachronic and diachronic relationship between the three, which will be emphasized in the analysis process.
two
1? The rise of modern newspapers gave birth to new literature. Newspapers and periodicals are the carrier of the wide spread of new literature, which determines the subsequent development and evolution of new literature. Looking back on history, it can be said that modern newspapers and periodicals appeared in China society historically, becoming the terminator of classical literature, and China literature began to transform into a new stage-modern literature era. In the past, scholars were just scholars, scholars. By the end of the Qing Dynasty, due to social changes, more and more poor literati, freshmen, employees, vendors and other mass audience groups appeared, and the audience needs of different classes began to be met.
2. The appearance of electronic media, such as radio, television and movies, has completely changed the way of literature communication. The era of electronic media is characterized by the synthesis and extension of audio-visual feelings, and people's acceptance of literature replaces the reading of texts with audio-visual entertainment. It is neither laborious nor time-consuming, and it can be satisfied from vivid characters and tortuous storylines. In the 1920s, broadcasting appeared, which turned static and silent words into dynamic and audible language to spread, giving people brand-new stimulation and shock. This way of playing gives the audience a lot of freedom. Busy modern people can do other things while listening to the radio. Film and television turn the characters in the novel into imaginary pictures, which are directly dedicated to the audience, especially television, which is always accompanied by people, pictures, voices, subtitles and explanations. Not only that, but also TV sketches, TV poems and TV paintings, which not only retain the aesthetic feeling of literary works, but also have the imagination of scenes.
Modern electronic media challenges the traditional literary concept of reading. First of all, they produce literature in the form of reproduction, so that the copied object can be revived. Literary styles based on electronic media can only be appreciated again and again under certain circumstances. The authenticity of the text does not exist, and the resurrected people copy the text according to their own understanding. Literary works maintain a mysterious and lasting personal connection with readers, which has also been changed by replication technology. People's loneliness and calmness in reading are replaced by sensory shock and sensory shock.
3. Since the mid-1990s, with the development of high-tech, the "fourth media" after newspapers, radio and television-network is on the rise. It can transmit text, sound, image, data and other information at the same time, including all forms of traditional media, and its characteristics are digitalization, globalization, multimedia, real-time and interactivity.