The history of print advertising

The history of print advertising is a product of the commodity economy. Where there is the production and trading of goods, there are advertisements.
According to historical records, the earliest print advertisement was about 3,000 BC. The papyrus paper found in the ruins of the ancient Egyptian city of Thebes was written to chase a fugitive slave, Shem (Sam), and wished to suspend gold coins for reward.
In ancient Greece and Rome, business points need to have signs for advertising, such as the hotel's logo is the pinecone, the hotel's logo is the ivy, the sign of the dairy factory is a goat, the sign of the bakery is a rake.
China is the source of world advertising and has a long history. Far in the ancient times, the business center needed to have the “Zizi” (aka “Zizi”) and signboards. During the Spring and Autumn Period, Han Feizi stated in the book “The Right Side of the Foreign Reserve”: “Song people have heavy drinkers, they are evenly raised, and they are very loyal guests. The wine is very beautiful, and the chanting flag is very high...", referring to the hotel advertisement of the Song Dynasty in the sixth century BC, and it has been used so far.
However, the space-time restrictions on such advertisements are very limited and their scope of dissemination is limited. Only when the "printing" invention was made, did print advertising develop greatly. China was the first country to invent papermaking and "printing," and was the first country to have printed print ads.
In the 105th year of the Eastern Han Dynasty, the eunuch Cai Lun invented the plant fiber papermaking. Sui and Tang Dynasties invented the engraving printing. At that time, in Jiangsu and Zhejiang, calendars that had been printed on wood were sold in the market. Jiangsu, Zhejiang, Anhui, Shaanxi and Sichuan have already been engaged in the printing industry. At that time, the printed material was preserved in a book entitled Diamond Sutra at the Thousand-Buddha Cave in Dunhuang, Gansu Province. The title of the book is titled Xiantong on April 15th, 1984, and it is the earliest and dated record in the world. Books, also the first illustrated book (now the British Museum of London). In the Northern Song Dynasty (1127 AD 960), a sculpted copper plate came out. The four-inch square engraving copper plate of the Northern Song Dynasty “Jinan Liugong Kungfu Needle Shop” in the Northern Song Dynasty contains the white rabbit trademark and “advanced steel bars” and “Kung Fu Fine” advertising verses. It is the earliest found in the world today. Printing advertising artifacts, it is more than three hundred years earlier than Western print advertising.
The movable type printing of Bi Sheng's invention by the gifted worker of the Northern Song Dynasty opened a new era in the history of the world printing. Bi Sheng was 400 years earlier than the movable type invented by Gutenberg in 1405.
In 1985, when archaeological workers of Chinese cultural relics discovered a tomb of the Yuan Dynasty in Yuanling County, Hunan Province, they discovered two pre-1306 packaging paper advertisements with clear patterns on the front and back. , lace and text. The full text is: Tanzhou (now Changsha City) Shengpingfang Baita Street Dani Temple relative to live, dangerous home (owner surnamed Danger) since the burning is very bright and red Ziyan fine silver, water two Zhu: female yellow, solid key ribs. Buyers please test the paint, then see the color is different, four farewell customers please recognize the high red card as the first record.
The entire ad text less than 70 words, but the export of the store's address, the nature of the product, features, it is concise and concise, at a glance, familiar with the market sales psychology, is China's early two wonderful flat advertising relics.
In the West, in 1473, the first British printer, William Kexton, released the first advertisement for a prayer book and posted it in London. The booklet, the earliest publication in the world, was first published in Germany. It contained a hundred pages of advertisements recommending a medical book in several languages ​​for distribution. The first time a newspaper appeared in Florence, Italy. The world’s first recognized newspaper advertisement is an introduction to a book written by George Maasaihuo, published in the lower part of the cover of the “Weekly News” in England on February 1, 1625.
The term "Advertisoment" was first published in the UK on January 15, 1645. "Weekly report" on. However, under the word "advertisement", the news is arranged. Because, at that time, all the important news in the UK was "advertising." The official use of the word "advertisement" started on the Scottish "Political Emissary" newspaper on November 1st, 1st and 1st, 1655, and it has been used since then.
At that time, there was a coffee advertisement in 1652, a chocolate advertisement in 1657, a tea advertisement in 1658, and an advertisement column in the London newspaper in 1666.
In 1615, Germany began publishing Frank Fetter magazine. But magazines become advertising media. It flourished in the United States in the nineteenth century.
The first newspaper in the United States was the "China and Foreign News Weekly," which was published in Boston in 16 years and was renamed the "Boteon News Newsletter" on April 24, 1704. The newspaper published on the first day had advertisements. Before independence, there were 31 newspapers in 1771 and all advertised.
The great inventor Benjamin Franklin put advertisements on the first edition of the Pennsylvania Daily editorial in 1729. By 1784, the "Pennsylvan Daily" had far more advertisements than news, and around 1861, there were more than 5,000 newspapers and magazines in the United States.
In the mid-nineteenth century, the industrial revolution took place in the West. Mechanized large-scale production is in urgent need of advertisements to promote the circulation of goods. As a result, the advertising industry has risen. In 1840, the United States sent Mao to create advertising on advertising companies. 1869: The first American father and son company with the characteristics of modern advertisers founded, they tried to convince the press to pay commissions to advertising agencies. Since then, the commission system has been established and the advertising industry is developing. At this time, McClure Advertising Corporation of the United States issued a one-page ad copy of about a hundred pages, its text refining, full of poetry charm. This resulted in the creation of tips for advertising messages that people love to see. In 1898, American Louis proposed AIDA's advertising formula, namely: "Attention aiteniion, fun interest, desire desire, purchase action action". After the development of the AIDCA formula, added: "Confident conviction." This advertising theory has been used so far.
In 1796, Austrian Schnaffert invented lithography. In 1860, the French created a poster. Some of the great painters who are very prestigious in the history of fine arts work hard for this and influence the first vertebrae in France: There are commercial posters drawn by Charlemagne that have alerted Paris; there are colorful impressionist paintings of Manet; Seoul's decorative-style poster; Chatter's drama poster; and Lautrec's Drama and Dance series poster. Walk in the UK also painted a similar poster.
In 1891, the Sargott Gallery in France hosted the "Ad Painting Exhibition" and exhibited various types of posters. It became the first gallery in the world to open its doors for advertisements.
Early product advertising photography seems to just simulate the style of traditional paintings. The earliest use of photographs to advertise for a hat shop was the "Daily Forum" in New York, 1853, from which the advertisement was started. After the first World War, the progress of printing promoted the development of advertising photography.
At the time of printing, France invented photo-making in 1826. In 1883, Philadelphia was developed into a screen edition in the United States. By the beginning of this century, the extensive use of photoetching screens in the sales department of fungi in the United States has promoted the development of advertising photography. Studies have shown that advertising photography is superior to painting as the top element of print advertising because of its authenticity, richness, rapid production, and strong taste of life. According to relevant statistics, advertising photography accounted for 20% to 30% in the 1950s, advertising photography and advertising paintings accounted for 50% in the 1960s, 60%-70% in the late 1970s, and 90% in the 1980s. Designers claim that photography and advertising are now the “honeymoon era”, which is an inevitable trend of rapid development of modern technology and economy.
During the first and second world wars, the posters played a role in uniting the people, educating the people, and fighting against the enemies in the areas of propaganda for "recruitment," "collection of donations," "secret prevention," "saving supplies," and "production and salvation." Powerful role, attracting attention from the public and driving the development of commercial posters in the future.
The photographic printing that appeared at the beginning of this century has fundamentally improved the quality of production and has also promoted the development of illustration advertising.
After World War II, the great development of the commodity economy in the world, but also the need for advertising to promote the circulation of goods and competition, with the printing chamber (mechanical and electronic screen (the ever-changing version, bringing the golden era of print advertising.
The history of print advertising cannot change the design. However, in the long-term feudal society, economic development is slow, production is low, and the design of advertisements does not require a division of labor. Artists are often engaged in advertising and are often amateurs. Only the steam engine in the middle of the 18th century, and the telegraph telephone in the middle of the 19th century, The invention and widespread application of silent films, motors, etc., promoted the vigorous development of the capitalist industrial revolution, fundamentally changed the rhythm of society, and created a new era of modern design movement. Among them, the outstanding pioneers in the history of design, the first U.S. utopian socialism house, craftsman William Morris (1834-1896). In order to enhance the taste of social material life, he advocated the “Artificial Revival Movement” and called for “considering more and more beautiful designs for the society and making the city's architecture and living environment more pleasing”; he designed book bindings in his later years and advocated the second part of the picture. Degree of spatial form, get rid of the prevailing three-dimensional space model.
The second place is the backbone of the Dutch "new modelingism" and "style school" Peete. Piet Mondrian (1872-1944), who was founded in 1917 with two other colleagues. The magazine DeStiji (Style) advocates that the separation of flexible aspects is the spirit of aesthetics. It is necessary to pursue clear, functional aesthetic principles and emphasize the formal beauty of abstraction, simplicity, and high order. Mondrian said that “new modelingism has condensed rich and varied natural forms into a certain relationship, and art has become an intuitive means of expressing the basic features of the universe as accurately as mathematics.” The “style” school opposes traditional old-fashioned forms of art. The four modeling elements of line, face, face and color represent the objective entity, and it is believed that the segmentation of the face is the essence of aesthetics, which has played an exemplary role in the innovation of modern design.
The third place is the founder of Germany's Bauhaus, Wailier Gropius (1883-1969). In March 19th, he formulated the Bauhaus Declaration: "Architects, sculptors and painters. Because we are turning to applied arts and arts, we are not a professional profession. There is no fundamental difference between artists and craftsmen. The artist is just a craftsman who gets lost. At the precious moment of inspiration and beyond personal will, the gift of God transformed his work into a flower of art. However, the craftsman's skill is indispensable for every artist. The roots of the creation of true imagination are based on this foundation. Let's create a new designer organization! "Bauhaus" is the birthplace of the modern design movement. Its important contributions to the 20th century design philosophy are: (a) the new unification of art and technology; (b) the purpose of the design is people rather than products; (c) The design must follow the laws of nature and objectivity. Although the National Bauhaus Design School only lasted fourteen years and had 520 graduate students, they were the builders of the future society and the vanguards of the avant-garde design movement.
The fourth is Vasarely Victorde (1908—), the lawyer of the French Hungarian, visual and visual arts. He used optical exploratory geometry to form a new form of precision, which is a time-varying, medium-to-small, virtual-to-real rhythm and mathematics proportional precision. The “vision magic art” was once popular in Europe, the United States, and Japan in the 1960s. In 1965, the visual arts exhibited in New York the wonderful masterpieces of 106 countries and designers from 15 countries. They are the highlights of the world art world. They are widely used in the modern design of advertisements, clothing, and decorations. They are still in the ascendant.
Since then, the design of print advertisements has become specialized, and the advertising art has also distinguished itself from painting and decoration with its unique new concepts and theories. The full-time advertising design team has rapidly expanded. In the sixties, the corporate identity program of the American design community became popular all over the world. "CI" refers to all design of a company from production to sales, adopting consistent and integrated visual activities, resulting in a unified visual order. This is the cutting-edge work in today's world of design (including print advertising).