Jiaocheng is located on the eastern coast of Fujian and enjoys the benefits of a boat trip. However, in the Ming and Qing dynasties, the sea was forbidden to pass, and it was only possible to contact the outside world by land. Moreover, because it is located in the hills and rugged mountain roads, foreign people's livelihood articles are mostly carried by hand, which makes transportation difficult, communication is not smooth, information is blocked, and folk customs are simple. 1898 to 1898, after sandu island shefu customs officially opened to the outside world, with more and more active commercial activities, the market became more and more prosperous and the competition in the industry intensified.
However, the residents here still know little about the outside world. Until the 1920s, their understanding of the outside world did not exceed what they saw. At that time, a businessman named Chen Qingxin came to Fuzhou, the provincial capital, for the first time to purchase goods. When he came back, people asked him what he saw. He said that Fuzhou is really a wonder. The streets are full of horses dragging glass cabinets. The story of this carriage left an ignorant joke for future generations. In such a relatively closed environment, in order to sell new products and expand business, commercial advertisements came into being.
Commercial advertisements are not purely imported. In the ancient society with product exchange, there was the embryonic form of advertising. Although it can't be compared with the ubiquitous modern advertising. However, we still regard some practices in the process of product exchange as advertising behavior. For example, when exchanging products with others, you should always explain the purpose and performance of your products and let them accept your products. This is the most original advertisement. But this is different from modern commercial advertisements after all. In the early years of the Republic of China, commercial advertisements in Jiaocheng can be considered to be somewhere in between.
For example, the cake shop wrote an article on the wrapping paper (commonly known as signboard paper), and asked the literati to print a parallel prose on the wrapping paper, which was concise and easy to understand. Make full use of paper, do enough "articles", and use the simplest method to promote your products and occupy more market share.
At that time, more merchants made moves on signboards, and old-fashioned and big-name shops listed books for sale, and generally invited famous calligraphers or celebrities to write at high prices, so as to enhance their social status, show their reputation and gain more commercial benefits. For example, Jiang Ruichang and Yan Yuanchang pharmacies, which are known as century-old brands, have their signboards inscribed by famous calligraphers in Ningbo. It is said that they are worth 520 silver. Another rice mill asked Mr. Chen, a famous resident of this city, to write for him; Famous calligraphy is really different, which caused a sensation in the whole city for a time and spread as a story.
At the same time, more efforts have been made in the production of plaques. Large-sized shops mostly use gold-plated plaques with black paint, which are very exquisite in production. Ruichang and Yuanchang pharmacies all stood in front of the pharmacy. A square meter of deer, bamboo and bangs are embossed with toad wood and decorated with pure gold foil, which is very precious and eye-catching. All this is nothing more than to achieve advertising effect.
There is a shop called "Chicken Corner Shop" in the number one scholar, which specializes in selling ancestral plasters and carpentry. There is a rooster with red lacquered wood on the counter, which is about the same size as that in China, with its head held high and a plaster in its mouth, indicating that not only plasters are sold here, but also wood products are made, because we can infer the fineness of the wood products made by this family from the exquisite workmanship carved by Xiao Wei. Such a silent wooden rooster has played the role of advertising, full of words, irreplaceable and beyond.
Tea oil lamps were widely used for night lighting in Jiaocheng in the late Qing Dynasty and the early Republic of China, and candles were lit only during Chinese New Year or weddings. Foreign petroleum products are imported by sea, but people are still skeptical and dare not use them rashly. It was Mobil that initiated the activity of buying kerosene and sending oil lamps, which made people realize that kerosene lighting is really better than tea oil and vegetable oil in the trial. Sending lights really helps to get kerosene into thousands of households. So people in Jiaocheng collectively called kerosene lamps "Mobil lamps". This is the effect of physical advertising.
In the early 1930s, "Ruichang" pharmaceutical companies created entity advertisements together. The store claimed to make "whole deer pill" and put it on the market. To this end, it brought back a sika deer from Ningbo. So the whole store was decorated with lanterns and colorful decorations. A special wooden shoe, with sika deer tied with red silk, was carried by four guys and walked through the streets of the city for three consecutive days with the sound of gongs and drums. Then a big banquet was held, and famous doctors from urban and rural areas were invited to witness the slaughter of deer medicine. And limit the number of "whole deer pills" until they are sold out. The whole city was a sensation, and the pills were sold out in advance in a few days. Its antlers, as the treasure of the town shop, are provided to the top of the window. This kind of entity advertisement not only creates immediate economic benefits for the store, but also receives long-term advertising effect.
During the Republic of China, there were some snacks in Jiaocheng, such as fish balls, gas cakes and lard jujube cakes. These snacks use their own tricks to attract customers. For example, once the fish balls are not patronized by customers, they will put the spoon in a porcelain bowl and make a sonorous sound. The advertisement says that there are fish ball fans for sale here. There is also a humorous riddle of place names: "Fish balls have no business-bowls shake (kiln)".
The inflatable cake bracket is to install an air tank on the steam pipe. Once the cake is steamed, it will make a pleasant air flute, which not only attracts onlookers, but also arouses people's appetite and achieves the goal of selling more. Luo Jun farmers specialize in making jujube cakes and lard cakes, which are characterized by fine production and good taste. What is even more amazing is its sales performance: holding a pot of oil cake in hand, muttering: "jujube lard cake, lard jujube cake", rushing back and forth from one side of the street to the other, attracting Gu Rong with exaggerated physical movements, and suddenly becoming a "landscape" on the streets of Jiaocheng.
From time to time, there are small mobile department stores with hand-held bells in the streets of Jiaocheng, the most famous of which is Peng Younian, who sells estimated clothes. He often sells old clothes and things in the street. This gentleman has some strange behaviors and strange clothes. He wears a high hat, holds a staff of civilization (sometimes a black umbrella), and cuts a hole in the head of leather shoes, which is called leather sandals. Moreover, he is so enthusiastic about women that women are afraid to avoid him when they see him. Therefore, Jiaocheng has the buzzwords "Friendship Year" and "Friendship Year" to satirize people's mental disorders.
After War of Resistance against Japanese Aggression's victory, scheduled flights resumed between Sandu Port and Fuzhou. The business in Jiaocheng is gradually recovering. New advertisements began to appear on the streets of Jiaocheng, in the form of advertising paintings. The advertisements of two commodities are the most conspicuous, namely cigarettes and finished products. It is said that this group of advertisers are all from Shanghai. They put up scaffolding in front of the big wall and painted advertising pictures in poster color.
Most of these advertisements were painted on the wall around the city from Xiaodongmen to South Gate, and they were still visible in the early 1950s. It was later covered by various sports slogans. Because these measures were all new things in the eyes of Jiaocheng people at that time, every painting would attract a lot of curious onlookers. There are various cigarette advertisements, such as "Bai Jinlong", "Beauty", "Daqianmen", "Laodao Brand" and "Hadmen", all of which are painted and stand out.
He Jigong has the most advertisements, followed by Ren Dan, Bagua Dan and Tiger Brand. The advertising picture of "He Jigong" takes the lake blue as the background color, and three fat "He Jigong" characters with black frame and white border occupy a prominent position in the picture, followed by manufacturers and various antipyretic and analgesic effects. It's amazing. It really confuses many people.
However, this patented drug does have a curative effect on some pains and fever, and it also solves the urgent need for some people to have no money to see a doctor in the era of drug shortage. Because there are many buyers, pharmacies are also happy to sell them. In fact, we know that this medicine is only compound aspirin, which is another story. Tiger Label Tiger Balm, Bagua Dan and Ren Dan are all popular patented drugs, but manufacturers still spare no effort to advertise. It can be seen that these businesses with the business philosophy of the times know the important role of advertising in modern commercial marketing. Advertising is different from not advertising, and advertising can bring greater commercial benefits.
At the end of 1947, inflation intensified, the market fluctuated and people's livelihood was depressed. The advertisements that once made a lively appearance were all untimely, and faded after a flash in the pan. The mottled pictures left on the wall remind people that what was once lively for a while has now become an advertisement for yesterday's yellow flowers.
Today's society is progressing in the era of development. Outdoor light box advertisements, traditional paper media websites from the media public platform, official WeChat accounts and other advertisements are overwhelming, but there is not a pure and simple high-quality advertisement.
▍ Content source: refer to Yi San Zhaining Xiaobo? The original editing of Ningde information was completed.
▍ Graphic Editor: Wen Ning Planning