The story of modern people conveying information

Specific substitutes

(1) Knot. Knotting knots to record events is a common method of primitive information transmission. The practice of tying knots to record events in ancient Chinese society is often described in history books. The Book of Changes records: "In ancient times, people tied knots to rule, and later generations of saints changed it with written contracts. Hundreds of officials "Zhuangzi" records: "In the past, the Rongcheng family... the Zhurong family, the Fuxi family, and the Shennong family were at that time, and the people tied ropes and used them." "Northern History" also mentioned. : "Hunting is a profession, simplicity is a custom, simplicity is a transformation, not writing, just carving wood and knotting ropes." The knotting method has been widely used in ancient Chinese history and has a long history. Taiwan's Gaoshan people record dates by tying a number of knots according to the number of days and untying one knot every night. The Tibetan Lhoba people use a knife to cut a knot every day. Cutting until the last knot indicates the expiration date, and untying the knot indicates the date of the appointment. When people from Dulong, Yunnan go out alone, they often tie a hemp rope around their waist and tie a knot once a day to record the number of days they have left. The Yao people often get a decision in front of the leader when there is a dispute between two people. The method is that the disputants each hold a rope, and whoever tells a reason ties a knot until the argument is finished. The one with the most knots wins the case. In class society, the tradition of knotting was also inherited by merchants and changed in form and use. In shops, hotels, teahouses and merchant stalls, various banners or signboards are often decorated with various ornaments, strung with ropes, embellished with silk, colorful strips of fabric, various beads or Pai Sui also has many unique shapes, which are made of knotted and woven thick hemp ropes. Here, rope knots become a new medium for delivering advertising messages.

(2) Carved wood. Engraved wood is another symbolic language. History books have also recorded the historical facts of wood carvings to record events in various parts of our country. For example, the "Book of the Later Han Dynasty" records, "If the adults have a call, they will carve wood as a letter." Even if there is no writing, they dare not violate it. "Lingwai Daida" also records: "The Yao people have no writing, and their offers are carved on two wooden boards. People hold one of them and keep it with great faith." "Yunnan Tengyue Prefecture Chronicle" also mentions: "The Yi people have customs , all loans and credit, financial arrangements and other matters, do not know the writing, only use wood carving as a symbol, each holds half of it, and pays as promised, nothing happens. "

The custom of carving wood as a mark is still there. In the process of commodity production and exchange, it evolved into the inscription of official workers or the marking of celebrity goods, that is, the names of official workers or celebrities were stamped on the goods sold. If you go back further, carved wood can even be regarded as the source of product trademarks and mark advertising.

(3) Wolf smoke. During the Spring and Autumn Period of our country, there are records of using fire and beacon smoke to convey military warnings. After Qin Shihuang, a beacon tower was built every ten miles on the Great Wall, using dry wolf dung as fuel. After it was lit, the fire and smoke would rise into the sky, and emergency warnings could be sent to far away places. The line in the ancient poem "The sun sets on the flat sand in the west of the desert, the stars on the mountains rise high and low again; the beacon fires can be seen in several isolated mountains, and the strong men camp with drums and drums" is a true portrayal of the application of this primitive information transmission method. This kind of communication media was also used in the business activities of merchants in ancient society. For example, in different periods, there are records of night-walking caravans and caravans "raising fire as a signal."

(4) Drum. The original information transmission method affects both vision and hearing. Information transmission that affects hearing is mainly carried out with the help of sound communication tools, among which signal drums are the most common. The cowhide wooden drum of the Jinuo people in my country is made by hollowing out both ends of a thick tree, then tying it with hairy yellow cowhide, hanging it on the tree and beating it with a wooden mallet. During the New Year, when the sound of the drum is heard, men and women gather together. Young people gathered together, singing and dancing.

(5) Bamboo number. The Nu people in my country use bamboo trumpets to spread information during funerals, and announce the funeral to the whole village by blowing different numbers of bamboo trumpets. The number of bamboo trumpets increases or decreases according to the status of the deceased: one bamboo trumpet is played for the unmarried deceased, two for the married, and five or six for the elderly and the leader. After hearing the news, the tribe members rushed to the deceased's house and brought eggs to express their condolences. Entering class society, with the differentiation of merchants and merchants, merchants walked through the streets and alleys, creating a variety of information dissemination tools such as blowing, playing, playing and singing. For example, there are records of merchants in the Han Dynasty playing flutes and selling sugar candies.

(6) Audio equipment. The pottery bells and pottery xun unearthed from the Miaodigou site in my country's Neolithic Age, and the three-hole pottery xun from the Jiangzhai site all have the function of producing music.

After entering class society, with the development of commodity production and commodity exchange, the forms of sound advertising have become increasingly colorful. Various utensils in daily life may become the communication media of sound advertising, such as bowls and lamps that are closely related to daily life. , pots, etc., and entertainment-related flutes, harps, harps, drums, gongs, etc., have also become tools for transmitting advertising information. For the purpose of advertising, many businessmen also specially made rattles and utensils to express the characteristics of the industry. Typical examples include rattles for salesmen, tweezers and forks used by barbers, and copper clappers used by knife sharpeners.

The widespread use of specific metonyms shows that the methods and approaches of advertising communication have changed greatly. With the frequency of communication activities and the advancement of communication technology, people are borrowing all available tools or objects to deliver advertising messages more effectively and more targetedly. The richness of media forms enables human advertising to spread over a wider area and convey richer ideas, culture and business information.

2． Life substitutes

(1) Grass mark. Also called grass mustard. It is a naturally growing thing, but when it is inserted into items sold or for sale, it has a symbolic meaning. In different historical periods of ancient Chinese society, grass mustard was used in everything from daily necessities to poor families selling their children due to hunger and cold. "Water Margin" has mentioned grass marks many times. The most famous one is the record about Yang Zhi selling knives: "Yang Zhi took the sword that day, inserted the grass marks into it, and put it on the market for sale." The grass marks here are all there. Functions of advertising media.

(2) Grain ears, fences, and wickers. It often appears in front of restaurants in rural areas. Hanging it casually in front of the door or on the fence not only serves as a sign, but also shows the simplicity and hospitality of the store. Small fences and wickers can immediately bring the store closer. The distance between customers, businesses and passers-by is also a low-cost advertising medium with excellent communication effects.

(3) Bottle, scoop, and broom. The straw broom is also called "grass brush", "grass pole" and "broomstick". After the Song Dynasty, after the market restrictions were broken, shops could not only be opened in residential areas, but also in markets and countryside. As an advertising logo, straw brooms often appear in wine shops and teahouses. There are many records of these things in the literature of the Song Dynasty. Hong Mai of the Song Dynasty once mentioned in "Rong Zhai Xu Bi": "Today's capital and county wine clerks, as well as the relationship between wine and wine. Everywhere, large curtains are hung on the outside, with blue and white cloths measuring several feet high. The small ones are placed according to their height, and the village stores may hang bottles, ladles, and broomsticks as advertising signs. ”

, in addition to its particularity as an auxiliary tool for winemaking, it also has a deeper allusion. The main meaning is "broomstick". Su Shi of the Song Dynasty once recited: "If you want to establish a name, you can't ask for promotion. It should be called fishing hook, also known as broom."

The "broom" here has obviously become the name of wine. Another name. It means "drinking to relieve one's sorrows" and "one drunkenness will relieve one's sorrows". Therefore, using a broom as the logo of the hotel is both vivid and vivid, as well as symbolic and has a strong folkloric color.

In ancient Chinese society, there were many signs of life, most of which were attached to the activities of shops and merchants. The scope of use basically did not exceed the merchant activity area and the narrow "market" scope. Due to frequent use and consumers Conventions reflect the joys, sorrows, joys and aesthetic tastes of ordinary people. At the same time, they also reflect the collective intelligence of media users or businesses. However, the widespread use of this type of advertising media also reflects the limitations of people's development and utilization of advertising media at a low level of productivity.

Three handmade advertising media - the industry logo of advertising information transmission

In the long process of development of ancient society, human beings have developed self-awareness and autonomy in the process of adapting to and transforming nature. Awareness continues to grow. It has become a conscious action to creatively spread spiritual and cultural information and create social material and cultural wealth with me as the main body. The development and use of advertising media reflects this fact. The working people in ancient times created a wide variety of advertising media with different styles. Advertising communication had a greater influence and became an important part of social development and people's lives.

1. Store advertising media

Store advertising media is the main form of advertising media in ancient Chinese society.

Including advertising forms in restaurants, restaurants, pawn shops, hotel facades and surrounding environments. Specifically, they are divided into several most common situations.

(1) Pretense. Cover is one of the most mature media forms among ancient Chinese advertising media. The guise often gives people a strong visual impact with its vivid and intuitive shapes, bright colors and unique folk customs. From the composition point of view, the cover is more particular about the cover pole, cover frame, cover cover, cover, cover body, cover base and cover pendant; from the shape point of view, there are round, square, triangle, rhombus and irregular shapes. In terms of the content of communication, any information related to business operations or goods and services may appear in the form of disguise; in terms of production materials, there are cloth, silk, satin, cotton, copper, iron, wood, etc. In terms of material, many masks are made of a variety of materials; in terms of expression, they are divided into physical objects, model objects, symbolic objects, and specific mark objects.

(2) Signboard. The emergence of signboard media is also closely related to stores. Signboards often appear on facades or in front of doors, and are often set up by hanging, inlaying, or masonry. As an advertising medium, signboards convey rich information. Specifically, the first is to write the name and font size of the store, such as "Laobao Tai", "Jinyang Yu", etc. for a dim sum shop; the second is to convey the business's operations. Thoughts and business characteristics, such as "Fair Trade" and "Children Don't Be Bullied" written on the signboard; third, words and phrases that reflect the scope of the industry and services, such as "Stop the car when you know the smell, dismount when you smell the fragrance", etc. As an ancient advertising information dissemination medium, signboards can be divided into different types of banners, vertical signs, hanging boards and sky-high signboards outside the store based on their hanging positions.

(3)円. As a media for disseminating advertising information, advertising has its own particularities. The bun was originally an earthen platform in front of the hotel where wine was warmed. In order to take care of the wine, a good-looking woman often sat next to the bun. On the one hand, in order to take care of the guests, and on the other hand, in order to attract customers, the woman served as a bun in the Han Dynasty. It has gradually become a custom. "Historical Records" once recorded: "Xiangru set up a wine house to sell wine, and ordered Wenjun to be a tavern." ("Sima Xiangru Lie Biography") Because in the early Han Dynasty, the government allowed private people to sell wine and wine, so there were many people in front of the hotel. There is a wine bar. It has become the hotel's logo.

(4) Cailou and Huanmen. In the Song Dynasty, the city was opened to the public and large shops with wide facades appeared, which made it possible for Cailou and Huanmen to appear. Cailou refers to the decoration of the store's facade. For example, the door decoration of Sun Yangzheng store in "Along the River During the Qingming Festival" is a type of cailou. Most of the colorful buildings are specially designed according to the preferences of the store owners, and are relatively fixed and unique in style. Huanmen advertisements refer to temporary facade decorations set up by store operators and merchants during festivals or important events. They are often decorated with colored paper and silk. Because of their strong purpose and obvious marking effect, they are 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 front of the door. "Tokyo Menghualu" once recorded: "Every Jingshi hotel has a colorful building and a happy door at the front of the door." ("Restaurant")

(5)Lantern. Lanterns as an advertising medium began in the Five Dynasties. Naideweng once recorded in "Records of Capital City": "The restaurant's doors are decorated with red curtains, gold and red gauze gardenia lamps, etc. It is said that it was due to the visit of Guo Gaozu of the fifth generation to Panlou in Bianjing, and it has become a modern "("Restaurant")

Lanterns are usually hung in a prominent position at the door of the restaurant and teahouse, with the words "wine", "tea" and "inn" written on them. They are very eye-catching and appear even on cold nights. Very warm. The shape of lanterns also varies greatly depending on the characteristics of the industry. For example, restaurant lanterns, wine urns, and round, oval, palace lantern and other shapes. The medicine shop is similar to the gourd.

The use of store advertising media is the inevitable result of the differentiation of businessmen and merchants, and is also an important symbol of commercial prosperity. The use of different types of store advertising media facilitates the exchange of information between merchants and ordinary people, and also makes business operations more convenient. The characteristics of the industry have become more prominent; at the same time, advertising media has begun to play a huge role in beautifying people's lives due to their sophisticated production and beautiful appearance.

2． Advertising media used by merchants

The merchants and merchants had already differentiated during the Spring and Autumn Period and the Warring States Period. The merchants sit in the stalls and run the business, while the merchants walk through the streets and alleys. The advertising media used by merchants is also one of the main forms of advertising media in ancient China.

(1)Rattle. Also known as "Seller's Drum" and "Bulang Drum". It is generally believed that after the opening of the market in the Song Dynasty, salesmen began to use rattles when walking through the streets. Li Hao of the Song Dynasty painted the shape of a rattle in "Picture of a Merchant". During the Song, Yuan, Ming and Qing dynasties, rattles were one of the main advertising media used by merchants to attract customers. Advertising media of the same nature as the rattle include gongs, drums, cymbals, bells, bangs, boards, basins, tweezers, wooden fish, nail crutches, etc., which are used by businessmen in different industries. For example, in the Yuan Dynasty, bakery sellers knocked on wooden fish, and shoe repairmen hung spikes and crutches on the shelves to make noises to attract customers. (2) Xiao. During the Eastern Han Dynasty, the flute became a medium for advertising. During the Tang and Song dynasties, this custom was passed down, and became more common during the Song and Yuan dynasties. It was mainly small merchants selling malt candies who used the flute to spread product information. A poet of the Song Dynasty once recited: "The color of the grass attracts the horse fields, and the sound of the flute warms the sky." ("Winter Food Holiday") vividly describes the situation of businessmen using the flute for advertising. In ancient Chinese society, there were many advertising media of this nature, and the more typical ones include flutes, suonas, trumpets, harmonicas, whistles, etc.

The advertising media used by merchants in ancient Chinese society are mainly divided into four categories: blowing, beating, playing and pulling. Merchants from all walks of life have their own unique sound tools, which played a huge role in the dissemination of advertising information in ancient China and became an integral part of folk culture. ...(omitted)

The use of these unique advertising media enabled ancient Chinese advertising and communication activities to expand from commercial central cities to surrounding rural areas, and from coastal commercial centers to the vast inland areas. It also breaks the limitations of regional communication and begins to play a role in a wider field, affecting people's daily life, business processes and social progress.

3. Print advertising media

With the development of printing technology, especially the development of engraving printing technology, printing media has begun to play a huge role in the transmission of advertising information. As a new advertising medium that emerged after the Tang and Song Dynasties, its expression forms and contents have become increasingly rich and colorful in the business activities of merchants.

(1) Copper plate printing media. The maturity of engraving printing technology led to the emergence of a new type of advertising media - advertising copper plates in the Northern Song Dynasty. The most typical physical object is the advertising copper plate of Liujia Needle Shop in Jinan, which is now in the Chinese History Museum. This is a type of engraving that combines trademarks and advertising information. The copper plate is 12.5 cm wide and 13 cm high. The front is engraved with the logo of "Jinan Liu's Acupuncture Shop" and the center of the picture is engraved with the pattern of "Jade Rabbit Holding a Pestle and Pounding Medicine". There are eight characters on both sides of the pattern, "Recognize the white rabbit in front of the door as a mark", which are arranged on both sides. There is also special advertising text below the pattern. The advertising copper plates of Liujia Needle Shop are regarded as typical representatives of printed advertisements.

(2) Advertising posters. Advertising paintings appeared in the Southern Song Dynasty and were printed on paper. According to historical records, printed advertisements for the drama "Acid Eye Drops" appeared in the Southern Song Dynasty. The content of the picture is that two people in costumes are located in the center of the picture. One person points his finger to the eye to indicate that he has an eye disease, and the other person holds eye drops and asks him to use it. The advertising performance is similar to today's advertising posters, very vivid and vivid.

(3) Book advertising media. After the Ming and Qing Dynasties, engraving printing technology developed further, and engraving and printing books in bookshops gradually became a trend. In order to promote the quality of the books they printed or engraved, booksellers began to advertise in the prefaces or postscripts, or even on the covers of the books. In addition to becoming a carrier of cultural information, the books themselves also became a new advertising medium. For example, an advertisement was printed at the end of the book "The Romance of the West Chamber" published in the Hongzhi period of the Ming Dynasty. The advertisement said: "We would like to redraw the drawings according to the scriptures, participate in the editing of the large-character edition, and combine the singing with the pictures so that you can stay in the guest house and travel on the boat. In the middle of a leisurely stroll, visitors can take a look at this, singing clearly and refreshingly." This type of advertising form has become increasingly popular with the continuous development of the book printing industry.

(4) Wooden New Year pictures. Wooden New Year pictures were very popular in the Qing Dynasty. New Year picture shops were spread all over the country, and advertising New Year pictures became a new advertising media. For example, the advertising New Year pictures for the "Four Seasons Famous Dishes" unearthed in Taohuawu, Suzhou, contain the drama and illustrations of "Lost Street Pavilion", and this kind of New Year pictures also serve as the packaging decoration of the "Four Seasons Famous Dishes" and have a distinctive advertising effect. effect.

As an advertising medium for handmade products, it is mostly a new form of information transmission that is created, processed and continuously improved by businessmen through observation and accumulation in the long-term business process, combined with the characteristics of the industry. Because these media are mostly produced along with the business activities of merchants and become an important part of their business activities, they have obvious behavioral marking effects. The development of communication media is not only a process of continuous development of human social and cultural undertakings and science and technology, but also a process of continuous symbolization of human thinking. From the examination of the history of media development, there have been oral, handwritten, printed, electronic, Internet and other forms of media. In different historical periods, media reflect the social characteristics of different periods. This is the message conveyed by the media itself. Of course, the emergence of new media does not mean that previous media will inevitably be eliminated. Just like in the high-tech era, folklore, folk songs, etc. still retain the way of oral transmission, showing the cultural charm of different regions, tribes, and ethnic groups. During this period, there is a phenomenon of "cultural retention", that is, "economic status quo, government regulations and policies, public The influence of political interests, cultural habits, etc., the technical or material aspects of culture exceed the ability of the entire society to control and use this technology. "[2] This article considers print media represented by newspapers and periodicals, radio, television, The electronic media represented by movies and the fourth media represented by computer networks in the digital era are taken as the objects of investigation to analyze their impact on literary concepts, text forms and other aspects. In fact, there is a diachronic and temporal relationship between these three, which will be emphasized in the analysis process.

II

1? The rise of modern newspapers and periodicals gave birth to and nurtured new literature. Newspapers and periodicals are the carriers for the widespread dissemination of new literature and determine its subsequent development and evolution. Looking back at history, it can be said that it was the modern newspaper media that made its historic debut in Chinese society and became the end of classical literature. Chinese literature began to transform into a new stage - the modern literary era. In the past, readers were only scholar-bureaucrats and scholars. In the late Qing Dynasty, due to social changes, more popular audience groups such as down-and-out literati, new students, staff, and traders appeared, and the needs of different classes of audiences began to be met.

2. The emergence of electronic media represented by radio, television, and movies has brought about another revolution in the spread of literature. The era of electronic media is characterized by the synthesis and extension of audio-visual sensations. People's acceptance of literature has replaced text reading with audio-visual entertainment. It's effortless and time-consuming, and it's satisfying to watch with vivid characters and a twisty storyline. Broadcasting appeared in the 1920s, turning static and silent text into dynamic and sound language for communication, giving people new excitement and shock. The broadcast mode of broadcast gives the audience a great degree of freedom. Busy modern people can listen to the radio in a companion state, that is, while doing other things. Movies and television turn the text of novels into imagined pictures and present them directly in front of the audience. Television, in particular, accompanies people all the time, with pictures, sounds, subtitles and explanations. Not only that, there are also TV prose, TV poetry and painting programs, which not only retain the beauty of literary works, but also contain the imagination of situations.

Modern electronic media poses a challenge to traditional literary concepts of reading. First, they produce literature in a form of reproduction that resurrects the copied object. Literary styles based on electronic media can only be enjoyed once and uninterruptedly under specific circumstances. The authenticity of the text does not exist, it is the resurrector who reproduces it according to his own understanding of the text. The mysterious and charming individual contact between literary works and readers has also been changed by copying technology. The solitude, silence and pure aesthetic pleasure that people enjoy when reading are replaced by the shocking sounds and sensory shocks.

3. Since the mid-1990s, with the development of high technology, a new generation of media is coming. This is the "fourth media" after newspapers, radio and television - the Internet.

It can transmit text, sound, images, data and other information at the same time, covering all forms of traditional media. Its characteristics are digital, global, multimedia, real-time, interactive, etc.

Answer: esz12399 - Level 1 2009-4-16 19:18

Information delivery in modern society includes:

Quick delivery, online delivery, mobile phones, telephones, PHS, letters, express newspapers, advertisements

Send email

Send text message

Call

Send fax

Video conference

Satellite positioning

Mail delivery

Chat tools such as QQ to transmit information

And other high-tech methods

Answer: Xiao Jingshu nini - Level 12009-4-17 22:04

There are various ways of transmitting information.

According to different flow directions, there are three methods: one-way transmission, feedback transmission and two-way transmission. One-way transmission is a one-way transmission from the transmitter to the receiver, such as various briefings issued within the organization, various reports submitted, various administrative regulations and administrative orders published in newspapers, etc. Feedback transmission is a method in which the recipient makes a request to the transmitter, and then the transmitter transmits the information to the recipient. For example, lower-level administrative agencies report various data reports, reflect situations, report work, etc. according to the requirements of superior agencies. Two-way transmission means that the transmitter and the receiver transfer information to each other. The transmitter and the receiver have dual identities, being both the transmitter and the receiver, such as experience exchange meetings, requests for instructions and replies between superiors and subordinates, etc.

According to the amount of information during information transmission, the concentration procedures are different, and there are two methods: concentrated and continuous. Centralized type refers to the transmission of concentrated time and large amount of information, such as year-end summary, quarterly situation reflection, etc. Continuous is an uninterrupted and continuous delivery method, such as reports reported on a daily, weekly, or quarterly basis.

According to the different scope of information transmission or the relationship with the environment, there can be two ways of internal transmission and external transmission. Internal communication is communication within the organization, such as meeting reports, announcements, phone calls, etc. within the agency. External communication refers to the communication between higher-level administrative agencies and lower-level administrative agencies, between administrative agencies at the same level, between administrative agencies and other social groups or organizations, such as symposiums organized by a party agency at a certain level with other democratic parties.

The basic requirement for information transmission is fast speed. If a piece of information of important value is not delivered to the decision-maker in a timely manner, the decision-maker will not be able to consider this information when making decisions, which may cause irreparable and immeasurable losses. In order to achieve high transmission speed and increase the flow time of information, reducing the intermediate links in information transmission is a powerful measure. Shortening the channels through which information is delivered can sometimes speed up delivery. To speed up the transmission of information, we must use some modern transmission methods, such as telephone, telegraph, fax, computer networking, wired remote communications, wireless communications and mobile communications.

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