Without APP or mini-program, how did the ancients promote it? How high-end were the advertisements in the Song Dynasty?

When it comes to which dynasty has the best market economy in China's five thousand years, the Song Dynasty has to do its job. In the Song Dynasty, there were not only commercial streets, but also night markets, and both men and women could go out during the day and night. You must know that shopping is one of the best ways to promote the market economy, because there are no restrictions on the gender and time of outings, which greatly promoted the commercial development of the Song Dynasty.

In ancient times, there were no TVs, no mobile apps, and no mini programs, but competition has always existed. If you want to stand out in a crowd of stores, advertising is particularly important. Do you think that the ancients were not afraid of the smell of wine? Is the alley deep? No, the ancients used to advertise very quickly. Look at how the ancients advertised!

Times are progressing, but no matter how some things change, their essence cannot be changed, such as advertising. The first step to attracting customers is to have a unique advertising sign. As the ancients said, "Every book is listed on the thoroughfare," and "Anyone who sells cooked food in the capital must use a strange label to sell it, and then sell it to everyone." What does it mean? That is to say, if you want to make a lot of money in business, you need to have billboards and slogans.

If you traveled back in time and walked on the streets of the Song Dynasty, you would see commercial advertisements everywhere. "Along the River During the Qingming Festival" depicts the prosperity of the Song Dynasty's commerce in detail. According to incomplete statistics, in "Along the River During the Qingming Festival", "Along the River During Qingming Festival" has 10 advertising banners, including herbal tea, foot shop, fortune telling, hotel, etc. There are about 23 advertising signs, at least 4 light box advertisements, and about 5 large advertising signs.

Wine culture is an indispensable culture at all times and in all countries. The advertising aspect is far superior to other products in terms of quality and popularity. For example, the current Wuliangye advertisement is very classic. In ancient times, there was no television and no video recording. How did they advertise?

First of all, the most classic one is indispensable - embroidery. When we watch TV, we can find that in front of the hotel, there is usually a curtain to cover it, that is "embroidery"

Secondly , some hotels that are a little more particular will also use high-end advertising - light box advertising. We can still see this kind of advertising in some Japanese, Korean and Hong Kong TV dramas. A luminous billboard is placed in front of the store to attract customers. In fact, these are the remaining tricks played by the Song Dynasty people, but there was no electricity at that time, so they placed candles inside for lighting. So if you see these light sign advertisements on TV about the Song Dynasty in the future, don’t suspect that they are exposing the truth.

In addition to these, the restaurant also has a more special way of publicity-the wine evaluation conference. It is said that the aroma of wine is not afraid of the deep alley, but I am afraid that there is no publicity! Before the Qingming Festival every year, every wine warehouse in Lin'an will start brewing new wine. At this time, the entire city of Hangzhou is exuded with the aroma of wine. It's a good time to spread the word.

How to promote your own wine? Asking people to taste and promote word of mouth is undoubtedly the best advertisement.

To hold a wine tasting conference, you need to get the approval of the official organization "Inspection Office", then choose an auspicious day, set a date, and then put up notices everywhere, invite bands to parade and promote products, beautiful women to endorse products, and invite everyone Come and taste. The "beauties" here are not the simple good-looking ones we see on TV, but "females", who are literary and artistic workers, equivalent to today's female artists. They were each dressed in costumes and makeup, "wearing jade crowns with pearls and jade flowers, and gold shirts and skirts", riding silver-saddled horses, "each holding flowers, playing drums, or holding a dragon, ruan qin and harp". This form of publicity can also be seen in major shopping malls today.

But to say that the most effective effect is celebrity effect. Do you think celebrity endorsement is a product of modern society? In fact, it appeared as early as the ancestors of marketing in the Song Dynasty, but their spokespersons were not necessarily film and television stars like today's Xiaoxianrou, but celebrities in the poetry world.

Why is it said that the most effective endorsements are not the beautiful "female singers" but the big guys in the poetry world? Because the Song Dynasty was famous for attaching great importance to literati, the social status of literati was very high. If they were well-known in the poetry world, their status would be even higher.

If you can have lyrics written by a great lyricist, then you can be proud of your peers. For example, Liu Sanbian, who was commissioned to write lyrics, is extremely popular in the showgirl industry. Being able to have lyrics written by Liu Yong , which means that you can stand out among the singers. Liu Sanbian, the famous spokesperson of the showgirls, is only famous in the entertainment industry. The most famous spokesperson in the Northern Song Dynasty and even the entire Song Dynasty must be the college student Su Dongpo.

Dongpo is quite famous for its good food, such as Dongpo pork and Dongpo elbow. The gourmet Su Dongpo’s advertising poems are also particularly influential because of his status as a gourmet.

My friend Cao Fu sent him some test-roasted sprouts from Heyuan and invited him to taste them. When Mr. Dongpo tasted them, he found that it was really good tea, so he waved his hand and composed a poem:

The wet rain from the fairy mountain flows through the clouds, washing the fragrant skin and powder evenly.

The bright moon comes to cast a light on Yuchuanzi, and the breeze blows through the spring of Wulin.

You must know that Yuxue has a good heart, not a new look.

The little poet in the play smiles, and good tea is always like a beautiful woman.

In addition to writing poems for friends’ food, Mr. Dongpo is also willing to write advertisements for ordinary people. When Su Dongpo was demoted and exiled to Hainan, the first thing he did when he was exiled here was to look for local delicacies.

There was a local merchant who opened a dumpling shop. Hearing that the college student Su Dongpo was here, he invited Su Dongpo to taste his delicacies and wrote a poem for him. Su Dongpo was not stingy with his writing. Wrote another advertising poem:

The jade color becomes uniform when rubbed with delicate hands, and the jade oil is fried into a tender yellow color.

When the night comes and spring comes, I know the importance of sleeping, and the gold wrapped around the arms of a beautiful woman is crushed.

With Su Dongpo's poems as advertisements, Sazidian's business is booming.

In addition to endorsing food and wine, Dongpo also endorsed beautiful scenery. He can be regarded as a leader in the publicity industry and the originator of soft-text promotion. Su Dongpo had a rough life, and was demoted and exiled several times. Wherever he went, no matter whether it was rich or poor, he could find beauty and the beauty of construction. According to surveys, Su Dongpo's poems mentioned about 27 5A-level scenic spots, such as Everyone can recite "If you want to compare the West Lake to the West, it is better to put on light makeup and heavy makeup." There are also "Eat three hundred lychees a day, and you will grow up to be a Lingnan native." Long, clouds and mountains are chaotic, Xiaoshan is green" and so on.

The cultural and economic development of the Song Dynasty can be said to be the highest in ancient China, and the level of commercial publicity has also reached an unprecedented level. Among the spokespersons, Su Dongpo is the most outstanding. After all, Mr. Dongpo has fans all over the world. From north to south, Mr. Dongpo's poems are undoubtedly the best advertisements. Coupled with his status as a gourmet and traveler, he has become the first spokesperson of the Song Dynasty.