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Advertisements that tell of a golden age
By Pan Zheng |
March 30, 2009, Monday
|
Print Edition
Print Edition
ACCORDING to historical records, advertisements appeared in China more than 2,000 years ago. At that time, inns, restaurants and pharmacies hung their signs and slogans in public areas.
As times went by, advertising became trendy. During the period of the Republic of China (1911-1949), Jiading used to enjoy a golden age of newspapers. Ta Zhong, Jiading New Voice, Jiading People's Times ... many newspapers appeared, leaving a clear trail of the advertisements of that period.
Tobacco companies were the kings of advertising at that time and their advertisements were always accompanied by long articles and big pictures.
For example, in the 33th issue of Ta Zhong, the advertisement of Shangchuan Cigarettes almost took up the entire front page.
Some companies provided premium sales and listed gifts on the cigarette papers to attract consumers.
As well, another highlight of cigarettes advertisement was the modern lady with high-heeled shoes and Chinese qipao. It was smart to promote cigarettes this way since most of the customers were men.
Compared with the advertisements of cigarettes, those for everyday goods were much more simple and direct. Some companies used pictures of their products in the advertisements, usually with a simple slogan such as "delicious" or "useful," which was probably cheering to housewives.
Most advertisements in newspapers came with just words and no pictures. Some even had only a name of the shop, without any slogans.
Perhaps because information technology was not advanced at that time, just a name in a newspaper was enough to bring the customers. It was common to find pages filled with dozens of advertisements.
Old newspapers and advertisements are just like time tunnels. Through them you can touch the world 100 years ago. Isn't it amazing?
As times went by, advertising became trendy. During the period of the Republic of China (1911-1949), Jiading used to enjoy a golden age of newspapers. Ta Zhong, Jiading New Voice, Jiading People's Times ... many newspapers appeared, leaving a clear trail of the advertisements of that period.
Tobacco companies were the kings of advertising at that time and their advertisements were always accompanied by long articles and big pictures.
For example, in the 33th issue of Ta Zhong, the advertisement of Shangchuan Cigarettes almost took up the entire front page.
Some companies provided premium sales and listed gifts on the cigarette papers to attract consumers.
As well, another highlight of cigarettes advertisement was the modern lady with high-heeled shoes and Chinese qipao. It was smart to promote cigarettes this way since most of the customers were men.
Compared with the advertisements of cigarettes, those for everyday goods were much more simple and direct. Some companies used pictures of their products in the advertisements, usually with a simple slogan such as "delicious" or "useful," which was probably cheering to housewives.
Most advertisements in newspapers came with just words and no pictures. Some even had only a name of the shop, without any slogans.
Perhaps because information technology was not advanced at that time, just a name in a newspaper was enough to bring the customers. It was common to find pages filled with dozens of advertisements.
Old newspapers and advertisements are just like time tunnels. Through them you can touch the world 100 years ago. Isn't it amazing?
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