The Origins of Advertising in Ancient Societies

Long before the age of billboards and social media campaigns, ancient civilizations developed sophisticated methods of advertising. In China, commercial promotion dates back thousands of years, with merchants employing creative techniques to attract customers. Scholars like Yang Haijun, author of The History of Ancient Chinese Commercial Advertising, categorize these early advertisements into six distinct types based on their medium: sound, signage, poetry, couplets, shop signs, and printed materials.

Ancient Chinese advertising emerged alongside the growth of urban centers and market economies. During the Song Dynasty (960–1279 CE), bustling cities like Kaifeng and Hangzhou became hubs of commerce, necessitating innovative ways for businesses to stand out. Far from being a modern invention, advertising was already a well-established practice, blending artistry with commerce in ways that still resonate today.

Street Spectacles: The Power of Visual Advertising

One of the most common forms of ancient advertising was the use of doorway signage. Establishments, particularly taverns and restaurants, employed elaborate decorations to catch the eye. Song Dynasty wine shops, for example, erected towering, colorful structures called “joyous gates” (cailou huanmen) to signal their presence from a distance. These were often paired with flags or banners known as wangzi (literally “looking signs”) or jiuqi (wine banners), which bore the shop’s name or slogans.

A famous example comes from Water Margin, a classic Chinese novel, where the tavern at Jingyang Ridge displayed a banner reading, “Three Bowls and You Won’t Cross the Ridge”—a clever warning (and enticement) about the potency of their liquor. Similarly, the Kuaihuolin Tavern’s banner advertised “Heyang’s Moonlight,” a poetic nod to its signature brew.

Beyond banners, businesses invested in calligraphic plaques and couplets to enhance their prestige. The Xunyang Tower, a renowned restaurant, boasted a signboard inscribed by the legendary poet Su Shi. Its couplet read: “No wine in the world compares to ours; no tower under heaven rivals this one.” For nighttime visibility, upscale establishments used lantern advertisements (zhizi deng), illuminated boxes displaying the shop’s name or slogans—an early form of neon signage.

The Sound of Commerce: Auditory Advertising in Ancient Markets

While visual signs attracted nearby customers, sound-based advertising was the ancient equivalent of a jingle—designed to travel farther and linger in the memory. Street vendors relied on rhythmic chants, often accompanied by percussion instruments, to hawk their wares. The Mengliang Lu, a record of Southern Song Dynasty life, describes the streets of Lin’an (modern Hangzhou) as alive with the cries of peddlers, a symphony of commerce.

These chants weren’t mere shouts; they were carefully crafted performances. A Ming Dynasty account in Stories to Caution the World preserves one such jingle: “Capital melon seeds, a penny a bucket; Gaoyou duck eggs, half a penny each.” Some vendors even incorporated humor or drama. A Qing Dynasty notebook recounts a bean seller’s catchy tune: “Iron beans, grab a handful! Marry a wife, forget your mama!”—a playful, if cheeky, way to draw laughs (and sales).

Instrumental accompaniments varied widely. Fortune-tellers, for instance, used flutes, gongs, and drums to announce their services, turning advertising into street theater. One unlucky pastry seller in the Northern Song Dynasty took a risk with his mournful cry, “I’m losing money!”—only to be arrested after officials misinterpreted his slogan as political dissent. Undeterred, he rebranded with a new pitch: “Let me put this down and rest!”—hinting at his unjust punishment and winning public sympathy (and sales).

Poetry and Print: The Reach of Long-Distance Advertising

Before mass media, word-of-mouth and literature served as the primary channels for long-distance advertising. Poets played an unexpected role as influencers, penning verses that immortalized products and places. Li Bai’s line “Lanling’s fine wine, fragrant with tulip” turned a regional brew into a national sensation. Similarly, the sharpness of Bingzhou scissors became legendary thanks to poets like Lu You, who wrote, “My poetic spirit is as swift as a Bingzhou blade.”

The Song Dynasty also saw the rise of printed advertisements, particularly in publishing. Books often included colophons—notes listing the printer’s name, date, and workshop address—functioning as both copyright claims and promotional tools. The most famous example is a surviving copperplate ad for Jinan’s “Liu Family Fine Needle Shop.” Dating back to the Song era, it features a rabbit (the shop’s logo) grinding herbs, accompanied by text promoting their “exquisitely crafted needles” and bulk discounts. The tagline—”Look for the white rabbit by our door”—could rival any modern slogan.

Legacy and Lessons: What Ancient Ads Teach Us Today

Ancient Chinese advertising reveals timeless truths about human psychology: the allure of storytelling, the power of repetition, and the importance of branding. Many techniques—slogans, logos, celebrity endorsements—remain staples of marketing today. The “white rabbit” needle ad, for instance, shows an early grasp of trademarking and visual identity.

Moreover, these historical examples highlight advertising’s dual role as both economic driver and cultural artifact. Couplets and poetry ads blurred the line between commerce and art, while street cries preserved vernacular language and humor. In an era of digital overload, the simplicity and creativity of ancient ads offer a refreshing reminder: the best advertising doesn’t just sell—it captivates, entertains, and endures.

From the wine banners of the Song Dynasty to the rhythmic chants of Qing peddlers, ancient China’s advertising pioneers mastered the art of persuasion with ingenuity and flair. Their legacy lives on, proving that even in a world of algorithms and AI, the human touch remains the heart of effective marketing.