a lot of people are remembrance of old Ji'nan, looking for the old city's taste, and keeping it in his own way. Some people collect old Ji'nan's advertising paper, and some store the old Ji'nan's cry. Decades ago or even a hundred years ago, Jinan people might not have thought that advertisements that they used to be accustomed to were also important clues for the elderly to track down the old Ji'nan.
in the yellowing advertising paper and the cry deep in my mind, the streets of old Ji'nan are lined with shops, and deep in the alley, the peddler that sells mulberry. This is like a picture of the social life of old Ji'nan.
"Qianfo Hill ice cream, each 5 points", "has a long history, produces delicious", "decontamination fast, washing strong"...... These slogans were familiar to the old Zan. They were printed on commercial paper, followed by ice cream, vinegar, soap powder, etc. into the trivial days of the pots and pans of the people. What the old Jinan people used to eat and what they used was evident from the preserved old advertising paper. Every old advertisement is branded with the times.
old advertisement is about auspicious meaning
in old Jinan's life, the meaning of dessert has already exceeded the category of food, but is the intention to worship ancestors and give gifts to guests. In the past marriage custom in Ji'nan, dim sum is still a betrothal gift. According to the "Ji'nan city folk custom" records, the dessert was once a scenic spot for the people of Ji'nan to run a happy event. In order to meet the demand of this custom market, such as "Tai Kang", such as the big dessert pad all have a special delivery of the bride price of the red lift box, "dozens of bags full of dessert, put on the three feet of the box, covered with the red store's name, a school of joy."
ordinary people generally give gifts, no such a big red lift box, but also a picture of auspicious and happy, mostly buy a peach crisp or other pastries, a bag of hemp paper, top covered with a red paper, a bundle of hemp rope, carrying a pad. This additional red paper not only adorned the packaging of snacks, but also the advertisement of dim sum shops.
"a big food store in Ji'nan" is a rectangle with a rectangle with a store name on the top, a circle surrounded by a ear of wheat, with the words "fine dots" inside, and its address and telephone in the lower part, "227 Quancheng road", "20296", and four weeks decorated with flower patterns.
"Ji'nan victory food factory north factory" advertising paper is relatively simple, in the middle is a circle, inside a picture of a bird singing in the water, singing the direction of the "refined cake" four big words, concise and comprehensive. There is a peony flower symbolizing auspiciousness on the four corners of the square advertisement paper.
is attached to the dessert packaging of advertising paper, located in the "South Gate Shun Well Street North East of the East" "Ji'nan Wancheng food store" to make more elaborate. Instead of making a simple square of advertising paper, the food store makes more thoughtful hexagons, like a ritual belt, which can be attached to a dessert package. In terms of auspicious meaning, it also does not lose the first two, the four sides are also embellished auspicious patterns, but in the middle is a lifelike longevity pattern.
the advertisement paper in addition to the dessert is so exquisite that the advertising paper of the textile factory and the printing and dyeing factory is also quite exquisite, and the pursuit of the traditional auspicious meaning is more incisively and vividly.
"Ji'nan Zhengda motor refinery and finishing factory" on the advertising paper printed with Fu, Lu, Shou "Samsung trademark", these three old people with auspicious meaning under a pine tree, talking and laughing. The registered trademark of "Ji'nan Dongxing weaving and dyeing factory" is a "silver candle map", and the mother holds the lamp in the garden, lighting the young children playing in the garden, and a sight of love. The advertisement pattern of "Ji'nan Yongchang weaving and dyeing factory" is a "jade tiger" with long howling. In 1919, the trademark of Shandong Lufeng textile company was a "lucky sheep" running between the grass. Zhao Xiaolin, collector of
, said the old Jinan people are very concerned about the beauty and auspiciousness of life. Textile mills and printing and dyeing factories already use machine production, but businesses still use traditional auspicious patterns when promoting their products. The modern industrial production did not change the traditional flavor of the old city of Ji'nan, not only the advertising paper. According to the relevant data, it was also divided into four areas according to the division of the commercial port in the beginning of the opening of the port of Ji'nan, according to the fortune, the fortune, the longevity and the joy.
"beauty spider" see the social open atmosphere at that time
advertising paper contains not only the cultural tradition of a city, but also the social atmosphere of an era. Zhao Xiaolin collects a trademark advertising paper called "beauty spider", which comes from the "Ren Fung textile dyeing Limited by Share Ltd" in the early 30s of last century. The background pattern of the trademark, the shuttle of cotton and peach, and the shuttle of cloth, float on a spider web, and a young beauty is attached to the Internet.
Zhao Xiaolin later had contact with the descendants of this beautiful woman. It is understood that at that time, the Jen Fung cotton mill produced a new sand material, ready to export to Japan and other countries, and then used the pattern of "beauty spider" as a trademark. Among them, the spider web shows that the sand is light and the beauty is beautiful. But the most surprising thing to later is that the beauty in the pattern is not dressed like a chick in the "silver candle", but in a fashionable swimsuit. According to the introduction, the beauty in the picture was married at that time and was a young woman. This sentiment is obviously aimed at catering to the country of export sales, but it shows the openness of the prevailing social atmosphere.
according to the relevant information, after the opening of the port in Ji'nan, the commercial port area, "the rich businessmen of the rich merchants, that is, the negative peddler, also carry women and children, to make a living plan." Young women began to learn culture, cut bun, untie the binding cloth, dress the cheongsam and skirt that embody the beautiful figure of women, and walk on the street.
in the 50s and 60s of the last century, the trademark advertising paper of "beauty spider" was almost invisible and replaced the image of working women. For example, in a soap powder advertising paper that belongs to "the local state Ji'nan advance chemical plant", the design is a hard - working woman, smiling and washing a large bowl of clothes in front of the front, with the words "quick and strong" next to the clothes. In those days, women's images on advertising paper were mostly the appearance of such a labourer. After the founding of new China, women's labor status was raised. Most of them appeared to be able to handle the half sky. They didn't show their beauty as before. At that time, most of Ji'nan's daily necessities came from old state-run factories, and advertising paper should keep pace with the times.
from the beginning of the last century to the middle of the last century, the society of Ji'nan experienced several great changes, from the opening of the commercial port, the liberation of Ji'nan and the establishment of the new China. It was reflected on the trademark advertising paper, in addition to the changes in the female image, and the social and economic changes. When commercial ports flourishing, the advertising paper of Ji'nan textile printing and dyeing factory was mostly printed and beautifully colored and colorful, showing their rich dyes and superb printing technology to attract customers. But in 50s and 60s, when new China implemented the planned economy and supplies were tight, manufacturers and merchants did not pay much attention to the trademark.
a 1956 "Tiantan soap" on the advertising packaging paper, the front is the Tiantan building logo, both sides are written on both sides of the manufacturer's address "west gate Cao home Lane Road East", and "Ji'nan Yun Xiang building monitor". In black and white, there is no extra color. "Qianfo Hill ice cream factory" on the "Qianfo Hill ice cake factory" on the advertising paper, also printed a row of flower body phonetic "qianfoshanbinggao", although the design spent some thought, but the printing color is only red, far less than the color of the printing and dyeing paper. The two advertisements also have a common feature, that is, there is not much advertising language. Before the old commercial ports, most of the advertised paper produced by those manufacturers like to print their own business scope or admonition, so as to show the grand scale. But in the era of planned economy, as long as there is a product name, manufacturer contact, and there is no market competition at that time, it is necessary to carefully design an advertising paper to attract customers.