On november 27, tahara, a journalist, yip jian, walked into china's vast rural areas, near the village's front road, behind the house, and found commercial advertisements full of purpose. And just 20 or 30 years ago, these walls were a single slogan. The change of slogans on the head of rural walls is a reflection of the dramatic changes taking place in rural china. "x-x refrigerator, save the power", "marriage photography, please go to x-x"... Commercial advertisements such as this are widely available in the rural road network in shanxi province, the central province of china. On both sides of the road, whenever there is a house, most of the wall is advertised, from agrochemicals, motorized motor vehicles to mobile devices, household appliances and medical services, and farmers can find the number of their seller's mobile phone on the “wall” if they need to produce a living。
“the walls were previously marked with policy messages and advertising began in the early 1980s,” said wang cheung long, 50-year-old governor of shanxi, hsu jia qiao county, saying, “firstly, some feed, seeds and fertilizer advertisements were written in writing, then more and more and more and more in print, and more and more beautiful”
As the road is in front of the door, wang cheunglong's yard wall has been a “placard” for over 20 years. Just a few days earlier, a computer advertisement had been used to replace the original electric car advertisement, after he had been paid a fee。
“business advertising replaces political slogans, reflectingReforming opennessSince then, there has been a dramatic change in rural china, as han zhiqiang, head of the department of advertising at shanxi university, said。
The writing of banners on the walls has a long history and has had an important impact in china. In the first half of the 20th century of the revolutionary war, a large number of rallying political slogans served to spread the awareness of the revolution and to motivate people to engage in revolutionary causes, such as the simple six words of “torture, field” that inspired countless farmers to participate in the revolution; in the 1960s and 1970s, the slogans that served class struggles, which were visible on the country's urban and rural walls, became a special view of the era. In the early stages of the reform and opening-up, a large number of slogans promoting the general policy and basic state policy also gained ground through wall slogans. The slogan “emancipation of thought, realism”, “science and technology are the first productivity”, “secure the nation, leave the community and all that remains of itself” is so new to many。
“commercial advertising across rural areas is a vivid manifestation of china's completion of the transition from a planned economy to a market economy.” han zhiqiang said that, as farmers' standard of living improves, rural markets filled with business opportunities become a competitive place for businesses, while low-cost, desirable dissemination effects make wall advertising an ideal vehicle for commercial advertising and for securing rural market shares。
At the same time, political slogans did not exit the historic stage. “the rise of commercial advertising since the 1980s, the political slogan `changed face' , is a change that has taken place on the walls of the countryside,” ding yunping, a rural sociologist and researcher at the shanxi faculty of social sciences, said, “now, the political slogan after `changed face' is a human facePublic service announcementsThis is what led to the renewal of farmers' attitudes。
The farmers in the outskirts of the capital said that the slogan was more comfortable than before. It will be recalled that in the 1980s, a family planning slogan was “the time has come for tattering and the house has collapsed”, while today the same slogan is “boy boys and girls are alike”, “live life, happiness”。
A number of pictures documenting political slogans over time are being circulated on the internet in china. From “agricultural science house, industrial science jubilee” to “a new village for all”, from “a hard-working quartet, working together to run xiaokang” to “golden mountain and green mountain”, from “scientific science and technology is the first productivity” to “creating a harmonious society”, many chinese netizens have commented that these slogans are a historical legacy of 30 years of reform and liberalization in china。
