1. Mimicry and gesture language. Before the use of language, mimicry and gesture language is the most practical and effective way to convey specific information to the audience. Such as primitive people in the hunting process, when a person encounters a herd of bison, immediately ran to the same tribe can see him on the high ground, two hands raised on the body to cover the body of things, stretching to the top of the head, and then slowly put down, repeatedly. This is to mobilize all members of the tribe to hunt the signal. Primitive people hunting like to work in pairs, when the hunters found the animal traces, the need to conceal the march, they use each other sign language to exchange the situation. Those gestures often express the most distinctive features of the animal. Raise both hands, index finger straight, indicating that the beast seen is a pair of large horns of the big twisted antelope; middle finger bent, the rest of the four fingers extended, we understand that this is the discovery of the giraffe; ostrich is found to raise their arms obliquely, to symbolize its long neck. Ethnographic research has proved that this kind of mimicry and gesture language in ancient society is everywhere, is an important carrier of information transfer of primitive people.
2. Body painting and tattooing. In the body painted colors or draw graphics of the decoration is called painting body, the origin of this decoration is very early. In the tens of thousands of years ago in the late Paleolithic sites, often found can be used as a pigmented hetstone. Until modern times, many maintain the ancient customs of the nation still like to paint colors on their bodies. China's old custom of the Dragon Boat Festival, many areas of ethnic minorities are accustomed to in the head, wrist and other places coated with xionghuang or painting symbols, teeth dyed black can be said to be a kind of painting body decoration. Ancient books record that there is a "black teeth country" in the southeast of China: "Four thousand east of Japan, there is a bare country. To the southeast of the Naked Country is the Black Tooth Country, which can be reached by boat in one year." China's Yunnan Dai, Kino, Brown and other ethnic groups, usually like to chew betel nut and lime, long time can also make the teeth black.
The decoration of the skin on the surface of the human body pricked flowers is called tattooing, the origin of this custom is also very early. According to ancient books, China's ancient Jiangnan place of Wu people, Yue people, Chu people worship dragon totem: "Tattoo body carved and painted its body, the inner ink which, for the shape of the dragon to enter the water, the dragon can not be harmed also." Most of the ethnic groups in China, including the Han Chinese, in ancient times or recent times have the custom of tattooing. Li women began to tattoo the age of twelve or thirteen to sixteen or seventeen years old. With a lover to be tattooed on the hands of a special mark, this mark is often the lover's hand to give tattooing. China's Yunnan Jinuo, Brown, Dulong and other ethnic groups, Taiwan Alpine compatriots also have the custom of tattooing. ...... (abridged) because tattoos in the primitive society clan tribal interactions and primitive people's group activities have a strong identification role, in different groups of communication, fighting and intermarriage process and conveys a specific message, with the migration of primitive groups and activities, but also in the wider according to the soil range, and therefore can also be regarded as a way to communicate life and social information. It can also be regarded as a primitive advertising medium that can convey life and social information.
3. Body ornaments. Adornments on the human body, the earliest can be traced back to the late Paleolithic. In China's Beijing Zhoukoudian caveman site, found a wealth of ornaments. Among them are hollow animal teeth, hollow sea ark shells, drilled stone beads, drilled small gravel, drilled fish bones and grooved bone tubes. They were strung on bands and put on the body. Body ornaments in all shapes and sizes, a variety of names, can be broadly divided into hair ornaments, head ornaments, ear ornaments, nose ornaments, lip ornaments, neck ornaments, foot ornaments and so on. Human body ornaments with the band, with different times people's hair, hair style is closely related. China's southwestern ethnic minorities are generally the hair coiled into a vertebrae, or knot in front of the forehead, or knot in the back, often full of flowers at festivals. Guangxi Yao women's hair style varies from place to place, there are two bamboo arrows inserted in the head, about two feet long, divided into two strands of hair, left and right coiled knot, around the arrows and on, and covered with a scarf, shape off like a butterfly wing double stand. Some of them wear bamboo hoops on their heads, both ends up, shaped like a cow's horn, and then tied with beads silk tight. She women in some places in eastern Zhejiang, headdress made of bamboo tube, about three feet long, wrapped in red it, embedded in silver, bamboo tube before and after all nailed to a silver plate, and hang white beads. According to different ornaments, we can judge the living habits and characteristics of different ethnic groups, and we can convey specific ideas or cultural information through the matching and combination of different ornaments. Here, the human body ornaments not only reflect the joys and sorrows of the primitive people, but also spread this life and cultural information to each member of the community, and even spread to the neighboring or hostile clan groups, the original advertisement dissemination function is also more powerful, with obvious advertising "inform" function.
According to the above materials, it is easy to see that in primitive society and early civilization in a long time, including China, including a large area of different groups of people, the transfer of information in a fairly long period of time are relying on body language, especially a pair of crowd, group to group between specific, with the "inform" and "identify" function. In particular, the transmission of specific information with the functions of "informing" and "recognizing" between pairs of people and groups of people is accomplished in this way. Body language here has become the most primitive and most important advertising media.
The second borrowed objects - the specific mark of advertising information transfer
The primitive people to pass the information in addition to the use of body language, more is to rely on the real world of natural objects to realize the transmission of advertising information. These natural objects, one is the natural world naturally generated or exist, such as trees, rocks, etc., and the other is created by humans, but has not yet been consciously dedicated to be used as an advertising medium to use, but in the process of conveying the message was borrowed, such as drawings, ropes, etc.. This borrowing is divided into two situations, one is a specific borrowing, the second is life borrowing.
1. Specific borrowings
(1) rope. The rope is a common primitive information transfer method, China's ancient society, the practice of knotting the rope in the history of the book has been described, "Zhouyi", "the ancient ancient knot rope and rule, the later generations of saints easy to the book deed. Hundreds of officials to rule, ten thousand people to check." "Zhuangzi" reads, "In the past, Yung Cheng's ...... Zhu Rong's, Fuxi's, Shen Nong's, when it was also, the people knotted rope and use it." The Northern History also mentions, "shooting and hunting for the industry, simple for the custom, simple for the chemical, not for the text, carved wood knotting rope only." The knot-rope method was widely used in China's ancient history and has a long history. Taiwan's alpine people record the date of the date, according to the number of days to play a number of knots, every night that is to unravel a knot. Tibetan Lhoba people is every day with a knife cut a knot, straight cut to the last knot on the expiration date, rope knot unraveled that the date of the appointment. Yunnan Dulong people alone out of the house, often to tie a hemp rope around the waist, go a day to play a knot to record the number of days out. Yao people in the two disputes often in front of the head person to get a ruling, the method is, the disputants each hold a rope, who told a reason that a knot, until finished, the knot more than the winner. In class society, the tradition of knotting rope was also inherited by merchants, and in the shape and use to change. In the stores, hotels, teahouses and merchants' stalls, a variety of fronts or signboards, often decorated with a variety of ornamental pieces, strung with rope, under the front of silk, colorful strips of fabric, a variety of material beads or rows of spikes, there are also many uniquely shaped fronts made of thick hemp rope knotted and woven. Here, rope knots become a new medium for conveying advertising messages.
(2) carved wood. Carved wood for another symbolic language. Historical books have also recorded the historical facts of China around the carving of wood, such as the "Book of the Later Han", "the adults have called, then carve wood for the letter", although there is no text, but also do not dare to disobey. Ling Wai Dai Ai" also contains: "Yao people have no text, its to be about the wood deed with two boards and carve, the people implement its one, keep the very letter." The Yunnan Teng Yue state also mentioned: "Yi have customs, all borrowing credit, through the financial period of contract things, I do not know the text, only to the wooden carving as a charm, each half, as promised to pay, hairless."
The custom of carving wood as a record in the process of commodity production and exchange, it evolved into the inscription of the official workers or celebrity commodity marking, that is, in the sale of goods on the name of the official workers or the name of the celebrity. If traced back, carved wood can even be regarded as the source of commodity trademarks and mark advertising.
(3) wolf smoke. China's Spring and Autumn period, there is a record of fire beacon smoke to transmit military alerts. After Qin Shi Huang, in the Great Wall every ten miles that is, build a beacon, with dry wolf dung as fuel, after the ignition, the fire light smoke in the air, the emergency alarm can be transmitted to a very far place. Ancient poem, "the desert west of the sunset, long star high and low; lonely mountain a few places to see the beacon, the strongest camp waiting drums" line, it is the application of this primitive information transfer method is a true reflection. This medium of communication in the ancient society of merchants in business activities are also used, such as in different periods, there are night caravans, horse gangs, "fire for the number" of the record.
(4) drums. The original method of information transfer both on the visual, but also on the auditory. Acting on the auditory transmission of information mainly by means of audio communication tools to carry out, including the most common signal drum. China's Geno cattle skin wooden drums, is also a section of thick trees at both ends of the chiseled, and then tied to the hair of the yellow cowhide, hanging in the tree with a mallet, every year, the drums will be heard that men and women of all ages gathered in the clouds, singing and dancing.
(5) bamboo horn. China's Nu people in the funeral ceremony with the bamboo horn to disseminate information, by playing a different number of bamboo horn to the village to report the funeral. The number of bamboo horns increases or decreases according to the status of the deceased: the unmarried dead blow a bamboo horn, the married blow two, the old man and the chief blow five or six. Tribal members rushed to the home of the deceased and sent eggs to offer their condolences. Into the class society, with the differentiation of the merchants and businessmen, the merchants walk the streets and alleys, creating a colorful blowing, pulling, playing and singing and other information dissemination tools, such as the Han Dynasty merchants have blowing xiao to sell mussel sugar records.
(6) audio instruments. China's Neolithic era Miao Di Gou site unearthed pottery bells, pottery ocarina, Jiangzhai site of the three holes of pottery ocarina have a musical sounding effect. After entering the class society, with the development of commodity production and commodity exchange, the form of sound advertising is becoming more and more colorful, and all kinds of artifacts in daily life may become the medium of sound advertising, such as bowls, janitorial lamps, pots and so on, which are closely related to daily life, and xiao, qin, thurible, drums, gongs and so on, which are related to entertainment, have also become the tools of advertising information transmission. Out of the need for advertising, many merchants also specialize in the production of the industry characteristics of the rattles, more typical of the rattles of the goods man, shaving barber used tweezers and forks, sharpening the copper used by the knife maker clapperboards, and so on.
The extensive use of specific borrowed objects shows that the methods and means of advertising communication have changed greatly. With the frequent communication activities and the progress of communication technology, people borrow all the tools or objects that can be borrowed more effective, more targeted delivery of advertising information. The richness of the media form, so that the human advertising communication in a wider geographical area, and conveying a richer thought, culture and business information.
2. Life borrowing
(1) Grass label. Also known as grass mustard. This is a natural growth, but when it is inserted in the sold or to be sold on the goods, there will be a significance of the logo. In the ancient Chinese society in different historical periods, small to daily necessities, large to poor people sell their children due to hunger and cold, all use grass mustard. In Water Margin, there are many references to grass markers, the most famous being the account of Yang Zhi selling his sword: "Yang Zhi put his sword on that day, inserted a grass marker, and went to sell it on the market." The grass label here has the function of an advertising medium.
(2) Grain ears, strainers, wicker. More in the countryside in front of the eateries, hanging in front of the door or fence, not only can play a role in marking, but also show the simplicity of the store, hospitality, a small strainer and wicker can immediately close the distance between the store and the customer, the businessman and the passers-by, but also a production cost is low, but the dissemination of the advertising medium is very good.
(3) Bottle scoop, grass broom. Grass broom is also known as "grass brush" and "grass pole", "broomstick". After the Song Dynasty, after breaking the restrictions of the city, the store can not only be opened in the residential area, and the market, the countryside can be opened for business. Grass broom as advertising signs appear in the restaurant teahouse, Song Dynasty literature on these things recorded more, Song Hong Mai in the "Rongzhai Renewal Pen" mentioned: "now the capital city and county liquor business, and all sell wine restaurant, are uncovered outside the big curtain, with the number of green and white cloth for the zhang of. Micro, with its high plug size, village stores or hanging bottles and scoops, standard broomstick."
Grass broom as an advertising logo, in addition to the specificity as a winemaking aid, there are deeper allusions. The main meaning of the "broom sweeping worries". Song Su Shi once recited: "To be when the name, not ask the bucket. I should be called a fishing hook, also known as the broom sweeping worries."
The "broom" here is clearly an alternative name for wine. Means "to drink to dispel sorrow", "a drunkenness to solve a thousand sorrows". So the straw broom as a hotel logo front, both image and vivid, but also has a symbolic meaning, has a strong folk color.
In ancient Chinese society, there are many marks of life, more dependent on the activities of stores and merchants exist, the scope of use basically does not exceed the activities of merchants in the region and the narrow scope of the "market", due to the frequent use of consumer conventions, reflecting the general public's happiness, anger, sadness, joy and aesthetic appeal, and, at the same time, also reflects the wisdom of the group of media users or merchants. At the same time, it also reflects the group wisdom of the media users or merchants. However, the widespread use of this type of advertising media also reflects the limitations of the development and utilization of advertising media at the stage of low productivity level.
Three handmade advertising media - advertising message delivery industry logo
In the long course of development of the ancient society, human beings in the process of adapting to nature and transforming nature, self-consciousness and sense of autonomy is constantly increasing. Creative dissemination of spiritual and cultural information with me as the main body, to create social material and cultural wealth has become a conscious action, the development and use of advertising media reflects this fact. Ancient working people created a wide variety of different styles of advertising media, advertising communication has a greater impact, and then become an important part of social development and people's lives.
1. Store advertising media
Store advertising media is the main form of advertising media in ancient Chinese society. Including hotels, restaurants, teahouses, pawnshops, inns and the surrounding environment of the advertising form, specifically divided into several of the most common situations.
(1) front. Fronts are one of the most mature forms of advertising media in ancient China. Fronts are often vivid, intuitive form, bright colors and unique charm of folklore to give people a strong visual impact. Fronts from the composition, more elaborate front pole, front frame, front pick, front cover, front body, front seat and front pendant and other parts of the composition; from the shape, there are round, square, triangular, rhombus and irregular shapes; from the dissemination of the content of the point of view, all the information related to business operations or commodity services are possible in the form of fronts; from the production of material from the point of view, there is a variety of materials, such as cloth, silk, satin, cotton, copper, iron, wood, and other materials, many of the front is made of a variety of materials, and the front is made of a variety of materials. Many fronts are made of a variety of composite materials; from the expression, it is divided into physical fronts, model fronts, symbolic fronts and specific mark fronts.
(2) signboard. Signboard communication media, is also closely linked with the store. The location of the signboard appears in front of the front or the door, mostly hanging, inlaid, masonry way to set. Signboard as an advertising medium to convey the information, the content is very rich, specifically, one is written store name, name, such as dim sum store writing "old Bao Tai", "Jinyang Yu", etc.; two is to convey the business ideas and business characteristics, such as signboards written on the Secondly, it conveys the business ideas and characteristics of the business, such as "fair trade" and "fair trade for all" written on the signboards; thirdly, it reflects the industry's livestock and the scope of services, such as "knowing the flavor of the parking, smelling the aroma of the horse," and so on. Signboard as an ancient advertising information dissemination medium, from its hanging position, and is divided into different horizontal forehead, vertical signboards, hanging boards and store outside the sky signboards.
(3) kiln. Shop as a kind of advertising information dissemination media has its particularity. The kiln was originally a hotel in front of the warm wine of the soil platform, in order to take care of the warmth of the wine, kiln often sit next to a pretty woman, on the one hand, in order to take care of the guests, on the other hand, in order to attract customers, women when the kiln in the Han Dynasty has gradually become a custom. The Records of the Grand Historian (《史记》)recorded that: "Xiangru set up a wine shop to sell wine, and made Wenjun work as a shop." ("Sima Xiangru Lie Biography") because the early Han Dynasty officials allowed folk to sell wine and wine sales, so the hotel in front of a lot of wine kiln. The kiln became the logo of the hotel.
(4) colorful buildings, cheerful door. Song Dynasty open city ban, folk wide frontage of the emergence of large stores, it provides the possibility of colorful building, cheerful door. Color building is the store's facade decoration, such as "on the river during the Qingming river map" in the Sun Yang is the store's door decoration, belongs to a kind of color building. The colorful building is specially designed according to the shopkeeper's preference, relatively fixed and unique style. Huanmen advertisement refers to the store operators and merchants in the festival or important activities when the temporary construction of the facade decoration, commonly used colored paper, silk decoration, because of the purpose of the stronger, obvious role of the logo, is also regarded as one of the ancient advertising communication media. In the Song Dynasty, it became fashionable to build colorful buildings and cheerful doors at the head of the door, and "Tokyo Meng Hua Records" has recorded: "All the hotels in the capital are bound with colorful buildings and cheerful doors at the head of the door." ("Restaurant")
(5) lanterns. Lanterns as an advertising medium of communication began in the Five Dynasties. Nai De Weng in the "Metropolitan City Chronicle" has contained: "restaurant things, the door set red power son scarlet edge curtain paste gold red yarn gardenia lamps and so on, the old rumor is that because of the five generations of Guo Gaozu traveled to Bianjing Pan Lou, so far become customary." ("Restaurant")
1. Specific borrowings
(1) knotted rope. Knotted rope to remember things is a common primitive information transfer methods, China's ancient society, the practice of knotting rope to remember things in the history of many descriptions, "Zhou Yi", "the ancient knotted rope to rule, the later generations of saints to easy to the book of the deed. Hundreds of officials to rule, ten thousand people to check." "Zhuangzi" reads, "In the past, Yung Cheng's ...... Zhu Rong's, Fuxi's, Shen Nong's, when it was also, the people knotted rope and use it." The Northern History also mentions, "shooting and hunting for the industry, simple for the custom, simple for the chemical, not for the text, carved wood knotting rope only." The knot-rope method was widely used in China's ancient history and has a long history. Taiwan's alpine people record the date of the date, according to the number of days to play a number of knots, every night that is to unravel a knot. Tibetan Lhoba people is every day with a knife cut a knot, straight cut to the last knot on the expiration date, rope knot unraveling said to go to the date of the appointment. Yunnan Dulong people alone out of the house, often to tie a hemp rope around the waist, go a day to play a knot to record the number of days out. Yao people in the two disputes often in front of the head person to get a ruling, the method is, the disputants each hold a rope, who told a reason that a knot, until finished, the knot more than the winner. In class society, the tradition of knotting rope was also inherited by merchants, and in the shape and use to change. In the stores, hotels, teahouses and merchants' stalls, a variety of fronts or signboards, often decorated with a variety of ornamental pieces, strung with rope, under the front of silk, colorful strips of fabric, a variety of material beads or rows of spikes, there are also many uniquely shaped fronts made of thick hemp rope knotted and woven. Here, rope knots become a new medium for conveying advertising messages.
(2) carved wood. Carved wood for another symbolic language. Historical books have also recorded the historical facts of China around the carving of wood, such as the "Book of the Later Han", "adults have called, then carve wood for the letter", although no text, but also do not dare to disobey. Ridge outside the generation answer" also contains: "Yao people have no text, its to be about the wood deed with two boards and engraved, the people implement its one, keep the very letter." The Yunnan Teng Yue state also mentioned: "Yi have customs, all borrowing credit, through the financial period of contract things, I do not know the text, only to the wooden carving as a charm, each half, as promised to pay, hairless."
The custom of carving wood as a record in the process of commodity production and exchange, it evolved into the inscription of the official workers or celebrity commodity marking, that is, in the sale of goods on the name of the official workers or the name of the celebrity. If traced back, carved wood can even be regarded as the source of commodity trademarks and mark advertising.
(3) wolf smoke. China's Spring and Autumn period, there is a record of fire beacon smoke to transmit military alerts. After Qin Shi Huang, in the Great Wall every ten miles that is, build a beacon, with dry wolf dung as fuel, after ignition, the fire light smoke in the air, the emergency alarm can be transmitted to a very far place. Ancient poem, "the desert west of the sunset, Long star high and low; lonely mountain a few places to see the beacon, the strongest camp waiting drums" line, it is the application of this primitive information transfer method is a true reflection. This medium of communication in the ancient society of merchants in business activities are also used, such as in different periods, there are night caravans, horse gangs, "fire for the number" of the record.
(4) drums. The original method of information transfer both on the visual, but also on the auditory. Acting on the auditory transmission of information mainly by means of audio communication tools to carry out, including the most common signal drum. China's Geno cattle skin wooden drums, is also a section of thick trees at both ends of the hollow, and then tied to the yellow cowhide with hair, hanging in the tree with a mallet, every year, the drums will be heard that men, women, children, old and young people gathered in the clouds, singing and dancing.
( 5) bamboo horn. China's Nu people in the funeral ceremony with the bamboo horn to disseminate information, by playing a different number of bamboo horn to the village to report the funeral. The number of bamboo horns increases or decreases according to the status of the deceased: the unmarried dead blow a bamboo horn, the married blow two, the old man and the chief blow five or six. Tribal members then rush to the home of the deceased and send eggs to offer their condolences. Into the class society, with the differentiation of the merchants and businessmen, the merchants walk the streets and alleys, creating a colorful blowing, pulling, playing and singing and other information dissemination tools, such as the Han Dynasty merchants have blowing xiao to sell mussel sugar records.
(6) audio instruments. China's Neolithic era Miao Di Gou site unearthed pottery bells, pottery ocarina, Jiangzhai site of the three holes of pottery ocarina have a musical sounding effect. After entering the class society, with the development of commodity production and commodity exchange, the form of sound advertising is becoming more and more colorful, and all kinds of artifacts in daily life may become the medium of sound advertising, such as bowls, janitorial lamps, pots and so on, which are closely related to daily life, and xiao, qin, thurible, drums, gongs and so on, which are related to entertainment, have also become the tools of advertising information transmission. Out of the need for advertising, many merchants also specialize in the production of the industry characteristics of the rattles, more typical of the rattles of the goods man, shaving barber used tweezers and forks, sharpening the copper used by the knife maker clapperboards, and so on.
The extensive use of specific borrowed objects shows that the methods and means of advertising communication have changed greatly. With the frequent communication activities and the progress of communication technology, people borrow all the tools or objects that can be borrowed more effective, more targeted delivery of advertising information. The richness of the media form, so that human advertising communication in a wider geographical area, and to convey a richer ideological, cultural and commercial information.
Beacon fire to pass military intelligence
"Beacon fire" is China's ancient used to pass the border military intelligence of a communication method, began in the Shang Dynasty and Zhou Dynasty, extended to the Ming and Qing Dynasties, and practiced for thousands of years, especially in the Han Dynasty, the scale of the beacon fire organization for the big. In the border military fortress or traffic high, every certain distance building a high platform, commonly known as beacon platform, also known as beacon flint, pier beacons, smoke pier. Garrison on the platform to guard, found that the enemy invasion, burning firewood during the day to "burnt smoke" alarm, burning firewood at night to "raise the beacon" (fire) alarm. A lit beacon smoke, neighboring stations also see the successive lifting of the fire, one by one platform to pass, a thousand miles in a flash, in order to achieve the report of the enemy, the deployment of troops, to seek reinforcements, the purpose of the enemy, in our history, there is also a in order to win the hearts of the beauty of randomly lit beacons, ultimately resulting in the demise of the country's "beacons play the lords of the Zhou dynasty" of the story.
The Zhou Dynasty was known as the Western Zhou Dynasty after it destroyed the Shang Dynasty and established its capital at Haojing. At the beginning, the king of Zhou consolidated the state power, and successively divided his brothers, relatives, and meritorious officials into various places as vassals, established vassal states, and set up a whole set of systems, and agriculture, handicrafts, and commerce had a certain degree of development.
The allusion to the transmission of letters by geese
The allusion to the transmission of letters by geese comes from the Book of Han. Su Wu biography" in the "Su Wu shepherd sheep" story. According to records, the first year of the Han Emperor Tianhan (100 BC), the Han Dynasty envoys in the general Su Wu mission to Xiong Nu by the leather Hou Shan Yu detained, his courage, Shan Yu will be exiled to the North Sea (now Lake Baikal) no man's land shepherding sheep. 19 years later, Han Zhaodi succeeded the Han, Han and the murder of the peace, married. Han envoys came to the murder, asked to release Su Wu back, but Shan Yu refused, but could not say, so they lied that Su Wu has died. Later, Emperor Zhao of Han Dynasty sent another envoy to Xiong Nu. Chang Hui, the deputy envoy who went to Xiong Nu with Su Wu and was detained, through the help of the forbidden pawns, met with the Han envoy secretly one night, told the Han envoy about Su Wu's situation, and came up with a plan for the Han envoy to speak to Shan Yu: "When the Son of Heaven of the Han Dynasty hunted in the Shanglin Garden, he shot a goose, with a letter on silk tied to its foot, which said Su Wu is not dead, but in a great swamp." The Han envoy was very glad to hear this, and rebuked Shan Yu according to Chang Hui's words. Shan Yu was amazed to hear this, but could not deny it, so he had to put Su Wu back.