History of Advertising: the Antiquity

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During antiquity verbal advertisement was already separated from the general information and developed in the following areas:

- yelling shill in the place of offering goods and services, in the markets and exhibitions;

- yelling peddlers, agents and traveling craftsmen with an offer of services.

 

 


It was in ancient times, when some elements of advertising have acquired a great value: meaning ofcalls and shouts, their lexical meaning, intonation, pitch, melodic sound andappearance (clothing, hairstyle, facial expressions, gestures, and a set of objects which they used, trying to attract attention).

The first visible means of advertising were found by archaeologists during excavations of ancient Roman cities of Pompeii, Herculaneum and Stabia. The attention attracted by familiar objects: doctors exhibited on a shelf above the door banks for cupping blood, baker at the entrance to the store putted sheaf of wheat or flour, a seller of birds - cells of birds.

Wax masks of ancestors, which were worn in triumphal processions and religious, and have become an indispensable part of the interiors of villas of the Roman patricians, reflect the kind of antiquity, the greatness of his acts, therefore, were a kind of prototype of what today is called "identity".

A significant number of promotional items contained in festive processions: reading laudatory poems, displaying trophies acquired in battle, shouting screamers, which invited into the theater, music, singing, plays a farce.

Festive procession in ancient culture was a form of social need satisfaction in self-esteem, self-knowledge and self-expression. Particular importance attaches to in ancient Rome, rightly believing that people in this way would use to greatness of Empire. These were the predecessors of modern advertising campaigns aimed at potential users and combine a number of iconic vehicles that are damaged and keep your audience. Such advertising today, as before, creates a national mentality, and makes an individual to support these measures own actions. And how effective advertising, the more they meet these guidelines.

With the development of literacy (6 - 8 millennium BC) advertising can be rewritten as the written text, the most common first in Middle East cultures. As an example, political antiquity written   advertisement  can be described as laudatory inscriptions ("stones that say") on the statues of rulers made to promote their views and achievements, inscriptions ("Book of the pyramids) from ancient Egyptian tombs, and the so-called Wall of Kite, which describes the exploits of the ruler of Sumer XXIV century BC. 

One of the oldest advertising researchers believe the text engraved on the stone inscription found in the ruins of Memphis: "I, Reno from the island of Crete, by the grace of the gods of interpreting dreams”.

Very cheap and common type of ads has been inscriptions scratched or painted on the walls, so-called graffiti (from the Latin word «graffito» - scratch). A lot of them preserved in volcanic ash preserved the ancient city of Pompeii, they are more than1,5 thousand. Among these symbolic images of schools, taverns, term with arrows indicating the direction to them, information about the show, election slogans Romanian local politicians and administrators, as well as warnings regarding the ban of advertising in inappropriate places. An example of the latter: "Do not write here. Woe to whose name will be remembered here. Let it be to him no graces of the gods». 

To organize promotional element walls of public buildings, especially were whitewashed or covered with white paint. They had the name "album" (from the Latin word «albus» - white) and intended for operative messages, ads, news. Specially treated white boards exhibited in the streets near the High priest, Pope. They wrote to the public important state news, opinions on auspitsy (professed to believe in flying birds), the happy or unhappy days, weather, and government orders. Then, these panels-tables hidden in the archives.

At 59 year from BC Consul Julius Caesar ordered to report promptly to the current solution bleached boards from Senate. Till this time ad content was varied: from Society chronic to private ads.

In the ancient period have already started verbal ad accompanied by a set of written and figurative things, to create an image that helped to influence on stronger man, and take advantage of the proposed product or service. From this arises, which is very popular today, posters, billboards and promotions, all started in ancient times. 

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