Rhetorik antiker und mittelalterlicher Werbung

Carla-Uhink, F; Garcia, Morcillo, M

doi:10.1515/9783110318210-010

Rhetorik antiker und mittelalterlicher Werbung

Lookup NU author(s): Dr Marta Garcia Morcillo ORCiD

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Abstract

Scholarship on the history of advertising has dedicated only a limited attention to all centuries preceding 1700, even though sources and data for a history of ancient and medieval advertising are consistent. Since the birth of writing, in the Mediterranean basin as well as in Asia, different forms of branding emerge. Their original function, showing the origin of a product, was quickly subject to a process of differentiation. Ancient sources also show an embeddedness of oral and written advertising - advertising became such a crucial component of daily life that it also became a topic of public discourse and poetry. In Roman times, advertising also became an object of juridical regulations - while a further process of differentiation took place in the Middle Ages. The invention of print, finally, allowed a quicker reproduction and distribution of posters, flyers etc. - in forms which had already been practiced for thousands of years in other parts of the world, particularly China.