TY  - CHAP
A1  - Carlà-Uhink, Filippo
A1  - García Morcillo, Marta
T1  - Rhetorik antiker und mittelalterlicher Werbung
T2  - Handbuch Werberhetorik
N2  - Scholarship on the history of advertising has dedicated only a limited atten-tion to all centuries preceding 1700, even though sources and data for a history of an-cient and medieval advertising are consistent. Since the birth of writing, in the Medi-terranean basin as well as in Asia, different forms of branding emerge. Their originalfunction, showing the origin of a product, was quickly subject to a process of differen-tiation. 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 topicof public discourse and poetry. In Roman times, advertising also became an object ofjuridical regulations–while a further process of differentiation took place in theMiddle Ages. The invention of print, finally, allowed a quicker reproduction and dis-tribution of posters, flyers etc.–in forms which had already been practiced for thou-sands of years in other parts of the world, particularly China.
Y1  - 2023
SN  - 978-3-11-031810-4
SN  - 978-3-11-031821-0
SN  - 978-3-11-039359-0
U6  - https://doi.org/10.1515/9783110318210-010
SP  - 191
EP  - 214
PB  - de Gruyter
CY  - Berlin
ER  -