Rhetorik antiker und mittelalterlicher Werbung
- 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.
Author details: | Filippo Carlà-UhinkORCiDGND, Marta García MorcilloORCiDGND |
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DOI: | https://doi.org/10.1515/9783110318210-010 |
ISBN: | 978-3-11-031810-4 |
ISBN: | 978-3-11-031821-0 |
ISBN: | 978-3-11-039359-0 |
Title of parent work (German): | Handbuch Werberhetorik |
Publisher: | de Gruyter |
Place of publishing: | Berlin |
Publication type: | Part of a Book |
Language: | German |
Date of first publication: | 2023/03/20 |
Publication year: | 2023 |
Release date: | 2023/03/16 |
First page: | 191 |
Last Page: | 214 |
Organizational units: | Philosophische Fakultät / Historisches Institut |
DDC classification: | 4 Sprache / 40 Sprache / 400 Sprache |
License (German): | Keine öffentliche Lizenz: Unter Urheberrechtsschutz |