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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.
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In its practical outlook, the interdisciplinary-driven colonial discourse theory is often criticized for its totalizing tendencies regarding the structure of the exam-ined discourse and the power relations prevailing in this framework. As a result of this structural totalization, the concerned subjects got disempowered and de-graded to mere passive objects incapable of raising their voices within the dis-course. Based on this justified criticism, this thesis investigates the role colonial subjects played in the emergence, the distribution, as well as in questioning and critiquing of the colonial discourse during the initial phase of British colonialism in West Africa. The focal point lies on three themes relevant to the period be-tween 1874 and 1914: The Ashanti-Wars, the creation of an educational system, and the issue of the so-called "Europeanized Africans." Newspapers published by the colonial elite serve as the central source material in order to reconstruct Afri-can perspectives on these subjects. First, the discursive trajectory of the first two themes will be reconstructed and then shown why the initial support of the elite gradually declined towards the end of the century. Eventually, the analyzed tendencies culminated in the emergence of the "African Regeneration" discourse, which was able to reverse the colonial discourse's basic assumptions, at least on a theoretical level. Consequently, the Africans were displayed as the "civilizer" of Europe. On the structural level, however, this discourse likewise employed a to-talizing picture of African and European societies, respectively.