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Editorial
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Prima del Novecento
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Die DDR als Chance
(2017)
In the last two centuries BC, with the Republic limping towards its end, the cultivated ruling elite began to lose its moral and political authority.1 Its members not only held themselves responsible for the so-called crisis of tradition, but at the same time also conveyed the impression of a loss of memory, as if all Romans were suffering from some kind of amnesia or identity crisis.2 In particular, institutional figures such as pontiffs and augurs, who had preserved Rome’s memory throughout its history, were accused of neglecting their duties and, by extension, of allowing ancient practices and values to slowly disappear.3 Accordingly, Cicero and Varro, both perfect representatives of this elite, employed recurrent terms such as neglect (neglegentia/neglegere), involuntary abandon (amittere), oblivion (oblivio), vanishing of institutions (evanescere), and ignorance (ignoratio/ignorare) to describe this critical loss of information; they depicted the citizenry of Rome (civitas) as disoriented and estranged, incapable of sharing any common knowledge or values.
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.