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Anhand des Beispiels der vorsichtig ablehnenden Antwort
von Papst Gregor den Großen auf die von der byzantinischen
Kaiserin Constantina gestellte Bitte nach der Übersendung
des Kopfes von Paulus, eine Körperreliquie von großem symbolischen
Kapital, an den Kaiserhof von Konstantinopel untersucht
dieser Aufsatz einen schon vor dem 6. Jahrhundert
greifbaren Prozess der Genese einer westlich-spätrömischen
Identität, die ihren Ausdruck zunehmend in religiös-moralischen
Argumenten findet, und beleuchtet diesen auch vor
dem Hintergrund der diskursiven Verwendbarkeit von scheinbaren
Differenzen als Argument in der Kommunikation zwischen
Osten und Westen, zwischen weltlicher und religiöser
Macht.
Bimillenari
(2022)
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.