A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
AEDILIS . FAMILIA . GLADIATORIA . PUGNABIT
POMPEIS . PR . K . JUNIAS . VENATIO ET VELA
ERUNT.
or,
N . FESTI AMPLIATI
FAMILIA GLADIATORIA . PUGNA ITERUM
PUGNA . XVI . K . JVN . VENAT . VELA.[11]
Such inscriptions occur in various parts of Pompeii, sometimes written
on smooth surfaces between pilasters (denominated _albua_), at other
times painted on the walls. Places of great resort were selected for
preference, and thus it is that numerous advertisements are found under
the portico of the baths at Pompeii, where persons waited for admission,
and where notices of shows, exhibitions, or sales would be sure to
attract the attention of the weary lounger.
Baths we find advertised in the following terms,--
THERMAE
M . CRASSI FRUGII
AQUA . MARINA . ET . BALN.
AQUA . DULCI . JANUARIUS . L.
which of course means “warm, sea, and fresh water baths.” As provincials
add to their notices “as in London,” or “à la mode de Paris,” so
Pompeians and others not unfrequently proclaimed that they followed the
customs of Rome at their several establishments. Thus the keeper of a
bathing-house near Bologna acquainted the public that--
IN . PRAEDIS
C . LEGIANNI VERI
BALNEUM . MORE . URBICO . LAVAT.
OMNIA COMMODA . PRAESTANTUR.
At his establishments there were baths according to the fashion of “the
town,” besides “every convenience.” And a similar inscription occurred
by the Via Nomentana, eight miles from Rome--
IN . PRAEDIS . AURE
LIAE . FAUSTINIANAE
BALINEUS . LAVAT . MO
RE . URBICO . ET OMNIS.
HUMANITAS . PRAESTA
TUR.
[Illustration: _WALL INSCRIPTIONS IN POMPEII.--Antigonus, the hero of
2112 victories. Superbus, a comparatively unknown man. Casuntius, the
master of the latter, is supposed to be in the act of advising him to
yield to the invincible retiarius. The other figure represents Aniketos
Achilles, a great Samnite gladiator, who merited the title of
invincible._]
Those who had premises to let or sell affixed a short notice to the
house itself, and more detailed bills were posted at the “advertising
stations.” Thus in Plautus’s “Trinummus,” Act v., the indignant
Callicles says to his spendthrift son, “You have dared to put up in my
absence, and unknown to me, that this house is to be sold”--(“Ædes
venales hasce inscribit literis”). Sometimes, also, the inscription,
“Illico ædes venales” (“here is a house for sale”) appears to have been
painted on the door, or on the _album_. An auctioneer would describe a
house as “Villa bona beneque edificata” (a good and well-built house),
and full details of the premises were given in the larger placards
painted on walls. In the street of the Fullers in Pompeii occurs the
following inscription, painted in red, over another which had been
painted in black and whitewashed over,--
Public-domain text, read in full here on John Shaqi.
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