A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
[11] That is, “The troop of gladiators of the ædil will fight on the
31st of May. There will be fights with wild animals, and an awning to
keep off the sun.” Wind and weather permitting, there were awnings
over the heads of the spectators; but, generally, there appears to
have been too much wind in this breezy summer retreat to admit of this
luxury. “Nam ventus populo vela negare solet,” says Martial, and the
same idea occurs in three other places in this poet’s works (vi. 9;
xi. 21; xiv. 29). Sometimes, also, the bills of gladiators promise
_sparsiones_, which consisted in certain sprinklings of water perfumed
with saffron or other odours; and, as they produced what was called a
nimbus, or cloud, the perfumes were probably dispersed over the
audience in drops by means of pipes or spouts, or, perhaps, by some
kind of rude engine.
[12] Nine hundred shops in a town which would hardly contain more than
about twelve hundred is rather incredible--perhaps it should be
ninety. _Pergulæ_ were either porticos shaded with verdure, lattices
with creeping plants, or small rooms above the shops, bedrooms for the
shopkeepers. _Cœnacula_ were rooms under the terraces. When they were
good enough to let to the higher classes they were called _equestria_
(as in the following advertisement). Plutarch informs us that Sylla,
in his younger days, lived in one of them, where he paid a rent of £8
a year.
[13] A. L. Millin, Description d’un Mosaique antique du Musée Pio.
Clementin, à Rome, 1819, p. 9.
CHAPTER IV.
_MEDIÆVAL AND OTHER VARIETIES OF ADVERTISING._
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