A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
In the ages which immediately succeeded the fall of the Roman Empire,
and the western migration of the barbarian hordes, darkness and
ignorance held paramount sway, education was at a terrible discount, and
the arts of reading and writing were confined almost entirely to the
monks and the superior clergy. In fact, it was regarded as evidence of
effeminacy for any knight or noble to be able to make marks on parchment
or vellum, or to be able to decipher them when made. Newspapers were, of
course, things undreamt of, but newsmen--itinerants who collected scraps
of information and retailed them in the towns and market-places--were
now and again to be found. The travelling packman or pedlar was,
however, the chief medium of intercommunication in the Middle Ages, and
it is not hard to imagine how welcome his appearance must have been in
those days, when a hundred miles constituted an immense and almost
interminable journey. We know how bad the roads were, and how difficult
travelling was in comparatively modern days, but we can form very little
idea of the obstacles which beset all attempts at the communication of
one commercial centre with another in the early Middle Ages. Everybody
being alike shrouded in the darkness of ignorance, it is safe to assume,
therefore, that written advertisements were quite unknown, as few beyond
those who had written them would have been able to understand them.
Nearly the whole of the laity, from the king to the villain or thrall,
were equally illiterate, and once more the public crier became the only
medium for obtaining publicity; but from the simple mode in which all
business was conducted his position was probably a sinecure. An
occasional proclamation of peace or war, or a sale of slaves or plunder,
was probably the only topic which gave him the opportunity of exercising
his eloquence. But with the increase of civilisation, and consequent
wealth and competition, the crier’s labours assumed a wider field.
Public-domain text, read in full here on John Shaqi.
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