A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
“If a crier finds people drinking in a tavern, he may ask what they pay
for the wine they drink; and he may go out and cry the wine at the
prices they pay, whether the tavern-keeper wishes it or not, provided
always that there be no other crier employed for that tavern.
“If a tavern-keeper sells wine in Paris and employs no crier, and closes
his door against the criers, the crier may proclaim that
tavern-keeper’s wine at the same price as the king’s wine (the current
price), that is to say, if it be a good wine year, at seven denarii, and
if it be a bad wine year, at twelve denarii.
“Each crier to receive daily from the tavern for which he cries at least
four denarii, and he is bound on his oath not to claim more.
“The crier shall go about crying twice a day, except in Lent, on Sundays
and Fridays, the eight days of Christmas, and the Vigils, when they
shall only cry once. On the Friday of the Adoration of the Cross they
shall cry not at all. Neither are they to cry on the day on which the
king, the queen, or any of the children of the royal family happens to
die.”
This crying of wines is frequently alluded to in those French ballads of
street-criers known as “Les crieries de Paris.” One of them has--
Si crie l’on en plusors leus
Li bon vin fort a trente deux,
A seize, a douze, a six, a huict.[16]
And another--
D’autres cris on faict plusieurs,
Qui long seroient à reciter,
L’on crie vin nouveau et vieu,
Duquel on donne à tatter.[17]
Early in the Middle Ages the public crier was still called _Præco_, as
among the Romans; and an edict of the town of Tournay, dated 1368,
describes him as “the sergeant of the rod (_sergent à verge_), who makes
publications (_crie les bans_), and cries whatever else there is to be
made known to the town.” The Assizes of Jerusalem, which contained the
code of civil laws of the whole of civilised Europe during the twelfth
and thirteenth centuries, and which take us back to the most ancient
forms of our own civil institutions, make mention in the following
manner of the public crier: “Whosoever desires to sell anything by
auction, must have it proclaimed by the crier, who is appointed by the
lord viscount; and nobody else has a right to make any publication by
crying. If anybody causes any such auction to be proclaimed by any other
than the public crier, then the lord has a right by assize and custom to
claim the property so cried as his own, and the crier shall be at the
mercy of the lord. And whoever causes anything to be cried by the
appointed public crier in any other way than it ought to be cried, and
in any other way than is done by the lord or his representative, the
lord may claim the property as his own, and the crier who thus cries it
shall be amenable for falsehood, and is at the mercy of the lord, who
may take from him all he possesses. But if he [the lord] does not do
that, then he shall not suffer any other punishment; and if he be
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