The Role of Advertising and Trademarks Affections in Greco - Roman Egypt

Abstract

Clearly, each advertisement must communicate some information in order to change an attitude or persuade people. In the meantime, advertising appeared in prehistoric times such as in ancient Egypt it adds product value by creating brands to compete for instance, they marked brand cattle to indicate ownership. Egyptians rulers used personal promotion to glorify their achievement so advertising used to support the rulers and purchase goods in ancient Egypt as a way to influence the thinking of people and the Egyptian writing was a key to gain public support also Greece merchants hired town criers to walk through the streets to announce the arrival of ships. Additionally, trademarks have pointed to the branding of cattle that depicted on ancient Egyptian wall paintings as source identifiers for purposes of sale because Egypt was a center for trade routes such as western Asia so peoples were often shown in Egyptian art bringing gifts or trade goods to the king in ancient Egypt. Doaa Fadel (JAAUTH), Vol. 21 No. 2, (December 2021), pp. -. 2 | P a g e https://jaauth.journals.ekb.eg/ancient Egypt represents a social entity with a developed fabric of the means of mass communication that is all about symbolic contents and shared meanings (Šmejkal, 2008;Starcevic, 2015). Meanwhile, the purposes of ancient mass media, the source of powerthat is, a potential instrument of influence, control and innovation within the society as well as an instrument for effective public presentation (Šmejkal, 2008).Besides, in ancient times there were two types of promotional activities: Those aimed at products (primarily advertising) and those aimed at promoting the ruler (advertising and public relations) (Starcevic, 2015). The various forms of mass media have developed over the years (Lee, 2009) and the Egyptian was shaped by those in a fashion not that much different from the way that current mass media shape minds. In addition, be it language, art, or rites, they were all employed on a mass scale (Šmejkal, 2008). Currently, aim of this study is to shed light on advertising in ancient Egypt and its importance while little has been written about the practice of branding and advertising in ancient time although (Starcevic, 2015) as well as mass media acts as a vital conduit disseminating the necessary information to the public (Šmejkal, 2008; Lee, 2009).( 1) The origins of branding and advertising in ancient Egypt (1-1) Definition of AdvertisingThe word "advertising" seems to derive from ancient Latin word "advertere", meaning "turning to something" (Starcevic, 2015) to direct people's attention to the availability, qualities, and cost of specific commodities or services (Danesi, 2007), such as marking of ownership, product differentiation, persuading people to buy the product etc. (Starcevic, 2015). In the same way, each advertisement must deliver some information to some targeted audience (Richards, Jef; Daugherty, Terry; Logan, Kelty, 2009) to reflect specific interests such as political and social (Danesi, 2007). While there was no us...