Advertising: the Magic System

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Abstract
It is customary to begin even the shortest account of the history of advertising by recalling the three thousand year old papyrus from Thebes, offering a reward for a runaway slave, and to go on to such recollections as the crier in the streets of Athens, the paintings of gladiators, with sentences urging attendance at their combats, in ruined Pompeii, and the fly-bills on the pillars of the Forum in Rome. This pleasant little ritual can be quickly performed, and as quickly forgotten: it is, of course, altogether too modest. If by advertising we mean what was meant by Shakespeare and the translators of the Authorized Version — the process of taking or giving notice of something — it is as old as human society, and some pleasant recollections from the Stone Age could be quite easily devised.

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