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Pre-Printing Advertising

INTRODUCTION

Advertising was revolutionised with the invention of the Printing Press with movable types by Gutenberg in 1440. In 2011, online advertising has beaten out print and radio.But how did it come to be that way? Four thousand years ago Ancient Egyptians invented advertising by carving public notices in steel. Fast forward to the present day,Facebook Like-driven campaigns and viral commercials, such as theVodafone ZooZoos,are common form.

ORIGIN OF The origins of advertising lie thousands of years in the past. One of the ADVERTISINGan outdoor display, usually an first known methods of advertising was
eye-catching sign painted on the wall of a building. Archaeologists have uncovered many such signs, notably in the ruins of ancient Rome and Pompeii. An outdoor advertisement excavated in Rome offers property for rent, and one found painted on a wall in Pompeii calls the attention of travellers to a tavern situated in another town. As much as some three thousand years ago Papyrus sheets were used in Thebes in Egypt for announcing the reward for return of runaway slaves .The first advertisement was somewhat in the form of stenciled inscriptions. which were found on earthen bricks prepared by the Babylonians about three thousand years before Christ. The bricks carry the name of the temple in which they were used and the name of the king who built it, just as a modern public building which contains a corner stone or stone tablet with the names of officials in office when the structure was erected. The method was to cut a stencil in hand stone and with it each brick was stamped while the clay had been in its son stage. The kings who did this had advertised themselves to their subjects which could be read in hieroglyphics.

Town criers

TOWN-CRIERS
Merchants employed the so called "town criers" who shouted the praises of the merchants' wares and the arrival of tradeships.The 'Town crier' was the first means of supplementing sign advertising during the Pre-printing period. The 'criers' had charters from the Government and were often organized in a sort of union. Their numbers were usually restricted. In the province of Berry, in France, in the year 1141, twelve 'criers' organized a company and obtained charter from Louis VII giving them the exclusive privileges of town crying in the province.The Power of commercial criers grew until they were able in some instances to obtain an edict from the ruler of the land forcing shopkeepers to employ a 'crier'.

SIGNS AND BILLBOARDS

As the towns and cities of the Middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers.

ADVERTISING IN ANCIENT INDIA

Advertising in lndia dates back to the lndian civilization. Relics of Harappa, Mohenjodaro indicates names engraved on exquisite earthen, stone or metal works, which 21 IS comparable to the present trade mark system . Paintings or writings on wall indicating slogans or stone engravings indicate a form of advertising. The earliest forms of advertising were mostly used for religious purposes. That is, advertising was in the form of a propaganda

RELIGIOUS PROPOGANDA

To spread the teachings of Budha, the emperor Ashoka of Kallinga set up rock and pillar edictsall over the lndian Territory between 563 and 232 B.C. . These rock and pillaredicts can be called the forerunners of poster advertisement of today. Thus it wathe outdoor advertising that came to light with the point of sale display in marketplaces. The indoor visual communications were the wall paintings in the cavetemples of Ajanta, Sanchi and Amraoti. Literally the lndian Advertising starts with the hawkers calling out their wares right from the days when cities and marketsfirst began.

ADVERTISING AFTER ADVENT OF BRITISH RULE

Till the advent of British rule in lndia, advertising was not taken for business purposes. The reasons were that lndia was the unique example of household industrial activities. At the time of British entry, lndia was in Village Economy stage where the relations between the producers and consumer were direct. The local markets were weekly and the producers displayed their wares by shouting and giving samples for promoting their trade. The skills of lndian artisans in the areas of textiles - silk and cotton and metal works were all accepted and there was no need of any special efforts of advertising. British settlement and ruling from 1600 onwards brought about certain changes in our country. British needed advertising efforts to popularize their goods, particularly the luxury goods. They. made it possible through the print medium.

ADVERTISING AROUND THE WORLD

Ancient Romans used stencil printing on papyrus, or any other similar substance, to advertize events such as gladiatorial games. Printing on wood blocks does not require printing presses, and it is known that wood blocks were used to print playing cards in Europe during the early 15th century, at latest.

Hand written notices were often put up on the doors of churches or other important buildings

Long before printing was invented, traders would make signs on walls to call attention to their products. And merchants hung out signs with pictures of boots, or gloves, or whatever they sold, as a way of "advertising" their business.

Manuscripts

A manuscript or handwrit is written information that has been manually created by one or more people, such as a hand-written letter, as opposed to being printed or reproduced some other way . India had a very rich and old tradition of handwritten manuscripts in sanskrit ,arabic ,persian as well as in in various vernacular languages. Manuscripts were copied on palm leaves or handmade papers. Pages were sumtimes beautifully illustriated. They would be either passed between wodden covers or sewn together to ensure preservation . However ther were highly expensive and fragile.They had to be handled carefully . Also they, manuscripts could not be read easily as the scripts were written in different style.So manuscripts were not used in everyday life.

Handwritten Manuscripts on palm leaves and handmade papers.

Oral culture

Prior to print, oral culture was all that existed. Walter Ong is considered as the father of oral culture. According to him, oral tradition and oral lore is cultural material and tradition transmitted orally from one generation to another. The messages or testimony were verbally transmitted in speech or song and took the form, for example, of ,folktales, sayings, ballads, songs, or chants. In this way, it was possible for a society to transmit oral history, oral literature, oral law and other knowledges across generations without awriting system. But oral culture had its own drawbacks and had to face much critisism . Hence, oral culture gradually found the need to store what was said for long periods of time, and slowly developed scribal culture.

Oral culture :oral conveying of ideas.

Scribal culture
Scribal culture is defined by the written or physical conveying of ideas. Ong suggested that scribal culture is defined by an alphabet. McKenzie said that the key to scribal culture is non-verbal communication, which can be accomplished in more ways than using an alphabet. Scribal culture also dealt with large levels of inconsistency. It always considered that the oldest document was the most accurate, as it has been copied less. .Hence,Over time, a greater need for reliable, quickly reproduced, and a relatively inexpensive means of distributing written text was felt which lead to invention of print.

Scribal culture :physical conveying of ideas.

Presented by :
NAMES Jeel Morabia Charishma Motwani Krishna Navsariwala ROLL NOS. 287 290 312

Suchitra Ovhal
Vidushi Poddar Shraddha Poladia

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