Advertising Antiquity. Introduction

Abstract

This is the introduction to the issue Advertising Antiquity. The contribution offers an overview of theoretical and methodological approaches to advertising as an encoded system of communication that can be studied from multiple angles and fields. The text looks at the social and cultural impact of advertising on modern societies, as well as at its different uses of the past and, specifically, of Classical Antiquity in connection to modern values, aspirations and identities. The introduction also includes a comparative insight into ancient forms of political and commercial advertising and provides a summary of the content of the issue and of themes and trends drawn in the individual contributions.

Keywords

• Advertising
• genre
• communication system
• values
• aspirations
• traditions