![]() By the end of the 16th century, most newspapers contained at least some advertisements (O’Barr, 2005). ![]() Advertising revenue allowed newspapers to print independently of secular or clerical authority, eventually achieving daily circulation. By the 1600s, newspapers had begun to include advertisements on their pages. The invention of the printing press in 1440 made it possible to print advertisements that could be put up on walls and handed out to individuals. Toys and other merchandise found in the city bear the names of famous athletes, providing, perhaps, the first example of endorsement techniques (Hood, 2005). Merchants offered different brands of fish sauces identified by various names such as “Scaurus’ tunny jelly.” Wines were branded as well, and their manufacturers sought to position them by making claims about their prestige and quality. ![]() Pompeii’s ruins reveal a world in which the fundamental tenets of commerce and advertising were already in place. Historians have used the city’s archaeological evidence to piece together many aspects of ancient life. In 79 CE, the eruption of Italy’s Mount Vesuvius destroyed and, ultimately, preserved the ancient city of Pompeii.
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