Poreklo i istorijski razvoj brendiranja i oglašavanja u starim civilizacijama Afrike, Azije i Evrope
The Origin and Historical Development of Branding and Advertising in the Old Civilizations of Africa, Asia and Europe
Apstrakt
Razvoj brendiranja i oglašavanja oduvek su bili međusobno uslovljeni. Cilj ovog istraživanja je da se utvrdi poreklo i prikaže istorijski razvoj brendiranja i oglašavanja u starim civilizacijama Afrike, Azije i Evrope. Primenjen je istorijski metod istraživanja. Predstavljeni su novi dokazi o primeni različitih oblika brendiranja, oglašavanja i drugih promotivnih aktivnosti u starom veku. Pokazalo se da je društveni razvoj nametnuo potrebu za označavanjem predmeta i promotivnim aktivnostima. Praksa je bila slična u svim starim civilizacijama, bez obzira na različite vremenske periode. Postojala su dva tipa brendiranja i oglašavanja: komercijalno i lično. Funkcije brendiranja i oglašavanja bile su raznovrsne i slične njihovim savremenim funkcijama.
Abstract
The development of branding and advertising has always been mutually conditioned. The goal of this research is to determine the origin and show historic development of branding and advertising in the ancient civilizations of Africa, Asia and Europe. The historical method of research was used. New evidence on various means of branding, advertising and other promotional activities application in the ancient history is presented. What was found is that social development imposed a need for marking of goods and promotional activities. It was done in a similar manner in all ancient civilizations, regardless of different time span. There were two types of branding and advertising: commercial and personal. The roles of branding and advertising were versatile and similar to their contemporary roles.
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