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The history of advertising—its development as a creative force, the gradual realization of its real place in business and its practical application.

Almost as far back as civilization of any sort goes, goods exposed in shops acquired some distinctive sign to advertise them; as, with the Romans, a bush for wine, a goat sign for a dairy and a donkey driving a mill as the "Inner-Seal" of the National Biscuit Company of that day.

Criers advertised orally at the gates and in the market places of all ancient cities; and indeed in those days when only a few of the priestly or privileged classes could read, a cry or a symbol had to be the most effective advertisement. Yet more than three thousand years ago, when slaves ran away in Egypt, papyri hand bills and posters were sent about giving descriptions and rewards.

The walls of Pompeii in the most frequented places were placarded in black and red paints with such notices as the following:

"The troop of gladiators of the aedil (the commissioner of public works) will fight on the 31st of May. There will be fights with wild animals and an awning to keep off the sun."

"The baths of Marcus Frugius. Warm, sea and freshwater."

"Baths given after the fashion of Rome."

These notices were most indifferently spelled, though in Rome, at an early date, advertising