ABSTRACT
This chapter offers a broad sweep of advertising development, including changes in the content of advertising, technological change and new forms of culture. It presents an exploration of advertising in the ancient world, in particular the Roman Empire, and examines examples of advertising and publicity from the cities of Rome, Pompeii and Ostia. Advertising and promotional material were considered an important element of communication, and changes in technology considered important to this development. Further advancements in printing alongside the invention of photography in the early nineteenth century were important to newsprint advertising. The creation of the advertising agency and its expansion in the late nineteenth century and the scope and forms of promotion it enabled were further elements necessary in making advertising a central aspect of consumer capitalism. Radio, television and more recently the spread of Internet, digital and mobile technology in the twentieth and twenty-first centuries have created the parameters of contemporary advertising and a constantly developing consumer culture.
