ABSTRACT
The field of ancient Egyptian history was opened up by J. F. Champollion's decipherment of hieroglyphics. The first contacts between advertising and Ancient Egypt can be found from the early 19th century, but mass commercial exploitation of antiquity began in the second half of the century with the growth of international exhibitions, illustrated magazines, newspapers and trade catalogues. Commercial exploitation of Ancient Egypt was particularly prevalent in France, Great Britain, Italy and Germany, the countries most heavily involved in Egypt's 'rediscovery'; the creative fields of these countries are particularly rich in references. The 'Expositions Universelles' of 1867 and 1900 portrayed French colonies and faraway lands, particularly Egypt, as exotic and mysterious and events such as the opening of the Suez Canal in 1869 brought Egypt to the forefront of world news. Egypt constitutes one such inexhaustible reservoir, full of themes and images that were frequently exploited by commercial advertising during the 20th century.
