DOS Marketing, arquitetura e arte a serviço do comércio em Pompeia

Autores

  • Paulo Pires Duprat UFRJ

DOI:

https://doi.org/10.34024/imagem.v4i1.19454

Palavras-chave:

Marketing, Arte, Arquitetura, Mosaicos, Garum

Resumo

Seria a prática do marketing antiga ou moderna? Em nossa opinião, a lente da história recente tem deixado a desejar ao adotar um senso comum onde a maioria das pessoas entende o marketing como um fenômeno moderno que encontrou seu caminho após o advento do capitalismo. Mas o que fazer com as inúmeras evidências de que os antigos faziam publicidade de seus produtos milênios antes da Imprensa e da Revolução Industrial? Esse é o nosso mote e vamos apresentar uma série de provas materiais para comprovar que a arte, a arquitetura e a epigrafia serviram como mídias para promover a venda do garum em Pompeia no decorrer do Principado. Nossas fontes primárias são alguns mosaicos residenciais que reproduzem imagens e inscrições de um tipo de ânfora comum em Pompeia, em um estilo artístico semelhante à natureza-morta. Para nós, parece mais uma estratégia antiga de marketing que equivale aos modernos “outdoors.”

Métricas

Carregando Métricas ...

Referências

Bartels, R. (1951). Influences on the development of marketing thought, 1900-1923. Journal of Marketing, 16(1), 1-17.

Bartels, R. (1962). The development of marketing thought. R. D. Irwin.

Beard, M. (2008a). Pompeii: The life of a Roman town. Profile Books.

Beard, M. (2008b). The fires of Vesuvius: Pompeii lost and found. Harvard University Press.

Benyoussef, L., & Derrode, S. (2011). Analysis of ancient mosaic images for dedicated applications. In F. Stanco, S. Battiato, & G. Gallo (Eds.), Digital imaging for cultural heritage preservation: analysis, restoration, and reconstruction of ancient artworks (pp. 453-519). CRC Press.

Bernal-Casasola, D. (2015). What contents do we characterise in Roman amphorae? Methodological and archaeological thoughts on a ‘trending topic’. In C. Oliveira, R. Morais, & A. Morillo (Eds.), ArchaeoAnalytics Chromatography and DNA Analysis in Archaeology (pp. 61-83). Oporto.

Bernardes, J. P. (2008). A rota do mosaico. Mosudhis.

Braun, J. (n.d.). Marketing Is Not New: Lessons from the Ancient Roman Cit of Pompeii. Kapok. https://www.kickinitwithkapok.com/blog/marketing-is-not-new-lessons-from-the-ancient-roman-city-of-pompeii/

Brown, S. (2001). Art or science? Fifty years of marketing debate. The Marketing Review, 2(1), 89-119. https://doi.org/10.1362/1469347012569454

Bustamante, R. M. C. (2009). Mosaicos e mosaicistas no Império Romano: montando o ‘quebra-cabeças’. In F. S. Lessa, & A. C. F. Silva. (Orgs.), História e trabalho: entre artes e ofícios (pp. 83-96). Mauad X.

Bustamante, R. M. C. (2003). Representações visuais das mulheres nos mosaicos norte-africanos baixo-imperiais: isotopia e gênero. Phoînix, 9(1), 316-352.

Colantonio, C., Baldassarri, P., Pasquale, A., Astolfi, M. L., & Visco, G. (2022). Visual and physical degradation of the black and white mosaic of a Roman Domus under Palazzo Valentini in Rome: a preliminary study. Molecules, 27(22), 1-18.

Caetano, M. T. (2014). A “proto-indústria” do mosaico romano. Revista Portuguesa de Arqueologia, 17, 207–219.

Cooley, A. E., & Cooley, M. G. L. (2004). Pompeii and Herculaneum: a sourcebook. Routledge.

Converse, P. D. (1945). The Development of the science of Marketing: An Exploratory Survey. Journal of Marketing, 10(1), 14–23.

Croisille, J.-M‎. (1965). Les natures mortes campaniennes: répertoire descriptif des peintures de nature morte du Musée National de Naples, de Pompéi, Herculanum et Stabies (Collection Latomus; 76). Latomus.

Curtis, R. I. (1984). A personalized floor mosaic from Pompeii. American Journal of Archaeology, 88(4) 557-566.

Curtis, R. I. (1986). Product identification and advertising on Roman commercial amphorae. Ancient Society, 15/17, 209-228.

Curtis, R. I. (2005). Sources for production and trade of Greek and Roman processed fish. In T. Bekker-Nielsen (Ed.), Ancient fishing and fish processing in the Black Sea region (pp. 31-46). Aarhus University Press.

Curtis, R. I. (1979). The garum shop of Pompeii. Cronache Pompeiane, V, 6-23.

Curtis, R. I. (2009). Umami and the foods of Classical Antiquity. American Journal of Clinical Nutrition, 90(3), 712-718.

Daryn. (n.d.). What is Retail Environment & Retail Atmospherics? Time Well Scheduled. https://timewellscheduled.com/blog/what-is-retail-environment-what-are-retail-atmospherics/

Davenport, G. (1998). Objects on a Table: Harmonious disarray in art and literature. Counterpoint; Plymbridge.

Davis, D. (1966). A History of shopping. Routledge & Kegan Paul.

De Caro, S. (1991). Due “generi” nella pittura pompeiana: la natura morta e la pittura di Giardino. In: G. Cerulli Irelli (Org.), La pittura di Pompei (pp. 257-262). Jaca Book

De Caro, S. (2001). La natura morta nelle pitture e nei mosaici delle città vesuviane. Electa.

Dunbabin, K. M. D. (1999). Mosaics of the Greek and Roman world. Cambridge University Press.

Duprat, P. P. (2015). Economia e romanização em Bracara Augusta durante o Alto-império: uma reflexão comparativa. [Dissertação de Mestrado, Universidade Federal do Rio de Janeiro]. Portal de Dados Abertos da CAPES. https://sucupira.capes.gov.br/sucupira/public/consultas/coleta/trabalhoConclusao/viewTrabalhoConclusao.jsf?popup=true&id_trabalho=2397126

Duprat, P. P. (2018). As ânforas e a conteinterização de produtos no Mediterrâneo. Nearco, 10(1), 160-184. Recuperado de https://www.e-publicacoes.uerj.br/nearco/article/view/35312

Duprat, P. P. (2023). Garum, do mar à mesa dos romanos. [Tese de Doutorado, Universidade de Campinas].

Errico, A. (2021). Xenia: la natura morta nei siti vesuviani. Iconografia, collocazione, significati. Università Cattolica del Sacro Cuore. p. 10-17.

Fan, R. (2020, 7 Agosto). The Most Successful Marketer in Pompeii. Medium. https://bettermarketing.pub/the-most-successful-marketer-in-pompeii-a29e2a76103

Fullerton, R. A. (1988). How modern is modern marketing? Marketing’s evolution and the myth of the “Production Era”. Journal of Marketing, 52(1), 108-125.

Funari, P. P. A. (1989). Cultura popular na Antiguidade Clássica. Contexto.

Funari, P. P. A. (2015). A atualidade do latim no Brasil. In P. Prata, & F. Fortes. (Orgs.), O latim hoje: reflexões sobre cultura clássica e ensino (pp. 7-16). Mercado de Letras.

Harris, W. V. (Ed.) (1993). The inscribed economy: production and distribution in the roman Empire in the light of the instrumentum domesticum. Ann Arbor.

Hollander, S. C., Kathleen, M. R., Jones, D. G. B., & Dix, L. F. (2005). Periodization in Marketing History. Journal of Macromarketing, 25(1) 32-41.

Holleran. C. (2012). Shopping in Ancient Rome: the retail trade in the late Republic and the Principate. Oxford University Press.

Hotchkiss, G. B. (1938). Milestones of marketing. MacMillan.

Lockhart, H. E. (1997). A paradigm for packaging. Packaging Technology and Science, 10(5), 237-52.

Jefferys, J. B. (1954). Retail Trading in Britain 1850-1950. Cambridge University Press.

Jones, D. G. B. (2010). A history of historical research in marketing. In M. J. Baker & J. Saren (Eds), Marketing theory: a student text (pp. 51-83). Sage.

Jones, D. G. B. & Monieson, D. D. (1990). Historical research in marketing: retrospect and prospect. Journal of the Academy of Marketing Science, 18(4), 269-278.

Jones, D. G. B., & Shaw, E. H. (2002). A history of marketing thought. In B. A. Weitz, & R. Wensley (Eds.), Handbook of Marketing (pp. 39-66). Sage..

Kärfve, F. (2022). Greeting the visitor: a contextualising study of fauces-mosaics in Pompeii. [Tese de Doutorado, Lunds Universitet].

Lancha, J. (1994). Les Mosaistes dans la partie occidentale de l’empire Romain. In Museo Nacional de Arte Romano, Artistas y artesanos en la Antigüedad Clásica (pp. 119-136) (Cuadernos emeritenses, v. 8). Museo Nacional de Arte Romano.

MacMahon, A. (2005). The taberna counters of Pompeii and Herculaneum. In A. MacMahon, & J. Price. (Eds.), Roman working lives and urban living (pp. 70-85). Oxford University Press.

Mañas Romero, I. (2008). El pavimento musivo como elemento en la construcción del espacio domestico. Anales de Prehistoria y Arqueología, 23-24, 89-117.

Mansour, S. B. (1994). Techniques et écoles. In M. H. Fantar (Ed.), La mosaïque en Tunisie (pp. 46-59). CNRS.

Mathias, P. (1967). Retailing revolution. Longman.

Mau, A. (1882). Geschichte der decorativen Wandmalerei in Pompeji. De Gruyter.

Museo Archeologico Nazionale di Napoli (n.d.). Still-life painting in Pompeii and Herculaneum: Wall decorative elements in the "living rooms" of the aristocrats. Google Arts & Culture. https://artsandculture.google.com/story/still-life-painting-in-pompeii-and-herculaneum-national-archaeological-museum-of-naples/dAUxzQaBSd6tLw?hl=en

Nelson, Z., Scheetz, B., Amado, G. M., & Prado, A. (2009). Composite mirrors of the ancient Maya: ostentatious production and Pre-Columbian fraud. The PARI Journal, 9(4), 1-7.

Neves, W. (2022, 3 outubro) Natureza Morta: a arte que perdurou milênios. Art Ref. https://arteref.com/pintura/natureza-morta-a-arte-que-perdurou-milenios/

Nevett, T., & Nevett, L. (1987). The origins of marketing: evidence from Classical and Early Hellenistic Greece (500-300 BC). In T. Nevett & S. C. Hollander (Eds.), Marketing in three eras: Proceedings of the Third Conference on Historical Research in Marketing (pp. 3-12). Michigan State University.

Nordhagen, J., & Waage, F. O. (2024, 13 junho) Roman mosaics. Britannica. https://www.britannica.com/art/mosaic-art/Roman-mosaics

Pharr, C. (1952). The Theodosian Code and Novels, and the Sirmondian Constitutions. Princeton University Press.

Poehler, E., Flohr, M., & Cole, K. (Eds.). (2011). Pompeii: art, industry and infrastructure. Oxbow.

Quelch, J. A., & Jocz, K. E. (2008). Milestones in marketing. Business History Review, 82(4), 827-838.

Silva, G. V. (2016). Artes do fazer e usos do saber no império romano: ‘lendo’ os mosaicos de Antioquia. Acta Scientiarum. Education, 38(3), 219-229.

Shaw. E. H., & Tamilia, R. D. (2001). Robert Bartels and the history of marketing thought. Journal of Macromarketing, 21(2), 156-163.

Squire, M. J. (2017). Framing the Roman “still life”: Campanian wall-painting and the frames of mural make-believe. In V. Platt & M. J. Squire (Eds.), The frame in Classical art: a cultural history (pp. 188–253). Cambridge University Press.

Sweeney, D. J. (1972). Marketing: management technology or social process? Journal of Marketing, 36(4), 3-10.

Thompson, N. L. (2007). Roman art, a resource for educators. MoMA.

Twede, D. (2002). Commercial amphoras: the earliest consumer packages? Journal of Macromarketing, 22(1), 98-108.

Vennarucci, R. G. (2015). Marketing an urban identity: the shops and shopkeepers of Ancient Rome. CHARM, 17, 135-158.

Walle, A. (1987). Import wines at a popular price: marketing strategy and the punic wars. In T. Nevett, & S. C. Hollander (Eds.), Marketing in three eras: proceedings of the third conference on historical research in marketing (pp. 13-22). Michigan State University.

Walsh, C. (1999). Shop design and the display of goods in Eighteenth-Century London. In Benson, J. and Shaw, G. (eds.). The Retailing Industry. Perspectives and the Early Modern Period, I (pp. 361-88). B. Tauris, London.

Walsh, C. (2000). The advertising and marketing of consumer goods in Eighteenth-Century London. In C. Wischermann & E. Shore (Eds.). Advertising and the European City: Historical Perspectives (pp. 79-95). Ashgate.

Yeo, C. A. (1951). The development of the Roman plantation and marketing of farm products. FinanzArchiv/Public Finance Analysis, 13(2), 321-342.

Downloads

Publicado

2024-09-03

Edição

v. 4 n. 1 (2024): Arte e Arqueologia de Pompeia

Seção

Dossiê Temático

Como Citar

Pires Duprat, P. (2024). DOS Marketing, arquitetura e arte a serviço do comércio em Pompeia. Imagem: Revista De História Da Arte, 4(1), 169-219. https://doi.org/10.34024/imagem.v4i1.19454