DOS Marketing, architecture and art at the service of commerce in Pompeii

Authors

  • Paulo Pires Duprat UFRJ

DOI:

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

Keywords:

Marketing, Art, Architecture, Mosaics, Garum

Abstract

Is marketing a modern or an ancient practice? In our opinion, the perspective embraced by contemporary history studies has proved inadequate in collectively adopting the view that most people regard marketing as a modern phenomenon and as something that emerged in the wake of capitalism. In such a case, what should we do about the countless indications that clearly show that people did market their goods thousands of years before the printing press and the Industrial Revolution? That is our argument, and we are going to present some artifacts proving that art, architecture, and epigraphy were employed as means to promote the sale of garum in Pompeii throughout the Principate. Our primary sources consist of residential mosaics in the still life genre depicting images and inscriptions of amphorae of a kind that was commonplace in Pompeii. These mosaics strike us as a kind of ancient marketing strategy — something akin to the billboards of the present day.

Metrics

Metrics Loading ...

References

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

Published

2024-09-03

Issue

Vol. 4 No. 1 (2024): Art and Archeology of Pompeii

Section

Thematic Dossier

How to Cite

Pires Duprat, P. (2024). DOS Marketing, architecture and art at the service of commerce in Pompeii. Imagem: Revista De História Da Arte, 4(1), 169-219. https://doi.org/10.34024/imagem.v4i1.19454