The daily Gate City and constitution-Democrat. (Keokuk, Iowa) 1916-1922, 1916-09-23
lufAWAY SLAVE FIRST
=, who Sought for His Property
ru,ned out First Advertising
Copy on Piece Of
Papyrus.

a universal truth. The Washing
q Post has an interesting article on
4. history If publicity, as follows:
~ Egyptian gentleman who
.,sAt 4 runaway slave 5000 years
- and advertised on bit of papy-
sfor his recovery turned out the
q niece of advertising copy.
Whoever ne was, he was a genius
more than a small way. His copy
I'M lives, preserved in the British
useum as an exhibit of considerable
theological Importance and as an
ample of what our advertising ex-
s.,ts of today would do IL, like the
rptians, they did not have the
eceHt Of up-to-date Information.
TIE Egyptian knew nothing about
- typography Of advertising, nor
IN effect Of different colors. He
1Rnt know for instance. that red is
as most effective eye-catching color,
"a that green is second and black
I'D ~.ilR
mt could be made to appeal to the
Ind or to me emotions; that vari-
Il words and phrases and numer-
- devices may be used to psycholo-
dally effect persons In a particular
", or that there Is such a thing
y .eye movement" and that a badly
arranged advertisement may be an
oyesore.
OF these and a thousand other
things that influence the character of
present day advertiser ents he was
totally in ignorance. But he gets full
credit for making the first attempt
q written advertisement.
We do not know whether he got
De slave back, but he deserved to.
Advertising and Community.
With the development of commun-
| " life, DR.. Herbert w. Hess tells
q. advertising commenced. Various
human desires began to develop. and
ION, there was competition among
)ople to supply the thing that would
ndsfy this desire, whether it came
nom hunger, vanity, love of comfort
q what not.
As communities developed into
Downs and cities, those that had
goods to dispose OF established per
nanent locations. Shops were open
|sd; itinerary lessened." The town
EerIer began to call out the names of
Ene various wares and people gradu-
Wy became re and more discrimi-
[1te in their purchases.
Finally the written advertisement
ZANE into being, and as has been
hated, an Egyptian landowner gets
Ene credit for writing the first ad.
inc Greeks, with fine regard for
Ia, usually made music part Of the
|sdvertlsing program. They gave us
ne idea of employing bands to at
saG attention, undoubtedly one of
me most successful methods of draw
~ crowd at any place and time.
AZ nrst a town crier. accompanied
" musician playing a Tyre or q
UP, mingled among the Greek
PEOPLES and used only the best and
saocest Greek in his extravagant
raises of the product he was ex-
Noaihg. Later, however, private adj
,.ellsements in writing began to be
nlfoduced, particularly on the whit
s ~ walls of the homes, giving some
alormation regarding the social
landing and the age Of the residents,
.aelr financial rating. the family line
daughters.
me Romans advertised In many
says They named their streets; ad-
, y Is shows, exhibitions and sales
M, lne terra Gotta walls of public
. aus acquainted the public with
~ sa,es OF estates and absconded
s ss., and began the practice OF
~. .ossiylng the Romans Of articles lost
~ ~ found. and houses for sale or
.a,oday We have the bulletin board,
sa'cn corresponds to the Roman
~ ~vsiiae found in the ruins of Pom
~ and Herculaneum, where public
--Inouncements were made.
-. - tne middle ages, with the re-
tss .;snce of the town crier, adyer-
ea ss began to make itself felt in the
4 . a. OF business affairs. The pub
klvss ers began to organize them
b." both in France and in Eng
sds..ana they we're persons with con-
1 ~ prestige.
the course, with the development OF
rre,. printing press advertising took a
ins~ squirt. The use of posters came
less vogue, and all kinds OF pamph-
VIM We're printed and distributed.
Caxton set up his press in
s.,ainster Abbey in 1471, and two
heI,snies later. in 1922, a newspaper.
nare esed to oe the first real news.
was printed. 1t was called the
ain ~ news and purported to con-
M news of doings in GERMANY
n ar.s hungary and Bohemia. The
,dvar..onn OF the first real newspaper
han;aa, Is credited to Ma.
tn anutier. who advertised books.
ldyert;unrst two magazines to carry
3oos n, e,nents were Godey's LADY
NTH 1 nua Peterson's, but it was not
eallv So4 That magazine advertising
ISso ts Logan, and it was not until
Il nan nat general use was made
,oses allnes for advertising pur.