According to the data that explanatory dictionaries provide us with, a herald is a person with a ruler who announces his will to the people. In addition, these people introduced the residents of the cities to the latest news and decrees. The herald occupied a special position at court, enjoyed a number of privileges.
Modern scientists believe that the herald is a special person who is, so to speak, the progenitor of advertising. But let's start with the story.
Antiques
Who is the herald, known in ancient times. Today it is believed that it was in those days that the first advertisement appeared. It is from the documents that have survived to this day that scientists have gleaned information about the basics and laws of compiling advertising texts, the stable structure of the correct presentation of important information.
Tacitus and Suetonius, Herodotus and Plutarch and other famous historians of antiquity often mentioned heralds in their writings. Let's see what are the distinguishing features of this profession. So, herald. Who is it? And how did one such specialist differ from another?
Three groups of heralds
In ancient cities, heralds were divided into several groups. Some worked, shall we say, inapproaching, near the ruler and carried out diplomatic missions. Others were elected by the people and played the role of messengers, conveying important information and spreading news. In ancient Greek policies, the herald is a person who is completely subordinate only to the local administration.
And finally, the third group related to trade. Who is the herald operating in the marketplaces? This is a very we althy person, working, as a rule, for private individuals. They hired him to advertise their product merrily and invitingly. Such a barker offered to buy this or that product, called prices and features of goods in a loud voice.
A market herald is a rich person, especially if he can shout loudly, invitingly. Everyone who was hired as an apprentice to well-known specialists in the city thought so. Some historians call this caste of heralds jesters and clowns. There is some truth in this. The profession obliged to do everything possible so that the people bought the offered goods. They told jokes, added humorous comments, while not forgetting to praise the product. Friendly laughter, of course, attracted other buyers of the market, and trading was active.
Attributes
By the paraphernalia owned by the herald, one could immediately tell which caste he belongs to and whom he serves (“lord”, local administration or we althy merchant). A simple city crier, as a rule, was equipped with a bell or a horn, with the help of which he called the people. Hearing the ringing of a ringing bell, the localshurried to the main square. A simple herald reported, as a rule, about the next date of gladiator fights or the distribution of bread to the poor.
The work from the ruler was considered more responsible and important. This is a more privileged caste of heralds, which was already equipped not with a small bell, but with a caduceus. The wand in the hands of the herald was an indicator of his high position and proof of his belonging to the "messengers of the gods".
Such a person no longer talked about bread or battles, he informed the people about important state affairs, about a city meeting, about visiting an embassy. Privileged heralds were allowed to cover the exploits of heroes and the triumphs of victorious commanders. It is believed that they are the progenitors of modern announcers and news reporters.
The founders of advertising
Not a single meeting, holiday date or other important event could do without the participation of heralds. Herald - what is it? Historians say that this is a position in which a person was engaged in coverage of events at any time, in any place. These people even informed the people about the beginning of the funeral processions. Loud shouts and furious gestures - that was what was important in the work of the herald.
It is believed that they are the founders of modern advertising. This is especially true of the caste that worked in the markets and ordinary city squares. If translated from the Latin word reclamare, then it will mean “shout, shout, announce, shout out.”
The heralds "advertised" the great warriors, chanting their deeds before the people. They "advertised" merchants and rulers, telling the people what they had done and achieved. "Advertising" was also inviting to gladiator fights, during which the trade was especially active.
