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When
fixed locations for trade became common, the
displaying of symbols or trade signs to draw the
consumer became commonplace. Examples of
carvings in stone and brick have been found in
Greek, Roman and Egyptian cities dating from about
3000 BC onward. One of the best resources for
examples of ancient daily life can be found in
Pompeii. Sealed for thousands of years in ash from
the volcanic eruption of Mt Vesuvius, the frescoes,
mosaics, engravings, glasswork, and even food have
been preserved for us to study and get a real sense
of commerce in the ancient world.
 This
wall painting
shows
a baker distributing his loaves of bread; clearly
indicating what type of product
could be purchased
from the shop inside the building.
Graffiti
has been
found outside various temples, suggesting that
temporary stalls for selling bread and other
products were often used. Graffiti outside the
Temple of Apollo reads 'Verecunnus libarius hic'
and 'Pudens libarius', which can be roughly
translated to 'Verecunnus and Pudens sell
sacrificial bread here'.
 After
the Dark Ages, the increase in trade, commerce and
wealth encouraged increasingly elaborate and
artistic forms of trade signs. The use of
carvings, bright paint, ornamental iron and even
gilding encouraged competition between merchants to
see who could create the most elaborate signs. In
the early 1700's the very first sign regulations
were put in place to protect the public from large
signs hanging too far into the narrow streets.
The signs that get the most attention
from a historical perspective are the beloved Pub
and Inn signs found in England, Europe and North
America.
Pub signs
became a
method of advertising after King Richard II passed
an Act in 1393 that required all alehouses to post a
sign. This was to identify themselves to the
official ale tasters rather than to promote their
establishments to the public, but the practice
caught on. The result was signs that were highly
creative and unusual, even by today's standards.
The true era of modern advertising began
with the explosion of newspapers, flyers and
catalogues of the mid-1800's.
At the same time, the use of gas lighting,
then the invention of the electric bulb, created a
whole new technology in signage. The invention of
the
neon tube, which
could bend into countless shapes and came in many
colors, was another explosive invention. Electronic
illuminated signs have been a distinctly American
industry ever since.
 The
improvement of plastics before and after World War
II expanded its usage for advertising signs, making
it easy to create both unique and mass-produced
products. Changable copy signs were another
useful advertising and marketing creation that has
expanded into the use of LED's and programmable
messages used widely today.
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