By Andrew Bevan (Editor), David Wengrow (Editor)
Commodity branding didn't emerge with modern international capitalism. in truth, the authors of this quantity express that the cultural historical past of branding stretches again to the beginnings of city lifestyles within the historical close to East and Egypt, and will be present in a number of diversifications in locations as various because the Bronze Age Mediterranean and Early glossy Europe. What the contributions during this quantity additionally vividly record, either in previous social contexts and up to date ones as assorted because the kingdoms of Cameroon, Socialist Hungary or on-line eBay auctions, is the necessity to comprehend branded commodities as a part of a broader continuum with concepts of gift-giving, ritual, and sacrifice. Bringing jointly the paintings of cultural anthropologists and archaeologists, this quantity obliges experts in advertising and economics to think again the connection among branding and capitalism, in addition to including a tremendous new idea to the paintings of monetary anthropologists and archaeologists.
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Extra info for Cultures of Commodity Branding
In G. M. Feinman and L. M. ), . Cultures of Commodity Branding. : Left Coast Press, . ppg=33 Copyright © Left Coast Press. All rights reserved. S. or applicable copyright law. Introduction © 33 Archaeological Perspectives on Political Economies: 79-104. Salt Lake City: University of Utah Press. Sherratt, A. G. and E. S. Sherratt. 1991. From luxuries to commodities: The nature of Mediterranean Bronze Age trading systems. In N. ), Bronze Age Trade in the Mediterranean: 351-86. Jonsered, Denmark: Paul Astrom.
One clear sign of this sharing of goods and ideas were weights and measures. From at least the mid-3rd millennium onwards in the eastern Mediterranean and Aegean, we see evidence for both regional systems of measurement and a familiarity with the points of convergence between them (Alberti and Parise 2005; Michailidou 1999; Pulak 2000; Rahmstorf 2006). These developments probably begin slightly earlier in Mesopotamia, during the 4th millennium, but in all cases, the evidence for standard weight systems co-appears with the evidence for more elaborate sealing practices and more standardised containers, suggesting, in each case, not only the up-scaling of administrative practice but also important changes in the relationship between society and material culture (Wengrow 2008).
Overall, the copper trade was on an entirely different scale to that of gold, silver, and tin, there fore providing us with a much wider scope for analysis. The link between copper and commerce is quite strong: It was the major material used for tools and was commonly traded, recycled, and alloyed. Merchants on the Nile are referred to as being "as busy as copper" (Blackman and Peet 1925: 288), and copper was also a commonly used unit of equivalence (particu larly in Egypt; see Janssen 1975: 441-42).
Cultures of Commodity Branding by Andrew Bevan (Editor), David Wengrow (Editor)