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The workshop of a goldsmith from the 15th century or the renaissance advertising

Let’s not think that commercials are a recent invention; from the “shouting” of goods in the markets to electoral messages discovered in the ruins of the city of Pompeii, advertising has existed since time immemorial.

Indeed, it grew with capitalism, intensified over the last hundred years, and today we can no longer imagine the world without it.

Dar care erau caile de promovare in trecut? cine si de ce se promova? But what were the ways of promotion in the past? who and why is it promoted?

But what were the ways of promotion in the past? who and why is it promoted?

The painting “A goldsmith’s workshop from the 15th century” is said to have been painted in order to “advertise” the goldsmith’s guild in Bruges and captures the scene in which the goldsmith weighs a ring in front of a couple of rich young people.

The port city reached at that time a peak of prosperity being considered the commercial capital of northern Europe. These were also good times for the trade in luxury items such asjewelry.

The fact that the scene captures the goldsmith while weighing is not accidental, people from Bruges arrived in Bruges using different units of measurement, so the weighing process was very important because everyone was afraid of fraud. Also, the character represented is not ordinary, but even Saint Eligius, the patron saint of goldsmiths. The representation of a saint while weighing the ring emphasizes the correctness of the guild members.

Convex mirror– indicates that the workshop had an opening to the street. This was imposed by the rules of the guild so that the goldsmith, being “supervised”, could not alter the precious metals.

The objects on the shelf– the most valuable are the “anti-poison”shark teeth that are hung by
chains attached to the wall with needles. It was believed that in contact with the poison it changed color so they were very sought after and decorated with gold mounts. Also in this category is the left goblet which is made from coconut shell. It was thought to annihilate the poison in the drink. It was a time when rich and powerful people led dangerous lives, being the target of assassinations. Members of the princely families benefited from special lids with seals for food that go from the kitchen to the living room.

Most of the objects on the goldsmith’s shelf played adouble role – as an ornament and to banish the evil. Coral was associated with magical properties – it was said to stop bleeding. Rubies are said to prevent rot and sapphires to cure ulcers.

The two pieces supported by the wall probably have the same use as shark fangs – to detect poison. Above are brooches, a rosary of coral and amber and a gold buckle for the wedding suit.

Gold was considered the quintessence of worldly riches and a symbol of power.

Tradition has given goldsmiths a special place among craftsmen. In the Middle Ages they worked only for the church and for the king who was also invested by God.

But the objects created by the goldsmiths usually had a short life because they were used as exchange objects and each buyer reworked them to turn them into something they needed and liked. This meant more work for the goldsmiths, but on the other hand it was frustrating to have to destroy so many times what they did. At least one case is known in which a goldsmith in desperation gave up his job and locked himself in a monastery.

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