CHAPTER IV. MEDIÆVAL AND OTHER VARIETIES OF ADVERTISING.

In the ages which immediately succeeded the fall of the Roman Empire, and the western migration of the barbarian hordes, darkness and ignorance held paramount sway, education was at a terrible discount, and the arts of reading and writing were confined almost entirely to the monks and the superior clergy. In fact, it was regarded as evidence of effeminacy for any knight or noble to be able to make marks on parchment or vellum, or to be able to decipher them when made. Newspapers were, of course, things undreamt of, but newsmen—itinerants who collected scraps of information and retailed them in the towns and market-places—were now and again to be found. The travelling packman or pedlar was, however, the chief medium of intercommunication in the Middle Ages, and it is not hard to imagine how welcome his appearance must have been in those days, when a hundred miles constituted an immense and almost interminable journey. We know how bad the roads were, and how difficult travelling was in comparatively modern days, but we can form very little idea of the obstacles which beset all attempts at the communication of one commercial centre with another in the early Middle Ages. Everybody being alike shrouded in the darkness of ignorance, it is safe to assume, therefore, that written advertisements were quite unknown, as few beyond those who had written them would have been able to understand them. Nearly the whole of the laity, from the king to the villain or thrall, were equally illiterate, and once more the public crier became the only medium for obtaining publicity; but from the simple mode in which all