Chapter 11 Advertising and Promotion Chapter 11 Advertising and Promotion.
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1Copyright © 200 7The McGraw-Hill Companies Inc. Permission Required for Reproduction or Display.
Chapter 11
Mediterranean Society: The Roman Phase
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Establishment of Rome
Legend of Romulus and Remus Rome Founded 753 BCE Indo-European migrants c. 2000 BCE Bronze c. 1800 BCE, Iron c. 900 BCE
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The Etruscans
Originally from Anatolia Colonized Roman regions Society declines late 6th c. BCE
Greek maritime attacks Celtic invasions from north
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The Kingdom of Rome
Monarchy through 7th-6th c. BCE Streets, temples, public buildings
Major center of trade routes
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Establishment of the Republic
509 BCE Romans overthrow last Etruscan king Roman forum built Republican constitution Executive: 2 consuls Senate
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Social Conflict
Patricians (aristocrats) Plebeians (commoners) Major class conflict 5th c. BCE Plebeians allowed to elect tribunes for
representation Rights expanded through 3rd c. BCE Constitution allowed for dictators to be appointed
in times crises
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Expansion of the Republic
Dominated Etruscans Took over iron industry 5th-4th c. BCE Expansion via military threat and incentives
Tax exemptions Trade privileges Citizenship
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The Punic Wars
Conflict with Carthage, 264-164 BCE Three major wars over Sicilian grain supply Later conflict with declining Hellenistic Empires Rome dominates Mediterranean by middle of 2nd
C. BCE
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Imperial Expansion and Domestic Problems Land distribution
Perennial problem Development of large plantations - latifundia Unfair competition for smaller landholders
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Expansion of the Roman republic to 133 BCE
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The Gracchi Brothers
Tiberius and Gaius Attempted to limit land holdings of aristocrats Assassinated Development of private armies made up of
landless peasants Gaius Marius (with reformers) Lucius Cornelius Sulla (with aristocrats)
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Civil War
87 BCE Gaius Marius takes Rome Lucius Cornelius Sulla drives Marius out 83 BCE Reign of terror follows
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Julius Caesar
Nephew of Marius Escapes Sulla’s terror
Relatively young, well-timed trip abroad Rises in popularity
Public spectacles, victories in Gaul Attacks Rome 49 BCE Names self Dictator for life in 46 BCE
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Caesar’s Policies
Centralized military, governance under personal control
Redistribution of land to war veterans, other allies Major building projects reduce urban
unemployment Extended citizenship to provinces Aristocrats threatened, assassinate Caesar in 44
BCE
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Augustus
Civil conflict follows death of Caesar Power belongs to Octavian Octavian defeats Mark Antony & Cleopatra Takes title Augustus 27 BCE
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Augustus’ Administration
Monarchy disguised as a republic Increasing centralization of political, military
power Stabilized empire Death in 14 CE
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Expansion and Integration of Empire
Roman occupation of increasingly remote areas Gaul, Germany, Britain, Spain
Coordination of crop production, transport of natural resources
Developed infrastructure, cities emerge
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The Roman Empire, about 117 CE
Page 308 Bentley 4e
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Pax Romana: “Roman Peace”
27-250 CE Facilitated trade, communication Roadwork
Curbs Drainage Flat paving stones Milestones Postal service
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Roman Law
Twelve Tables, c. 450 BCE Adapted to diverse populations under Roman
Rule Innocent until proven guilty Right to challenge accusers in court
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Commercial Agriculture and Trade
Latifundia: production for export Regional specialization increases Integration of Empire-wide economy Mediterranean Sea: Mare Nostrum, “our sea”
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The City of Rome
Cash flow Taxes, tribute, spoils, commerce
Massive construction projects Statuary, monumental architecture, aqueducts
Technology: concrete
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Roman Attractions
Imported goods Underground sewage Circus Maximus
250,000 spectators Colosseum Gladiatorial Games
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Family and Society
Pater Familias: “father of the family” Right to arrange marriages, sell children into slavery
Women not allowed to inherit property Rarely enforced
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Wealth and Social Change
Newly rich challenge aristocracy Yet poor class increasing in size Distraction: “Bread and Circuses”
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Slavery
2nd c. CE: estimated at 1/3 of Empire population Customary manumission at age 30
Agricultural work, quarries, mines Chain labor Revolt under Spartacus, 73 BCE
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Roman Deities
Polytheistic Major gods Tutelary deities Absorption of gods from other cultures
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Cicero and Stoicism
Marcus Tullius Cicero (106-46 BCE) Major orator, writer Influenced by Greek thought Proponent of Stoicism
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Mithraism
From Zoroastrian myth: god of Sun, light Roman version emphasizes strength, courage,
discipline Women not admitted into cult Appealed to military Cult of Isis also popular
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Judaism in Early Rome
Jewish monotheism at odds with most ancient cultures
Refusal to recognize state gods Repeated Jewish rebellions Romans finally crush Jewish self-governance in
Jewish Wars (66-70 CE)
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Synagogue at Capernaum
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The Essenes
Messianic Jewish Cult Baptism Ascetic lifestyle Dead Sea Scrolls
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Jesus of Nazareth
Jewish teacher Moral code, reputation for miracle-working Romans fear instigation of rebellion, crucify Jesus
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Jesus’ Early Followers
Belief in Jesus’ resurrection, divine nature Title Christ: “Anointed One” Teachings recorded in New Testament
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Paul of Tarsus
Extends teachings far beyond Jewish circles Traveled widely throughout the Roman Empire Missionary activity
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Early Christian Communities
Local leaders: Bishops Regional variation in doctrine and ritual
Nature of resurrection Role of women
Gradual acceptance of core texts