Advertising has always been part of human culture. Today, we are surrounded by messages at every corner: from digital ads on our screens to billboards covering entire city blocks. But long before the printing press, long before neon lights and social media, people were already creating visual tools to attract attention. One of the most fascinating examples comes from Sofia, Bulgaria: the so-called advertising stone of Serdica – a relief slab from the 4th century AD, often considered the world’s first advertisement.
This stone, discovered in 1919 in the heart of the ancient city of Serdica (modern-day Sofia), is more than an archaeological treasure. It is living proof that humans have always wanted to attract an audience, sell an experience, and create anticipation. Just as modern posters invite us to concerts or movies, this stone invited citizens to the bloody spectacles of the city’s amphitheatre.
Discovery of the Stone
In 1919, during excavations near the Bulgarian government buildings in Sofia, archaeologists made an unexpected find. A stone slab decorated with dramatic carvings appeared. On its surface, one could see images of armed men with shields, wild animals such as lions, bears, and even a crocodile. The scenes were violent and theatrical: gladiators fighting beasts, humans being attacked by lions, a figure standing atop a crocodile-like creature.
Researchers quickly realized that this was not ordinary decoration. The imagery was too specific, too narrative-driven. It soon became clear: this was an ancient announcement, an advertising tool in stone. It served the same purpose as a movie poster or concert flyer: to announce upcoming events and lure audiences into the arena.
Serdica – The City Beneath the City
To understand the significance of the advertising stone, one must understand the city of Serdica itself. Once a thriving Roman settlement, Serdica was known for its hot springs and strategic location in the Balkans. Emperor Constantine the Great famously remarked: “Serdica is my Rome.”
The city had all the features of Roman civilization: bathhouses, temples, forums, and of course, an amphitheatre. But Serdica’s amphitheatre had a unique story. Built in the early 4th century atop the ruins of an older Roman theatre destroyed by the Goths, it could hold up to 25,000 spectators, making it one of the largest in the eastern provinces of the Roman Empire and the largest in today’s Bulgaria.
The amphitheatre was more than a structure – it was a stage for power, culture, and blood. Here gladiatorial games, animal hunts, and theatrical performances unfolded. And just as today’s event organizers need promotion, so did Serdica’s rulers. The advertising stone was their solution.
The Stone as a Poster
The relief functions almost like a comic strip in stone. We see dynamic, almost cinematic scenes:
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Gladiators battling crocodiles and lions.
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Wild animals pouncing on humans.
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Figures in motion that evoke the thrill of a live spectacle.
This was antiquity’s poster – a visual invitation to a coming event. Instead of paper pasted on walls, the stone was placed strategically at the city gate. Anyone entering Serdica would see the images and understand: “Something extraordinary is happening in the amphitheatre.”
Archaeologists have therefore dubbed it the world’s first advertisement. And it’s easy to see why. It wasn’t ornamental art but a deliberate marketing tool.
Advertising in Antiquity
The Roman Empire was a civilization built on communication and propaganda. Triumphal arches were monumental billboards proclaiming imperial power. Coins bore inscriptions spreading political messages across the empire. In Pompeii, walls were painted with ads for political candidates or local events.
What makes Serdica’s advertising stone unique is its clear focus on entertainment. It did not promote a politician or a deity, but a spectacle. It sold an experience – just as a film poster does today.
For this reason, many scholars view the stone as the ancestor of all modern marketing.
The Symbolism of Animals
One detail that has fascinated researchers is the variety of animals carved into the stone. Lions and bears were common in Roman arenas, but the crocodile stands out. How could such an exotic animal appear in Serdica?
The answer lies in Rome’s vast trade networks. Animals were captured and transported from Africa and Asia to feed the empire’s thirst for entertainment. The crocodile on the stone suggests that Serdica’s games were not provincial but part of a wider imperial system. Displaying such an exotic beast was a way to impress the crowd and showcase the empire’s global reach.
Attracting the Audience
Why was advertising necessary in an age when entertainment was free for the people? The answer is prestige.
Games were sponsored by emperors and local elites as a way to display generosity and strengthen political power. The larger the audience, the greater the prestige. By placing the stone at the city gate, organizers ensured that no one could miss the announcement. In this sense, the stone was an early example of branding – promoting Serdica as a city of grand spectacles.
The Stone Today
Today, the advertising stone is on display at the National Archaeological Institute with Museum in Sofia. Visitors can study its carved figures up close, marvel at its storytelling power, and reflect on the duality of its purpose.
On the one hand, it is a remarkable piece of visual communication – simple, direct, and effective. On the other hand, it advertised brutal games where humans and animals died for entertainment. The stone therefore evokes both fascination and discomfort.
Parallels with Modern Advertising
Looking at the advertising stone of Serdica, it’s hard not to draw parallels to modern marketing.
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Visual drama: Like today’s movie posters, the stone is filled with motion, action, and emotion.
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Audience appeal: Like today’s concert ads highlighting star performers, the stone featured exotic animals and thrilling battles.
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Simplicity of message: No text was needed – the images spoke directly to the viewer.
In essence, the logic of advertising hasn’t changed. Whether carved in stone or projected on digital screens, the goal is the same: capture attention, spark curiosity, and fill seats.
The Eternal Power of Advertising
The advertising stone of Serdica is more than an archaeological artifact. It is a cultural DNA marker showing how deeply rooted advertising is in human society. From stone to screen, from reliefs to TikTok videos, we have always sought to persuade, attract, and sell.
Perhaps this is why the stone feels so modern. Despite being carved over 1,700 years ago, its message is immediately clear. We understand the gladiators, the animals, the spectacle – and we know it was about a show. It is advertising in its purest, rawest form.
Conclusion
Standing before the advertising stone in Sofia is like meeting the ancestor of every billboard and poster you’ve ever seen. It is proof that visual communication is timeless. Whether promoting gladiatorial games in ancient Serdica or rock concerts in modern Gothenburg, the principle is the same: awaken desire, build anticipation, and invite people to be there when it happens.
The advertising stone of Serdica is therefore not just a museum relic. It is a reminder that humanity’s hunger for entertainment – and our ability to market it – is as old as civilization itself.
By Chris...
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