Ânforas, commodities agrícolas e o ocaso do minimalismo econômico

Abstract

The use of amphorae as packaging method was carried out by all Mediterranean peoples, highlighting a common technological aspect that can be verified by Archaeology under huge temporal and geographic scales. New studies in Greek and Roman amphorae doomed to decline the minimalist view about ancient economy and its notion that only luxury goods were traded, because the use of amphorae is linked to the transport of "agricultural commodities". I am going to present some perspectives of the marketing design that consider the amphorae as the first consumer package manufactured on large scale, whose design shows that ancient people performed a kind of economic rationalism that can be well perceived solely in its own context.