Scotcade

Clive Witcher

Describes the relationship of Scotcade with advertising, since its launch (1974) up to date (1980), during which time it has steadily grown.
Agency: SJIPAuthor: Clive Witcher

Scotcade – 'Res Publicitava'

SCOTCADE'S RELATIONSHIP WITH ADVERTISING

According to Messrs. Cassel & Co. and their New Latin Dictionary (first published 1959) the word 'publicus', adjectival ancestor of our publicity, has as one of its meanings, no doubt poignantly used by the average Roman, 'at the public expense'. Around two thousand years later, a republic or a state is still a thing which costs the public money.

Thus the root publicus in the dubious neologism of the title, Res Publicitava, could suggest an argument rather at odds with the spirit of...

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