National Currency Collection
Ancient Rome, Julius Caesar, denarius : 48 BC
Money as advertising
Julius Caesar recognized that there was no better advertising medium for the power of his regime than coinage. After Caesar took control of Rome and, for a second time, crushed Gaul (France), he released coins featuring an elephant trampling a dragon. The elephant represented Rome and the dragon either Gaul or more broadly, Rome’s enemies. This sent a message to all those in his growing empire that to revolt was to be crushed. Variations on symbols of military power can still be seen on money today.