The power of silver denarii

In Ancient Rome power was measured in denarii, but these small irregularly edged silver coins not only served to buy bread or wine; they were the most powerful communication tool that had ever existed.

The marketing of Ancient Rome

In a world where almost no one could read, the denarius was the official means of communication of the emperors with the people.

On the obverse of each denarius, one could find the face of the emperor. This was the official portrait. From them, the Romans knew if the emperor was young, in which case the coin shouted "I have energy"; if he was older, it whispered, "I have wisdom."

The face of Caesar was almost sacred, so mistreating, melting, or defacing a denarius could cost the offender their life for the crime of lèse-majesté.

The reverse of the coin was where the magic of political marketing happened. It was the place to boast about achievements.

According to the word that was minted, the message was different:

• Pax Aeterna: "I have ended wars”

• Victoria: "I have crushed our enemies."
• Justitia: "I am a legal and just leader."
• Public Salvs: "Under my command, the empire is safe and protected"

It was not just about words, but about carefully chosen images, capable of conveying a message even to those who could not read. Each figure was visual propaganda.

• Infrastructures: Bridges, aqueducts, or roads said: “With me, Rome works”. The emperor presented himself as the guarantor of order, commerce, and progress.
• Public buildings: Temples or forums reinforced the idea of stability and continuity, linking the ruler with the eternal greatness of Rome.

• Gods and symbols: They associated the emperor with divine protection, legitimizing his power beyond the human.

Until the year 44 B.C., only gods or ancestors appeared on coins. But Julius Caesar broke the rules and put his own face while alive. It was a total scandal: the message was clear: "I am a god on Earth.”

Rome conquered the world with its swords, but kept it united with its silver.