In his book “Al-Aghani,” Al-Isfahani narrates a fascinating story that highlights the significance of advertising. The story revolves around a merchant from Kufa who arrived in the holy city of Medina with a bundle of black fabrics known as “khimar.” He attempted to sell his entire stock, but the black khimar remained unsold, unattractive to the women, and proved to be a burden on the merchant’s shoulders. The merchant happened to be a friend of Al-Darimi.
Al-Darimi, a poet and a native of Mecca residing in Medina, was renowned for his love poems and had a fair share of fame in singing. However, he eventually distanced himself from singing and stopped composing love poetry.
The merchant confided in his friend about the predicament he faced in his trade. In response, Al-Darimi said, “Don’t worry; I will sell them for you.”
He then composed these verses:
“Tell the beauty in the black khimar
, What have you done to a devout worshiper?
He used to roll up his sleeves for prayers,
Until you stood at the mosque’s door.
Return his fasting and prayers to him,
Don’t tempt him, for the sake of Muhammad’s faith.”
قل للمليحة في الخمار الأسودِ
ماذا فعلتِ بناسكٍ متعبدِ
قد كان شمّر للصلاة ثيابه
حتى وقفتِ له ببابِ المسجدِ
رُدّي عليه صيامه وصلاته
لا تفتنيه بحق دين محمدِ
These verses quickly spread among the people, attracting women to the black khimar. The Kufan merchant sold his entire stock and continued on his journey, while Al-Darimi returned to his life of asceticism and devotion, leaving behind his days of singing and composing love poetry.
These verses, with their captivating sweetness, served as an effective advertisement. From that day forward, advertisements continued to evolve, eventually bringing us to the advertising landscape we have today.
This historical tale illustrates the enduring importance of advertising. Even in ancient times, a well-crafted message could turn a seemingly unsellable product into a hot commodity. It highlights the persuasive power of words and the ability of effective advertising to capture the imagination of the audience, ultimately driving sales and success.
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