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24 Settembre, 2021

San Valentino: fenomeno di marketing o storia leggendaria?

Photo by Tommy Lee Walker

La ricorrenza del 14 febbraio si conosce in quasi tutto il mondo. È il giorno perfetto per confessare il vostro amore alla vostra metà.


Se diamo uno sguardo alla storia antica, San Valentino esisteva già nell’antica Roma. Per aumentare il tasso di natalità, gli antichi romani inventarono un insolito festival erotico “Lupercalia”.

Tutte le ragazze nubili scrivevano i propri nomi su di una pergamena e li mettevano in una grande urna. I ragazzi in cerca di moglie sceglievano a caso i nomi delle fanciulle dopo il sorteggio venivano corteggiate per un intero anno.


Ci sono molte leggende che raccontano chi fosse Valentino. La prima, sostiene che Valentino fosse un prete esistito nel terzo secolo d.C. a Roma. L’imperatore dell’epoca, Claudio II, emanò un decreto che vietava ai soldati di contrarre il matrimonio. Valentino comprendendo tutta l’ingiustizia del decreto, continuò segretamente a sposare giovani soldati. Quando egli fu scoperto, venne giustiziato senza pietà per ordine di Claudio II.

La seconda leggenda racconta di un Valentino rinchiuso in prigione e innamorato di una ragazza cieca (figlia del carceriere) che lo visitò durante la prigionia. Prima della sua morte lui scrisse una lettera d’amore firmando “From your Valentine” – un’espressione che è ancora usata oggi.

Vi sono molte altre leggende su San Valentino ma nessuno saprà mai qual è la più veritiera.


Tradizionalmente, nel giorno di San Valentino le persone si regalano vari tipi di dolci a forma di cuore, fiori e piccoli regali. Inoltre, gli “attributi” (bigliettini di auguri) del 14 febbraio sono chiamati “valentini” (valentine’s cards).

Si ritiene che il primo biglietto di auguri per San Valentino risalga al 1415, scritto da Carlo duca d’Orlèans a sua moglie mentre era prigioniero nella Torre di Londra.

Alcuni anni dopo il re Enrico V assunse uno scrittore John Lydgate per creare un biglietto di auguri per Caterina di Valois.

È molto interessante sapere che i primi “valentini” sono stati fatti a mano. In base, al numero di vendite occupano il primo posto, al secondo troviamo le cartoline natalizie. Inoltre, la maggior parte delle cartoline per San Valentino sono acquistate da donne. Gli uomini, invece, sono “specializzati” in dolci, cioccolatini e mazzi di rose.

Adesso fatevi una domanda: “Quanto ne so della storia di San Valentino”? Non penso che molti di voi abbiano cercato il significato profondo di questa festa, ma tanti sicuramente avranno speso un bel po’ di soldi per festeggiarla.

Forse quest’anno varrà la pena di riconsiderare i valori del 14 febbraio ed esprimere i vostri migliori sentimenti con l’aiuto di canzoni, poesie e possibilmente con regali non troppo costosi.

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