Kirasaka Sayaka - Roman advertising

CARTHAGO DELENDA EST is a Latin expression meaning “Carthage must be destroyed.” The phrase is traditionally attributed to Cato the Elder, a Roman statesman who repeatedly used it in his speeches before the Roman Senate during the 2nd century BC. Cato believed that Carthage remained a serious threat to Rome, even after its defeat in the Second Punic War. He therefore advocated its complete destruction to eliminate Rome's most powerful rival once and for all. His relentless insistence helped fuel the hostility that led to the Third Punic War (149–146 BC). In 146 BC, Roman forces under Scipio Aemilianus captured and destroyed Carthage, bringing an end to the city's power as an independent state. The expression became a symbol of uncompromising determination and the pursuit of a goal until its complete fulfilment.