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Today the black flag with skull-and-crossbones has been the stereotypical image of a pirate flag. However, a real pirate flag was much more diverse in appearance. A pirate flag also varied from individual pirate to pirate. Commonly known as the "Jolly Roger", the sight of the black pirate flag hoisted on an approaching ship often caused enough fear in the targeted ship's crew that it was often reason enough for an immediate surrender to the pirates. Contrary to modern belief, the black pirate flag generally only began widespread use in the late 1600's and early 1700's. Previous to this, the pirate flag was not just one type of flag. The Jolly Roger pirate flag often displayed death or scary images (some images were commonly found on gravestones of the time) - skulls, bones, swords/daggers, and also hourglasses. The main reason for the pirate flag was to make the enemy surrender without much of a fight, if at all, so the more fearsome the pirate flag (or the pirate's reputation) then the chances were higher of an initial surrender.
There are several theories as to the origin of the term "Jolly Roger" as a pirate flag.  The main belief is that it is a French to English translation. Initially, a plain red pirate flag was flown to show that no mercy would be given ("no quarter given"), or in another words - death to all. So a ship flying a red pirate flag actually caused more fear because it meant no life would be spared. It is from this red pirate flag that it is believed the term "Jolly Roger" was derived from. In French, "jolie rouge" translates approximately into "beautiful/lovely red" which may have been altered into "jolly roger" over time.
Another pirate flag theory suggests that "Jolly Roger" was a take on the devil's nickname. Around that time (18th century) the devil was known as Old Roger, so it is possible that the pirate flag nickname was derived from the devil's nickname since both dealt with death.
It is interesting to note that just plain red and plain black were also used as a pirate flag - a red pirate flag for no quarter and a black pirate flag for standard battle. It is mentioned in some cases where a ship has come under attack from numerous pirate ships, some flying a black bone-type pirate flag and others with a red pirate flag or pennants from the masts. It is also seen that some pirates initially flying a black pirate flag into battle would lower it and raise a red pirate flag in its place if the other ship resisted too much. In other cases, the black Jolly Roger pirate flag was used in combination with a red pirate flag or pennants and also standard national flags.
Not all pirates had their own pirate flag either, some flew only a national flag (English, Spanish, French, Dutch, etc.) Even if they had their own pirate flag, they would often also have several national flags as well in order to mask their true identity. Only when a ship approached would a pirate flag be raised, so if a ship was sighted and a closer inspection followed then the pirate ship might lure them in by raising a national flag hoping it would be friendly to the other ship. If their ruse worked by bringing the other ship closer, then the pirates would swiftly lower that flag and raise the pirate flag in its place. And for the pirates, hopefully that meant the other ship would surrender at this point after seeing their pirate flag.
It is also worth noting that apparently the same pirate flag was used by different captains. For example, the pirate flag credited as being that of Blackbeard has also been described as being the pirate flag flown by other pirates active before Blackbeard.

 
 
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