Title
A strategy of seduction? The role of commercial advertisements in the eightteenth-century retailing business of Antwerp A strategy of seduction? The role of commercial advertisements in the eightteenth-century retailing business of Antwerp
Author
Faculty/Department
Faculty of Arts. History
Publication type
article
Publication
London ,
Subject
History
Source (journal)
Business history. - London
Volume/pages
51(2009) :1 , p. 100-121
ISSN
0007-6791
ISI
000264333900006
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
This article aims to place the use of promotional advertising material in a long-term perspective. By analysing the functioning of eighteenth-century commercial notices in the retailing business of Antwerp, a provincial town in the southern Netherlands, we try to demonstrate how advertisements of this kind had no clear-cut persuasive meaning. Rather, they were used as a way of mediating information barriers between buyers and sellers and, thus, lowering transaction costs. A quantitative and semantic breakdown of the advertisements in a local newspaper, the Gazette van Antwerpen, will show the fallacies of presuming a direct manipulative force from these eighteenth-century commercial messages.
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