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Title
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A strategy of seduction? The role of commercial advertisements in the eightteenth-century retailing business of Antwerp
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Author
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Abstract
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| 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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Language
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English
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Source (journal)
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Business history. - London
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Publication
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London
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2009
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ISSN
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0007-6791
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DOI
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10.1080/00076790802604475
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Volume/pages
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51
:1
(2009)
, p. 100-121
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ISI
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000264333900006
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Full text (Publisher's DOI)
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