Retro reklama: za kulisami warszawskiego biznesu reklamowego w XIX wieku
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | Polish |
| Published: |
Warszawa
Wydawnictwo Neriton
2012
|
| Edition: | Wyd. 1. |
| Subjects: | |
| Online Access: | Abstract Inhaltsverzeichnis |
| Item Description: | Zsfassung in engl. Sprache u.d.T.: Retro adds |
| Physical Description: | 224 S. Ill. |
| ISBN: | 9788375432381 |
Staff View
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Record in the Search Index
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| adam_text | Retro
Ads.
Behind the Scenes of Warsaw Advertising
Business in the 19th Century
Abstract
When thinking about the history of advertising, most people,
even professionals, go back to the interwar period at the very most,
it is this period, the period of catchy slogans, such as sugar forti¬
fies , that the beginnings of Polish advertising community are iden¬
tified with. Yet, nothing further from the truth. We are unaware of
the fact that in the interwar period advertising business was fully
developed, and people working in it formed a fully professional cir¬
cle. We should look for the roots of advertising, nay, even first great
advertising agencies, the oldest advertising campaigns or prototypes
of contemporary known carriers, such as bill-posters or advertising
murals, in partitioned Poland.
The present book has been written to broaden the knowledge of
the history of Polish advertising, especially of its beginning, totally
unknown for the majority of the subject enthusiasts. This resulted
from the lack of tradition of research into the history of advertise¬
ments. This history has never been a subject interesting enough in
itself neither for Polish historians nor specialists in the theory of
marketing. At the same time, however, the history of advertisement
has been a subject of research for tens of years, especially in the
US and Great Britain, fringing upon history, marketing, psychology
and sociology.
Advertisement began to develop in the extremely interesting
period in the history of Poland, in the second half of the 19th cen¬
tury. It was a product of the epoch of modernity
-
times of a steam
engine, factory chimneys and mass production. For this reason the
book focuses on the period from
1864
to
1914,
when the lands of
the Polish Kingdom entered the period of fast changes, especially
economic and social ones. The main beneficiary of these changes was
Warsaw, an unofficial capital of the country and the most important
218
Abstract
-
economically, culturally and socially city of Poland. It is against this
fascinating background that the inside story of Warsaw advertising
circle has been presented. It was its pioneering time. The author
wanted to present a broader picture of development of advertis¬
ing theory and practice, and to demonstrate that the latter was not
limited to press advertisements. The purpose of the research was
also to determine who was behind the advertising of those times,
or how the group of professionals was formed.
The book is based on source materials hitherto almost unused in
the Polish literature on the subject. On the one hand, they include
the first in history Polish advertising handbooks published in the
analysed period, while on the other
-
press reports on all adver¬
tising initiatives. The author decided to limit her research to the
periodicals published in the analysed period in Warsaw, although
they were distributed throughout the whole Polish Kingdom and
other Polish lands.
The book is structured into five chapters. The first two chapters
provide a broad introduction into the analysed matter. Chapter first
presents multifunctionality of Warsaw being an important factor
influencing the development of local advertising. There was also an
attempt made to present two sides of the local market: the supply
side, i.e. Warsaw s manufacturers and traders, as potential clients of
the advertising market, and consumers, or addressees of advertise¬
ments. Chapter two focuses on the sources used in the book. The
author wanted to reveal mutual relations and differences between
the information provided by the two types of sources, as well as to
trace the changes in discourse about advertising, or the way in which
the subject was undertaken. Chapter three opens the analytical part
of the book. It is devoted to the theory of advertising as propagated
at the turn of the 19th and 20th centuries
-
how advertisement was
defined at that time and in which way that definition differs from
the present one, and also what was understood under the term of
good and effective commercial promotion. The most comprehensive
fourth chapter presents advertising methods and tools which could
be used at that time in Warsaw. It also attempts to answer the ques¬
tion whether those methods were effective, according to the stand¬
ards set by Polish theoreticians a hundred years ago. Chapter five,
inspired by research of American historians of advertising, is the
first attempt to present the emergence of a group of professional
advertisers in Warsaw, including formal and legal factors
influenc-
Abstract
219
ing the formation of the group, its socio-occupational composition.
In conclusion, like in Western books, the question is posed whether
it is possible to talk of a developed professional advertising circle
in Warsaw of the analysed period.
* * *
It is almost impossible to imagine our everyday life without
advertising. But a hundred years ago people began tentatively famil¬
iarising themselves with it. In those pioneering time advertising had
to fight for its reputation and place within the world of business.
Its adversaries tried to discredit it, while its advocates
-
to con¬
vince public opinion that it was not a mere curiosity, but an effi¬
cient, innovative and indispensible weapon in the fight for clients.
Public opinion from over a century ago had to familiarise quickly
with advertising that all of a sudden became a constant companion
of their reality
-
and has remained as such till today.
Aleksandra Łuczak
Retro reklama
Za kulisami
warszawskiego biznesu reklamowego
w XIX wieku
Wydawnictwo Neriton
Warszawa 2012
Spis treści
Wstęp 7
ROZDZIAŁ I Wpływ wybranych aspektów rozwoju Warszawy
na warszawską reklamę handlową w latach 1864-1914 17
1 Wielofunkcyjność Warszawy 18
2 Strona podażowa 23
2 1 Warszawa jako ośrodek produkcyjny Podział branżowy 23
2 2 Handel i ustugi 44
3 Strona popytowa Warszawscy konsumenci 53
ROZDZIAŁ II Reklama jako temat publikacji 65
1 Prasa o reklamie 65
2 Poradniki reklamowe 75
ROZDZIAŁ III Skuteczna reklama w opinii pierwszych
polskich teoretyków 90
1 Definicja i funkcja ówczesnej reklamy 90
2 Recepta na reklamę „celową - cechy wyróżniające skuteczną
reklamę 97
ROZDZIAŁ IV Między teorią a praktyką - obraz warszawskiej
reklamy w latach 1864-1914 115
1 Ogłoszenie prasowe 116
2 Druki reklamowe 122
3 Afisz i plakat reklamowy 130
4 Reklama zewnętrzna 138
5 Promocja w miejscu sprzedaży na przykładzie szyldów 164
6 Spis treści
ROZDZIAŁ V Kulisy powstawania reklam w Warszawie
w latach 1864-1914 Twórcy reklam i czynniki
kształtujące ich środowisko 174
1 Prawo a reklama w Warszawie 174
2 Rola polityki warszawskiego Magistratu w rozwoju rynku
reklamowego 177
3 Warszawskie firmy reklamowe i twórcy reklam 183
3 1 Drukarnie akcydensowe a reklama 184
3 2 Biura ogłoszeń 187
3 3 Inni twórcy reklam 196
4 Warszawska branża reklamowa czy tylko grupa
przedsiębiorców reklamowych doby industrializacji? 200
Zakończenie 207
Bibliografia 209
Abstract 217
Indeks osób 220
Spis ilustracji 223
|
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| spelling | Łuczak, Aleksandra Verfasser (DE-588)171858484 aut Retro reklama za kulisami warszawskiego biznesu reklamowego w XIX wieku Aleksandra Łuczak Wyd. 1. Warszawa Wydawnictwo Neriton 2012 224 S. Ill. txt rdacontent n rdamedia nc rdacarrier Zsfassung in engl. Sprache u.d.T.: Retro adds Geschichte 1864-1914 gnd rswk-swf Handelsbetrieb (DE-588)4023226-8 gnd rswk-swf Werbewirtschaft (DE-588)4189650-6 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Warschau (DE-588)4079048-4 gnd rswk-swf Warschau (DE-588)4079048-4 g Handelsbetrieb (DE-588)4023226-8 s Werbung (DE-588)4065541-6 s Werbewirtschaft (DE-588)4189650-6 s Geschichte 1864-1914 z DE-604 Digitalisierung BSB Muenchen 19 - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025972188&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Abstract HEBIS Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025972188&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Łuczak, Aleksandra Retro reklama za kulisami warszawskiego biznesu reklamowego w XIX wieku Handelsbetrieb (DE-588)4023226-8 gnd Werbewirtschaft (DE-588)4189650-6 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4023226-8 (DE-588)4189650-6 (DE-588)4065541-6 (DE-588)4079048-4 |
| title | Retro reklama za kulisami warszawskiego biznesu reklamowego w XIX wieku |
| title_auth | Retro reklama za kulisami warszawskiego biznesu reklamowego w XIX wieku |
| title_exact_search | Retro reklama za kulisami warszawskiego biznesu reklamowego w XIX wieku |
| title_full | Retro reklama za kulisami warszawskiego biznesu reklamowego w XIX wieku Aleksandra Łuczak |
| title_fullStr | Retro reklama za kulisami warszawskiego biznesu reklamowego w XIX wieku Aleksandra Łuczak |
| title_full_unstemmed | Retro reklama za kulisami warszawskiego biznesu reklamowego w XIX wieku Aleksandra Łuczak |
| title_short | Retro reklama |
| title_sort | retro reklama za kulisami warszawskiego biznesu reklamowego w xix wieku |
| title_sub | za kulisami warszawskiego biznesu reklamowego w XIX wieku |
| topic | Handelsbetrieb (DE-588)4023226-8 gnd Werbewirtschaft (DE-588)4189650-6 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Handelsbetrieb Werbewirtschaft Werbung Warschau |
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