The Dutch republic and the birth of modern advertising:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Leiden ; Boston
Brill
[2020]
|
| Schriftenreihe: | Library of the written word
volume 77 Library of the written word. The handpress world volume 59 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | XVII, 319 Seiten Illustrationen |
| ISBN: | 9789004413801 |
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Datensatz im Suchindex
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| adam_text | Contents Preface ix List of Illustrations and Tables Terms of Use xvi Abbreviations of Newspapers xi xvi 11 і Newspapers and the Birth of Advertising і շ Newspaper Advertising and the Book Industry 3 Profit and Opportunity, Networks and Risk 4 Commerce and Public Information 110 5 No Saints and Precious Few Heroes 153 35 79 6 Disaster and Recovery: Advertising in 1672 and the Williamite Republic 185 7 The Dutch Republic and the Future of Advertising, 1: Home Thoughts 228 8 The Dutch Republic and the Future of Advertising, 11 : Beyond the Netherlands 259 Bibliography Index 304 291
DUTCH REPUBLIC AND THE BIRTH OF MODERN ADVERTISING the With the birth of a serial press in the seventeenth century, the introduction of paid advertising was the most crucial step in pointing the newspaper industry towards a sustainable future. Here, as in so much else, the laboratory of invention was the seventeenthcentury Dutch Republic. In this study, based on an exhaustive examination of the first 6,000 advertisements placed in Dutch newspapers between 1620 and 1675, Arthur der Weduwen and Andrew Pettegree chart the growth of advertising from an adjunct to the book industry, advertising newly published titles, to a broad reflection of a burgeoning consumer society. Businesses and private citizens used the newspapers to ofler a wide range of goods and services, publicise new inventions, or appeal for help in recovering lost and stolen goods, pets or children. In these evocative, colourfiil and sometimes deeply moving notices, we see the beginnings of marketing strategies that would characterise the advertising world over the following centuries, and into the modern era.
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| adam_txt |
Contents Preface ix List of Illustrations and Tables Terms of Use xvi Abbreviations of Newspapers xi xvi 11 і Newspapers and the Birth of Advertising і շ Newspaper Advertising and the Book Industry 3 Profit and Opportunity, Networks and Risk 4 Commerce and Public Information 110 5 No Saints and Precious Few Heroes 153 35 79 6 Disaster and Recovery: Advertising in 1672 and the Williamite Republic 185 7 The Dutch Republic and the Future of Advertising, 1: Home Thoughts 228 8 The Dutch Republic and the Future of Advertising, 11 : Beyond the Netherlands 259 Bibliography Index 304 291
DUTCH REPUBLIC AND THE BIRTH OF MODERN ADVERTISING the With the birth of a serial press in the seventeenth century, the introduction of paid advertising was the most crucial step in pointing the newspaper industry towards a sustainable future. Here, as in so much else, the laboratory of invention was the seventeenthcentury Dutch Republic. In this study, based on an exhaustive examination of the first 6,000 advertisements placed in Dutch newspapers between 1620 and 1675, Arthur der Weduwen and Andrew Pettegree chart the growth of advertising from an adjunct to the book industry, advertising newly published titles, to a broad reflection of a burgeoning consumer society. Businesses and private citizens used the newspapers to ofler a wide range of goods and services, publicise new inventions, or appeal for help in recovering lost and stolen goods, pets or children. In these evocative, colourfiil and sometimes deeply moving notices, we see the beginnings of marketing strategies that would characterise the advertising world over the following centuries, and into the modern era. |
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| title | The Dutch republic and the birth of modern advertising |
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