The Dutch republic and the birth of modern advertising:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Leiden ; Boston
Brill
[2020]
|
| Series: | Library of the written word
volume 77 Library of the written word. The handpress world volume 59 |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Klappentext |
| Physical Description: | XVII, 319 Seiten Illustrationen |
| ISBN: | 9789004413801 |
Staff View
MARC
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Record in the Search Index
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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. |
| 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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| dewey-hundreds | 600 - Technology (Applied sciences) |
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| discipline | Germanistik / Niederlandistik / Skandinavistik Wirtschaftswissenschaften |
| discipline_str_mv | Germanistik / Niederlandistik / Skandinavistik Wirtschaftswissenschaften |
| era | Geschichte 1601-1700 gnd |
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| spelling | Weduwen, Arthur der 1993- Verfasser (DE-588)1133293212 aut The Dutch republic and the birth of modern advertising by Arthur der Weduwen, Andrew Pettegree Leiden ; Boston Brill [2020] © 2020 XVII, 319 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Library of the written word volume 77 Library of the written word. The handpress world volume 59 Geschichte 1601-1700 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Niederlande (DE-588)4042203-3 gnd rswk-swf Advertising, Newspaper / Netherlands / History / 17th century Netherlands / Social conditions / 17th century Niederlande (DE-588)4042203-3 g Werbung (DE-588)4065541-6 s Geschichte 1601-1700 z DE-604 Pettegree, Andrew 1957- Verfasser (DE-588)1020826460 aut Erscheint auch als Online-Ausgabe 978-90-04-41381-8 Library of the written word volume 77 (DE-604)BV023215789 77 Library of the written word. The handpress world volume 59 (DE-604)BV037480108 59 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032225734&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032225734&sequence=000003&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
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| title | The Dutch republic and the birth of modern advertising |
| title_auth | The Dutch republic and the birth of modern advertising |
| title_exact_search | The Dutch republic and the birth of modern advertising |
| title_exact_search_txtP | The Dutch republic and the birth of modern advertising |
| title_full | The Dutch republic and the birth of modern advertising by Arthur der Weduwen, Andrew Pettegree |
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| title_full_unstemmed | The Dutch republic and the birth of modern advertising by Arthur der Weduwen, Andrew Pettegree |
| title_short | The Dutch republic and the birth of modern advertising |
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