Selling Consumption in the Eighteenth Century
Selling Consumption in the Eighteenth Century
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十八世纪的销售消费
DOI：
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发表时间：
2007
期刊：
影响因子：
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通讯作者：
H. Clifford
中科院分区：
文献类型：
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作者：
M. Berg;H. Clifford
摘要本文探讨了商业名片这一最常见但又被忽视的早期广告形式的复杂视觉和文字语言。分析是基于17世纪中期至18世纪末的例子在两个关键的收藏在牛津大学的Bodleian图书馆，和沃德斯登庄园，白金汉郡。欧洲大陆，特别是法国，在后者收集广告的罕见的例子提供了机会，比较代码和惯例使用的英国和法国零售商。作者对这种广告形式要么原始要么以英语为主的观点提出了质疑。
ABSTRACT This article explores the sophisticated visual and textual language of one of the most common, yet overlooked, forms of early advertising – the trade card. Analysis is based on mid-seventeenth- to late eighteenth-century examples within two key collections at the Bodleian Library, Oxford, and Waddesdon Manor, Buckinghamshire. The rare examples of continental, particularly French, advertising in the latter collection provide the opportunity to compare the codes and conventions used by English and French retailers. The authors challenge the view that this form of advertising was either primitive or predominantly English.