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| Author: | Lyna, D. Damme, I. Van |
| Title: | A strategy of seduction? The role of commercial advertisements in the eighteenth-century retailing business of Antwerp |
| Journal: | Business history
2009 : JAN, VOL. 51:1 p. 100-121 |
| Index terms: | Netherlands newspaper advertising retailing consumption transaction costs |
| Language: | eng |
| Abstract: | The aim of this paper is to place the use of promotional advertising material in a long-term perspective. By analyzing the functioning of 18th century commercial notices in the retailing business of Antwerp, a provincial town in the southern Netherlands, it is demonstrated 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 assuming a direct manipulative force from these 18th century commercial messages. |
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