Encyclopedia of Early Modern History Online

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(2,587 words)

1. Goods

The purpose of advertising today is, as a rule, to communicate information about a specific product to a particular target group, with a view to motivating that group to purchase that product. The advertising message conveyed may depend on spoken, written, or graphic media. At the instrumental level, the term refers to the various considerations entered into and measures employed to communicate the supplier’s offer to potential consumers.

Advertising in the pre-industrial age served only to deliver information ab…

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Neve, Monica and Sikora, Michael, “Advertising”, in: Encyclopedia of Early Modern History Online, Editors of the English edition: Graeme Dunphy, Andrew Gow. Original German Edition: Enzyklopädie der Neuzeit. Im Auftrag des Kulturwissenschaftlichen Instituts (Essen) und in Verbindung mit den Fachherausgebern herausgegeben von Friedrich Jaeger. Copyright © J.B. Metzlersche Verlagsbuchhandlung und Carl Ernst Poeschel Verlag GmbH 2005–2012. Consulted online on 01 December 2023 <http://dx.doi.org/10.1163/2352-0272_emho_COM_030280>
First published online: 2015
First print edition: 20160321

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