The Dutch Republic and the Birth of Modern Advertising
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English | 2020 | ISBN: 9004413804 | 338 Pages | PDF | 18 MB
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.
Contents
Preface
1 Newspapers and the Birth of Advertising
2 Newspaper Advertising and the Book Industry
3 Profit and Opportunity, Networks and Risk
4 Commerce and Public Information
5 No Saints and Precious Few Heroes
6 Disaster and Recovery: Advertising in 1672 and the Williamite Republic
7 The Dutch Republic and the Future of Advertising, I: Home Thoughts
8 The Dutch Republic and the Future of Advertising, II: Beyond the Netherlands
Bibliography
Index
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