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A strategy of seduction? The role of commercial advertisements in the eighteenth-century retailing business of Antwerp

Author

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  • Dries Lyna
  • Ilja Van Damme

Abstract

This article aims to place the use of promotional advertising material in a long-term perspective. By analysing the functioning of eighteenth-century commercial notices in the retailing business of Antwerp, a provincial town in the southern Netherlands, we try to demonstrate 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 presuming a direct manipulative force from these eighteenth-century commercial messages.

Suggested Citation

  • Dries Lyna & Ilja Van Damme, 2009. "A strategy of seduction? The role of commercial advertisements in the eighteenth-century retailing business of Antwerp," Business History, Taylor & Francis Journals, vol. 51(1), pages 100-121.
    • Handle: RePEc:taf:bushst:v:51:y:2009:i:1:p:100-121
    DOI: 10.1080/00076790802604475
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    Cited by:

    1. Bruno Blondé & Alessandra de Mulder & Jon Stobart, 2024. "Aesthetics for a polite society: Language and the marketing of second‐hand goods in eighteenth‐century London," Economic History Review, Economic History Society, vol. 77(3), pages 953-974, August.
    2. Bruno Blondé & Ilja Van Damme, 2010. "Retail growth and consumer changes in a declining urban economy: Antwerp (1650–1750)," Economic History Review, Economic History Society, vol. 63(3), pages 638-663, August.

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