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Selling Consumption in the Eighteenth Century: Advertising and the Trade Card in Britain and France

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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.


Document Type: Research Article

DOI: http://dx.doi.org/10.2752/147800307X199001

Affiliations: University of Warwick

Publication date: June 1, 2007

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