First published in 2000, this volume responds to the rise and spread of advertising throughout Europe and the world in the past one and a half centuries which is breathtaking in its scope and influence, now part of the way we think and live. Historians are only just beginning to understand this process, replacing outmoded theories of manipulation which focused on the advertiser with more sophisticated cultural explanations that centre on the way consumers filter and select messages creating new worlds of perception. The authors of this work find the origins and trace the development of this new world or perception in the modern city: London and Paris, the forerunners, and the cities and larger towns of France, Germany, Belgium and the Netherlands, where advertising created new urban perceptions, leading to new avenues of consumption and altered lifestyles. Advertising is viewed in this work as a new way of perceiving and organising the world of the city-dweller, a visual culture, a way of attaching meaning to things and to words, or rearranging the mental map of modern life.
Table of Contents
1. Placing Advertising in the Modern Cultural History of the City. Clemens Wischermann. 2. Advertising as Kulturkampf in Berlin and Vienna. Elliott Shore. 3. Visual Discourse and the Metropolis: The Importance of Mental Models of Cities for the Emergence of Commercial Advertising. Stefan Haas. 4. The Advertising and Marketing of Consumer Goods in Eighteenth Century London. Claire Walsh. 5. French Court Society and Advertising Art: The Reputation of Parisian Merchants at the End of the Eighteenth Century. Natacha Coquery. 6. Commercial Immanence: The Poster and Urban Territory in Nineteenth-Century France. Aaron J. Segal. 7. Display Windows and Window Displays in German Cities of the Nineteenth Century: Towards the History of Commercial Breakthrough. Uwe Spiekermann. 8. Surrounding the Consumer: Persuasive Campaigns and Dutch Advertising Theory of the 1920s and 1930s. Esther Cleven.
'... a varied and colourful depiction of the accession of advertising... does indeed successfully represent the breakthrough of advertising into the modern world, providing detailed insight into the patchwork of contemporary advertising in the European City.' Urban History Newsletter