Advertising and the European City by Clemens Wischermann Elliott Shore

Author:Clemens Wischermann, Elliott Shore [Clemens Wischermann, Elliott Shore]
Language: eng
Format: epub
Tags: Nonfiction, History, Modern
ISBN: 9780429864322
Publisher: Taylor and Francis
Published: 2019-01-15T05:00:00+00:00

Notes

1. Translated from the French in the linguistic seminar of Professor Anne Decrosse (Paris, E.H.E.S.S.), with the assistance of Johanna Dordea, doctoral candidate at the E.H.E.S.S.

2. Baronne Henriette L. D’Oberkirch, Mémoires de la baronne d’Oberkirch sur la cour de Louis XVI et la société française avant 1789, edited by Suzanne Burkard (Paris: Mercure de France, 1989 (originally published in 1853)), 94–5. The Mémoires were written in 1789.

3. Fernand Braudel, Civilisation matérielle, économie et capitalisme, XVe–XVIIIe siècle, vol. 2 (Paris: A. Colin, 1979), 146-9.

4. This study was based on invoices found among the papers of five aristocratic families: La Tremolile, Fitz-James, Coigny, Fleury and the Princess Kinsky – French National Archives, revolutionary sequestration (Set T). These documents principally concerned the second half of the eighteenth century. Among some 1800 merchants and artisans accounted for, 200 were the main suppliers of a large number of these aristocratic families. Mile Bertin, for example, was the favourite fashion merchant of Coigny, Fitz-James, Fleury and Princess Kinsky. My purpose is to analyse luxury commerce, surveying principally these favoured merchants and artisans. See my book: ‘L’hôtel aristocratique. Le marché du luxe à Paris au XVIIIe siècle’ (Paris: Publications de la Sorbonne, 1998).

5. During the eighteenth century, the notion and term of annonce, corresponding in English to ‘advertisement’, prevailed in French. The American term ‘advertising’ –art publicitaire in French, appeared in about 1930.

6. Louis-Sébastien Mercier, Tableau de Paris (Genève: Slatkine, 1979 (originally written in 1782–88)), chap. 362.

7. It is our claim that the advertisement as material object bears the seeds of the modern strategy and practice of advertising. In the material we are looking at, we can find clearly expressed the operational notion of advertisement only as object, label, leaflet or poster, but not as a word. In the French of the Age of Enlightenment, the terms ‘label’, ‘leaflet’, ‘poster’ referred exclusively to printing activities and were not related to commercial practice. More recently these terms have developed a commercially related meaning. In the twentieth century, the notion of advertising became an independent activity, but this modern professional notion rests upon the same paradigm. We note the difference in French between the meaning of publiciste – the term for journalist in the eighteenth century –and what will become publicité – a publicity-related activity, as opposed to English, in which advertisement and advertising developed their connotations together.

8. Denis Diderot and Jean Le Rond d’Alembert (eds), Encyclopédie, ou Dictionnaire raisonné des sciences, des arts, et des métiers (Stuttgart-Bad Cannstatt: Friedrich Frommann Verlag, 1966 (originally written in 1751–80)). See also Emile Littré, Dictionnaire de la langue française (Paris: Hachette, 1873).

9. Although the Petit Robert gives 1829 as first date of use.

10. The poster (Vaffiche in French) ‘is a bill or a sheet of paper usually stuck on street corners to announce different public matters of general interest: awards presented, goods for sale, lost and found goods, recently printed or reprinted books, etc ... We understand by “label” (vignette), the ornamentation with which printed matter is decorated. They are largely used at the beginning of a work, book, preface, or dedicatory epistle.

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