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Selling Consumption in the Eighteenth Century

2007; Routledge; Volume: 4; Issue: 2 Linguagem: Inglês

10.2752/147800307x199001

1478-0046

Maxine Berg, Helen Clifford,

Fashion and Cultural Textiles

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.