Advertising and Satirical Culture in the Romantic Period by John Strachan

By John Strachan

Advertisements, which built within the overdue eighteenth century as an more and more refined and frequent kind of model advertising, would appear a separate global from that of the 'literature' of its time. but satirists and parodists have been encouraged via and replied to advertisements, whereas copywriters borrowed from the broader literary tradition, specially via poetical ads and comedian imitation. This 2007 research to will pay sustained consciousness to the cultural resonance and literary impacts of ads within the past due eighteenth and early 19th centuries. John Strachan addresses the various ways that literary figures together with George Crabbe, Lord Byron and Charles Dickens replied to the industrial tradition round them. With its many desirable examples of up to date ads learn opposed to literary texts, this research combines an fascinating method of the literary tradition of the day with an exam of the cultural influence of its advertisement language.

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For many companies, then as now, the supreme imprimatur that can be used in advertising is the royal warrant, whereby the product concerned is elevated by association with the royal family. Literary association is 28 Advertising and Satirical Culture its cultural equivalent. It is evident in much of the advertising of the period: in the use of multisyllabic words derived from the classical languages both in copy and in brand name, in the generic affiliations of verse copy, in the ritual incantation of scientific or medical terminology.

Though many of the strategies used in late Georgian advertising draw on techniques pioneered in the early and mid-eighteenth century, I would endorse T. R. 37 Between 1780 and 1840, advertisers simultaneously introduced a range of new techniques and applied the lessons of the eighteenth Advertising in the Romantic period 27 century in a much more methodical and systematic manner. New systems of product distribution38 allowed the introduction of extensive, nationwide marketing campaigns and brand awareness permeated public consciousness at an unprecedented level.

A domestic product such as blacking, which had hitherto been sold in generic form, or, when branded, only within limited geographical areas, could become the focus of country-wide advertising campaigns. And the flamboyant manner of the quack could be adopted to endorse more mundane products. Figures such as Thomas Bish or George Packwood could play the showman, proselytising for their lottery tickets and razor strops in witty advertisements and innovative promotional stunts. The impact of the advertising duty prompted a remarkably inventive use of public advertising which leaves its mark on the urban landscape to this day.

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