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By Pamela Odih

This richly illustrated, incisive textual content produces the main whole severe creation to advertisements tradition. Filling a severe hole within the literature, ads in sleek and Postmodern occasions examines the different types of shopper subjectivity caused by of postmodern disruptions in time and house and the importance of advertisements for the id of latest shoppers. writer Pamela Odih marshals a magnificent variety of old examples and wealthy illustrations to provide an explanation for the socio-cultural improvement of advertisements all through historical past.

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Extra resources for Advertising in Modern and Postmodern Times (Published in association with Theory, Culture & Society)

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Although editors continued to resist changes to editorial column rules, display advertising had become standard practice by the end of the nineteenth century. Indeed, display advertising was increasingly an integral feature of popular culture and to some extent national culture. Of particular relevance here was the use of advertising display, during the Victorian era, to ensure economic imperialism and the concerted expansion of British companies into markets overseas. The following section highlights these practices as part of a concerted imperialist effort to commodify ‘other’ non-Western spaces as part of capitalist accumulation in the late nineteenth century.

The Advertisement to be taken in at Two Shillings each, and to be pasted up at the several Publick Parts of the Town in the Usual Manner. And for the better Dispersing and Publishing the Usefulness of this Undertaking, This Paper will be left Gratis for some Days at most of the Houses of the Nobility and Gentry, and the Coffee-Houses; and such who are pleased to approve thereof, are humbly desired to signify the same to the Person who leave it. : 12). The extent of advertising coverage provided in the Daily Advertiser amounted to around 70 per cent of the paper’s surface space, compared to around 50–55 per cent of other newspapers.

No doubt studies conducted during this era, suggesting that a single small advertisement could attract as many as 200 letters of request, excited the coffers of the Exchequer (Turner, 1952), especially as each of these client contacts would have to bear a postage stamp. qxd 3/22/2007 7:08 PM Page 36 Advertising in Modern and Postmodern Times Guaranteed circulations; and other late nineteenth-century transformations in space-selling The abolition of Stamp Duty in 1855 precipitated a flood of new periodicals onto the market and fierce competition for advertising revenue.

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