This richly illustrated, incisive text produces the most complete critical introduction to advertising culture. Filling a critical gap in the literature, Advertising in Modern and Postmodern Times examines the forms of consumer subjectivity resulting from of postmodern disruptions in time and space and the significance of advertising for the identity of contemporary consumers. Author Pamela Odih marshals an impressive range of historical examples and rich illustrations to explain the socio-cultural development of advertising throughout history.
Chapter 1: Selling-Spaces in Advertising History
Selling-Spaces in Advertising History
It is customary to argue that pre-modern advertising developed to sell goods, in a particular form of economy. The fall of the Roman Empire and the invasions by barbaric Teutonic tribes had arrested the spread of education, rendering word of mouth and pictorial signs the main method of advertising in the Middle Ages. Designated trades were often confined to particular streets and the desideratum then was to differentiate shops through the use of signs, which were vivid and easily understood (Sampson, 1874). Gaily coloured signboards informed people of the whereabouts of particular tradesmen. It was considered customary to include objects typical of the trade: a stocking for the hosier, an anvil for the blacksmith and scissors for the ...