Abstract
Advertisement, in its modern and proper meaning (Leiss et al., 1986), originated with the massive breakthrough around the turn of the century of consumer society and its huge markets for consumer goods in the major European centres and particularly in the United States (Fraser, 1981; Hayes, 1941). The step from announcement to advertisement came with the recognition that making the product known to people formed an integral part of sales; or, to paraphrase Clausewitz, when this was recognised as a continuation of sales by other means. An early formulation of the idea was presented in 1904 by American advertising guru John E. Kennedy, whose simple but ingenious thesis was: ‘advertising is salesmanship in print’ (Pope, 1983, 238).
A more extensive version of this article was published with the title ‘Selling Good(s) — on the genealogy of modern advertising’, in Falk (1994), The Consuming Body. Sage Publications, Theory, Culture & Society book series, London 1994, ch. 6, 151–85, by permission of Sage Publications Ltd.
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© 1997 Pekka Sulkunen, John Holmwood, Hilary Radner and Gerhard Schulze
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Falk, P. (1997). The Genealogy of Advertising. In: Sulkunen, P., Holmwood, J., Radner, H., Schulze, G., Campling, J. (eds) Constructing the New Consumer Society. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-25337-1_5
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