(2,627 words)

1. Goods

The purpose of advertising today is, as a rule, to communicate information about a specific product to a particular target group, with a view to motivating that group to purchase that product. The advertising message conveyed may depend on spoken, written, or graphic media. At the instrumental level, the term refers to the various considerations entered into and measures employed to communicate the supplier’s offer to potential consumers.

Advertising in the pre-industrial age served only to deliver informa…

Cite this page
Neve, Monica and Sikora, Michael, “Advertising”, in: Encyclopedia of Early Modern History Online, Executive editor of the English edition: Graeme Dunphy. Consulted online on 21 March 2018 <>
First published online: 2015
First print edition: 20160321

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