‘At the desire of several persons of quality and lovers of Musick’ : pervasive and persuasive advertising for public commercial concerts in London 1672–1749. / Harbor, Catherine.

In: Journal of Marketing Management, Vol. 33, No. 13–14, 10.2017, p. 1170–1203.

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‘At the desire of several persons of quality and lovers of Musick’ : pervasive and persuasive advertising for public commercial concerts in London 1672–1749. / Harbor, Catherine.

In: Journal of Marketing Management, Vol. 33, No. 13–14, 10.2017, p. 1170–1203.

Research output: Contribution to journalArticle

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@article{f89a7a745331438f9f573b9399539fcb,
title = "{\textquoteleft}At the desire of several persons of quality and lovers of Musick{\textquoteright}: pervasive and persuasive advertising for public commercial concerts in London 1672–1749",
abstract = "The late seventeenth- and eighteenth centuries saw the development in London of the public commercial concert, which made early and increasing use of the newspaper as a method of advertising. This was both an innovation for promotion of commercial entertainments and a huge rise in pervasiveness over existing methods such as flyers and bills. A detailed analysis of the advertisement texts shows how they used various advertising techniques to convey a persuasive message about the concert and employed concepts such as novelty, quality, and appeals to class, status and self-identity. Moving beyond the argument that early advertisements could be persuasive, this paper identifies and interprets the techniques of persuasion musicians used and discusses how they foreground those found in more recent and current advertising practice. ",
keywords = "persuasion in advertising, advertising history, newspaper advertising, advertising concerts, commercialisation of leisure",
author = "Catherine Harbor",
year = "2017",
month = oct,
doi = "10.1080/0267257X.2017.1380687",
language = "English",
volume = "33",
pages = "1170–1203",
journal = "Journal of Marketing Management",
issn = "0267-257X",
publisher = "Taylor and Francis Ltd.",
number = "13–14",

}

RIS

TY - JOUR

T1 - ‘At the desire of several persons of quality and lovers of Musick’

T2 - pervasive and persuasive advertising for public commercial concerts in London 1672–1749

AU - Harbor, Catherine

PY - 2017/10

Y1 - 2017/10

N2 - The late seventeenth- and eighteenth centuries saw the development in London of the public commercial concert, which made early and increasing use of the newspaper as a method of advertising. This was both an innovation for promotion of commercial entertainments and a huge rise in pervasiveness over existing methods such as flyers and bills. A detailed analysis of the advertisement texts shows how they used various advertising techniques to convey a persuasive message about the concert and employed concepts such as novelty, quality, and appeals to class, status and self-identity. Moving beyond the argument that early advertisements could be persuasive, this paper identifies and interprets the techniques of persuasion musicians used and discusses how they foreground those found in more recent and current advertising practice.

AB - The late seventeenth- and eighteenth centuries saw the development in London of the public commercial concert, which made early and increasing use of the newspaper as a method of advertising. This was both an innovation for promotion of commercial entertainments and a huge rise in pervasiveness over existing methods such as flyers and bills. A detailed analysis of the advertisement texts shows how they used various advertising techniques to convey a persuasive message about the concert and employed concepts such as novelty, quality, and appeals to class, status and self-identity. Moving beyond the argument that early advertisements could be persuasive, this paper identifies and interprets the techniques of persuasion musicians used and discusses how they foreground those found in more recent and current advertising practice.

KW - persuasion in advertising

KW - advertising history

KW - newspaper advertising

KW - advertising concerts

KW - commercialisation of leisure

U2 - 10.1080/0267257X.2017.1380687

DO - 10.1080/0267257X.2017.1380687

M3 - Article

VL - 33

SP - 1170

EP - 1203

JO - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 13–14

ER -