By John Strachan
Advertisements, which constructed within the overdue eighteenth century as an more and more refined and common kind of model advertising, would appear a separate global from that of the 'literature' of its time. but satirists and parodists have been stimulated by way of and replied to advertisements, whereas copywriters borrowed from the broader literary tradition, in particular via poetical ads and comedian imitation. This 2007 learn to can pay sustained recognition to the cultural resonance and literary affects of advertisements within the past due eighteenth and early 19th centuries. John Strachan addresses the various ways that literary figures together with George Crabbe, Lord Byron and Charles Dickens replied to the economic tradition round them. With its many desirable examples of up to date ads learn opposed to literary texts, this examine combines an fascinating method of the literary tradition of the day with an exam of the cultural influence of its advertisement language.
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Additional info for Advertising and Satirical Culture in the Romantic Period
In the late Georgian period, the literary principles underpinning the use of droll jingle advertisement are decidedly sophisticated. What is happening in an advertisement for Robert Warren’s shoe-blacking which employs a Petrarchan sonnet, or a puff for the barber J. R. D. Huggins which imitates Paradise Lost, is a subtle variant on the tradition of English burlesque, notably that part of the burlesque tradition initiated by John Philips’s The Splendid Shilling (1701)80 and Isaac Hawkins Browne’s A Pipe of Tobacco (1736).
The use of words borrowed or derived from the classical languages reaches its apogee in copy, dating from the 1830s, for Tanner’s pens: Richard Tanner’s celebrated resplendent, unparagoned, caligraph, incomparable, pre-eminently approved graphometrical, prophylactic, Advertising in the Romantic period 29 parallel, trichotomical, coadjuvant pliancy, unparalleled, self-renovating, ever-pointed, emendated, denticuled, spheroidical, transilient rectifications, mathematically serrated, of octagonal angulations, amalgamated of amaldine, zigzag, trigonal, oblong, four-springed Tannerian Pens.
It is sold, marked with the patentee’s name, & c. at the East India Warehouse, 16 Cheapside, and other houses. This advertisement foregrounds the patent, while also disingenuously implying, in the use of the superfluous phrase ‘His Majesty’s Royal Letters’, that the product is also warranted. The writer packs his copy with associationist manoeuvring: the ‘Imperial Twine Cloth’ is wrapped in the cloak of empire, constructed in an impressively scientific manner, granted medicinal properties, and saluted in an alluring foreign language (here that of the fashionably sophisticated French).
Advertising and Satirical Culture in the Romantic Period by John Strachan