Examines early retail trade advertising in two typical UK provincial newspapers ‐ the ‘Leicester Journal’ and the ‘Leicester Chronicle’. Looks in depth at the differences in the style of advertising of the two newspapers, citing: food and drink; fashion; household products; and national brands ‐ but focusing more on localised adverts. Concludes that the years 1855‐1871 were exciting and of seemingly unlimited expansion for the middle class with a new affluence and that advertising enhanced this view, and ergo, the ‘Golden age of advertising’ in the 1890s was presaged by its foundation.
Tudor, B.A. (1986), "Retail Trade Advertising in the ‘Leicester Journal’ and the ‘Leicester Chronicle’ 1855‐71", European Journal of Marketing, Vol. 20 No. 9, pp. 41-56. https://doi.org/10.1108/EUM0000000004666
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