ABSTRACT
This chapter examines four major categories of advertisements. They are Caxton's Advertisement, Two Early Newspaper Advertisements, Eno'sFruit Salts and Two Wartime Advertisements. Caxton's Advertisement pointed out that the practice of advertising precedes written modes, as in the case of the green bough hung outside taverns to proclaim new wine, but concerned in this section only with written advertisements produced to promote trade. The earliest English newspapers belong to the 1620s, but these contained only foreign news, and few advertisements. The Newspaper Advertisement from the Publick Adviser and Illustrated the Daily Courant. Eno's advertisement of 1889 continues the well-established tradition of advertising patent medicines and introduces sequence promotion of a product which was heavily advertised, reflecting cultural changes, over more than a century. The two last advertisements both date from 1943, and their context is World War II. Here the textual culture, which dominated advertisements until the inter-war period, has all but vanished and illustrations have replaced explanation.
