The purpose of this study is to demonstrate that early 17th-century herbals can be considered precursors of advertisements. For this specific purpose, the rhetorical devices of the 'virtues' sections of Gerard's Herbal (1597/1636) have been compared with the linguistic and stylistic features of advertisements for herbal remedies and therapeutic essences in seventeenth and eighteenth-century periodicals. The results have been compared with other scholarly works on 18th century advertising and contribute to furthering our understanding not only of the persuasive power of Gerard's rhetoric but also of the persuasive strategies used in early advertising.
From herbal to advert
KERMAS, Susan Annelie
2006-01-01
Abstract
The purpose of this study is to demonstrate that early 17th-century herbals can be considered precursors of advertisements. For this specific purpose, the rhetorical devices of the 'virtues' sections of Gerard's Herbal (1597/1636) have been compared with the linguistic and stylistic features of advertisements for herbal remedies and therapeutic essences in seventeenth and eighteenth-century periodicals. The results have been compared with other scholarly works on 18th century advertising and contribute to furthering our understanding not only of the persuasive power of Gerard's rhetoric but also of the persuasive strategies used in early advertising.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
