Werbeanzeigen in der Hermannstädter Presse des 19. Jahrhunderts
19th Century Advertising in Sibiu's Newspapers

Summary/Abstract: The following paper focuses on examining advertising from a historical perspective whereby presenting various advertising strategies in the 19th century press of Sibiu using the main medium of communication of the Transylvanian-Saxon population, the Siebenbürgisch-Deutsches Tageblatt (SDT, 1860-1944). The focus of the study is the question of the strategies used by manufacturers of (brand) products in the mid-19th century to address Transylvanian Saxon (domestic) women as a target group and thus how historical advertising messages were designed about 150 years ago. The analysed advertisements from the SDT, which are directed at the target group "women", show different advertising strategies, which are introduced in the advertisements via advertising-relevant categories such as headline, continuous text, non-verbal. The corpus analysis carried out makes it clear that the advertising messages are more than just information tools and that advertising messages also refer to social values.

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