Reklama v českých zemích v 19. století jako příklad akulturačního přenosu hospodářské inovace

Abstract

The study explains some aspects of the development of Czech modern advertising in the 19th century. The study uses an analysis of the discourse about the content of the term “reklama”(ie advertising). Author criticizes professionally unsubstantiated thesis about historical origin of Czech modern advertising, which appear in the primary and secondary literature. The study rejects the concept of local development Czech advertising.According to the author it is necessary to combine emergence advertising (in the 19th century) with the process of acculturation. Process of acculturation began in the first half of the 19th century. Transfer of innovation took place in the direction from the center to the periphery. The traditional form of the offers of goods was mainly verbal, vocal and audiovocal. Acculturation reaction has brought preferences of visual and literary forms. Acculturation was also a conflict between high and low culture.