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Early Polish press advertising (between the 1850s and 1939) was characterized by a unique and today extinct combination of elements of persuasion and exceptional courtesy towards potential customers. The aim of this paper is to show the place of customer psychology in the earliest Polish advertising textbooks in the context of the actions of Polish press advertisers at the time, convinced of the susceptibility of their recipients to courtesy, appreciation and flattery.
Historical method based on archival research in Polish digital libraries was used with the aim of identifying and analyzing primary sources, enriched by examples of advertisements from pre-1939 newspapers and historical periodicals illustrating the phenomenon in question, and by the findings of more recent Polish-language research papers.
Although the level and quality of Polish advertising in the period under review were criticized by most of the coeval authors of advertising textbooks, empirical research from 1936 has been preserved which proves that just such combination of persuasion and courtesy in advertising was perceived as most effective by its target groups.
This study introduces hitherto unknown Polish marketing thought and practice, drawing on the earliest, mostly forgotten Polish marketing textbooks and other primary sources from the years 1896-1939. It thus contributes to the body of research on the history of advertising.
The 2003 UNESCO Convention definition of intangible cultural heritage (ICH) covers religious practices and rites, as can be seen from normative descriptions and dozens of actual examples, many of which are Catholic religious traditions. The Traditional Latin Mass (TLM), practiced in one form or another for over 1500 years by an ever-increasing number of peoples and nations and in possession of a common stable set of rules, meets the UNESCO criteria for listing as ICH; in fact, it is arguably the best possible example. It is also a complicated one. After the Catholic Church’s liturgical reform in the 1960s and 1970s, new rites were introduced and the old rites were officially abandoned; nevertheless, a minority of clergy and laity continued to celebrate the TLM, and, over time, the legitimacy of their attachment to it was recognised by several popes, who also spoke regularly of the great value of the Church’s cultural and artistic patrimony and recommended that it remained joined with its religious origins. In contrast, the current pope, Francis, has recently become opposed to the continuation of the old rites. Be this as it may, it is quite possible that such a threatened but deeply appreciated international ICH as the TLM could be proposed for listing by several states that (unlike the Holy See) have signed the Convention for the Safeguarding of the Intangible Cultural Heritage, to give it a recognition appropriate to its immense historical and present-day cultural value.