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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.