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Building reputationsArchitecture and the artisan, 1750-1830$
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Conor Lucey

Print publication date: 2018

Print ISBN-13: 9781526119940

Published to Manchester Scholarship Online: January 2019

DOI: 10.7228/manchester/9781526119940.001.0001

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Building sales: advertising and the property market

Building sales: advertising and the property market

(p.168) 4 Building sales: advertising and the property market
Building reputations

Conor Lucey

Manchester University Press

Having examined the building and decorating of the urban house, this chapter explores how the artisan approached marketing and selling real estate. As the first sustained analysis of property advertising in the eighteenth and early nineteenth-century Atlantic world, this chapter first considers how regional variations and social demographics (aristocratic audiences in London and Dublin compared with merchant audiences in Boston and Philadelphia) dictated the form and content of property notices, reflecting on issues such as location, quality of structural and decorative finish, convenience, and decorum. But while house-building and house-selling were principally economic activities, representing the motivating force for building mechanics to enter the real estate market, the evidence from property advertisements reveals that builders were cognizant of the semantics of advertising rhetoric and employed a vocabulary that emulated that of auctioneers, luxury goods manufacturers and other polite retailers.

Keywords:   advertising, marketing, property, real estate, sales

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