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Advertisements need to focus on a product or service on offer in order to disseminate a message effectively. Any other focus, for instance on the advertisements provider, seems at first sight counterintuitive. However, in an early nineteenth-century South African newspaper analysed here (1824), the focus is frequently on the advertisers themselves, because separate brand names or logos are not in use. Therefore, advertiser presentation appears to be a striking feature of the text type in the period. In this paper two basic strategies of advertiser presentation are discussed. Firstly, advertisers may be backgrounded by means of passivisation and block strategies. Secondly, advertisers may be foregrounded by means of third-person author (self) reference. The paper aims at integrating these two strategies into the global scheme of ad structure as discussed, among others, by Gieszinger (2001), Auf dem Keller (2004), Grlach (2004), Gotti (2005) and Studer (2008).

Early nineteenth-century advertisements in the South African Commercial Advertiser – Global scheme and advertiser presentation