Purpose This paper explores the advertising strategy of crockery importers and dealers in relationship to their origins and backgrounds. This is a departure from earlier ceramic-history literature which tended to focus on the Staffordshire producers, with limited awareness of how the identity of importers and dealers influenced what products were sold, and their individual approaches to marketing. Methodology Within a context of historical marketing research, this paper analyses newspaper advertising and commentary. It combines an examination of marketing practices with a wider consideration of the cultural identities of ceramic importers and dealers. The digitalization of historical records, combined with sophisticated search engines, makes it more feasible to examine a broader range of sources. Thus, modern research methods can enhance our understanding of production and demand, and reveal how marketing strategy was diverse. Findings Awareness of how advertising was influenced by the backgrounds and socio-political views of importers and dealers demonstrates ways in which Anglo-American ceramic trade could be far more market-led. More significantly, marketing approaches were not necessarily responding to American demand, but rather that importers could engage in commissioning goods which reflected their own views on politics, religion or slavery. Originality/value Examining the advertising of importers demonstrates the complex relationship between production and ceramic demand. Thus, this paper opens up debates as to how far the advertising of other merchandise in the United States shows evidence of taking a more individual approach by the nineteenth-century. Key words Advertising, ceramics, Staffordshire, politics, Baptist, slavery. Paper type Case-study

中文翻译：

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19世纪初期的陶瓷进口商和经销商在美国的营销做法有所不同，反映出文化和特征

目的本文探讨了陶器进口商和经销商的广告策略，并探讨了它们的起源和背景。这与早期的陶瓷历史文献背道而驰，后者倾向于集中于斯塔福德郡的生产商，而对进口商和经销商的身份如何影响销售产品及其各自的营销方式的认识有限。方法论在历史营销研究的背景下，本文分析了报纸广告和评论。它结合了对营销实践的考察以及对陶瓷进口商和经销商文化身份的广泛考虑。历史记录的数字化，再加上复杂的搜索引擎，使得检查更广泛的资源更加可行。因此，现代研究方法可以增进我们对生产和需求的了解，并揭示营销策略的多样性。调查结果了解到广告如何受到进口商和经销商的背景和社会政治观点的影响，表明了英美陶瓷贸易可以由市场主导的方式。更重要的是，营销方式并不一定能满足美国的需求，而是进口商可以从事委托商品的生产，这些商品反映了他们对政治，宗教或奴隶制的看法。原创性/价值检查进口商的广告可以证明生产与陶瓷需求之间的复杂关系。因此，本文引发了关于美国其他商品广告在多大程度上显示出在19世纪采取更个性化方法的证据的争论。关键词广告，陶瓷，斯塔福德郡，政治，浸信会，奴隶制。论文类型案例研究