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This volume first of all assembles 1470 advertisements from German and Swiss newspapers serving as potential source material for further linguistic, journalistic or historical studies. The study of them presented here draws on an action-oriented text variety model as an instrument for their analysis. Typical linguistic functions and wordings are presented, combined with a discussion of the advertising strategies employed in the period and the way these a) correlate with the social value systems prevalent at the time, and b) contrast with the advertising strategies employed today.