How to Do Business with Word-Things: Commercial and Performative Press (Progressive Grocer 1926-1946)

Special Report: A Performative Turn? Revisiting What Words and Things "Do"
By Franck Cochoy
English

This article examines how Progressive Grocer, a specialized trade journal for grocers, linked words to practices. For grocers in business, the advent of writing in their essentially manual trade posed a problem. In order to solve it, they invented a language capable of '?speaking their acts', of '?showing their talk', and even of exhibiting the '?things' about which the journal spoke to them in the form of photographs, drawings and illustrations.

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