Ephemera

A 1798 printed broadside advertising the availability of a stallion for horse-breeding

Ephemera are temporary written or printed matters. It covers a lot of things: trade cards, bookmarks, postcards, posters, many variants of the advertising etc.

This term is originally used to mayfly or something transitory or short-lived.

Ephemera Media

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  A historical example of ephemera

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  A piece of ephemera circa 1749–1751, around the time Samuel Johnson may have coined the term

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  The temperance movement generated a vast amount of ephemera