Wartime segmentation: Class, gender, and nation in the marketing of consumers, Sweden 1939–1945

IF 0.7 2区 历史学 Q4 BUSINESS
Klara Arnberg, Jim Hagström
{"title":"Wartime segmentation: Class, gender, and nation in the marketing of consumers, Sweden 1939–1945","authors":"Klara Arnberg, Jim Hagström","doi":"10.1017/eso.2024.7","DOIUrl":null,"url":null,"abstract":"<p>In line with recent research that regards the Second World War as a “defining moment” rather than a temporary disruption to the development of consumer societies, this paper explores how consumers were imagined in nonbelligerent Sweden. The main empirical source material consists of business-to-business advertisements from newspaper and magazine publishers aimed at potential advertisers. There, publishers portrayed their readers as suitable consumers, and, given that the division of the press constituted the main infrastructure for reaching different consumer groups, this is interpreted as a key to understanding market segmentation processes. The findings show how geographical, demographic, and psychological factors were considered in optimizing advertising influence and reaching classed and gendered target audiences. Although the segmentation process consolidated during the war, focusing on stable, large consumer groups, the imagined consumer also underwent fundamental changes, combating anxiety and despair through dreams of both future and present patriotic consumption.</p>","PeriodicalId":45977,"journal":{"name":"Enterprise & Society","volume":null,"pages":null},"PeriodicalIF":0.7000,"publicationDate":"2024-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Enterprise & Society","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1017/eso.2024.7","RegionNum":2,"RegionCategory":"历史学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

In line with recent research that regards the Second World War as a “defining moment” rather than a temporary disruption to the development of consumer societies, this paper explores how consumers were imagined in nonbelligerent Sweden. The main empirical source material consists of business-to-business advertisements from newspaper and magazine publishers aimed at potential advertisers. There, publishers portrayed their readers as suitable consumers, and, given that the division of the press constituted the main infrastructure for reaching different consumer groups, this is interpreted as a key to understanding market segmentation processes. The findings show how geographical, demographic, and psychological factors were considered in optimizing advertising influence and reaching classed and gendered target audiences. Although the segmentation process consolidated during the war, focusing on stable, large consumer groups, the imagined consumer also underwent fundamental changes, combating anxiety and despair through dreams of both future and present patriotic consumption.

战时细分:消费者营销中的阶级、性别和民族,瑞典 1939-1945 年
最近的研究认为第二次世界大战是一个 "决定性时刻",而不是消费社会发展的暂时中断,与此相一致,本文探讨了非交战国瑞典是如何想象消费者的。主要的实证资料来源包括报纸和杂志出版商针对潜在广告商的企业对企业广告。在这些广告中,出版商将他们的读者描绘成合适的消费者,鉴于报刊的分工构成了接触不同消费群体的主要基础设施,这被解释为理解市场细分过程的关键。研究结果表明,在优化广告影响力、接触不同阶层和性别的目标受众时,是如何考虑地理、人口和心理因素的。虽然细分过程在战争期间得到了巩固,重点关注稳定、庞大的消费群体,但想象中的消费者也发生了根本性的变化,他们通过对未来和现在爱国消费的梦想来消除焦虑和绝望。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
1.20
自引率
30.00%
发文量
37
期刊介绍: Enterprise & Society offers a forum for research on the historical relations between businesses and their larger political, cultural, institutional, social, and economic contexts. The journal aims to be truly international in scope. Studies focused on individual firms and industries and grounded in a broad historical framework are welcome, as are innovative applications of economic or management theories to business and its context.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信