Journal of Historical Research in Marketing最新文献

{"title":"All that glistens is not (green) gold: historicising the contemporary chlorophyll fad through a multimodal analysis of Swedish marketing, 1950–1953","authors":"L. O’Hagan","doi":"10.1108/jhrm-11-2021-0057","DOIUrl":"https://doi.org/10.1108/jhrm-11-2021-0057","url":null,"abstract":"\u0000Purpose\u0000This paper aims to historicise the contemporary chlorophyll trend through the first academic study of its early marketing in Sweden (1950–1953). Using multimodal critical discourse analysis, it demonstrates how brands used advertisements to convince female consumers of chlorophyll’s necessity to fulfil certain aspirational goals.\u0000\u0000\u0000Design/methodology/approach\u0000In all, 150 advertisements for chlorophyll products were collected from the Swedish Historical Newspaper Archive, as well as 600 additional advertisements for the three most popular products (toothpaste/mouthwash, sanitary towels and soap) from 1940 to 1950 and from 1954 to 1964. Then, multimodal critical discourse analysis was used to investigate how the products were marketed before, during and after the chlorophyll trend, identifying the general themes and linguistic/semiotic structures of the advertisements.\u0000\u0000\u0000Findings\u0000This paper shows how the commercial use of chlorophyll offered a lucrative opportunity for marketers, acting as a “tabula rasa” on which they could use discourses of science, nature, idealised femininity and luxury to draw connections with health, modernity and beauty, despite the product having no real purpose or value.\u0000\u0000\u0000Originality/value\u0000Viewing this fad from a historical perspective emphasises how brands, marketers and influencers continue to capitalise on the anxieties of female consumers with promises around beauty, hygiene and health. It, thus, offers us critical distance to reflect on contemporary claims about chlorophyll’s health benefits to make informed choices.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43861976","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Modernity, beauty and the Swedish “way of life”: lifestyle marketing in Stomatol toothpaste advertisements, 1910–1940","authors":"Lauren O’ Hagan","doi":"10.1108/jhrm-01-2022-0004","DOIUrl":"https://doi.org/10.1108/jhrm-01-2022-0004","url":null,"abstract":"\u0000Purpose\u0000This paper aims to challenge the assumption that brands of everyday products have only used lifestyle marketing in the past 30 years by conducting the first case study of the marketing practices of the Swedish toothpaste brand Stomatol (1910–1940). Through visual social semiotic analysis, it explores how the brand was a pioneer in lifestyle marketing, using discourses of modernity, beauty and the Swedish “way of life” to sell its toothpaste.\u0000\u0000\u0000Design/methodology/approach\u0000Two hundred Stomatol advertisements were collected from the Swedish Historical Newspaper Archive and analysed using visual social semiotics. The analysis considers how the idea of a cultural Swedishness centred around modernity and beauty developed between 1910 and 1940, and how both linguistic and semiotic resources were used to make these claims seem credible.\u0000\u0000\u0000Findings\u0000At a time when its main adversaries were capitalising upon science in their advertisements to construct authority and credibility, Stomatol instead targeted lifestyle. Modernity, beauty and the Swedish “way of life” were central themes of their marketing campaigns, yet the way these themes were articulated varied between 1910 and 1940 in accordance with changing popular discourse. This made Stomatol more competitive than other toothpaste brands because it was able to sell an experience rather than a product, turning it into Sweden’s most popular toothpaste.\u0000\u0000\u0000Originality/value\u0000This paper demonstrates the importance of case studies to challenge the assumption that toothpaste brands have only used lifestyle marketing in the past 30 years (a claim based on Anglocentrism). It also showcases the need to further investigate non-Anglo countries when conducting research into lifestyle marketing to build a more nuanced perspective on its origins and the supposed novelty of (largely) US practices. Thus, Stomatol makes an important case for Sweden as a trailblazer in lifestyle marketing.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45942359","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Forging the nation state: an advertising history of Tata Steel, India","authors":"Hari Sreekumar, Sankalp Pratap","doi":"10.1108/jhrm-07-2021-0034","DOIUrl":"https://doi.org/10.1108/jhrm-07-2021-0034","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to provide an advertising history of Tata Steel from its inception in 1907 to 2007 when it completed 100 years of operation. The authors use postcolonial theory to highlight the intertwining of advertising with the broader project of anticolonial resistance and postcolonial nation-building.\u0000\u0000\u0000Design/methodology/approach\u0000The authors used a visual analysis of a compilation of advertisements published by Tata Steel to commemorate 100 years of its existence, spanning the years from 1907 to 2007. They also used ads and posters available on the website of the Tata Steel Archives. Published work on Tata Steel such as books and papers provided contextualization.\u0000\u0000\u0000Findings\u0000Advertising creatives, through selective deployment of anticolonial discourses, manage the contradictory pulls of emergent nationalism on the one hand and the pragmatic need to work with the colonial administration on the other. However, such a negotiation leads to moments of slippage, where advertising reinforces colonial tropes. At a broader level, the authors suggest that despite attempts to draw on subversive discourses of resistance used by nationalists, Tata Steel’s advertising is inescapably intertwined with the larger matrix of colonial and capitalist power.\u0000\u0000\u0000Originality/value\u0000This study contributes to a non-Western perspective on advertising history. Further, it provides understanding of the marketing activities of a large corporation, which straddles the colonial and postcolonial era of India, an important economy.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42800315","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Guest editorial: International sources for advertising and marketing history","authors":"R. Hawkins, Leighann C. Neilson","doi":"10.1108/jhrm-05-2022-085","DOIUrl":"https://doi.org/10.1108/jhrm-05-2022-085","url":null,"abstract":"Discussion following the presentation focused on two main points: learning about the availability of archival sources can help researchers improve the rigour of their work through access to primary sources;and learning about archival sources can inspire additional research topics. [...]this special issue was born. A version of the LAC conference paper by Campbell, Griffin and Elliott is included in this special issue. Since the call for papers for this special issue was issued, the world has had to learn to cope with the impact of the Covid-19 virus. Since at least the mid-1990s, many official and personal records have been “born-digital”.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48319421","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The art of propaganda: marketing nationhood through visual imagery","authors":"Paul Freathy, Iris Thomas","doi":"10.1108/jhrm-08-2021-0040","DOIUrl":"https://doi.org/10.1108/jhrm-08-2021-0040","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>During the 17th century, the Dutch Republic sought to project a positive global image centred around the principles of economic endeavour, moral stewardship and military resilience. By illustrating one way in which the country sought to communicate its international position, the paper aims to provide an early example of political diplomacy and reputation management.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Pictorial narratives provide an important but often underutilised insight into our cultural, social and economic history. As works of art were considered legitimate and authoritative forms of communication, their importance can lie beyond any aesthetic accomplishment. Using established iconographic techniques, this paper deconstructs and interprets the meaning contained within a specific genre painting, <em>The Young Mother</em> (1658) by Gerrit Dou.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Rather than being devoid of meaning, <em>The Young Mother</em> represents a narrative purposely constructed to symbolise the cultural, religious and economic character of the United Provinces. It celebrates success through global trade, innovation and enterprise while simultaneously reminding audiences of the country’s moral and spiritual foundations. Like the patriotic allegory of De Hollandse Maag protecting the sacred space of the hortus conclusus, the painting is a secular representation of the new Loca Sancta.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>While acknowledging that <em>The Young Mother</em> has been praised for its visual qualities, this paper maintains that any broader political significance has been largely overlooked. The analysis and findings therefore offer original interpretations from which new conclusions are drawn.</p><!--/ Abstract__block -->","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-04-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138507662","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Digitised historic newspapers as a primary source for marketing historians","authors":"R. Hawkins","doi":"10.1108/jhrm-08-2021-0036","DOIUrl":"https://doi.org/10.1108/jhrm-08-2021-0036","url":null,"abstract":"\u0000Purpose\u0000This study aims to highlight the potential of digitised historic newspapers.\u0000\u0000\u0000Design/methodology/approach\u0000This paper is a review of digitised historic newspapers as a primary source for marketing historians. It provides a survey of what is available internationally free of charge to the user. It also includes examples of the use of digitised historic newspapers drawn from the author’s own research.\u0000\u0000\u0000Findings\u0000The paper reveals the huge potential for marketing historians of what is now available in a growing number of countries across the world. Much of this material is available free of charge to researchers with a connection to the internet.\u0000\u0000\u0000Originality/value\u0000To the best of the author’s knowledge, this is the first paper to explore digitised historic newspapers as a primary source for marketing historians.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49475371","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Stelco, Sears Canada and CN Rail: archival sources of advertising and marketing history in the Library and Archives Canada collection","authors":"D. Campbell, Kelly Anne Griffin, Andrew Elliott","doi":"10.1108/jhrm-09-2021-0050","DOIUrl":"https://doi.org/10.1108/jhrm-09-2021-0050","url":null,"abstract":"\u0000Purpose\u0000The archival records of Canadian corporations held by Library and Archives Canada (LAC) are a rich source of primary documents for the study of the history of marketing and advertising in Canada. The paper discusses the records of iconic department store Sears Canada, steel manufacturer Stelco, and Canadian National, the country’s largest railway, provide primary source material on marketing, sales, catalogues, promotions, celebrity endorsements, sponsorship of charitable causes and other areas of publicity. Additionally, discussing archival records provides a case study of the major archival processes involved in making historical documents available to researchers and the general public, including appraisal and evaluation, archival processing, preservation and digitisation.\u0000\u0000\u0000Design/methodology/approach\u0000The paper discusses and highlights primary source archival records for the study of marketing history. These archival fonds are unique primary source records that document three historically significant Canadian corporations and their roles in Canadian history.\u0000\u0000\u0000Findings\u0000The archival records of Canadian corporations held by Library and Archives Canada (LAC) are a rich source of primary documents for the study of the history of marketing and advertising in Canada. The records of iconic department store Sears Canada, steel manufacturer Stelco, and Canadian National, the country’s largest railway, provide primary source material on marketing, sales, catalogues, promotions, celebrity endorsements, sponsorship of charitable causes and other areas of publicity. Additionally, discussing archival records provides a case study of the major archival processes involved in making historical documents available to researchers and the general public, including appraisal and evaluation, archival processing, preservation and digitisation.\u0000\u0000\u0000Originality/value\u0000The archival records of Canadian corporations held by Library and Archives Canada (LAC) are a rich source of primary documents for the study of the history of marketing and advertising in Canada. The records of iconic department store Sears Canada, steel manufacturer Stelco, and Canadian National, the country’s largest railway, provide primary source material on marketing, sales, catalogues, promotions, celebrity endorsements, sponsorship of charitable causes and other areas of publicity. Additionally, discussing archival records provides a case study of the major archival processes involved in making historical documents available to researchers and the general public, including appraisal and evaluation, archival processing, preservation and digitisation.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43545845","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Marketing communications in a time of change: mobility providers, safety and women during the interwar period in the UK and North America","authors":"G. Gladden","doi":"10.1108/jhrm-01-2021-0001","DOIUrl":"https://doi.org/10.1108/jhrm-01-2021-0001","url":null,"abstract":"\u0000Purpose\u0000The interwar period was a time of technological and social change. This paper aims to understand how these changes impacted the marketing communication of mobility through the lenses of safety and of the changing place and role of women in society.\u0000\u0000\u0000Design/methodology/approach\u0000The research is based on a review of over 2,000 posters together with visual and textual material from the contemporary specialist press and company brochures, magazine advertisements and promotional film.\u0000\u0000\u0000Findings\u0000As women’s place in society developed during the interwar period, they became travellers and decision makers in their own right. Companies responded to and influenced these changes by encouraging women to take opportunities previously beyond their reach. However, even within this context, women were seen to retain a priority for safety linked to their more traditional societal roles. This message was set within the context of a wider safety communication dependant on the maturity of the mobility technology. Established modes of transport took a connotative approach whilst the new technologies (cars and airlines) were far more explicit in their claims.\u0000\u0000\u0000Research limitations/implications\u0000The paper provides an approach to understanding the impact of advertisers’ technologies (new or established) on the style and content of their marketing. As such it can be used in other areas besides those discussed in this paper: for example, in a comparison between traditional car engine technologies and emergent “green” alternatives.\u0000\u0000\u0000Originality/value\u0000To the best of the author’s knowledge, this is the first cross-modal comparison of marketing communications by companies representing the majority of key mobilities. Further, whilst there is considerable discussion on topics such as gender and motoring, other sectors (for example, women airline passengers) have been given scant research attention.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41858546","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Historical inclusion and exclusion: New Zealand archives as primary resources for historical research","authors":"Ann-Marie Kennedy, Jayne Krisjanous, S. Welland","doi":"10.1108/jhrm-09-2021-0048","DOIUrl":"https://doi.org/10.1108/jhrm-09-2021-0048","url":null,"abstract":"\u0000Purpose\u0000In response to the special issue call for papers on international sources for advertising and marketing history, this paper aims to provide information, this paper provides information on two prominent New Zealand archives: Archives New Zealand and the Alexander Turnbull Library (ATL).\u0000\u0000\u0000Design/methodology/approach\u0000Archives New Zealand and the ATL were chosen as they are the two largest archives in New Zealand, and both have different but complementary roles – one for the preservation of government records and the other for the preservation of private collections. The history of each is provided as well as a discussion of relevant materials for marketing historians. This is followed by a discussion of the limitations of the archives with regards to their colonial contexts and potential for ignoring the “other” over the years.\u0000\u0000\u0000Findings\u0000Archives New Zealand houses official government documents and thus occupational registrations, licences, trademarks, patents and copyright records are held, along with unique product design registration files and the complete history of health promotion in New Zealand. The ATL houses personal and thus biographically useful photographs, society records and minutes, personal letters and diaries, photos and glass plate negatives, portraits and paintings, architectural works and music.\u0000\u0000\u0000Originality/value\u0000For researchers pursuing historical research in marketing, the archival documents offered by government archives and donated private collections from throughout the world provide invaluable resources. This paper also provides a discussion of the colonial focus on record-keeping and potential bias stemming from colonial structures of government and lack of representation of marginalised groups.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-03-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47803047","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Accessing primary sources for marketing and advertising history research from family history websites","authors":"Leighann C. Neilson","doi":"10.1108/jhrm-10-2021-0055","DOIUrl":"https://doi.org/10.1108/jhrm-10-2021-0055","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The purpose of this study is to respond to the <em>Journal of Historical Research in Marketing</em> special issue call for discussions that can assist advertising and marketing history researchers locate primary sources of interest to their research by describing the resources available through the online family history websites Ancestry.com and FindMyPast.com.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Brief histories of Ancestry and FindMyPast are presented, based on publicly available records and secondary sources. This paper explains the types of data researchers can access via Ancestry.com and FindMypast.com, the costs of access and then provides some examples of how these resources have been used in past research by marketing and advertising historians.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Family history websites such as Ancestry and FindMyPast can provide researchers with access to a wide variety of data sources, such as census and voting records; immigration records; city directories; birth, marriage and death records; military records; and almanacs and gazetteers, but at a cost. In some cases, paying for digital access to records is more convenient, timely and can cost less than travelling to access these same documents in physical form. Depending on the researcher’s geographical location and the country from which records are sought, this can add up to quite a cost savings. When using these sources, it is wise to determine which database contains more of the records you are searching for; Ancestry tends to have better US and Canadian resources, while FindMyPast covers the UK better.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Researchers interested in conducting advertising and marketing history research need access to primary data sources. Given restricted travel budgets and, indeed, restricted travel under COVID-19 conditions, gaining access to primary sources in digital form can allow researchers to continue their work. At any time, gaining access to digital records without having to travel can speed up the research process. Researchers new to the field, and those with many years of experience, can benefit from learning more about family history databases as primary data sources.</p><!--/ Abstract__block -->","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2022-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138507663","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}