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引用次数: 0
摘要
本文的目的是讨论一个历史营销学者感兴趣的档案资源的历史和内容。由麦克马斯特大学图书馆威廉·里德档案和研究部门收藏的海盗集团公司档案包括27,000多份录音和84米长的文字记录，记录了海盗公司的工作，海盗公司是一家屡获殊荣的多伦多广告公司，成立于1990年。档案的全面性，其中包括数以万计的广告“点”，使研究人员前所未有地接触到加拿大制作的一些最令人难忘的广告背后的创造力。本文旨在回答以下问题:什么是Pirate Group Inc. ?他们的文献遗产是什么?研究市场营销历史的学者如何从海盗集团公司的档案中获益?研究人员如何访问麦克马斯特大学图书馆威廉·雷迪档案和研究收藏部门的资料?作者断言，海盗集团公司的档案可能对从事以下主题研究的学者特别感兴趣:营销活动中的加拿大民族主义，由于缺乏档案资源而对历史研究不足的公司的广告历史，以及广播和电视政治广告活动的近代史。本文通过断言Pirate Group Inc.档案具有进一步研究的持续价值，为市场营销的历史研究做出了贡献。由于海盗档案的全面性和独特性，它在当代档案收藏中史无前例地研究了加拿大广告，使其成为市场营销历史学家的重要资料来源。
The Pirate Archives, William Ready Division of Archives and research collections, McMaster University
Purpose
The purpose of this paper is to discuss the history and contents of an archival resource that is of interest to scholars of historical marketing. The Pirate Group Inc. archive, held by McMaster University Library’s William Ready Division of Archives and Research Collections consists of over 27,000 sound recordings and 84 metres of textual records, documenting the work of Pirate, an award-winning Toronto-based advertising company founded in 1990. The comprehensiveness of the archives, which includes tens of thousands of advertising “spots”, gives researchers unprecedented access to the creative forces behind some of the most memorable advertisements produced in Canada.
Design/methodology/approach
This paper aims to answer the following questions: what is the Pirate Group Inc. and what is their documentary legacy? How can scholars of marketing history benefit from the records contained within the Pirate Group Inc. archive? How can researchers access the material at McMaster University Library’s William Ready Division of Archives and Research Collections?
Findings
The authors assert that the Pirate Group Inc. archive may be of particular interest to scholars engaged in research on the following topics: Canadian nationalism in marketing campaigns, the advertising history of companies whose histories are under-studied due to a lack of archival resources and the recent history of radio and television political ad campaigns.
Originality/value
The paper contributes to historical research in marketing by asserting that the Pirate Group Inc. archive has continuing value for further research. The Pirate archive, which allows for unprecedented access into the study of Canadian advertising due to its comprehensiveness and its uniqueness among archival collections from the contemporary era, makes it a strong primary source for marketing historians.
期刊介绍：
Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.
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