Pub Date : 2019-08-19DOI: 10.1108/JHRM-03-2018-0012
Y. Köse
Purpose This paper aims to investigate the introduction of Nescafé, a brand of the Swiss multinational company Nestlé, into the Turkish market and examines the formative period (1952-1987) before it succeeded to become the most popular and leading coffee brand in Turkey. By that it aims to draw attention to Turkey as an interesting case in point for the study of the history of marketing practices in a non-Western context. Design/methodology/approach This study deploys a variety of largely unexplored material ranging from archival sources to newspaper reports and advertisements. In the first part, archival sources provided by the Nestlé archives (AHN) will be analyzed to present the company’s marketing strategy. As the amount on advertisements between 1952 and 1984 remained modest, the second part is devoted to the analysis of Turkish media reports to discuss Nescafé’s public perception. Findings The paper demonstrates that during the period under consideration the instable political and economic environment was pivotal for Nescafé’s marketing. Nestlé in the early years used similar strategies as in the West advertising Nescafé as a premium product for the upper middle-class. Due to import restrictions, it was a scarce and high-priced product. Nescafé succeeded to become a highly esteemed and sought-after product because it stood for Western modernity and prosperity. The study argues that it was not primarily Nestlé’s marketing that resulted in Nescafé’s considerable brand recognition but its public “visibility” through media reporting. Research limitations/implications This study is a preliminary attempt to investigate the history of instant coffee and its marketing in a non-Western market. The paper is mainly focused on Nescafé because it was and still is the most important brand in Turkey. Further, this paper brings into spotlight a country with distinct sociopolitical and cultural particularities which distinguish it from Western countries and allow to scrutinize how marketing practice and thought may develop in a non-Western setting. Further research is needed as Turkey's specific marketing environment is far from being thoroughly investigated. Originality/value By focusing on Turkey, this paper provides an insight into the specific ways Nescafé was marketed, consumed and perceived in a non-Western market. By that it allows to consider how multinational companies responded and adapted to a culturally, politically and economically challenging environment.
{"title":"“The fact is, that Turks can’t live without coffee…” the introduction of Nescafé into Turkey (1952-1987)","authors":"Y. Köse","doi":"10.1108/JHRM-03-2018-0012","DOIUrl":"https://doi.org/10.1108/JHRM-03-2018-0012","url":null,"abstract":"\u0000Purpose\u0000This paper aims to investigate the introduction of Nescafé, a brand of the Swiss multinational company Nestlé, into the Turkish market and examines the formative period (1952-1987) before it succeeded to become the most popular and leading coffee brand in Turkey. By that it aims to draw attention to Turkey as an interesting case in point for the study of the history of marketing practices in a non-Western context.\u0000\u0000\u0000Design/methodology/approach\u0000This study deploys a variety of largely unexplored material ranging from archival sources to newspaper reports and advertisements. In the first part, archival sources provided by the Nestlé archives (AHN) will be analyzed to present the company’s marketing strategy. As the amount on advertisements between 1952 and 1984 remained modest, the second part is devoted to the analysis of Turkish media reports to discuss Nescafé’s public perception.\u0000\u0000\u0000Findings\u0000The paper demonstrates that during the period under consideration the instable political and economic environment was pivotal for Nescafé’s marketing. Nestlé in the early years used similar strategies as in the West advertising Nescafé as a premium product for the upper middle-class. Due to import restrictions, it was a scarce and high-priced product. Nescafé succeeded to become a highly esteemed and sought-after product because it stood for Western modernity and prosperity. The study argues that it was not primarily Nestlé’s marketing that resulted in Nescafé’s considerable brand recognition but its public “visibility” through media reporting.\u0000\u0000\u0000Research limitations/implications\u0000This study is a preliminary attempt to investigate the history of instant coffee and its marketing in a non-Western market. The paper is mainly focused on Nescafé because it was and still is the most important brand in Turkey. Further, this paper brings into spotlight a country with distinct sociopolitical and cultural particularities which distinguish it from Western countries and allow to scrutinize how marketing practice and thought may develop in a non-Western setting. Further research is needed as Turkey's specific marketing environment is far from being thoroughly investigated.\u0000\u0000\u0000Originality/value\u0000By focusing on Turkey, this paper provides an insight into the specific ways Nescafé was marketed, consumed and perceived in a non-Western market. By that it allows to consider how multinational companies responded and adapted to a culturally, politically and economically challenging environment.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-03-2018-0012","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43523475","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}
Pub Date : 2019-07-15DOI: 10.1108/JHRM-09-2018-0039
P. Beede
Purpose This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid today’s rapidly changing advertising environment. Design/methodology/approach The paper applies a historical literature review of advertising account planning literature spanning over a half-century. The analysis focuses on dual dimensions of chronological evolution and thematic content analysis to trace the development of key constructs and their changes over time. Findings The analysis sheds light on the origins of account planning as a discipline and factors influencing its practice among agencies. Three distinct chronological stages of development are identified, and four dominant construct themes evident across time. Analysis indicates that traditional account planning was well formed functionally in the 1990s and peaked in prominence around the turn of the new millennium. Of late, however, advances in account planning theory appear limited and the future fragmented. Originality/value This study provides a unique historical perspective tracing the chronological development and key constructs of account planning. Implications for the future of the planning discipline are uncertain as agencies innovate with new functional roles seeking to unlock consumer insights and creative opportunities in the digital advertising environment.
{"title":"Tracing the evolution of advertising account planning","authors":"P. Beede","doi":"10.1108/JHRM-09-2018-0039","DOIUrl":"https://doi.org/10.1108/JHRM-09-2018-0039","url":null,"abstract":"\u0000Purpose\u0000This study aims to contribute a comprehensive historical analysis of account planning in scholarly literature, tracing its origins in agency adoption through transformation amid today’s rapidly changing advertising environment.\u0000\u0000\u0000Design/methodology/approach\u0000The paper applies a historical literature review of advertising account planning literature spanning over a half-century. The analysis focuses on dual dimensions of chronological evolution and thematic content analysis to trace the development of key constructs and their changes over time.\u0000\u0000\u0000Findings\u0000The analysis sheds light on the origins of account planning as a discipline and factors influencing its practice among agencies. Three distinct chronological stages of development are identified, and four dominant construct themes evident across time. Analysis indicates that traditional account planning was well formed functionally in the 1990s and peaked in prominence around the turn of the new millennium. Of late, however, advances in account planning theory appear limited and the future fragmented.\u0000\u0000\u0000Originality/value\u0000This study provides a unique historical perspective tracing the chronological development and key constructs of account planning. Implications for the future of the planning discipline are uncertain as agencies innovate with new functional roles seeking to unlock consumer insights and creative opportunities in the digital advertising environment.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-09-2018-0039","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46374886","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}
Pub Date : 2019-07-13DOI: 10.1108/jhrm-10-2018-0050
Nazife Karamullaoglu, Ozlem Sandikci
Purpose This purpose of this paper is to explore how Western design, fashion and aesthetic styles influenced advertising practice in Turkey in the post-Second World War era. Specifically, the authors focus on the key targets of the consumerist ideology of the period, women and discuss the representations of females in Turkish advertisements. Design/methodology/approach Data were analysed using a combination of social semiotic and compositional analysis methods. Compositional analysis focused on the formal qualities and design elements of the ads; social semiotic analysis sought to uncover their meaning potentials in relation to social, cultural, political and economic dynamics of the period. The advertisements of a prominent Turkish pasta brand, Piyale, published in the local adaptation of the American Life magazine, between 1956 and 1966, constitute the data set. Findings The analysis reveals that Piyale followed the stylistic and thematic trends prevailing in American and European advertisements at the time and crafted ads that constructed and communicated a Westernized image of Turkish women and families. In line with the cultural currents of the 1950s and 1960s, the ads emphasize patriarchal gender roles and traditional family values and address the woman as a consumer whose priority is to please her husband and take good care of her children. Originality/value This study contributes to the advertising history in non-Western contexts and provides an understanding of the influence Western advertising conventions and fashion trends had on developing country markets. The findings indicate that Western-inspired representations and gender roles dominated advertisements of local brands during the post-war period.
{"title":"Western influences in Turkish advertising","authors":"Nazife Karamullaoglu, Ozlem Sandikci","doi":"10.1108/jhrm-10-2018-0050","DOIUrl":"https://doi.org/10.1108/jhrm-10-2018-0050","url":null,"abstract":"\u0000Purpose\u0000This purpose of this paper is to explore how Western design, fashion and aesthetic styles influenced advertising practice in Turkey in the post-Second World War era. Specifically, the authors focus on the key targets of the consumerist ideology of the period, women and discuss the representations of females in Turkish advertisements.\u0000\u0000\u0000Design/methodology/approach\u0000Data were analysed using a combination of social semiotic and compositional analysis methods. Compositional analysis focused on the formal qualities and design elements of the ads; social semiotic analysis sought to uncover their meaning potentials in relation to social, cultural, political and economic dynamics of the period. The advertisements of a prominent Turkish pasta brand, Piyale, published in the local adaptation of the American Life magazine, between 1956 and 1966, constitute the data set.\u0000\u0000\u0000Findings\u0000The analysis reveals that Piyale followed the stylistic and thematic trends prevailing in American and European advertisements at the time and crafted ads that constructed and communicated a Westernized image of Turkish women and families. In line with the cultural currents of the 1950s and 1960s, the ads emphasize patriarchal gender roles and traditional family values and address the woman as a consumer whose priority is to please her husband and take good care of her children.\u0000\u0000\u0000Originality/value\u0000This study contributes to the advertising history in non-Western contexts and provides an understanding of the influence Western advertising conventions and fashion trends had on developing country markets. The findings indicate that Western-inspired representations and gender roles dominated advertisements of local brands during the post-war period.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jhrm-10-2018-0050","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44932296","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}
Pub Date : 2019-06-27DOI: 10.1108/JHRM-10-2018-0048
R. Crawford
Purpose This paper aims to trace the emergence, rise and eventual fall of Mojo-MDA. Established as a creative consultancy in 1975, Mojo embarked on an ambitious growth strategy that would see it emerge as Australia’s first multinational agency. By examining the agency’s trajectory over the 1970s and 1980s, this paper revisits the story of an Australian agency with boundless confidence to develop a more nuanced understanding of the dynamic role played by corporate culture in the agency's fortunes. Design/methodology/approach This study uses reports and features published in the Australian advertising trade press, along with other first-hand accounts, including oral history interviews and personal correspondence with former agency staff. Findings By identifying the forces and influences affecting Mojo-MDA’s outlook and operations, this paper demonstrates the important yet paradoxical role that corporate culture plays in both building and undermining an agency’s ambitions and the need for marketing historians to pay closer attention to it. Originality/value This examination of an agency’s inner machinations over an extended period presents a unique perspective of the ways that advertising agencies operate, as well as the forces that drive and impede them, at both national and global levels. The Mojo-MDA story also illustrates the need for marketing and business historians to pay close attention to corporate culture and the different ways that it affects marketing business and practices.
{"title":"Culture and the multinational advertising agency: the rise and fall of Mojo-MDA, 1964-1991","authors":"R. Crawford","doi":"10.1108/JHRM-10-2018-0048","DOIUrl":"https://doi.org/10.1108/JHRM-10-2018-0048","url":null,"abstract":"\u0000Purpose\u0000This paper aims to trace the emergence, rise and eventual fall of Mojo-MDA. Established as a creative consultancy in 1975, Mojo embarked on an ambitious growth strategy that would see it emerge as Australia’s first multinational agency. By examining the agency’s trajectory over the 1970s and 1980s, this paper revisits the story of an Australian agency with boundless confidence to develop a more nuanced understanding of the dynamic role played by corporate culture in the agency's fortunes.\u0000\u0000\u0000Design/methodology/approach\u0000This study uses reports and features published in the Australian advertising trade press, along with other first-hand accounts, including oral history interviews and personal correspondence with former agency staff.\u0000\u0000\u0000Findings\u0000By identifying the forces and influences affecting Mojo-MDA’s outlook and operations, this paper demonstrates the important yet paradoxical role that corporate culture plays in both building and undermining an agency’s ambitions and the need for marketing historians to pay closer attention to it.\u0000\u0000\u0000Originality/value\u0000This examination of an agency’s inner machinations over an extended period presents a unique perspective of the ways that advertising agencies operate, as well as the forces that drive and impede them, at both national and global levels. The Mojo-MDA story also illustrates the need for marketing and business historians to pay close attention to corporate culture and the different ways that it affects marketing business and practices.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-06-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-10-2018-0048","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41743981","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}
Pub Date : 2019-06-06DOI: 10.1108/JHRM-04-2018-0022
Alexander Zakharov, E. Leontyeva, A. Leontyev
Purpose This paper aims to examine some common and specific features of advertisements published in Tsaritsyn’s (present-day Volgograd) daily newspapers at the beginning of the First Word War. The town of Tsaritsyn was a local centre of the rapid economic growth that the Russian Empire experienced in the early 1910s; it can be considered a model of Russian provincial advertising behaviours and the consumer culture of the time. Design/methodology/approach The main methods used in this paper are the local history approach and discourse and socio-political, content and gender analysis, as well as compositional interpretation. These methods have made the reconstruction of a historical portrait of Tsaritsyn possible at the beginning of the First Word War through an analysis of advertisements published in its periodicals. The sources of this paper include selections from the newspaper Tsaritsynsky Vestnik from June 1914 to February 1915, the newspaper Volgo-Donskoy Krai from September 1911 to February 1915 and the calendar-handbook Ves Tsaritsyn of 1911. Findings Advertising is a highly adaptive phenomenon of socio-economic activity. However, it is both conservative in form and content. It is simultaneously constant and changing, and so it can reveal some transformations in the provincial town’s daily life. Research limitations/implications Local history methods, including the ideographic, are designed to better explore unique historical events. Research based on these methods becomes more valuable in larger quantity, allowing the implementation of nomothetic methods that elucidate historical regularities and general trends. Practical implications This paper’s findings can be used in further research on global and local aspects of marketing history and development of consumer society, as well as in university courses concerning the disciplines mentioned above. Originality/value This paper studies newspaper advertisements published at the beginning of the First Word War in a Russian provincial town. It reveals some transformations in their content and form which occurred after the outbreak of the war. While the subjects of the advertisements remained relatively unchanged, a number of promotions decreased, social and entertainments advertising became starker and more harshly patriotic and long-used promotional methods became sarcastic during time of war.
{"title":"Advertisements in Russian provincial press at the beginning of the First World War","authors":"Alexander Zakharov, E. Leontyeva, A. Leontyev","doi":"10.1108/JHRM-04-2018-0022","DOIUrl":"https://doi.org/10.1108/JHRM-04-2018-0022","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine some common and specific features of advertisements published in Tsaritsyn’s (present-day Volgograd) daily newspapers at the beginning of the First Word War. The town of Tsaritsyn was a local centre of the rapid economic growth that the Russian Empire experienced in the early 1910s; it can be considered a model of Russian provincial advertising behaviours and the consumer culture of the time.\u0000\u0000\u0000Design/methodology/approach\u0000The main methods used in this paper are the local history approach and discourse and socio-political, content and gender analysis, as well as compositional interpretation. These methods have made the reconstruction of a historical portrait of Tsaritsyn possible at the beginning of the First Word War through an analysis of advertisements published in its periodicals. The sources of this paper include selections from the newspaper Tsaritsynsky Vestnik from June 1914 to February 1915, the newspaper Volgo-Donskoy Krai from September 1911 to February 1915 and the calendar-handbook Ves Tsaritsyn of 1911.\u0000\u0000\u0000Findings\u0000Advertising is a highly adaptive phenomenon of socio-economic activity. However, it is both conservative in form and content. It is simultaneously constant and changing, and so it can reveal some transformations in the provincial town’s daily life.\u0000\u0000\u0000Research limitations/implications\u0000Local history methods, including the ideographic, are designed to better explore unique historical events. Research based on these methods becomes more valuable in larger quantity, allowing the implementation of nomothetic methods that elucidate historical regularities and general trends.\u0000\u0000\u0000Practical implications\u0000This paper’s findings can be used in further research on global and local aspects of marketing history and development of consumer society, as well as in university courses concerning the disciplines mentioned above.\u0000\u0000\u0000Originality/value\u0000This paper studies newspaper advertisements published at the beginning of the First Word War in a Russian provincial town. It reveals some transformations in their content and form which occurred after the outbreak of the war. While the subjects of the advertisements remained relatively unchanged, a number of promotions decreased, social and entertainments advertising became starker and more harshly patriotic and long-used promotional methods became sarcastic during time of war.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-04-2018-0022","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44765222","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}
Pub Date : 2019-05-20DOI: 10.1108/JHRM-01-2018-0002
J. Mundel, Yadira Nieves-Pizarro, D. Wickham, M. Aiello
Purpose Little is known about patriotic appeals and Latin American symbols in ads. The purpose of this study was to content analyze Argentine and English print newspaper ads to examine how advertising expression and content differed in the two countries while they were fighting the Malvinas/Falkland Islands War. Design/methodology/approach A total of 3,707 ads were analyzed from La Nación and The Times from April 1, 1982, to December 31, 1982. Appeals, advertised products, cultural values and code-switching were studied. Findings The War resulted in marginal changes to advertising in Argentina and England. Interestingly, while the use of national symbols was scarce across both countries, Argentina accounted for the majority of the references to the war. A number of Argentine brands that adapted their names from English to Spanish are taken into account. Research limitations/implications By drawing comparisons to English ads, this paper illustrates the boundaries of strategies and appeals in two different cultures over the same time period. This study extends the literature on the use of advertising during periods of conflict. Practical implications This content analysis provides a look at the strategies, tactics and symbols used by print advertisers in Argentina and England during the War. Originality/value The study provides a depiction of advertising campaigns featured in Argentine and English newspapers during one of the most recent armed conflicts in South America. The study provides a summary of changes in advertising as a result of the War. In doing so, the paper extends the advertising literature to an understudied market.
{"title":"Malvinas/Falkland Islands War: a look into ads","authors":"J. Mundel, Yadira Nieves-Pizarro, D. Wickham, M. Aiello","doi":"10.1108/JHRM-01-2018-0002","DOIUrl":"https://doi.org/10.1108/JHRM-01-2018-0002","url":null,"abstract":"\u0000Purpose\u0000Little is known about patriotic appeals and Latin American symbols in ads. The purpose of this study was to content analyze Argentine and English print newspaper ads to examine how advertising expression and content differed in the two countries while they were fighting the Malvinas/Falkland Islands War.\u0000\u0000\u0000Design/methodology/approach\u0000A total of 3,707 ads were analyzed from La Nación and The Times from April 1, 1982, to December 31, 1982. Appeals, advertised products, cultural values and code-switching were studied.\u0000\u0000\u0000Findings\u0000The War resulted in marginal changes to advertising in Argentina and England. Interestingly, while the use of national symbols was scarce across both countries, Argentina accounted for the majority of the references to the war. A number of Argentine brands that adapted their names from English to Spanish are taken into account.\u0000\u0000\u0000Research limitations/implications\u0000By drawing comparisons to English ads, this paper illustrates the boundaries of strategies and appeals in two different cultures over the same time period. This study extends the literature on the use of advertising during periods of conflict.\u0000\u0000\u0000Practical implications\u0000This content analysis provides a look at the strategies, tactics and symbols used by print advertisers in Argentina and England during the War.\u0000\u0000\u0000Originality/value\u0000The study provides a depiction of advertising campaigns featured in Argentine and English newspapers during one of the most recent armed conflicts in South America. The study provides a summary of changes in advertising as a result of the War. In doing so, the paper extends the advertising literature to an understudied market.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-01-2018-0002","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46204461","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}
Pub Date : 2019-05-20DOI: 10.1108/JHRM-12-2017-0073
M. Hemais
PurposeBased on a decolonial perspective from Latin America, this paper aims to offer a different history of the creation of Brazil’s Consumer Defense Code (CDC), analyzing the process through which Eurocentric influences, especially coming from Consumers International (CI), became present in the development of the code.Design/methodology/approachA qualitative historical research was developed using marketing amnesia and decolonialism as its theoretical backdrop. Primary and secondary data are used as source of information. Primary data were obtained through interviews with two authors of the CDC. Secondary data were collected from academic articles and books, reports, magazines and consumer organization websites, as well as journalistic articles.FindingsDuring the drafting of the CDC and after its promulgation, the presence of Eurocentric forces was constant, given the interests of CI and other agents in influencing Brazil’s consumer practices, subordinating them to those of the Global North. This Eurocentric presence was accepted by the Brazilian jurists that drafted the CDC, which led to the incorporation of both laws and bills from Eurocentric countries and the United Nations Guidelines for Consumer Protection into the code.Originality/valueSuch discussions are scarce in marketing, due to the area’s amnestic state regarding the past. While selectively forgetting certain pasts, marketing fails to both acknowledge its tendency to subordinate consumerist actions to those accepted by the Eurocentric world, and to establish analyses that deal with mimetic processes, to minimize asymmetries between companies and consumers, especially in emerging economies, and, even more, dichotomies between the Global North and the Global South.
{"title":"Eurocentric influence on the Brazilian consumer defense code","authors":"M. Hemais","doi":"10.1108/JHRM-12-2017-0073","DOIUrl":"https://doi.org/10.1108/JHRM-12-2017-0073","url":null,"abstract":"PurposeBased on a decolonial perspective from Latin America, this paper aims to offer a different history of the creation of Brazil’s Consumer Defense Code (CDC), analyzing the process through which Eurocentric influences, especially coming from Consumers International (CI), became present in the development of the code.Design/methodology/approachA qualitative historical research was developed using marketing amnesia and decolonialism as its theoretical backdrop. Primary and secondary data are used as source of information. Primary data were obtained through interviews with two authors of the CDC. Secondary data were collected from academic articles and books, reports, magazines and consumer organization websites, as well as journalistic articles.FindingsDuring the drafting of the CDC and after its promulgation, the presence of Eurocentric forces was constant, given the interests of CI and other agents in influencing Brazil’s consumer practices, subordinating them to those of the Global North. This Eurocentric presence was accepted by the Brazilian jurists that drafted the CDC, which led to the incorporation of both laws and bills from Eurocentric countries and the United Nations Guidelines for Consumer Protection into the code.Originality/valueSuch discussions are scarce in marketing, due to the area’s amnestic state regarding the past. While selectively forgetting certain pasts, marketing fails to both acknowledge its tendency to subordinate consumerist actions to those accepted by the Eurocentric world, and to establish analyses that deal with mimetic processes, to minimize asymmetries between companies and consumers, especially in emerging economies, and, even more, dichotomies between the Global North and the Global South.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-12-2017-0073","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45366029","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}
Pub Date : 2019-05-20DOI: 10.1108/JHRM-10-2017-0062
Klara Arnberg
Purpose By studying the marketing of advertising space, this paper aims to study how class, gender and region were portrayed in terms of economic considerations in adverts selling advertising space to potential advertisers. The paper studies how readers were discursively transformed into consumers in this material and how different consumer groups were depicted, divided and framed during Sweden’s early consumer culture. By doing so, the paper highlights the tensions between aiming at a mass audience, on the one hand, and striving to reach more and more specific consumer groups on the other hand. Design/methodology/approach Both qualitative and quantitative analyses are made in order to follow the changes of highlighted consumer groups in the ads. Intersectional analysis is used to see how notions of class and gender intersected during the analysed period. Findings The sectioning of the press is in the paper stressed as a prerequisite for market segmentation and the economic history of mass media is lifted as essential for understanding it. The gendering and classing of market segments were also based on how common interests were interpreted by political movements and their press forums. For surviving in the long run, however, the paper argues that the political press needed to commercialise their readerships to attract advertisers and survive economically. Originality/value The paper concludes that mass marketing and segmentation processes were in many senses parallel in the studied material. Statements of reaching all social classes diminished over time, but notions of the masses were prevalent in both the worker and the women categories. However, how advertisers choose between different media for their advertising campaigns or how they adopted different marketing methods towards different segments are beyond the scope of this paper.
{"title":"Selling the consumer: the marketing of advertising space in Sweden, ca. 1880-1939","authors":"Klara Arnberg","doi":"10.1108/JHRM-10-2017-0062","DOIUrl":"https://doi.org/10.1108/JHRM-10-2017-0062","url":null,"abstract":"\u0000Purpose\u0000By studying the marketing of advertising space, this paper aims to study how class, gender and region were portrayed in terms of economic considerations in adverts selling advertising space to potential advertisers. The paper studies how readers were discursively transformed into consumers in this material and how different consumer groups were depicted, divided and framed during Sweden’s early consumer culture. By doing so, the paper highlights the tensions between aiming at a mass audience, on the one hand, and striving to reach more and more specific consumer groups on the other hand.\u0000\u0000\u0000Design/methodology/approach\u0000Both qualitative and quantitative analyses are made in order to follow the changes of highlighted consumer groups in the ads. Intersectional analysis is used to see how notions of class and gender intersected during the analysed period.\u0000\u0000\u0000Findings\u0000The sectioning of the press is in the paper stressed as a prerequisite for market segmentation and the economic history of mass media is lifted as essential for understanding it. The gendering and classing of market segments were also based on how common interests were interpreted by political movements and their press forums. For surviving in the long run, however, the paper argues that the political press needed to commercialise their readerships to attract advertisers and survive economically.\u0000\u0000\u0000Originality/value\u0000The paper concludes that mass marketing and segmentation processes were in many senses parallel in the studied material. Statements of reaching all social classes diminished over time, but notions of the masses were prevalent in both the worker and the women categories. However, how advertisers choose between different media for their advertising campaigns or how they adopted different marketing methods towards different segments are beyond the scope of this paper.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-10-2017-0062","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48269844","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}
Pub Date : 2019-05-20DOI: 10.1108/JHRM-02-2018-0006
J. Ikäheimo
Purpose As Finland became an associate member of the European Free Trade Association in early 1960s, the domestic brewing industry faced a new threat posed by imported beer. It was neutralized effectively with joint and individual efforts of the breweries. This paper aims to analyze the maneuvers taken by Tornion Olut Oy to brand its new product, Lapin Kulta, which ultimately became the most popular beer in Finland. In addition, the contemporary changes in the Finnish society with related social tensions are shown to have contributed to its success significantly. Design/methodology/approach Archival research focusing on primary sources complemented with biographies, historical newspaper and magazine articles as well contemporary research papers with an aim to reconstruct and better understand the historical and social context of the events. Findings The success of the Lapin Kulta beer in 1960s was not only based on the effective marketing, although a well-thought name, the successful participation in international beer “competitions” enhancing the brand and both improved distribution and logistics certainly contributed to it. Instead the success is shown to have depended also on seemingly odd collection of external factors. However, when put together, the success is shown to have been based on brand's capability to address the social tensions present in Finland during 1960s. Originality/value The importance of the context reconstruction in historical marketing research is underlined as developments traditionally attributed solely to product qualities and marketing may equally stem from a multitude of external factors. As a case study, the research represents a fresh take on the subject through a variety of previously neglected sources.
{"title":"The freshness of the fell streams: contextualizing the success of Lapin Kulta Beer in the 1960s","authors":"J. Ikäheimo","doi":"10.1108/JHRM-02-2018-0006","DOIUrl":"https://doi.org/10.1108/JHRM-02-2018-0006","url":null,"abstract":"\u0000Purpose\u0000As Finland became an associate member of the European Free Trade Association in early 1960s, the domestic brewing industry faced a new threat posed by imported beer. It was neutralized effectively with joint and individual efforts of the breweries. This paper aims to analyze the maneuvers taken by Tornion Olut Oy to brand its new product, Lapin Kulta, which ultimately became the most popular beer in Finland. In addition, the contemporary changes in the Finnish society with related social tensions are shown to have contributed to its success significantly.\u0000\u0000\u0000Design/methodology/approach\u0000Archival research focusing on primary sources complemented with biographies, historical newspaper and magazine articles as well contemporary research papers with an aim to reconstruct and better understand the historical and social context of the events.\u0000\u0000\u0000Findings\u0000The success of the Lapin Kulta beer in 1960s was not only based on the effective marketing, although a well-thought name, the successful participation in international beer “competitions” enhancing the brand and both improved distribution and logistics certainly contributed to it. Instead the success is shown to have depended also on seemingly odd collection of external factors. However, when put together, the success is shown to have been based on brand's capability to address the social tensions present in Finland during 1960s.\u0000\u0000\u0000Originality/value\u0000The importance of the context reconstruction in historical marketing research is underlined as developments traditionally attributed solely to product qualities and marketing may equally stem from a multitude of external factors. As a case study, the research represents a fresh take on the subject through a variety of previously neglected sources.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-02-2018-0006","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47155105","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}
Pub Date : 2019-03-06DOI: 10.1108/JHRM-10-2017-0064
E. Frazer
PurposeTo assess changes in advertising the British children’s annual,Chatterbox, over the first three decades of the twentieth century.Design/methodology/approachThe products/firms involved were identified and the advertisements classified into product groups. The advertising content was examined in terms of the intended audience and the five longest-running advertisements were analysed to gauge trends at the single-product level. Attention was also given to long-term changes at the product-group level, the effects of the Great War and the roles of the publisher, editor and advertisers.FindingsIn total, 457 advertisements were documented over 1900-1930 representing about 80 different products/firms. They were classified into 10 distinctive groupings with Food Ingredients, at almost 26 per cent of the total, being the most abundant. Overwhelmingly, the advertisements were directed at middle-class women/mothers (∼75 per cent of the total), then children (∼15 per cent) with men/fathers essentially being ignored. The five longest-running advertisements (over 25 per cent of the total) showed little evidence of change but there were significant trends at the product-group level, in marketing to children and in average advertisement size, particularly during the last two decades of the study period, partially reflecting gradual social and technological changes.Originality/valueComprehensive quantitative analysis of advertising in children’s magazine literature over several decades is problematic because of the difficulty in accessing sufficient source material. The present study is exhaustive and establishes a reference point for the assessment of advertising in similar publications in the post-Victorian era.
{"title":"TheChatterboxannual 1900-1930: an advertising backwater?","authors":"E. Frazer","doi":"10.1108/JHRM-10-2017-0064","DOIUrl":"https://doi.org/10.1108/JHRM-10-2017-0064","url":null,"abstract":"PurposeTo assess changes in advertising the British children’s annual,Chatterbox, over the first three decades of the twentieth century.Design/methodology/approachThe products/firms involved were identified and the advertisements classified into product groups. The advertising content was examined in terms of the intended audience and the five longest-running advertisements were analysed to gauge trends at the single-product level. Attention was also given to long-term changes at the product-group level, the effects of the Great War and the roles of the publisher, editor and advertisers.FindingsIn total, 457 advertisements were documented over 1900-1930 representing about 80 different products/firms. They were classified into 10 distinctive groupings with Food Ingredients, at almost 26 per cent of the total, being the most abundant. Overwhelmingly, the advertisements were directed at middle-class women/mothers (∼75 per cent of the total), then children (∼15 per cent) with men/fathers essentially being ignored. The five longest-running advertisements (over 25 per cent of the total) showed little evidence of change but there were significant trends at the product-group level, in marketing to children and in average advertisement size, particularly during the last two decades of the study period, partially reflecting gradual social and technological changes.Originality/valueComprehensive quantitative analysis of advertising in children’s magazine literature over several decades is problematic because of the difficulty in accessing sufficient source material. The present study is exhaustive and establishes a reference point for the assessment of advertising in similar publications in the post-Victorian era.","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2019-03-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/JHRM-10-2017-0064","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45475061","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}
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