Pub Date : 2023-08-11DOI: 10.1108/jhrm-11-2022-0033
Yen Nie Yong
Purpose Commodity histories generally posit colonies’ roles as mere producers but have overlooked their roles in shaping global consumption. This study aims to investigate how Malayan tin producers and British colonial institutions used public relations and advertising strategies as entrepreneurial tools to fend off competition from substitutes amid global economic and geopolitical transitions during the height of the Cold War crisis and post-war boom in the 1950s and 1960s. Design/methodology/approach This study draws on archival research of newspaper reports written in Singapore, the USA and Britain from the inter-war years until the 1960s. It also consults advertisements placed by the Malayan Tin Bureau on Time and Scientific American, data and views on tin scarcity by US congressional reports and commodity trends data published by the US Department of Commerce and the US Department of the Interior. Findings This paper demonstrates how the value of tin is recreated by manipulating its symbolic meanings and embedding them within the national and political contexts of the targeted consumer markets. This creative resistance against tin substitution was enacted through a transnational collaboration among colonial institutions, entrepreneurs in colonies and marketing strategists across geographies and territories. Research implications This paper provokes further reflections on the importance of socially constructed meanings in shaping the market value of a product and the understanding of embedded political value systems in marketing generic commodities. Future research may adopt this perspective to reassess the framing of meanings of commodities in the contemporary setting, especially against rising concerns on the sustainability of mining natural resources, including minerals. Originality This study integrates the perspectives of Malayan tin producers in reframing the meaning of a commodity and so, widens the scope of historical analyses of commodities beyond the industrialized global North. It reassesses how a commodity’s marketing value evolves and interacts with colonial politics. It also highlights the collaborative nature of colonial governments and local producers in developing new uses and representations of a generic commodity to create new markets for its consumption.
{"title":"From craft to industry and back: transnational efforts in reconstructing tin’s social meaning to the retail consumer (1950s–1960s)","authors":"Yen Nie Yong","doi":"10.1108/jhrm-11-2022-0033","DOIUrl":"https://doi.org/10.1108/jhrm-11-2022-0033","url":null,"abstract":"\u0000Purpose\u0000Commodity histories generally posit colonies’ roles as mere producers but have overlooked their roles in shaping global consumption. This study aims to investigate how Malayan tin producers and British colonial institutions used public relations and advertising strategies as entrepreneurial tools to fend off competition from substitutes amid global economic and geopolitical transitions during the height of the Cold War crisis and post-war boom in the 1950s and 1960s.\u0000\u0000\u0000Design/methodology/approach\u0000This study draws on archival research of newspaper reports written in Singapore, the USA and Britain from the inter-war years until the 1960s. It also consults advertisements placed by the Malayan Tin Bureau on Time and Scientific American, data and views on tin scarcity by US congressional reports and commodity trends data published by the US Department of Commerce and the US Department of the Interior.\u0000\u0000\u0000Findings\u0000This paper demonstrates how the value of tin is recreated by manipulating its symbolic meanings and embedding them within the national and political contexts of the targeted consumer markets. This creative resistance against tin substitution was enacted through a transnational collaboration among colonial institutions, entrepreneurs in colonies and marketing strategists across geographies and territories.\u0000\u0000\u0000Research implications\u0000This paper provokes further reflections on the importance of socially constructed meanings in shaping the market value of a product and the understanding of embedded political value systems in marketing generic commodities. Future research may adopt this perspective to reassess the framing of meanings of commodities in the contemporary setting, especially against rising concerns on the sustainability of mining natural resources, including minerals.\u0000\u0000\u0000Originality\u0000This study integrates the perspectives of Malayan tin producers in reframing the meaning of a commodity and so, widens the scope of historical analyses of commodities beyond the industrialized global North. It reassesses how a commodity’s marketing value evolves and interacts with colonial politics. It also highlights the collaborative nature of colonial governments and local producers in developing new uses and representations of a generic commodity to create new markets for its consumption.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2023-08-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45190845","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 : 2023-05-23DOI: 10.1108/jhrm-10-2022-0027
David Strutton, Aaron Schibik
Purpose The past is important for various known and unknown reasons. This paper aims to reveal and justify unacknowledged reasons why, when and how managers should consider leveraging the pasts of previously successful but currently declining brands to restore their more desirable historical market positions. Design/methodology/approach This conceptual paper combines marketing and branding theory with historical branding examples, anecdotes and inductive inferences to develop and justify brand-pastness as a theoretically-grounded and managerially-actionable repositioning concept that could be applied to resurrect declining brands. Findings The emergent historically-grounded brand-pastness framework generates innovative insights that could be applied in the future. These insights explain when, why and how brand managers could apply brand-pastness to resurrect declining brands. The framework also facilitates the development of a brand-pastness-based research agenda. The agenda is driven by questions structured to address the nature, scope and potential applications of brand-pastness as a new concept and useful repositioning tool. Research limitations/implications This paper’s recommendations are limited by their conceptual and inductive origins. However, a research agenda is developed to guide and structure future empirical investigations of the branding antecedents to and consequences of a prospective brand-pastness construct. Originality/value This paper introduces, conceptualizes and justifies the potential value of a historically-grounded concept called brand-pastness. The concept may prove beneficial when marketing managers use brand-pastness to reposition and resurrect declining brands by re-instilling targeted consumers’ historical perceptions of brands’ past superiority.
{"title":"Tout casse, tout passe, tout lasse; et tout se remplace: resurrecting declining brands by leveraging brand-pastness","authors":"David Strutton, Aaron Schibik","doi":"10.1108/jhrm-10-2022-0027","DOIUrl":"https://doi.org/10.1108/jhrm-10-2022-0027","url":null,"abstract":"\u0000Purpose\u0000The past is important for various known and unknown reasons. This paper aims to reveal and justify unacknowledged reasons why, when and how managers should consider leveraging the pasts of previously successful but currently declining brands to restore their more desirable historical market positions.\u0000\u0000\u0000Design/methodology/approach\u0000This conceptual paper combines marketing and branding theory with historical branding examples, anecdotes and inductive inferences to develop and justify brand-pastness as a theoretically-grounded and managerially-actionable repositioning concept that could be applied to resurrect declining brands.\u0000\u0000\u0000Findings\u0000The emergent historically-grounded brand-pastness framework generates innovative insights that could be applied in the future. These insights explain when, why and how brand managers could apply brand-pastness to resurrect declining brands. The framework also facilitates the development of a brand-pastness-based research agenda. The agenda is driven by questions structured to address the nature, scope and potential applications of brand-pastness as a new concept and useful repositioning tool.\u0000\u0000\u0000Research limitations/implications\u0000This paper’s recommendations are limited by their conceptual and inductive origins. However, a research agenda is developed to guide and structure future empirical investigations of the branding antecedents to and consequences of a prospective brand-pastness construct.\u0000\u0000\u0000Originality/value\u0000This paper introduces, conceptualizes and justifies the potential value of a historically-grounded concept called brand-pastness. The concept may prove beneficial when marketing managers use brand-pastness to reposition and resurrect declining brands by re-instilling targeted consumers’ historical perceptions of brands’ past superiority.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2023-05-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48723029","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 : 2023-05-16DOI: 10.1108/jhrm-09-2022-0024
L. O’Hagan
Purpose This paper aims to investigate three promotional publications produced by the Postum Cereal Company – A Trip Through Postumville (1920), How I Make Postum (1924) and The Wonderful Lunch Boxes (1925) – with the aim of understanding how language and other semiotic resources are used to promote its products as good and healthy choices. Design/methodology/approach The three publications were collected from the HathiTrust Digital Library and University of South Florida Tampa Special Collections. They were subjected to multimodal critical discourse analysis to tease out their subtle characteristics and how a combination of language, image, colour, typography and composition are used to represent certain ideas and values related to health and well-being. Findings The publications subscribe to three distinct genres – “inside the factory”, “friendly spokesperson” and “fictional world” – each of which are aimed at different target audiences. The first seeks to promote Postum as an open and transparent company; the second to promote Postum as a company that cares about its consumers; and the third to promote the health benefits of Postum in a fun and accessible manner. Nonetheless, they are united in their overall objective to link the regular consumption of Postum as essential for good health. Originality/value To date, few studies have been conducted on the Postum Cereal Company, while the limited research conducted on promotional publications has tended to overlook discourses of health and well-being. The three genres outlined in this study, thus, have the potential to foster a reappraisal of promotional publications and showcase their ability to offer new understandings on historical approaches to marketing, particularly the link with health and science.
{"title":"“Welcome to pure food city”: tracing discourses of health in the promotional publications of the Postum Cereal Company, 1920-1925","authors":"L. O’Hagan","doi":"10.1108/jhrm-09-2022-0024","DOIUrl":"https://doi.org/10.1108/jhrm-09-2022-0024","url":null,"abstract":"\u0000Purpose\u0000This paper aims to investigate three promotional publications produced by the Postum Cereal Company – A Trip Through Postumville (1920), How I Make Postum (1924) and The Wonderful Lunch Boxes (1925) – with the aim of understanding how language and other semiotic resources are used to promote its products as good and healthy choices.\u0000\u0000\u0000Design/methodology/approach\u0000The three publications were collected from the HathiTrust Digital Library and University of South Florida Tampa Special Collections. They were subjected to multimodal critical discourse analysis to tease out their subtle characteristics and how a combination of language, image, colour, typography and composition are used to represent certain ideas and values related to health and well-being.\u0000\u0000\u0000Findings\u0000The publications subscribe to three distinct genres – “inside the factory”, “friendly spokesperson” and “fictional world” – each of which are aimed at different target audiences. The first seeks to promote Postum as an open and transparent company; the second to promote Postum as a company that cares about its consumers; and the third to promote the health benefits of Postum in a fun and accessible manner. Nonetheless, they are united in their overall objective to link the regular consumption of Postum as essential for good health.\u0000\u0000\u0000Originality/value\u0000To date, few studies have been conducted on the Postum Cereal Company, while the limited research conducted on promotional publications has tended to overlook discourses of health and well-being. The three genres outlined in this study, thus, have the potential to foster a reappraisal of promotional publications and showcase their ability to offer new understandings on historical approaches to marketing, particularly the link with health and science.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2023-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47714250","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 : 2023-02-17DOI: 10.1108/jhrm-11-2022-0032
Elin Åström Rudberg, Orsi Husz
Purpose The purpose of this paper is to investigate an unexplored part of advertising history; namely, the education of a large, mundane, nonelite group of advertising professionals, so-called advertising technicians and the knowledge they acquired. Examining correspondence courses in the technology of advertising, we focus particularly on the production of technified knowledge and mass personas. Design/methodology/approach The study is based on a qualitative analysis of course material from Sweden’s two largest correspondence schools in the 1930s and 1940s. Two theoretical concepts guide the analysis: the concept of market devices and the notion of personas, both of which we use to show how the courses crafted a particular kind of advertising professional as well as knowledge. Findings The study shows that courses created a template-based persona of the advertising technician, who possessed what we call bounded originality characterized by diligence, modesty and rule-governed creative imagination. Similarly, the courses created a body of knowledge that was controllable and highly practice-oriented. The advertising technician was expected to embody and internalize the advertising knowledge, thus, becoming an extension of this knowledge on the market. Originality/value By directing the searchlight at the cadre of ordinary, middle-class advertising professionals instead of the high-profile “advertising creatives” and innovators, the paper brings to the foreground the nonelite level of the advertising industry. These practitioners went to work in the business world to produce the everyday advertising that was not necessarily groundbreaking but was needed in a growing mass-consumption society.
{"title":"The technicians of consumer society: the creation of advertising men and practical advertising knowledge in early twentieth-century Sweden","authors":"Elin Åström Rudberg, Orsi Husz","doi":"10.1108/jhrm-11-2022-0032","DOIUrl":"https://doi.org/10.1108/jhrm-11-2022-0032","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate an unexplored part of advertising history; namely, the education of a large, mundane, nonelite group of advertising professionals, so-called advertising technicians and the knowledge they acquired. Examining correspondence courses in the technology of advertising, we focus particularly on the production of technified knowledge and mass personas.\u0000\u0000\u0000Design/methodology/approach\u0000The study is based on a qualitative analysis of course material from Sweden’s two largest correspondence schools in the 1930s and 1940s. Two theoretical concepts guide the analysis: the concept of market devices and the notion of personas, both of which we use to show how the courses crafted a particular kind of advertising professional as well as knowledge.\u0000\u0000\u0000Findings\u0000The study shows that courses created a template-based persona of the advertising technician, who possessed what we call bounded originality characterized by diligence, modesty and rule-governed creative imagination. Similarly, the courses created a body of knowledge that was controllable and highly practice-oriented. The advertising technician was expected to embody and internalize the advertising knowledge, thus, becoming an extension of this knowledge on the market.\u0000\u0000\u0000Originality/value\u0000By directing the searchlight at the cadre of ordinary, middle-class advertising professionals instead of the high-profile “advertising creatives” and innovators, the paper brings to the foreground the nonelite level of the advertising industry. These practitioners went to work in the business world to produce the everyday advertising that was not necessarily groundbreaking but was needed in a growing mass-consumption society.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":"1 1","pages":""},"PeriodicalIF":0.3,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41390614","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 : 2023-02-09DOI: 10.1108/jhrm-02-2022-0009
Çagri Yalkin, Hayriye Kahveci̇, Kubra Uygur
Purpose The purpose of this paper is to explore how conflict/war and its political economic and socio-cultural reflections influenced Turkish-Cypriot advertisements. It provides an analysis of the Turkish-Cypriot advertisements during 1940–1974, which was characterised by intermittent inter-ethnic armed conflict, to illuminate how they are related to the commercial, political, economic and socio-cultural unravelling of the era. Design/methodology/approach Compositional interpretation and social semiotic analysis (Rose, 2016) with a critical lens have been adopted as research design. Social, cultural, economic and political conditions of the time were also used in the analysis. Findings Firstly, this paper shows that the advertisements increased in complexity although very incrementally through the studied period, especially in comparison to the advertising of the countries that directly influenced the commercial sphere in Cyprus such as Britain, Greece and Turkey. Secondly, this paper shows that the advertisement messages were directly shaped by key events in the socio-political realm. Especially during the 1940s (British rule) and the bicommunal Republic of Cyprus era, the Turkish-Cypriot community newspapers featured a cosmopolitan range of advertisements paid for by Greek-Cypriot, Armenian-Cypriot and Turkish-Cypriot businesses. After 1963, when the armed conflict began and the communities retreated to separate parts of the capital city, the featured advertisements mostly reverted back to the 1950s political economic agenda: firstly, they intended to build ethno-community consciousness by transforming Turkish-Cypriots who were scattered around in different towns, villages and cities into a public/community; secondly, they were used in developing the burgeoning Turkish-Cypriot business enterprises and the making of a consumer class. Originality/value As no such study was conducted so far, this paper shows, through the continued and increasing existence and variety of the advertisements printed in Turkish-Cypriot newspapers, the trajectory with which the Turkish-Cypriots met the consumption codes of the era under armed conflict. Secondly, the authors observe the “state” authority (in this case, the community administration) directly and indirectly influences both the business agenda and the building of community consciousness. Thirdly, the authors show that the Turkish-Cypriot community had normalised commerce under armed-conflict.
{"title":"Advertising as discursive reflections of the political realm: Turkish-Cypriot advertisements between 1940-1974","authors":"Çagri Yalkin, Hayriye Kahveci̇, Kubra Uygur","doi":"10.1108/jhrm-02-2022-0009","DOIUrl":"https://doi.org/10.1108/jhrm-02-2022-0009","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to explore how conflict/war and its political economic and socio-cultural reflections influenced Turkish-Cypriot advertisements. It provides an analysis of the Turkish-Cypriot advertisements during 1940–1974, which was characterised by intermittent inter-ethnic armed conflict, to illuminate how they are related to the commercial, political, economic and socio-cultural unravelling of the era.\u0000\u0000\u0000Design/methodology/approach\u0000Compositional interpretation and social semiotic analysis (Rose, 2016) with a critical lens have been adopted as research design. Social, cultural, economic and political conditions of the time were also used in the analysis.\u0000\u0000\u0000Findings\u0000Firstly, this paper shows that the advertisements increased in complexity although very incrementally through the studied period, especially in comparison to the advertising of the countries that directly influenced the commercial sphere in Cyprus such as Britain, Greece and Turkey. Secondly, this paper shows that the advertisement messages were directly shaped by key events in the socio-political realm. Especially during the 1940s (British rule) and the bicommunal Republic of Cyprus era, the Turkish-Cypriot community newspapers featured a cosmopolitan range of advertisements paid for by Greek-Cypriot, Armenian-Cypriot and Turkish-Cypriot businesses. After 1963, when the armed conflict began and the communities retreated to separate parts of the capital city, the featured advertisements mostly reverted back to the 1950s political economic agenda: firstly, they intended to build ethno-community consciousness by transforming Turkish-Cypriots who were scattered around in different towns, villages and cities into a public/community; secondly, they were used in developing the burgeoning Turkish-Cypriot business enterprises and the making of a consumer class.\u0000\u0000\u0000Originality/value\u0000As no such study was conducted so far, this paper shows, through the continued and increasing existence and variety of the advertisements printed in Turkish-Cypriot newspapers, the trajectory with which the Turkish-Cypriots met the consumption codes of the era under armed conflict. Secondly, the authors observe the “state” authority (in this case, the community administration) directly and indirectly influences both the business agenda and the building of community consciousness. Thirdly, the authors show that the Turkish-Cypriot community had normalised commerce under armed-conflict.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48506662","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 : 2023-01-26DOI: 10.1108/jhrm-07-2020-0030
J. Penrod
Purpose Brain and behavioral research is a hallmark of knowledge and understanding within modern society and has taken on greater importance in the commercial context; as this area unfolds, the intersection of the science, technology and marketing is an important and topical area for exploration. Design/methodology/approach This work tracks the parallel history of the technologies and science of the brain because it grows in relevance for the study of marketing and consumer behavior. It is an historical review of the usage of technologies to measure brain activity and behavior, parallel to the development of psychological theories created to account for human decision-making from the 1940s until the present. Findings This essay presents a new conception of “closure” and “momentum,” as envisioned by social construction of technology and technological momentum theories, arriving at a new concept for inclusion called “convergence” which offers a multifactor explanation for the acceptance, technical implementation and its commercial application. Originality/value It is an original adaptation of theories from across several fields that yields insight into the integration of science, technology, society and business.
{"title":"A history of theories of decision-making and technologies for observation in the service of marketing","authors":"J. Penrod","doi":"10.1108/jhrm-07-2020-0030","DOIUrl":"https://doi.org/10.1108/jhrm-07-2020-0030","url":null,"abstract":"\u0000Purpose\u0000Brain and behavioral research is a hallmark of knowledge and understanding within modern society and has taken on greater importance in the commercial context; as this area unfolds, the intersection of the science, technology and marketing is an important and topical area for exploration.\u0000\u0000\u0000Design/methodology/approach\u0000This work tracks the parallel history of the technologies and science of the brain because it grows in relevance for the study of marketing and consumer behavior. It is an historical review of the usage of technologies to measure brain activity and behavior, parallel to the development of psychological theories created to account for human decision-making from the 1940s until the present.\u0000\u0000\u0000Findings\u0000This essay presents a new conception of “closure” and “momentum,” as envisioned by social construction of technology and technological momentum theories, arriving at a new concept for inclusion called “convergence” which offers a multifactor explanation for the acceptance, technical implementation and its commercial application.\u0000\u0000\u0000Originality/value\u0000It is an original adaptation of theories from across several fields that yields insight into the integration of science, technology, society and business.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2023-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43301768","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 : 2022-12-15DOI: 10.1108/jhrm-10-2021-0056
M. Funke
Purpose The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972. Design/methodology/approach A qualitative analysis of business association sources is used to explore the institutional development of international advertising. Findings A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies. Research limitations/implications While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices. Practical implications By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well. Originality/value The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.
{"title":"Advertising of a national importance the Swedish Advertisers’ Association and the institutionalization of Sweden's international advertising 1955–1972","authors":"M. Funke","doi":"10.1108/jhrm-10-2021-0056","DOIUrl":"https://doi.org/10.1108/jhrm-10-2021-0056","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to analyze the Swedish Advertisers’ Association's role in the institutional development of Swedish international advertising during 1955–1972.\u0000\u0000\u0000Design/methodology/approach\u0000A qualitative analysis of business association sources is used to explore the institutional development of international advertising.\u0000\u0000\u0000Findings\u0000A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which then was institutionalized within a national network on export promotion. The institutionalization process was supported by a corporatist system typical of smaller export dependent postwar European economies.\u0000\u0000\u0000Research limitations/implications\u0000While based on a national case, this study points to the importance of understanding how advertising concepts are embedded within other economic, political and cultural systems than in those they originated in and how this contributes to a heterogenous implementation of similar ideas and practices. This study also illustrates how members can use their association to institutionalize a new discourse on marketing and network with other actors to enhance the use and reputation of its ideas and practices.\u0000\u0000\u0000Practical implications\u0000By highlighting the importance of analyzing both internal and external organizational relations, this study contributes to the research on history of marketing by making salient the importance of an institutional perspective to understand key processes in marketing. In practice neither the institutional perspective nor the explanatory power of discourse has received much attention, therefore the study results should be both interesting and valid for practitioners as well.\u0000\u0000\u0000Originality/value\u0000The study of the historical development of international advertising is limited and often descriptive. This study contributes to the literature by using a theoretical and methodological approach to make salient how the interaction between discourse, marketing associations and other collective actors propelled the institutionalization of international advertising within a specific national context.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2022-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45590813","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 : 2022-10-10DOI: 10.1108/jhrm-02-2022-0006
Andrew Cardow
Purpose The purpose of this paper is an archival study of images taken from cruise brochures available in New Zealand from the late twentieth century and early twenty-first century. The investigation adds to previous work undertaken on cruise ship posters and to the discussion surrounding how cruise lines motivated customers to purchase a cruise. Design/methodology/approach An archival approach was taken. The aim of the research is to explain how images used in the brochures have their origin in the mid-twentieth century concept of motivational research. In doing so, the work of Veblen (1899), Lazarsfeld (1935) and Packard (1957, 1959) are used as a foundation to illustrate how more recent commentators, such as Gad (2016) and Jamieson (1983), can be evoked. Findings Analysis of the images presented builds upon previous work done on cruise ship posters. Previous examinations used mid-twentieth century posters to show how the ship was slowly being eroded. The current work illustrates how the brochure evolved to entice consumers to purchase. Analysis of the images suggests that motivational theory is alive and well within the cruise industry. Research limitations/implications This study is constructed around the archival holding of the National Maritime Museum of New Zealand. As such, the study does not include information that does not form part of this holding. Practical implications New Zealand underwent large structural, economic and social change between 1984 and 2000. During that time, there was growth of income inequity. This provided some with greater disposable income for leisure and travel. While the following survey concerns cruise ship brochures, an examination of airline, resort and hotel advertising may be worthy of a companion study. Originality/value The cruise ship brochure available to New Zealand customers in the last quarter of the twentieth century demonstrated the ship is not centre stage. In this regard, the following work adds to previous work conducted using posters and an understanding of the evolution of cruise ship advertising in emergent modern markets.
{"title":"Cruising through advertising: cruise ship brochure advertising in the late twentieth century","authors":"Andrew Cardow","doi":"10.1108/jhrm-02-2022-0006","DOIUrl":"https://doi.org/10.1108/jhrm-02-2022-0006","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is an archival study of images taken from cruise brochures available in New Zealand from the late twentieth century and early twenty-first century. The investigation adds to previous work undertaken on cruise ship posters and to the discussion surrounding how cruise lines motivated customers to purchase a cruise.\u0000\u0000\u0000Design/methodology/approach\u0000An archival approach was taken. The aim of the research is to explain how images used in the brochures have their origin in the mid-twentieth century concept of motivational research. In doing so, the work of Veblen (1899), Lazarsfeld (1935) and Packard (1957, 1959) are used as a foundation to illustrate how more recent commentators, such as Gad (2016) and Jamieson (1983), can be evoked.\u0000\u0000\u0000Findings\u0000Analysis of the images presented builds upon previous work done on cruise ship posters. Previous examinations used mid-twentieth century posters to show how the ship was slowly being eroded. The current work illustrates how the brochure evolved to entice consumers to purchase. Analysis of the images suggests that motivational theory is alive and well within the cruise industry.\u0000\u0000\u0000Research limitations/implications\u0000This study is constructed around the archival holding of the National Maritime Museum of New Zealand. As such, the study does not include information that does not form part of this holding.\u0000\u0000\u0000Practical implications\u0000New Zealand underwent large structural, economic and social change between 1984 and 2000. During that time, there was growth of income inequity. This provided some with greater disposable income for leisure and travel. While the following survey concerns cruise ship brochures, an examination of airline, resort and hotel advertising may be worthy of a companion study.\u0000\u0000\u0000Originality/value\u0000The cruise ship brochure available to New Zealand customers in the last quarter of the twentieth century demonstrated the ship is not centre stage. In this regard, the following work adds to previous work conducted using posters and an understanding of the evolution of cruise ship advertising in emergent modern markets.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2022-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48989211","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 : 2022-08-10DOI: 10.1108/jhrm-09-2021-0049
Izabella Parowicz
Purpose Early Polish press advertising (between 1850s and 1939) was characterized by a distinctive and today’s extinct combination of elements of persuasion and exceptional courtesy toward potential customers. The purpose of this paper is to show the place of customer psychology in the earliest Polish advertising textbooks in the context of the actions of Polish press advertisers at that time, convinced of the susceptibility of their recipients to courtesy, appreciation and flattery. Design/methodology/approach Historical method based on archival research in Polish digital libraries was used with the aim of identifying and analyzing primary sources, enriched by examples of advertisements from pre-1939 newspapers and historical periodicals illustrating the phenomenon in question and by the findings of more recent Polish-language research papers. Findings The issue of courtesy was, in fact, discussed by many authors of Polish advertising textbooks in the period under study. They viewed excessive courtesy in print advertising as an unmodern approach. However, empirical research from 1936 has been preserved which proves that a combination of persuasion and courtesy in advertising was perceived as most effective by its target groups. Originality/value This study introduces hitherto unknown Polish marketing thought and practice, drawing on the earliest, mostly forgotten Polish marketing textbooks and other primary sources from the years 1896 to 1939. Thus, this study contributes to the body of research on the history of advertising.
{"title":"Between persuasion and courtesy: Polish press advertising, ca. 1850–1939","authors":"Izabella Parowicz","doi":"10.1108/jhrm-09-2021-0049","DOIUrl":"https://doi.org/10.1108/jhrm-09-2021-0049","url":null,"abstract":"\u0000Purpose\u0000Early Polish press advertising (between 1850s and 1939) was characterized by a distinctive and today’s extinct combination of elements of persuasion and exceptional courtesy toward potential customers. The purpose of this paper is to show the place of customer psychology in the earliest Polish advertising textbooks in the context of the actions of Polish press advertisers at that time, convinced of the susceptibility of their recipients to courtesy, appreciation and flattery.\u0000\u0000\u0000Design/methodology/approach\u0000Historical method based on archival research in Polish digital libraries was used with the aim of identifying and analyzing primary sources, enriched by examples of advertisements from pre-1939 newspapers and historical periodicals illustrating the phenomenon in question and by the findings of more recent Polish-language research papers.\u0000\u0000\u0000Findings\u0000The issue of courtesy was, in fact, discussed by many authors of Polish advertising textbooks in the period under study. They viewed excessive courtesy in print advertising as an unmodern approach. However, empirical research from 1936 has been preserved which proves that a combination of persuasion and courtesy in advertising was perceived as most effective by its target groups.\u0000\u0000\u0000Originality/value\u0000This study introduces hitherto unknown Polish marketing thought and practice, drawing on the earliest, mostly forgotten Polish marketing textbooks and other primary sources from the years 1896 to 1939. Thus, this study contributes to the body of research on the history of advertising.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":" ","pages":""},"PeriodicalIF":0.3,"publicationDate":"2022-08-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46666945","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 : 2022-07-14DOI: 10.1108/jhrm-11-2021-0057
L. O’Hagan
Purpose This 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. Design/methodology/approach In 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. Findings This 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. Originality/value Viewing 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.
{"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":" ","pages":""},"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}
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