Pub Date : 2022-02-17DOI: 10.1108/jhrm-09-2021-0046
Katherine Margaret Howells
Purpose
This paper aims to showcase the range of historical records held at The National Archives of the UK which are potentially highly useful to researchers in marketing and advertising history, but have so far been under-appreciated in these fields.
Design/methodology/approach
By taking key record collections, primarily intellectual property records and records of government publicity, and examining them from the perspective of different fields of study, the potential of these collections is brought to light. This paper also draws out key examples of past research with these collections to show both the effectiveness of these records as sources for research and at the same time the limited way they have so far been approached by academics.
Findings
This review of the records demonstrates how researchers working in advertising and marketing history fields might supplement their research or open up new research avenues with the benefit of new sources. It shows how assumptions about government archives need to be reconsidered to avoid missing research opportunities.
Practical implications
Sharing knowledge and increasing connections between government archives and academics in these fields may encourage archives to improve their own approaches to archival practice and academic engagement, to make records more accessible to these new research audiences. This would of course be beneficial both to researchers and government archives.
Originality/value
This paper provides a detailed examination of government records in the specific context of the field of marketing history. This unique focus makes a valuable contribution to the literature exploring historical sources for this field.
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Pub Date : 2022-01-26DOI: 10.1108/jhrm-02-2022-084
Hélène Gorge, Nil Ozcaglar-Toulouse
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Pub Date : 2022-01-07DOI: 10.1108/jhrm-08-2021-0039
Christopher Long, Bridget Whittle
Purpose
The purpose of this paper is to discuss the history and contents of an archival resource that is of interest to scholars of historical marketing. The Pirate Group Inc. archive, held by McMaster University Library’s William Ready Division of Archives and Research Collections consists of over 27,000 sound recordings and 84 metres of textual records, documenting the work of Pirate, an award-winning Toronto-based advertising company founded in 1990. The comprehensiveness of the archives, which includes tens of thousands of advertising “spots”, gives researchers unprecedented access to the creative forces behind some of the most memorable advertisements produced in Canada.
Design/methodology/approach
This paper aims to answer the following questions: what is the Pirate Group Inc. and what is their documentary legacy? How can scholars of marketing history benefit from the records contained within the Pirate Group Inc. archive? How can researchers access the material at McMaster University Library’s William Ready Division of Archives and Research Collections?
Findings
The authors assert that the Pirate Group Inc. archive may be of particular interest to scholars engaged in research on the following topics: Canadian nationalism in marketing campaigns, the advertising history of companies whose histories are under-studied due to a lack of archival resources and the recent history of radio and television political ad campaigns.
Originality/value
The paper contributes to historical research in marketing by asserting that the Pirate Group Inc. archive has continuing value for further research. The Pirate archive, which allows for unprecedented access into the study of Canadian advertising due to its comprehensiveness and its uniqueness among archival collections from the contemporary era, makes it a strong primary source for marketing historians.
本文的目的是讨论一个历史营销学者感兴趣的档案资源的历史和内容。由麦克马斯特大学图书馆威廉·里德档案和研究部门收藏的海盗集团公司档案包括27,000多份录音和84米长的文字记录，记录了海盗公司的工作，海盗公司是一家屡获殊荣的多伦多广告公司，成立于1990年。档案的全面性，其中包括数以万计的广告“点”，使研究人员前所未有地接触到加拿大制作的一些最令人难忘的广告背后的创造力。本文旨在回答以下问题:什么是Pirate Group Inc. ?他们的文献遗产是什么?研究市场营销历史的学者如何从海盗集团公司的档案中获益?研究人员如何访问麦克马斯特大学图书馆威廉·雷迪档案和研究收藏部门的资料?作者断言，海盗集团公司的档案可能对从事以下主题研究的学者特别感兴趣:营销活动中的加拿大民族主义，由于缺乏档案资源而对历史研究不足的公司的广告历史，以及广播和电视政治广告活动的近代史。本文通过断言Pirate Group Inc.档案具有进一步研究的持续价值，为市场营销的历史研究做出了贡献。由于海盗档案的全面性和独特性，它在当代档案收藏中史无前例地研究了加拿大广告，使其成为市场营销历史学家的重要资料来源。
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Pub Date : 2021-12-28DOI: 10.1108/jhrm-08-2021-0042
Pierre Volle
Purpose This study aims to illustrate how firms engage in rhetorical history, i.e. “the process by which managers skillfully impose meaning on a firm’s past as a persuasive and agentic process” (Suddaby et al., 2010). The case study shows that the connection of past events to specific and schematic narratives allows external events to be appropriated and used by Starbucks as assets to achieve its organizational goals (e.g. legitimacy). Design/methodology/approach The study is based on a close reading and coding of 1,852 “stories” (2,470 pages) published by Starbucks between 2003 and 2020. Findings The authors first show that Starbucks’ language relies heavily on terms referring to temporality. The authors then highlight the organization’s efforts to assert its history, to emphasize its heritage and to inscribe itself in local and national histories. With this case study, the authors contribute to the ongoing debate on history as an organizational resource. The study shows how brands that are not necessarily “historical” can mobilize rhetorical history in their strategic marketing. Research limitations/implications This case study illustrates four heritage implementation strategies: narrating, visualizing, performing and embodying. Further research could contribute to the discussion of rhetorical history production practices, in particular how heritage elements are validated, articulated, related and adopted by organizations (Burghausen and Balmer, 2014). Originality/value The research shows that the main mechanism for constituting social memory assets does not lie in the accumulation of narratives, but in the coupling of narratives at different levels, and in the inclusion of several stakeholders within the narratives. The research also highlights that the affirmation of the historicity of the firm is a prerequisite for the constitution of social memory assets. The research shows that there are a wide variety of ways to convey historical narratives, in particular the essential role leadership plays in the rhetorical process of historicization. The research also shows that the issues of identity and legitimacy are more closely linked than previous research has suggested. In a way, rhetorical history serves strategic management as much as marketing. The porosity between the different audiences allows for a strong alignment between stakeholders, thus consolidating a competitive advantage that lies at the heart of Starbucks’ success, and which notably contributes to reinforcing its core value proposition (i.e. access to a “welcoming, safe and inclusive” third place) and its relational business model. Finally, the case shows that the mobilization of social memory assets does not necessarily lead to the use of nostalgic associations. In this case, for Starbucks, it is not a matter of cultivating memories of the “good old days” but of drawing inspiration from the past, of maintaining traditions to remain culturally relevant and of relying on th
本研究旨在说明企业是如何参与修辞历史的，即“管理者巧妙地将意义强加于企业过去的过程作为一个有说服力和代理的过程”(Suddaby et al.， 2010)。案例研究表明，将过去的事件与具体的和概要的叙述联系起来，可以使星巴克将外部事件作为资产加以利用，以实现其组织目标(例如合法性)。设计/方法/方法该研究基于对2003年至2020年间星巴克出版的1852个“故事”(2470页)的仔细阅读和编码。研究结果首先表明，星巴克的语言很大程度上依赖于与时间性有关的术语。然后，作者强调了该组织在维护其历史、强调其遗产以及将自己铭刻在地方和国家历史上的努力。通过这个案例研究，作者对正在进行的关于历史作为组织资源的辩论做出了贡献。该研究表明，不一定是“历史”的品牌如何在其战略营销中调动修辞历史。本案例研究阐述了四种遗产实施策略:叙述、可视化、表演和体现。进一步的研究可以有助于讨论修辞历史的生产实践，特别是遗产元素是如何被组织验证、表达、关联和采用的(Burghausen和Balmer, 2014)。独创性/价值研究表明，社会记忆资产构成的主要机制不在于叙事的积累，而在于不同层面叙事的耦合，以及叙事中包含多个利益相关者。研究还强调，对企业历史性的肯定是社会记忆资产构成的先决条件。研究表明，传达历史叙事的方式多种多样，尤其是领导力在历史化修辞过程中所起的重要作用。该研究还表明，身份和合法性问题的联系比之前的研究表明的更为紧密。在某种程度上，修辞历史对战略管理和营销一样有用。不同受众之间的空隙使得利益相关者之间的联系更加紧密，从而巩固了星巴克成功的核心竞争优势，这尤其有助于加强其核心价值主张(即获得“欢迎、安全和包容”的第三名)及其关系商业模式。最后，该案例表明，社会记忆资产的动员并不一定导致怀旧联想的使用。在这种情况下，对星巴克来说，这不是培养对“过去美好时光”的记忆，而是从过去汲取灵感，维护传统以保持文化相关性，并依靠这些资产来规划自己的未来。
{"title":"Rhetorical history and strategic marketing: the example of Starbucks","authors":"Pierre Volle","doi":"10.1108/jhrm-08-2021-0042","DOIUrl":"https://doi.org/10.1108/jhrm-08-2021-0042","url":null,"abstract":"\u0000Purpose\u0000This study aims to illustrate how firms engage in rhetorical history, i.e. “the process by which managers skillfully impose meaning on a firm’s past as a persuasive and agentic process” (Suddaby et al., 2010). The case study shows that the connection of past events to specific and schematic narratives allows external events to be appropriated and used by Starbucks as assets to achieve its organizational goals (e.g. legitimacy).\u0000\u0000\u0000Design/methodology/approach\u0000The study is based on a close reading and coding of 1,852 “stories” (2,470 pages) published by Starbucks between 2003 and 2020.\u0000\u0000\u0000Findings\u0000The authors first show that Starbucks’ language relies heavily on terms referring to temporality. The authors then highlight the organization’s efforts to assert its history, to emphasize its heritage and to inscribe itself in local and national histories. With this case study, the authors contribute to the ongoing debate on history as an organizational resource. The study shows how brands that are not necessarily “historical” can mobilize rhetorical history in their strategic marketing.\u0000\u0000\u0000Research limitations/implications\u0000This case study illustrates four heritage implementation strategies: narrating, visualizing, performing and embodying. Further research could contribute to the discussion of rhetorical history production practices, in particular how heritage elements are validated, articulated, related and adopted by organizations (Burghausen and Balmer, 2014).\u0000\u0000\u0000Originality/value\u0000The research shows that the main mechanism for constituting social memory assets does not lie in the accumulation of narratives, but in the coupling of narratives at different levels, and in the inclusion of several stakeholders within the narratives. The research also highlights that the affirmation of the historicity of the firm is a prerequisite for the constitution of social memory assets. The research shows that there are a wide variety of ways to convey historical narratives, in particular the essential role leadership plays in the rhetorical process of historicization. The research also shows that the issues of identity and legitimacy are more closely linked than previous research has suggested. In a way, rhetorical history serves strategic management as much as marketing. The porosity between the different audiences allows for a strong alignment between stakeholders, thus consolidating a competitive advantage that lies at the heart of Starbucks’ success, and which notably contributes to reinforcing its core value proposition (i.e. access to a “welcoming, safe and inclusive” third place) and its relational business model. Finally, the case shows that the mobilization of social memory assets does not necessarily lead to the use of nostalgic associations. In this case, for Starbucks, it is not a matter of cultivating memories of the “good old days” but of drawing inspiration from the past, of maintaining traditions to remain culturally relevant and of relying on th","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2021-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42604101","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 : 2021-11-19DOI: 10.1108/jhrm-08-2021-0037
J. Strickland
Purpose This paper aims to build on Fred Beard’s study of the world’s archives to identity historical advertising and marketing ephemera, published in this journal in 2018, by focussing on resources available in Europe to augment his survey. Design/methodology/approach Online searching, supplemented by literature emanating from the business archive sector, led to the identification of 177 repositories or online sites in Europe holding advertising and marketing archives of significance for researchers. These are set out in two accompanying tables. Findings A wide diversity of European archives that are open to researchers is revealed in this paper. Many are the archives of the business themselves, but a number of collecting repositories are also listed, brought together for the first time. Research limitations/implications This paper focusses solely on Europe but does not claim to be comprehensive, as the study was time-limited and readers will, no doubt, know of resources that the author has missed. The findings relate mostly to Western Europe, so there is scope for further study to encompass archives in the former eastern bloc. Exploration of sources in Africa, Asia and Latin America would further supplement Beard’s original study. Originality/value This research brings together the broadest list of advertising and marketing sources open to researchers in Europe published to date. As Beard’s focus was more on the Americas, this examination redresses the balance with an array of European sources which, it is hoped, will contribute to the greater use of many little-known or under-researched resources by researchers across the world.
{"title":"European sources for advertising and marketing history","authors":"J. Strickland","doi":"10.1108/jhrm-08-2021-0037","DOIUrl":"https://doi.org/10.1108/jhrm-08-2021-0037","url":null,"abstract":"\u0000Purpose\u0000This paper aims to build on Fred Beard’s study of the world’s archives to identity historical advertising and marketing ephemera, published in this journal in 2018, by focussing on resources available in Europe to augment his survey.\u0000\u0000\u0000Design/methodology/approach\u0000Online searching, supplemented by literature emanating from the business archive sector, led to the identification of 177 repositories or online sites in Europe holding advertising and marketing archives of significance for researchers. These are set out in two accompanying tables.\u0000\u0000\u0000Findings\u0000A wide diversity of European archives that are open to researchers is revealed in this paper. Many are the archives of the business themselves, but a number of collecting repositories are also listed, brought together for the first time.\u0000\u0000\u0000Research limitations/implications\u0000This paper focusses solely on Europe but does not claim to be comprehensive, as the study was time-limited and readers will, no doubt, know of resources that the author has missed. The findings relate mostly to Western Europe, so there is scope for further study to encompass archives in the former eastern bloc. Exploration of sources in Africa, Asia and Latin America would further supplement Beard’s original study.\u0000\u0000\u0000Originality/value\u0000This research brings together the broadest list of advertising and marketing sources open to researchers in Europe published to date. As Beard’s focus was more on the Americas, this examination redresses the balance with an array of European sources which, it is hoped, will contribute to the greater use of many little-known or under-researched resources by researchers across the world.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2021-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41803932","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 : 2021-11-12DOI: 10.1108/jhrm-07-2021-0029
Terrence H. Witkowski
Purpose This paper aims to describe written and visual data sources useful for researching the history of advertising and marketing that are held in the collections of the McCracken Research Library at the Buffalo Bill Center of the West in Cody, Wyoming. Design/methodology/approach Knowledge of the McCracken collections has been acquired over several years of online searches and subsequent data analyses, communications with Library staff and from a personal visit to Cody in September 2021. Findings Several digital collections are surveyed. The Roy Marcot Firearms Advertisement Collection visually documents industry practices and also speaks to larger issues in American gun culture. The Winchester Publications provide insights via company magazines into product and management strategies, hardware retailing and visual merchandising tactics during the 1920s. The Schuyler, Hartley and Graham archive of business correspondence illustrate business-to-business marketing from the nineteenth through the early 20th century. The Buffalo Bill Collection reveals how the culturally important Wild West shows were promoted and experienced. Originality/value This paper familiarizes advertising and marketing historians with the primary sources in the McCracken Research Library and suggests some potential areas for study.
{"title":"Sources for advertising and marketing history at the McCracken Research Library, Buffalo Bill Center of the West","authors":"Terrence H. Witkowski","doi":"10.1108/jhrm-07-2021-0029","DOIUrl":"https://doi.org/10.1108/jhrm-07-2021-0029","url":null,"abstract":"\u0000Purpose\u0000This paper aims to describe written and visual data sources useful for researching the history of advertising and marketing that are held in the collections of the McCracken Research Library at the Buffalo Bill Center of the West in Cody, Wyoming.\u0000\u0000\u0000Design/methodology/approach\u0000Knowledge of the McCracken collections has been acquired over several years of online searches and subsequent data analyses, communications with Library staff and from a personal visit to Cody in September 2021.\u0000\u0000\u0000Findings\u0000Several digital collections are surveyed. The Roy Marcot Firearms Advertisement Collection visually documents industry practices and also speaks to larger issues in American gun culture. The Winchester Publications provide insights via company magazines into product and management strategies, hardware retailing and visual merchandising tactics during the 1920s. The Schuyler, Hartley and Graham archive of business correspondence illustrate business-to-business marketing from the nineteenth through the early 20th century. The Buffalo Bill Collection reveals how the culturally important Wild West shows were promoted and experienced.\u0000\u0000\u0000Originality/value\u0000This paper familiarizes advertising and marketing historians with the primary sources in the McCracken Research Library and suggests some potential areas for study.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2021-11-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41497143","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 : 2021-11-05DOI: 10.1108/jhrm-09-2021-0044
Tony Yan, M. Hyman
Purpose The rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources. Design/methodology/approach A bibliographic review is used to analyze historical sources pertaining to Chinese marketing theory and practice. Findings Marketing scholars can draw from multiple but neglected and underused Chinese sources to glean important historical data reflecting pre-1949 Chinese marketing. Research limitations/implications Underused Chinese multilateral historical marketing materials are inalienable to extending historical marketing study. Many studies about marketing theory and practice are amenable to such materials. Practical implications By scrutinizing these materials, contemporary marketers can formulate parallel strategies from the repertoire of historical marketing strategies. Originality/value This is the first comprehensive survey of an invaluable non-Western source for historical research in marketing.
{"title":"Historical research with Chinese multilateral historical marketing sources","authors":"Tony Yan, M. Hyman","doi":"10.1108/jhrm-09-2021-0044","DOIUrl":"https://doi.org/10.1108/jhrm-09-2021-0044","url":null,"abstract":"\u0000Purpose\u0000The rich primary and secondary data sources for studying historical Chinese marketing theory and practice are discussed. This paper aims to briefly address possible challenges (and their solutions) to using these sources.\u0000\u0000\u0000Design/methodology/approach\u0000A bibliographic review is used to analyze historical sources pertaining to Chinese marketing theory and practice.\u0000\u0000\u0000Findings\u0000Marketing scholars can draw from multiple but neglected and underused Chinese sources to glean important historical data reflecting pre-1949 Chinese marketing.\u0000\u0000\u0000Research limitations/implications\u0000Underused Chinese multilateral historical marketing materials are inalienable to extending historical marketing study. Many studies about marketing theory and practice are amenable to such materials.\u0000\u0000\u0000Practical implications\u0000By scrutinizing these materials, contemporary marketers can formulate parallel strategies from the repertoire of historical marketing strategies.\u0000\u0000\u0000Originality/value\u0000This is the first comprehensive survey of an invaluable non-Western source for historical research in marketing.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2021-11-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46253849","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 : 2021-10-28DOI: 10.1108/jhrm-05-2021-0019
M. Topić
Purpose The purpose of this paper is to analyse the social debate on women, health and smoking in the New York Times from 1870 until 1929. The paper aimed to establish whether smoking for women was a form of oppression and whether it was publicly known that smoking is harmful in decades preceding the “Torches of Freedom” campaign run by Edward L. Bernays. This criticism for engineering women’s smoking, and thus harming women’s health up to today causes harm to the reputation of the public relations (PR) industry. Design/methodology/approach Articles were analysed per decade and a total of 294 articles from the New York Times was analysed. The coverage was analysed using two themes, smoking and health and women and smoking and discourse analysis have been carried out on articles in these themes to explore what was known of smoking and whether the social perception of women smoking was oppressive and could be seen as a woman’s issue that “Torches of Freedom” addressed. Findings Findings show that it was not known that cigarettes were harmful to health and that smoking can be seen as constituting part of women’s oppression in the US before the “Torches of Freedom” campaign. The oppression of women who smoked intensified during the 1920s and Bernays’ Torches of Freedom campaign directly addressed an existing social issue rather than engineering a campaign and manipulating women to start smoking. Practical implications The paper highlights the revolutionary potential in Bernays’ campaign. This could inspire researchers and consumers to keep on critically reflecting on PR campaigns while still appreciating any progressive agenda they might contribute to. Simultaneously, PR practitioners may take away from the article that a message of social relevance may just be more memorable than the advertised brand itself. Originality/value This paper engages with the coverage of the New York Times, a newspaper that is often mentioned in the context of the “Torches of Freedom” campaign success and explores in detail what the debate on smoking, health and women were in nearly 60 years preceding the much-criticised campaign.
本文的目的是分析1870年至1929年《纽约时报》上关于妇女、健康和吸烟的社会辩论。这篇论文的目的是确定吸烟对女性来说是否是一种压迫，以及在爱德华·l·伯奈斯发起“自由的火炬”运动之前的几十年里，吸烟的危害是否为公众所知。这种对工程女性吸烟的批评，从而损害了女性的健康，直到今天，对公共关系(PR)行业的声誉造成了损害。设计/方法/方法每十年分析一次文章，总共分析了294篇来自《纽约时报》的文章。使用吸烟和健康以及妇女和吸烟这两个主题对报道进行了分析，并对这些主题中的文章进行了话语分析，以探讨人们对吸烟的了解，以及社会对妇女吸烟的看法是否具有压迫性，是否可以将其视为“自由的火炬”所解决的妇女问题。调查结果调查结果显示，在“自由的火炬”运动之前，人们并不知道香烟对健康有害，吸烟可以被视为美国妇女受压迫的一部分。对吸烟妇女的压迫在20世纪20年代加剧了，伯内斯的自由火炬运动直接解决了一个现存的社会问题，而不是策划一场运动，操纵妇女开始吸烟。这篇论文强调了伯内斯竞选的革命性潜力。这可以激励研究人员和消费者继续批判性地反思公关活动，同时仍然欣赏他们可能贡献的任何进步议程。与此同时，公关从业者可能会从文章中得出结论，与社会相关的信息可能比广告品牌本身更令人难忘。原创性/价值本文以《纽约时报》(the New York Times)的报道为基础，详细探讨了在这场备受批评的运动之前近60年里，关于吸烟、健康和妇女的辩论是什么。《纽约时报》是一家经常在“自由之火炬”运动成功的背景下被提及的报纸。
{"title":"An analysis of the smoking debate ahead of Bernays’ “Torches of Freedom” campaign through the lens of the New York Times coverage (1870–1929)","authors":"M. Topić","doi":"10.1108/jhrm-05-2021-0019","DOIUrl":"https://doi.org/10.1108/jhrm-05-2021-0019","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to analyse the social debate on women, health and smoking in the New York Times from 1870 until 1929. The paper aimed to establish whether smoking for women was a form of oppression and whether it was publicly known that smoking is harmful in decades preceding the “Torches of Freedom” campaign run by Edward L. Bernays. This criticism for engineering women’s smoking, and thus harming women’s health up to today causes harm to the reputation of the public relations (PR) industry.\u0000\u0000\u0000Design/methodology/approach\u0000Articles were analysed per decade and a total of 294 articles from the New York Times was analysed. The coverage was analysed using two themes, smoking and health and women and smoking and discourse analysis have been carried out on articles in these themes to explore what was known of smoking and whether the social perception of women smoking was oppressive and could be seen as a woman’s issue that “Torches of Freedom” addressed.\u0000\u0000\u0000Findings\u0000Findings show that it was not known that cigarettes were harmful to health and that smoking can be seen as constituting part of women’s oppression in the US before the “Torches of Freedom” campaign. The oppression of women who smoked intensified during the 1920s and Bernays’ Torches of Freedom campaign directly addressed an existing social issue rather than engineering a campaign and manipulating women to start smoking.\u0000\u0000\u0000Practical implications\u0000The paper highlights the revolutionary potential in Bernays’ campaign. This could inspire researchers and consumers to keep on critically reflecting on PR campaigns while still appreciating any progressive agenda they might contribute to. Simultaneously, PR practitioners may take away from the article that a message of social relevance may just be more memorable than the advertised brand itself.\u0000\u0000\u0000Originality/value\u0000This paper engages with the coverage of the New York Times, a newspaper that is often mentioned in the context of the “Torches of Freedom” campaign success and explores in detail what the debate on smoking, health and women were in nearly 60 years preceding the much-criticised campaign.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2021-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48288250","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 : 2021-10-22DOI: 10.1108/jhrm-05-2021-0021
Ayhan Akpınar, Canberk Çetin, Muhammet Ali Tiltay
Purpose The purpose of this paper is to reveal the contributions of the Journal of Historical Research in Marketing (JHRM) to the academic body of knowledge. Pursuant to this objective, the study classifies the publications and citation structure of the JHRM, the nature of the publications’ authorship, the most cited articles and authors and the themes that have been covered from the first day until now (2009–2021). Design/methodology/approach This paper uses bibliometric methodologies to analyze several aspects of the JHRM. Findings The average number of citations per paper is 4.54. The number of articles studying marketing history/practice (163) and the history of thought (158) is almost equal, consistent with the journal’s primary orientation. Compared with other journals, it could be said that JHRM achieved close ranks, especially with those of other historical journals of similar age. The most prolific authors whose articles have been published in the JHRM are used in universities located in the USA. The JHRM is closely connected to top-tier journals in the field. Research limitations/implications This study is limited to one journal (JHRM) only. However, the authors assert that the articles analyzed are representative samples of the entire school of marketing history. Another important consideration is that the value of many critical studies in the social sciences cannot be determined using only bibliometric measurements. Originality/value This paper contributes to the marketing literature from several perspectives. First, evaluating the JHRM in terms of its unique standing shows the scope of the field of marketing history. Second, it serves as a guide for existing and future authors regarding the JHRM and the history of marketing. Third, the JHRM’s contributions provide insights into emerging trends and new opportunities for the entire marketing community.
{"title":"A bibliometric overview of the journal of historical research in marketing between 2009 and 2021","authors":"Ayhan Akpınar, Canberk Çetin, Muhammet Ali Tiltay","doi":"10.1108/jhrm-05-2021-0021","DOIUrl":"https://doi.org/10.1108/jhrm-05-2021-0021","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to reveal the contributions of the Journal of Historical Research in Marketing (JHRM) to the academic body of knowledge. Pursuant to this objective, the study classifies the publications and citation structure of the JHRM, the nature of the publications’ authorship, the most cited articles and authors and the themes that have been covered from the first day until now (2009–2021).\u0000\u0000\u0000Design/methodology/approach\u0000This paper uses bibliometric methodologies to analyze several aspects of the JHRM.\u0000\u0000\u0000Findings\u0000The average number of citations per paper is 4.54. The number of articles studying marketing history/practice (163) and the history of thought (158) is almost equal, consistent with the journal’s primary orientation. Compared with other journals, it could be said that JHRM achieved close ranks, especially with those of other historical journals of similar age. The most prolific authors whose articles have been published in the JHRM are used in universities located in the USA. The JHRM is closely connected to top-tier journals in the field.\u0000\u0000\u0000Research limitations/implications\u0000This study is limited to one journal (JHRM) only. However, the authors assert that the articles analyzed are representative samples of the entire school of marketing history. Another important consideration is that the value of many critical studies in the social sciences cannot be determined using only bibliometric measurements.\u0000\u0000\u0000Originality/value\u0000This paper contributes to the marketing literature from several perspectives. First, evaluating the JHRM in terms of its unique standing shows the scope of the field of marketing history. Second, it serves as a guide for existing and future authors regarding the JHRM and the history of marketing. Third, the JHRM’s contributions provide insights into emerging trends and new opportunities for the entire marketing community.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2021-10-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46402555","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 : 2021-10-11DOI: 10.1108/jhrm-09-2020-0035
Pierre Labardin, Pierre D. Gervais
Purpose A growing share of the literature in the fields of marketing and organizational theory is focusing on the uses of the past. This paper aims to propose an analysis of these uses over the long run and concludes that these uses of the past may themselves be historicized. Design/methodology/approach The paper uses accounting textbooks published in French from the seventeenth to the nineteenth century. This study uses historical and organizational literature to account for observed variations. Findings Two conceptualizations of the past can be found in the sources from the period studied, depending on the period one considers, each of them leading to a different marketing strategy. In the first one, the past is presented as providing most or even all the value of what is offered in the present, as past experience serves as a stepping stone to a better product. The second conception breaks with these mostly positive views and presents the past as a dangerous routine, from which one must be freed to innovate. Originality/value Studying marketing uses of the past over the long run allows us to identify a limited set of possible sales pitches using the past to promote work and to identify the constraints orienting these pitches at any given time.
{"title":"Marketing the past over the long run: uses of the past in French accounting textbooks, 17th-19th c.","authors":"Pierre Labardin, Pierre D. Gervais","doi":"10.1108/jhrm-09-2020-0035","DOIUrl":"https://doi.org/10.1108/jhrm-09-2020-0035","url":null,"abstract":"\u0000Purpose\u0000A growing share of the literature in the fields of marketing and organizational theory is focusing on the uses of the past. This paper aims to propose an analysis of these uses over the long run and concludes that these uses of the past may themselves be historicized.\u0000\u0000\u0000Design/methodology/approach\u0000The paper uses accounting textbooks published in French from the seventeenth to the nineteenth century. This study uses historical and organizational literature to account for observed variations.\u0000\u0000\u0000Findings\u0000Two conceptualizations of the past can be found in the sources from the period studied, depending on the period one considers, each of them leading to a different marketing strategy. In the first one, the past is presented as providing most or even all the value of what is offered in the present, as past experience serves as a stepping stone to a better product. The second conception breaks with these mostly positive views and presents the past as a dangerous routine, from which one must be freed to innovate.\u0000\u0000\u0000Originality/value\u0000Studying marketing uses of the past over the long run allows us to identify a limited set of possible sales pitches using the past to promote work and to identify the constraints orienting these pitches at any given time.\u0000","PeriodicalId":44447,"journal":{"name":"Journal of Historical Research in Marketing","volume":null,"pages":null},"PeriodicalIF":0.3,"publicationDate":"2021-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46193279","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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