从疲劳斗士到胃灼热治疗者:瑞典功能性饮料的不断发展的营销

L. O’Hagan
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引用次数: 2

摘要

摘要:本文以20世纪初瑞典最畅销的“健康饮料”萨马林的营销实践为研究对象,对当代功能饮料趋势的认识进行了历史梳理。利用Samarin广告的大量数据集,它使用多模态批评话语分析来追踪Samarin在48年期间的演变,从1923年成立到1971年推出《市场实践法案》(Market Practices Act),后者打击了虚假广告。分析表明,Samarin广告是如何不断重塑,以利用新的科学/医学发现、社会变化和公众利益,利用不断发展的健康和饮食观念,以保持受消费者欢迎。通过这些不断变化的话语,Samarin被神话化,并被框定为一种“好”的食物选择,对保持健康的生活方式至关重要。调查结果显示,尽管有保护消费者的立法,但其中许多策略至今仍在使用。
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From Fatigue Fighter to Heartburn Healer: The Evolving Marketing of a Functional Beverage in Sweden
ABSTRACT This paper historicizes our understanding of the contemporary functional beverage trend by focusing on the marketing practices of the biggest-selling “health drink” in early twentieth-century Sweden: Samarin. Drawing upon a large dataset of Samarin advertisements, it uses multimodal critical discourse analysis to track the evolution of Samarin over a 48-year period, from its launch in 1923 to the introduction of the Market Practices Act in 1971, which clamped down on false advertising. The analysis demonstrates how Samarin advertisements were continuously reshaped to capitalize upon new scientific/medical discoveries, societal changes, and public interests, tapping into evolving ideas on health and diet to remain popular with consumers. Through these constantly shifting discourses, Samarin became mythologized and framed as a “good” food choice, essential to maintaining a healthy lifestyle. The findings reveal that many of these strategies are still used today, despite legislation in place that is supposed to protect consumers.
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来源期刊
CiteScore
5.70
自引率
6.90%
发文量
17
期刊介绍: From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.
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