“欢迎来到纯食品之城”:追溯Postum谷物公司宣传出版物中的健康话语,1920-1925

L. O’Hagan
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引用次数: 0

摘要

本文旨在调查由Postum谷物公司生产的三种促销出版物-通过Postum维尔之旅(1920年),我如何制作Postum(1924年)和奇妙的午餐盒(1925年)-旨在了解语言和其他符码资源如何用于推广其产品作为良好和健康的选择。设计/方法/方法这三份出版物来自HathiTrust数字图书馆和南佛罗里达大学坦帕特别馆藏。他们接受了多模态批评话语分析,以梳理出他们的微妙特征,以及如何使用语言、图像、颜色、排版和构图的组合来表达与健康和福祉相关的某些想法和价值观。这些出版物有三种不同的类型——“工厂内部”、“友好的代言人”和“虚构的世界”——每一种都针对不同的目标受众。第一个目标是将Postum打造成一个公开透明的公司;二是宣传Postum是一家关心消费者的公司;第三,以有趣和方便的方式推广Postum的健康益处。尽管如此,它们的总体目标是一致的,即将经常食用Postum与身体健康联系起来。原创性/价值迄今为止,对Postum麦片公司进行的研究很少,而对促销出版物进行的有限研究往往忽视了健康和福祉的论述。因此,本研究概述的三种类型有可能促进对宣传出版物的重新评价,并显示它们有能力提供对销售的历史方法的新理解,特别是与健康和科学的联系。
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“Welcome to pure food city”: tracing discourses of health in the promotional publications of the Postum Cereal Company, 1920-1925
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.
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来源期刊
CiteScore
0.90
自引率
33.30%
发文量
15
期刊介绍: Launched in 2009, Journal of Historical Research in Marketing is the only quarterly, peer-reviewed journal publishing high quality, original, academic research that focuses entirely on marketing history and the history of marketing thought. Pedagogical and historiographical / methodological essays are also welcome as long as they are grounded in a marketing and historical context. The essence of an historical perspective is a thorough, systematic, critical awareness of the changes (or continuity) in events over time and of the context in which change or continuity occurs. In addition to regular full length research articles, the Journal occasionally features material under the following sections. Explorations & Insights includes invited commentaries about marketing history and the history of marketing thought. These tend to be shorter (three to six thousand words) than the full articles that run in each issue. Sources of Historical Research in Marketing includes short essays introducing unexplored and novel archives and other primary historical resources, their contents and relevance to marketing history. Archivists or library professionals who believe their collections might be of interest to marketing historians are invited to submit essays to contribute to this section. JHRM also invites historical review essays that focus on historically important marketing books under the section Forgotten Classics. Examples of these historical reviews can be found in past issues of the Journal and those suggest an approach for potential submissions. Authors are advised to check with the editor about the suitability of a book title before submitting a Forgotten Classics review for consideration.
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