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This paper aims to study the role of socio-cultural elements in shaping advertisements in Britain... more This paper aims to study the role of socio-cultural elements in shaping advertisements in Britain and Iran as both developed and developing countries. This research endeavour stems from two grounding evidences; one is the importance of cultural aspect in shaping marketing practices (see Layton 2007) while most of the extant studies are done in western contexts and the second is the importance of creativity in advertising (El-Murad and West 2004). Hence, in this research by using archival data before and after two formative events in the aforementioned countries (i.e. 1939 World War II in Britain and 1979 Islamic revolution in Iran), and adopting Glavenau (2010) framework regarding creativity as cultural participation, and Moeran's work (2011) regarding the role of socio-cultural conditions on creativity in cultural production sites like advertising, the aim is to show the manifestation of socio-cultural elements on ads and claiming that ads can shape and being shaped by the culture (i.e. ads as cultural artefacts). The findings also can provide a good standpoint to consider how advertising practitioners can use cultural elements as a source for crafting new ideas that can be introduced to the culture.
Purpose – The purpose of this paper is to present research into how shortages and Government regu... more Purpose – The purpose of this paper is to present research into how shortages and Government regulation of the food, drink and confectionery industries during the Second World War impacted on brands’ advertising. Design/methodology/approach – The study consisted of a content analysis of more than 10,000 advertisements from the Daily Express and Daily Mirror newspapers, of which more than 1,800 were specifically for food, drink and confectionery brands. Building on previous work by Burridge (2008) it explores different message strategies used by brands in response to rationing, shortages, zoning and pooling Findings – While rationing has been discussed at length in the historiography of the Second World War, the other forms of Government control of industry and markets, have not. The advertising of food, drink and confectionery brands illustrates that while brands provided information to their customers about rationing, shortages, zoning and pooling, the latter three also prompted br...
Journal of Historical Research in Marketing, Nov 20, 2017
Purpose-The purpose of this paper is to illustrate the impact of zoning and pooling on brands, so... more Purpose-The purpose of this paper is to illustrate the impact of zoning and pooling on brands, something not covered in depth in the historical literature. Also the paper is intended to present research into how brands in the food, drink and confectionery industries during the Second World War advertising utilised advertising in response to government control of the market. Design/methodology/approach-This paper is based on a close reading and interpretation of food, drink and confectionery brands advertisements from the Daily Express and Daily Mirror newspapers across the Second World War. Building on work by Burridge (2008) it explores different message strategies used by brands in response to shortages, zoning and pooling. Findings-While rationing has been discussed at length in the historical literature, zoning and pooling, have not. While brands provided information to their customers about rationing, shortages, zoning and pooling, the latter three also caused brands to apologise, look to the future and urge patience. Research limitations/implications-This study is based on the Daily Express and Daily Mirror from August 1939 to September 1945. Further research could explore other publications or the period after the war as control continued. Exploration of brand and agency archives could also provide more background into brands' objectives and decision making. Originality/value-This is the first research to explore the impact of forms of control other than rationing on advertising during the Second World War.
This paper aims to study the role of socio-cultural elements in shaping advertisements in Britain... more This paper aims to study the role of socio-cultural elements in shaping advertisements in Britain and Iran as both developed and developing countries. This research endeavour stems from two grounding evidences; one is the importance of cultural aspect in shaping marketing practices (see Layton 2007) while most of the extant studies are done in western contexts and the second is the importance of creativity in advertising (El-Murad and West 2004). Hence, in this research by using archival data before and after two formative events in the aforementioned countries (i.e. 1939 World War II in Britain and 1979 Islamic revolution in Iran), and adopting Glavenau (2010) framework regarding creativity as cultural participation, and Moeran's work (2011) regarding the role of socio-cultural conditions on creativity in cultural production sites like advertising, the aim is to show the manifestation of socio-cultural elements on ads and claiming that ads can shape and being shaped by the culture (i.e. ads as cultural artefacts). The findings also can provide a good standpoint to consider how advertising practitioners can use cultural elements as a source for crafting new ideas that can be introduced to the culture.
Purpose – The purpose of this paper is to present research into how shortages and Government regu... more Purpose – The purpose of this paper is to present research into how shortages and Government regulation of the food, drink and confectionery industries during the Second World War impacted on brands’ advertising. Design/methodology/approach – The study consisted of a content analysis of more than 10,000 advertisements from the Daily Express and Daily Mirror newspapers, of which more than 1,800 were specifically for food, drink and confectionery brands. Building on previous work by Burridge (2008) it explores different message strategies used by brands in response to rationing, shortages, zoning and pooling Findings – While rationing has been discussed at length in the historiography of the Second World War, the other forms of Government control of industry and markets, have not. The advertising of food, drink and confectionery brands illustrates that while brands provided information to their customers about rationing, shortages, zoning and pooling, the latter three also prompted br...
Journal of Historical Research in Marketing, Nov 20, 2017
Purpose-The purpose of this paper is to illustrate the impact of zoning and pooling on brands, so... more Purpose-The purpose of this paper is to illustrate the impact of zoning and pooling on brands, something not covered in depth in the historical literature. Also the paper is intended to present research into how brands in the food, drink and confectionery industries during the Second World War advertising utilised advertising in response to government control of the market. Design/methodology/approach-This paper is based on a close reading and interpretation of food, drink and confectionery brands advertisements from the Daily Express and Daily Mirror newspapers across the Second World War. Building on work by Burridge (2008) it explores different message strategies used by brands in response to shortages, zoning and pooling. Findings-While rationing has been discussed at length in the historical literature, zoning and pooling, have not. While brands provided information to their customers about rationing, shortages, zoning and pooling, the latter three also caused brands to apologise, look to the future and urge patience. Research limitations/implications-This study is based on the Daily Express and Daily Mirror from August 1939 to September 1945. Further research could explore other publications or the period after the war as control continued. Exploration of brand and agency archives could also provide more background into brands' objectives and decision making. Originality/value-This is the first research to explore the impact of forms of control other than rationing on advertising during the Second World War.