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Authors:Hari Sreekumar
,
Sankalp Pratap Abstract: The purpose of this paper is to provide an advertising history of Tata Steel from its inception in 1907 to 2007 when it completed 100 years of operation. The authors use postcolonial theory to highlight the intertwining of advertising with the broader project of anticolonial resistance and postcolonial nation-building. The authors used a visual analysis of a compilation of advertisements published by Tata Steel to commemorate 100 years of its existence, spanning the years from 1907 to 2007. They also used ads and posters available on the website of the Tata Steel Archives. Published work on Tata Steel such as books and papers provided contextualization. Advertising creatives, through selective deployment of anticolonial discourses, manage the contradictory pulls of emergent nationalism on the one hand and the pragmatic need to work with the colonial administration on the other. However, such a negotiation leads to moments of slippage, where advertising reinforces colonial tropes. At a broader level, the authors suggest that despite attempts to draw on subversive discourses of resistance used by nationalists, Tata Steel’s advertising is inescapably intertwined with the larger matrix of colonial and capitalist power. This study contributes to a non-Western perspective on advertising history. Further, it provides understanding of the marketing activities of a large corporation, which straddles the colonial and postcolonial era of India, an important economy. Citation:
Journal of Historical Research in Marketing
PubDate:
2022-05-19
DOI: 10.1108/JHRM-07-2021-0034 Issue No:Vol.
ahead-of-print
, No.
ahead-of-print
(2022)
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Authors:Paul Freathy
,
Iris Thomas Abstract: During the 17th century, the Dutch Republic sought to project a positive global image centred around the principles of economic endeavour, moral stewardship and military resilience. By illustrating one way in which the country sought to communicate its international position, the paper aims to provide an early example of political diplomacy and reputation management. Pictorial narratives provide an important but often underutilised insight into our cultural, social and economic history. As works of art were considered legitimate and authoritative forms of communication, their importance can lie beyond any aesthetic accomplishment. Using established iconographic techniques, this paper deconstructs and interprets the meaning contained within a specific genre painting, The Young Mother (1658) by Gerrit Dou. Rather than being devoid of meaning, The Young Mother represents a narrative purposely constructed to symbolise the cultural, religious and economic character of the United Provinces. It celebrates success through global trade, innovation and enterprise while simultaneously reminding audiences of the country’s moral and spiritual foundations. Like the patriotic allegory of De Hollandse Maag protecting the sacred space of the hortus conclusus, the painting is a secular representation of the new Loca Sancta. While acknowledging that The Young Mother has been praised for its visual qualities, this paper maintains that any broader political significance has been largely overlooked. The analysis and findings therefore offer original interpretations from which new conclusions are drawn. Citation:
Journal of Historical Research in Marketing
PubDate:
2022-04-26
DOI: 10.1108/JHRM-08-2021-0040 Issue No:Vol.
ahead-of-print
, No.
ahead-of-print
(2022)
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Authors:
Graham Gladden
Abstract: The interwar period was a time of technological and social change. This paper aims to understand how these changes impacted the marketing communication of mobility through the lenses of safety and of the changing place and role of women in society. The research is based on a review of over 2,000 posters together with visual and textual material from the contemporary specialist press and company brochures, magazine advertisements and promotional film. As women’s place in society developed during the interwar period, they became travellers and decision makers in their own right. Companies responded to and influenced these changes by encouraging women to take opportunities previously beyond their reach. However, even within this context, women were seen to retain a priority for safety linked to their more traditional societal roles. This message was set within the context of a wider safety communication dependant on the maturity of the mobility technology. Established modes of transport took a connotative approach whilst the new technologies (cars and airlines) were far more explicit in their claims. The paper provides an approach to understanding the impact of advertisers’ technologies (new or established) on the style and content of their marketing. As such it can be used in other areas besides those discussed in this paper: for example, in a comparison between traditional car engine technologies and emergent “green” alternatives. To the best of the author’s knowledge, this is the first cross-modal comparison of marketing communications by companies representing the majority of key mobilities. Further, whilst there is considerable discussion on topics such as gender and motoring, other sectors (for example, women airline passengers) have been given scant research attention. Citation:
Journal of Historical Research in Marketing
PubDate:
2022-04-04
DOI: 10.1108/JHRM-01-2021-0001 Issue No:Vol.
ahead-of-print
, No.
ahead-of-print
(2022)
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Authors:Richard Hawkins
,
Leighann Neilson Abstract: Guest editorial: International sources for advertising and marketing history Citation:
Journal of Historical Research in Marketing
PubDate:
2022-05-06
DOI: 10.1108/JHRM-05-2022-085 Issue No:Vol.
14
, No.
2
(2022)
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Authors:
Richard A. Hawkins
Abstract: This study aims to highlight the potential of digitised historic newspapers. This paper is a review of digitised historic newspapers as a primary source for marketing historians. It provides a survey of what is available internationally free of charge to the user. It also includes examples of the use of digitised historic newspapers drawn from the author’s own research. The paper reveals the huge potential for marketing historians of what is now available in a growing number of countries across the world. Much of this material is available free of charge to researchers with a connection to the internet. To the best of the author’s knowledge, this is the first paper to explore digitised historic newspapers as a primary source for marketing historians. Citation:
Journal of Historical Research in Marketing
PubDate:
2022-04-11
DOI: 10.1108/JHRM-08-2021-0036 Issue No:Vol.
14
, No.
2
(2022)
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Authors:Dalton Campbell
,
Kelly Anne Griffin
,
Andrew Elliott Abstract: The archival records of Canadian corporations held by Library and Archives Canada (LAC) are a rich source of primary documents for the study of the history of marketing and advertising in Canada. The paper discusses the records of iconic department store Sears Canada, steel manufacturer Stelco, and Canadian National, the country’s largest railway, provide primary source material on marketing, sales, catalogues, promotions, celebrity endorsements, sponsorship of charitable causes and other areas of publicity. Additionally, discussing archival records provides a case study of the major archival processes involved in making historical documents available to researchers and the general public, including appraisal and evaluation, archival processing, preservation and digitisation. The paper discusses and highlights primary source archival records for the study of marketing history. These archival fonds are unique primary source records that document three historically significant Canadian corporations and their roles in Canadian history. The archival records of Canadian corporations held by Library and Archives Canada (LAC) are a rich source of primary documents for the study of the history of marketing and advertising in Canada. The records of iconic department store Sears Canada, steel manufacturer Stelco, and Canadian National, the country’s largest railway, provide primary source material on marketing, sales, catalogues, promotions, celebrity endorsements, sponsorship of charitable causes and other areas of publicity. Additionally, discussing archival records provides a case study of the major archival processes involved in making historical documents available to researchers and the general public, including appraisal and evaluation, archival processing, preservation and digitisation. The archival records of Canadian corporations held by Library and Archives Canada (LAC) are a rich source of primary documents for the study of the history of marketing and advertising in Canada. The records of iconic department store Sears Canada, steel manufacturer Stelco, and Canadian National, the country’s largest railway, provide primary source material on marketing, sales, catalogues, promotions, celebrity endorsements, sponsorship of charitable causes and other areas of publicity. Additionally, discussing archival records provides a case study of the major archival processes involved in making historical documents available to researchers and the general public, including appraisal and evaluation, archival processing, preservation and digitisation. Citation:
Journal of Historical Research in Marketing
PubDate:
2022-04-04
DOI: 10.1108/JHRM-09-2021-0050 Issue No:Vol.
14
, No.
2
(2022)
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Authors:Ann-Marie Kennedy
,
Jayne Krisjanous
,
Sarah Welland Abstract: In response to the special issue call for papers on international sources for advertising and marketing history, this paper aims to provide information, this paper provides information on two prominent New Zealand archives: Archives New Zealand and the Alexander Turnbull Library (ATL). Archives New Zealand and the ATL were chosen as they are the two largest archives in New Zealand, and both have different but complementary roles – one for the preservation of government records and the other for the preservation of private collections. The history of each is provided as well as a discussion of relevant materials for marketing historians. This is followed by a discussion of the limitations of the archives with regards to their colonial contexts and potential for ignoring the “other” over the years. Archives New Zealand houses official government documents and thus occupational registrations, licences, trademarks, patents and copyright records are held, along with unique product design registration files and the complete history of health promotion in New Zealand. The ATL houses personal and thus biographically useful photographs, society records and minutes, personal letters and diaries, photos and glass plate negatives, portraits and paintings, architectural works and music. For researchers pursuing historical research in marketing, the archival documents offered by government archives and donated private collections from throughout the world provide invaluable resources. This paper also provides a discussion of the colonial focus on record-keeping and potential bias stemming from colonial structures of government and lack of representation of marginalised groups. Citation:
Journal of Historical Research in Marketing
PubDate:
2022-03-29
DOI: 10.1108/JHRM-09-2021-0048 Issue No:Vol.
14
, No.
2
(2022)
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Authors:
Leighann C. Neilson
Abstract: The purpose of this study is to respond to the Journal of Historical Research in Marketing special issue call for discussions that can assist advertising and marketing history researchers locate primary sources of interest to their research by describing the resources available through the online family history websites Ancestry.com and FindMyPast.com. Brief histories of Ancestry and FindMyPast are presented, based on publicly available records and secondary sources. This paper explains the types of data researchers can access via Ancestry.com and FindMypast.com, the costs of access and then provides some examples of how these resources have been used in past research by marketing and advertising historians. Family history websites such as Ancestry and FindMyPast can provide researchers with access to a wide variety of data sources, such as census and voting records; immigration records; city directories; birth, marriage and death records; military records; and almanacs and gazetteers, but at a cost. In some cases, paying for digital access to records is more convenient, timely and can cost less than travelling to access these same documents in physical form. Depending on the researcher’s geographical location and the country from which records are sought, this can add up to quite a cost savings. When using these sources, it is wise to determine which database contains more of the records you are searching for; Ancestry tends to have better US and Canadian resources, while FindMyPast covers the UK better. Researchers interested in conducting advertising and marketing history research need access to primary data sources. Given restricted travel budgets and, indeed, restricted travel under COVID-19 conditions, gaining access to primary sources in digital form can allow researchers to continue their work. At any time, gaining access to digital records without having to travel can speed up the research process. Researchers new to the field, and those with many years of experience, can benefit from learning more about family history databases as primary data sources. Citation:
Journal of Historical Research in Marketing
PubDate:
2022-03-24
DOI: 10.1108/JHRM-10-2021-0055 Issue No:Vol.
14
, No.
2
(2022)
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Authors:
Katherine Margaret Howells
Abstract: 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. 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. 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. 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. 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. Citation:
Journal of Historical Research in Marketing
PubDate:
2022-02-17
DOI: 10.1108/JHRM-09-2021-0046 Issue No:Vol.
14
, No.
2
(2022)
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Authors:Christopher Long
,
Bridget Whittle Abstract: 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. 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' 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. 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. Citation:
Journal of Historical Research in Marketing
PubDate:
2022-01-07
DOI: 10.1108/JHRM-08-2021-0039 Issue No:Vol.
14
, No.
2
(2022)
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Authors:
Jeannette Strickland
Abstract: 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. 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. 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. 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. 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. Citation:
Journal of Historical Research in Marketing
PubDate:
2021-11-19
DOI: 10.1108/JHRM-08-2021-0037 Issue No:Vol.
14
, No.
2
(2021)
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Authors:
Terrence H. Witkowski
Abstract: 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. 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. 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. This paper familiarizes advertising and marketing historians with the primary sources in the McCracken Research Library and suggests some potential areas for study. Citation:
Journal of Historical Research in Marketing
PubDate:
2021-11-12
DOI: 10.1108/JHRM-07-2021-0029 Issue No:Vol.
14
, No.
2
(2021)
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Authors:Tony Yan
,
Michael R. Hyman Abstract: 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. A bibliographic review is used to analyze historical sources pertaining to Chinese marketing theory and practice. Marketing scholars can draw from multiple but neglected and underused Chinese sources to glean important historical data reflecting pre-1949 Chinese marketing. 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. By scrutinizing these materials, contemporary marketers can formulate parallel strategies from the repertoire of historical marketing strategies. This is the first comprehensive survey of an invaluable non-Western source for historical research in marketing. Citation:
Journal of Historical Research in Marketing
PubDate:
2021-11-05
DOI: 10.1108/JHRM-09-2021-0044 Issue No:Vol.
14
, No.
2
(2021)
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