... constructed and mobilised through the marketing of Maniol hand cream. Design/methodology/approach Using multimodal critical discourse analysis, this study examines Maniol’s print advertisements from 1920 to 1940, focusing on how linguistic, visual and other semiotic resources were used to navigate...

...Maria Elena Aramendia-Muneta; Mar Rubio-Varas; Joseba De la Torre Purpose This study aims to examine how the nuclear energy issue was used for advertising purposes at the dawn of the atomic era in Spain. Design/methodology/approach Newspapers and magazines from the atomic era were reviewed...

...Leif Runefelt; Lauren Alex O’Hagan Purpose The purpose of this paper is to provide the first comprehensive examination of the early cannabis-based food products industry, using Sweden as a case study. Drawing upon historical newspaper articles and advertisements from the Swedish Historical...

... industry that targeted the emerging middle classes and promoted care for the body as essential to both personal and national well-being. Central to the promotion of this message was advertising, which took on a “new scope and maturity” (Marchand, 1985 , p. xxi) during this time due to the wide range of new...

...Lauren Alex O'Hagan Purpose This paper aims to historicise the contemporary chlorophyll trend through the first academic study of its early marketing in Sweden (1950–1953). Using multimodal critical discourse analysis, it demonstrates how brands used advertisements to convince female consumers...

... social semiotic analysis, it explores how the brand was a pioneer in lifestyle marketing, using discourses of modernity, beauty and the Swedish “way of life” to sell its toothpaste. Design/methodology/approach Two hundred Stomatol advertisements were collected from the Swedish Historical Newspaper...

...Lauren Alex O’ Hagan Purpose This paper aims to use the advertisements of three major brands – Chymol, Formamint and Lifebuoy Soap – to examine how advertisers responded to the 1918–1919 influenza pandemic in Great Britain influenza pandemic. It looks particularly at the ways in which marketing...

...Fred Beard; Anna Klyueva Purpose The purpose of this historical paper is to examine arguably the most controversial advertising campaign of all time. Critics have condemned tobacco marketer George Washington Hill's “Reach for a Lucky Instead of a Sweet” campaign in the late 1920s and early 1930s...