...” that emphasizes self-governance by modern women. Originality/value This paper demonstrates the significance of analyzing Swedish cosmetic advertisements from this period to understand their role in shaping constructions of femininity. It also highlights the important influence of American advertising styles...

... 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...