...Lame M. Kenalemang-Palm Purpose The aim of this paper is to examine the construction of female beauty ideals in Tokalon advertisements in 1930s Sweden. Design/methodology/approach This paper uses the theoretical perspective of social semiotics and the methodology of multimodal critical...

...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...

... correspondence courses in the technology of advertising, we focus particularly on the production of technified knowledge and mass personas. Design/methodology/approach The study is based on a qualitative analysis of course material from Sweden’s two largest correspondence schools in the 1930s and 1940s. Two...

... to explore the institutional development of international advertising. Findings A new postwar paradigm that focused on a consumer-oriented brand ideology enabled marketing executives in the Swedish Advertisers’ Association to develop a new discourse on international advertising in Sweden, which...

...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...

... between 1910 and 1940 in accordance with changing popular discourse. This made Stomatol more competitive than other toothpaste brands because it was able to sell an experience rather than a product, turning it into Sweden’s most popular toothpaste. Originality/value This paper demonstrates...

... into consumers in this material and how different consumer groups were depicted, divided and framed during Sweden’s early consumer culture. By doing so, the paper highlights the tensions between aiming at a mass audience, on the one hand, and striving to reach more and more specific consumer groups on the other...

...Elin Åström Rudberg Purpose The purpose of the paper is to examine how the cartelized Swedish advertising industry contributed to the development of brands in Sweden in the early twentieth century. Specifically, a nationwide campaign for branded goods in 1925 is studied. Design/methodology...