... 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...

...Graham Gladden Purpose The purpose of this paper is to analyse Cunard’s marketing communications during a period of significant social and economic change. The intention is to show, firstly, how the company sought to meet and influence potential passengers’ understanding of their travel needs...