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Profiting from war: Bovril advertising during World War II

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Profiting from war: Bovril advertising during World War II . / Loxham, Angela.
In: Journal of Macromarketing, Vol. 36, No. 2, 06.2016, p. 198-214.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

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Loxham A. Profiting from war: Bovril advertising during World War II . Journal of Macromarketing. 2016 Jun;36(2):198-214. Epub 2015 Jul 12. doi: 10.1177/0276146715593987

Author

Loxham, Angela. / Profiting from war : Bovril advertising during World War II . In: Journal of Macromarketing. 2016 ; Vol. 36, No. 2. pp. 198-214.

Bibtex

@article{0c03ea238be348f7b80324fb293d9008,
title = "Profiting from war: Bovril advertising during World War II ",
abstract = "This article addresses the lack of research on commercial advertising during wartime. It takes as its focus Bovril ads during World War II, to argue that commercial advertising, rather than diverging from state propaganda consistently drew upon wider representations of war in order to integrate into a society increasingly dominated by the image. To examine this, all of the Bovril ads from World War II appearing in the Times, Daily Express and Daily Mirror are compared in both quantitative and qualitative analyses, which helps to avoid the “cherry picking” problems of relying on a qualitative analysis alone. The main contention is that ads are socially situated media and, as such, cannot strongly divert from other messages being circulated within society because their reception depends upon their message creating an instant identification with the reader. In the 1940s this was especially true because society was confronted with an unprecedented mass of state propaganda.",
keywords = "advertising history, women, war, food marketing, rationing, propaganda, consumer literacy, morale, macromarketing",
author = "Angela Loxham",
year = "2016",
month = jun,
doi = "10.1177/0276146715593987",
language = "English",
volume = "36",
pages = "198--214",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "SAGE PUBLICATIONS INC",
number = "2",

}

RIS

TY - JOUR

T1 - Profiting from war

T2 - Bovril advertising during World War II

AU - Loxham, Angela

PY - 2016/6

Y1 - 2016/6

N2 - This article addresses the lack of research on commercial advertising during wartime. It takes as its focus Bovril ads during World War II, to argue that commercial advertising, rather than diverging from state propaganda consistently drew upon wider representations of war in order to integrate into a society increasingly dominated by the image. To examine this, all of the Bovril ads from World War II appearing in the Times, Daily Express and Daily Mirror are compared in both quantitative and qualitative analyses, which helps to avoid the “cherry picking” problems of relying on a qualitative analysis alone. The main contention is that ads are socially situated media and, as such, cannot strongly divert from other messages being circulated within society because their reception depends upon their message creating an instant identification with the reader. In the 1940s this was especially true because society was confronted with an unprecedented mass of state propaganda.

AB - This article addresses the lack of research on commercial advertising during wartime. It takes as its focus Bovril ads during World War II, to argue that commercial advertising, rather than diverging from state propaganda consistently drew upon wider representations of war in order to integrate into a society increasingly dominated by the image. To examine this, all of the Bovril ads from World War II appearing in the Times, Daily Express and Daily Mirror are compared in both quantitative and qualitative analyses, which helps to avoid the “cherry picking” problems of relying on a qualitative analysis alone. The main contention is that ads are socially situated media and, as such, cannot strongly divert from other messages being circulated within society because their reception depends upon their message creating an instant identification with the reader. In the 1940s this was especially true because society was confronted with an unprecedented mass of state propaganda.

KW - advertising history

KW - women

KW - war

KW - food marketing

KW - rationing

KW - propaganda

KW - consumer literacy

KW - morale

KW - macromarketing

U2 - 10.1177/0276146715593987

DO - 10.1177/0276146715593987

M3 - Journal article

VL - 36

SP - 198

EP - 214

JO - Journal of Macromarketing

JF - Journal of Macromarketing

SN - 0276-1467

IS - 2

ER -