Journal of Historical Research in Marketing: Volume 11 Issue 2


Table of contents

Selling the consumer: the marketing of advertising space in Sweden, ca. 1880-1939

Klara Arnberg

By studying the marketing of advertising space, this paper aims to study how class, gender and region were portrayed in terms of economic considerations in adverts selling…

The freshness of the fell streams: contextualizing the success of Lapin Kulta Beer in the 1960s

Janne Ikäheimo

As Finland became an associate member of the European Free Trade Association in early 1960s, the domestic brewing industry faced a new threat posed by imported beer. It was…


The Chatterbox annual 1900-1930: an advertising backwater?

Eric J. Frazer

To assess changes in advertising the British children’s annual, Chatterbox, over the first three decades of the twentieth century.

Eurocentric influence on the Brazilian consumer defense code

Marcus Wilcox Hemais

Based on a decolonial perspective from Latin America, this paper aims to offer a different history of the creation of Brazil’s Consumer Defense Code (CDC), analyzing the process…

Malvinas/Falkland Islands War: a look into ads

Juan Mundel, Yadira Nieves-Pizarro, Douglas Wickham, Melinda Aiello

Little is known about patriotic appeals and Latin American symbols in ads. The purpose of this study was to content analyze Argentine and English print newspaper ads to examine…

Cover of Journal of Historical Research in Marketing



Online date, start – end:


Copyright Holder:

Emerald Publishing Limited

Open Access:



  • Dr Richard Hawkins