Journal of Historical Research in Marketing: Volume 14 Issue 4


Table of contents

Cruising through advertising: cruise ship brochure advertising in the late twentieth century

Andrew Cardow

The purpose of this paper is an archival study of images taken from cruise brochures available in New Zealand from the late twentieth century and early twenty-first century. The…

Modernity, beauty and the Swedish “way of life”: lifestyle marketing in Stomatol toothpaste advertisements, 1910–1940

Lauren Alex O’ Hagan

This paper aims to challenge the assumption that brands of everyday products have only used lifestyle marketing in the past 30 years by conducting the first case study of the…


Between persuasion and courtesy: Polish press advertising, ca. 1850–1939

Izabella Parowicz

Early Polish press advertising (between 1850s and 1939) was characterized by a distinctive and today’s extinct combination of elements of persuasion and exceptional courtesy…

Cover of Journal of Historical Research in Marketing



Online date, start – end:


Copyright Holder:

Emerald Publishing Limited

Open Access:



  • Dr Richard Hawkins