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Recently, American social behavior during the 1980s has been compared, both favorably and unfavorably, with the attitudes and culture of the United States during the years 1950–1959. The past two decades of rebellion, student protest, liberal sexual practices, radical politics, and strong civil and women's rights movements have all passed.

This paper aims to examine the formation of Kavaklıdere as a ‘modern’ residential district during the 1950s. Contemporary urbanization brought about changes in various regions of Ankara, among which Kavaklıdere emerged as an important location with features that defined a new stage in the development of the identity of the capital city. The construction of houses in this district from the early 1950s onwards was in accordance with new functional requirements resulting from the needs of the contemporary socio-economic context, and exemplified the relationship between architectural approaches and social developments. In line with the rapid urbanization of Ankara throughout the 1950s, daily life in Kavaklıdere was transformed, as experienced in the apartment blocks that were the newly constructed sites of modernization. The contemporary transformation of Kavaklıdere was apparently formal and spatial, with the modernist architectural approach of the period, i.e. the so-called International Style, beginning to dominate in the shaping of its changing character. Nonetheless, the transformation was not only architectural but also social: the characteristics of this part of the city were then defined by structures like these apartment blocks, which brought modernist design features, together with modern ways of living, into wider public use and appreciation. The paper discusses how the identity of Kavaklıdere as a residential district was formed in the context of the mid-twentieth century, when these new residences emerged as pioneering modernist architectural housing, the product of social change, which housed and hence facilitated the ‘modern’ lifestyle of that time.

The purpose of this paper is to explore how the Chaozhou-speaking communities in northeast Guangdong Province dealt with new barriers of border control during the 1950s, and how they circumvented these institutional obstacles to leave China for Hong Kong and Southeast Asia. The emigration process was reshaped by new social and political forces in Maoist China. How did the Chaoshan people apply for the travel permit to leave China? How did they enter the hosting countries? How did the emigration experience influence the identity formation of Chaoshan Chinese in the 1950s?

This paper draws on archival sources, memoirs and interviews to demonstrate the ways in which Chaoshan people pursued new strategies of emigration during the 1950s.

In Maoist China, the application for an entry-exit permit was a rather complicated bureaucratic process for ordinary people. One needs to consider the class status, geographical origins and overseas connections of the applicants as well as the changing official policies toward overseas Chinese.

This paper emphasizes on the impacts of emigration experience on the identity formation of Chaoshan people and the incremental transformation of these emigrant communities in Guangdong Province.

This scholarly finding throws light on the transformation of Chaoshan from a fluid, mobile maritime environment to an increasingly state-centric agrarian society during the 1950s.

This paper is an original scholarly study of the history of Chaoshan communities in South China and their emigration to Southeast Asia.

By studying marketing strategies of the global Weider Nutrition International Group, this study aims to analyse how the industry surrounding fitness equipment and dietary supplements interacted with fitness culture through marketing, advertising and consumption in 1950s Scandinavia. The emphasis is on how the Weider Group established their position as a world leader in sports nutrition through mail order partnerships and advertising using bodies and body ideals in their campaigns.

The Weider Group’s marketing campaigns are studied through close reading of text and images in Scandinavian weightlifting and bodybuilding magazines in the 1950s, guided by a theoretical understanding of the body as a constant and ongoing project.

This study deepens the historical knowledge of market-driven aspects of sport and exercise. The market for nutrition and fitness products was internationalised in the 1950s. The study shows that cooperation between commercial and civic organisations played a major role in the enterprise of selling fitness and nutrition products.

This paper shows that in marketing the products, the advertisements – which appealed to both men and women – not only struck a tone of intimacy and desire but also cultivated a sense of insecurity and inadequacy, as well as individuals’ responsibility for maintaining their own bodies. The latter was reflected in young men’s letters to magazines in which Weider’s products and training programmes were praised. For women, this opened up a previously male-dominated gym environment.

The purpose of this paper is to analyze how popular culture in general and movies in particular both reflected and shaped public attitudes to newly emerging corporate giants in the 1950s; to demonstrate how that view was itself shaped by political context and prevailing American ideology.

The paper rests on a content analysis of 11 corporate films released in the USA between 1954 and 1960.

Studying corporate movies during the 1950s lends an appreciation of the salience of understanding the political/cultural context of business history. The movies also reflected Cold War realities: the constraints imposed by an anti‐communist blacklist, and the belief – hope, perhaps – that capitalist corporations would stand as a bulwark against the alien ideology of Communism.

The films studied are all US‐made. Studying films from later decades might also lend additional perspective.

The paper demonstrates the value of considering political context and ideology in understanding business history.

The purpose of this paper is to focus on the Americanization of European advertising in the post‐war years as a phenomenon of cultural transfer and it aims to explore the interaction between the USA and Italian advertising traditions during the 1950s and the 1960s.

The analysis is in two parts. First, the role of those cross‐cultural mediators who contributed to changing marketing communication strategies of many Italian companies during the 1950s and the 1960s is studied. Second, the ways in which US advertising rules and patterns are combined with the local tradition in order to fit the Italian context of the post‐war years are looked at. The research is based on a study of the main USA and Italian marketing and advertising literature of the post‐war years, and on an analysis of press campaigns and TV commercials.

This research shows that during the 1950s and the 1960s, the conflict between the American approach and the Italian approach to advertising did not prevent interaction and negotiation. In the post‐war years, the USA know‐how and practices, are re‐interpreted through the process of transfer to Italy, creating original, and unexpected solutions.

Although some research has been conducted on the Italian advertising scene during the post‐World War II years, the few existing contributions did not focus on the interaction between the imported American model and the local traditions. This paper provides a good overview of the ways in which notions, methodologies, and strategies coming from the USA are implemented.

The 1950s was characterised by pronounced stability of the banking sector in many countries, which the existing literature has attributed to tight regulation. However, other factors than regulation are important for financial stability. The purpose of this paper is to consider the case of Denmark and investigate whether the absence of banking crises was due to robustness of the banking sector’s customers rather than tight regulation.

The paper analyses the resilience of Danish wage and salary earners to adverse economic shocks in the 1950s based on household-level data on income, consumption, savings and wealth from the Danish Expenditure and Saving Survey of 1955.

The paper finds that the Danish household sector in the 1950s had a high debt payment ability and was very robust to even large income shocks. The results indicate that the stability of the Danish financial sector was not only due to tight regulation but also reflected a high credit quality of the banking sector’s loan portfolio.

During the past decade or so, a micro-data-based framework has become the “state of the art” approach among central banks to analyse the financial robustness of the household sector. However, such an approach has so far not been applied in studies on historical financial-stability issues. The paper adds to the literature by using granular household-level data to assess the financial resilience of the Danish household sector in the 1950s.

The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

The paper argues that there is a need to further qualify and deconstruct the notion of “Americanization” by integrating the now well-established notions of “hybridization” and “mediation” with more specific attention to the competing “hearts and souls”, the different strategies and discursive practices that different individual actors (American, British and Italian) operating within the Italian advertising business tried to instil into goods and consumers and the economic and cultural results that they achieved.

This is the first research on the history of Italian advertising that fully places it within a transnational and comparative perspective using so far unpublished records, aiming at moving beyond traditional, eastbound Americanization frameworks through a detailed empirical investigation.

From 1953 to 1961, the South Korean economy grew slowly; the average per capita GNP growth was a mere percent, amounting to less than $100 in 1961. Few people, therefore, look for the sources of later dynamism in this period. As Kyung Cho Chung (1956:225) wrote in the mid‐1950s: “[South Korea] faces grave economic difficulties. The limitations imposed by the Japanese have been succeeded by the division of the country, the general destruction incurred by the Korean War, and the attendant dislocation of the population, which has further disorganized the economy” (see also McCune 1956:191–192). T.R. Fehrenbach (1963:37), in his widely read book on the Korean War, prognosticated: “By themselves, the two halves [of Korea] might possibly build a viable economy by the year 2000, certainly not sooner.”

Terminologies such as “integrated marketing” and “market segmentation” may be common parlance in contemporary marketing literature, but, in post-war America, they had distinct racial orientations mediated by a history of segregation. This paper aims to examine the resonant discourses in the construction of the Negro market in post-war America and observes that the field of marketing provides a historiography, where Negro marketing was constructed as dilemmatic and through a duality of the black market impacting the well-established white market. A survey of marketing literature from the 1950s to the 1970s reflects a discursive turn from scepticism and caution in approaching the Negro market to evoking the ethical discourse and advocating equal rights for the black consumer.

A review of articles on the topic reveals that research occurred in other academic fields beyond the remit of marketing, and these different disciplines approached the issue of the Negro market from different research orientations and fields of enquiry. This paper focuses on academic literature that was published in marketing and business journals which were concerned with marketing to the black community. The journals reviewed in this paper include Journal of Marketing Research, Marketing/Communications, The Journal of Business, The Journal of Marketing and Journal of Advertising Research published from the 1950s to the 1960s. In reviewing the marketing literature from these journals, it highlights the recurrent and resonant themes and shifts in discourse in the period mentioned.

Despite the scepticism, there was a recognition among market researchers that they were in a unique position to influence significantly the future relationships between blacks and whites in America (Gould et al., 1970, p. 26; Kassarjian, 1971; Hair et al., 1977; Solomon et al., 1976). The marketing discourses also showed reluctance in supporting black media, as advertising agencies did not have a preference for it. Black advertising organizations, while providing access to the Negro market, were seen as having high preparation costs and high costs per thousand in terms of reaching the population. There was also dissatisfaction expressed with the results of the copy (Alexis, 1959).

The moral turn in advertising is evident in the late 1960s and early 1970s, where marketers spoke of intervention beyond market strategies. Cohen (1970, p. 3) argued fervently that there exists an opportunity for advertising to improve its social image by giving more attention to the black community. The moral discourse of social responsibility as marketers and advertisers sought to go beyond advocating consumer rights to recognising that structural changes and attitudinal shifts was required to reform the industry through recruitment and training of black staff in creative and consultative roles. Wall (1970, p. 48), in commenting on integrated advertising, observed that beyond producing advertisements which create a sense of equality in life style and values, black employment is vitally important in creative levels in the advertising industry to improve credibility and acceptance.