Search results

1 – 9 of 9
Content available
Article
Publication date: 11 February 2014

Dr Bernadette Whelan

873

Abstract

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Article
Publication date: 11 February 2014

Bernadette Whelan

– The aim of this article is to explore how, and to what extent, American advertising and its consumerist messages infiltrated Irish society in the period 1922-1960.

Abstract

Purpose

The aim of this article is to explore how, and to what extent, American advertising and its consumerist messages infiltrated Irish society in the period 1922-1960.

Design/methodology/approach

The article is based on an analysis of primary and secondary sources.

Findings

The article argues that American advertising practices and messages influenced the advertising industry in Ireland. It also contributed to the technical, style and content of Irish advertising and informed the Irish woman's view of American consumerism. Finally, it suggests that Irish society was more open to external influences, which challenges the narrative of Ireland as a closed society before 1960.

Originality/value

The article is based on extensive original research and opens up a number of new areas of research relating to the history of consumerism and advertising in Ireland.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 11 February 2014

Lauren Clark

The aim of this paper is to examine the role of children in an emergent Irish consumer culture and advertising from 1848-1921. In particular, the significance of children's gender…

Abstract

Purpose

The aim of this paper is to examine the role of children in an emergent Irish consumer culture and advertising from 1848-1921. In particular, the significance of children's gender and reading materials in the process of consumption will be evaluated.

Design/methodology/approach

An analysis of primary sources, literature and secondary sources substantiates this research.

Findings

By evaluating advertisements, magazines, school textbooks and children's literature from the 1848-1921 period, this article argues that Irish children were encouraged to engage with an emergent consumer culture through reading. This article also evaluates the importance of gender in considering children as consumers and it focuses upon a number of critically neglected Victorian, Irish, female authors who discussed the interface between advertising, consumption and the Irish child.

Originality/value

This article is an original contribution to new areas of research about Irish consumerism and advertising history. Substantial archival research has been carried out which appraises the historical significance of advertisements, ephemera and critically neglected children's fiction.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 11 February 2014

Mary McCarthy

The aim of this paper is to examine the nature of newspaper advertisements published in the Irish newspaper The Freeman's Journal. This is approached by examining the construction…

Abstract

Purpose

The aim of this paper is to examine the nature of newspaper advertisements published in the Irish newspaper The Freeman's Journal. This is approached by examining the construction of a selection of printed advertisements, including the strategies used in each, which appeared in The Freeman's Journal between 1763 and 1924.

Design/methodology/approach

The central primary source used is The Freeman's Journal and the selected advertisements. A number of primary and secondary sources are employed in the analysis of the featured advertisements in respect to the format, language and marketing strategies used in each.

Findings

The case study finds that there were a number of constants in the advertisements examined, as well as a number of advertising strategies employed from the eighteenth century onward, that have more commonly been associated with the 1918 to 1939 interwar period. It also found that the use of illustrations did not solely depend on twentieth century printing advances, but that printing developments did much to expand and progress advertising in Ireland.

Originality/value

This case study explores a little researched area in Irish advertising history.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 11 February 2014

Barbara Walsh

– The purpose of this paper is to present a view of how a retail chain store and its marketing strategies impacted on shopping habits in twentieth century Ireland.

Abstract

Purpose

The purpose of this paper is to present a view of how a retail chain store and its marketing strategies impacted on shopping habits in twentieth century Ireland.

Design/methodology/approach

Primary and secondary sources include company documents, oral history and press reports. Background social, political and economic factors are considered in conjunction with the methods this firm used to build customer-driven managed marketing systems and teams of good staff relationships.

Findings

Woolworth's Irish stores responded to changing tastes and needs of consumers throughout Ireland. The Irish market required skilful techniques to overcome widening divisions within customer profiles to accommodate increasing north-south and urban-rural patterns. Welcomed by shoppers of all ages and genders, this firm's contribution to Ireland's retailing and wider commercial scene was innovative, popular, flexible and influential.

Originality/value

The overview of this well-known retail chain store's experience in twentieth century Ireland can provide scholars with building blocks on which to expand knowledge and develop further understanding of a largely un-tapped field of research within the history of marketing in Ireland.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 11 February 2014

Colum Kenny

– The aim of this paper is to discuss a unique and significant article about advertising that was published in Dublin in 1910.

Abstract

Purpose

The aim of this paper is to discuss a unique and significant article about advertising that was published in Dublin in 1910.

Design/methodology/approach

The article, entitled “The advertising problem” (reproduced in its entirety in the Appendix) is analysed and contextualised.

Findings

It is demonstrated that at least some early Irish advertising practitioners had a reflexive understanding of the tools of marketing and advertising as used then in Ireland and abroad, and that their own use of such tools served not only manufacturers and other clients, but also the ideological project of an Irish-Ireland.

Originality/value

This analysis has a particular value in rebutting clearly any possible assumption that advertising and marketing practices in Ireland in the early twentieth century were simply “quaint”.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 11 February 2014

Wendy Williams

– The aim of this paper is to explore the marketing strategies and tools used by W&R Jacob & Co. in the first four decades of the twentieth century.

Abstract

Purpose

The aim of this paper is to explore the marketing strategies and tools used by W&R Jacob & Co. in the first four decades of the twentieth century.

Design/methodology/approach

This paper is based on close analysis of W&R Jacob & Co. labels and other primary material supported by secondary sources.

Findings

The paper explores the company's initial focus on the development of an export market and their competition with similar firms in England for that business. It reveals the ways in which the firm contributed to the development of product naming and labelling conventions within the biscuit industry in this period. Labelling and product presentation strategies are examined to show methods of origination that coped with a prolific rate of introduction of new lines. Political change in Ireland in the 1920s and 1930s imposed limits on Jacob's markets and precipitated a reorientation of labelling strategies.

Originality/value

The paper is based on extensive original research and makes a solid contribution to the understanding of new product development and marketing strategies within the biscuit industry in the first four decades of the twentieth century. It also furthers understanding of the effects of Irish Free State policies on export industry.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 11 February 2014

John Philip O'Connor

The aim of this paper is to examine how the “colleen” archetype was used in the creation of a successful brand personality for a range of soap manufactured in Ireland during the…

Abstract

Purpose

The aim of this paper is to examine how the “colleen” archetype was used in the creation of a successful brand personality for a range of soap manufactured in Ireland during the early twentieth century. It reveals the commercial and political agendas behind this move and the colleen's later application to Ulster unionist graphic propaganda against Home Rule between 1914 and 1916.

Design/methodology/approach

This case study is based on an analysis of primary and secondary sources; the former encompassing both graphic advertising material and ephemera.

Findings

This paper demonstrates how contemporary pictorial advertising for colleen soap was suffused with text and imagery propounding Ulster's preservation within the UK. It also suggests that the popularity of this brand personality may have been a factor in the colleen's appropriation for propaganda purposes by certain strands within Ulster unionism.

Originality/value

This paper is based on original research that expands the historical corpus of Irish visual representation, while also adding notably to discourses within the History of Marketing and Women's History.

Details

Journal of Historical Research in Marketing, vol. 6 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 1 January 1993

Bernadette C. Hayes

Social mobility has long been viewed as an integrative mechanism for societies. For example, whereas earlier American researchers saw opportunities for social mobility as a vital…

Abstract

Social mobility has long been viewed as an integrative mechanism for societies. For example, whereas earlier American researchers saw opportunities for social mobility as a vital factor in promoting political stability and the maximisation of equality of opportunity, more recent British sociologists have noted the role of social mobility in legitimising inequalities and impeding class formation and class action. Despite this stress on the importance of social mobility for societal stability, however, there has been little sustained empirical study of the influence of marital homogany either in terms of societal integration or the reproduction of class relations. Yet, as Jones (1987) notes, this neglect of the issue is somewhat puzzling. Not only have earlier studies of class phenomena such as Sorokin (1927) and Schumpeter (1951) paid considerable attention to marriage and the family in relation to social stability, class formation and class cohesion, but, marital patterns, in terms of the economic and social resources of parents, are consistently emphasised as one vital factor in accounting for the subsequent occupational achievements of children (Hayes and Miller, 1991; Miller and Hayes, 1990; Abbott and Sapsford, 1987; Boyd, 1985; Dale et.al., 1985; Cooney et.al., 1982; Marini, 1980) and the political attitudes of households in general (Leiulfsrud and Woodward, 1988, 1987; Abbott, 1987; Britten, 1984).

Details

International Journal of Sociology and Social Policy, vol. 13 no. 1/2
Type: Research Article
ISSN: 0144-333X

1 – 9 of 9