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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

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

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