Selling the Empire?: Marketing and the Demise of the British World, c.1920-1960
Selling the Empire?: Marketing and the Demise of the British World, c.1920-1960
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出卖帝国？：营销与英国世界的消亡，c.1920-1960
DOI：
10.1080/03086534.2020.1741837
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发表时间：
2020
期刊：
影响因子：
--
通讯作者：
Thackeray D
中科院分区：
文献类型：
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作者：
Thackeray D
本文使用的营销和广告的政治学的研究，考虑的作用，英国的世界合作在消费者政治中发挥的作用，在英国和1920年代和1950年代之间的Domestic。我们将评估政治家和商人在国内如何回应帝国营销委员会的努力，以鼓励在两次世界大战期间的“购买英国”的习惯，以及探索美国领先的营销机构，J的活动。文章最后讨论了20世纪50年代爱国贸易的政治是如何被重塑的。虽然这一事业在20世纪30年代在澳大利亚、加拿大和南非以不同的形式出现，但在每个国家，它的倡导者都对帝国发展有着更广泛的关注。然而，广告和营销行业的变化，以及市场研究的增长，阻碍了促进消费者购买帝国主义习惯的努力。到20世纪60年代初，“旧”Domestic的爱国贸易运动是全国性的，并剥夺了他们早期的“不列颠”身份。
This article uses a study of the politics of marketing and advertising to consider the role that British World collaboration played in consumer politics in the UK and the Dominions between the 1920s and 1950s. We will assess how politicians and businesspeople in the Dominions responded to the Empire Marketing Board’s efforts to encourage the habit of ‘Buying British’ in the inter-war years, as well as exploring the activities of the leading American marketing agency, J. Walter Thompson. The article concludes with a discussion of how the politics of patriotic trade was recast in the 1950s. While this was a cause which had taken on different forms in Australia, Canada and South Africa during the 1930s, in each country its advocates shared a wider concern with imperial development. And yet, changes in the advertising and marketing industries, and the growth of market research, cut across efforts to promote the consumer habit of buying imperially. By the early 1960s patriotic trade campaigns in the ‘old’ Dominions were nationally focused and shorn of their earlier ‘Britannic’ identity.