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The "Appliance of Science"? Appeals to Medical and Scientific Expertise in British Advertising 1930-1980

“科学的应用”？

基本信息

批准号：
2436588
负责人：
金额：
--
依托单位：
University of Leeds
依托单位国家：
英国
项目类别：
Studentship
财政年份：
2020
资助国家：
英国
起止时间：
2020 至无数据
项目状态：
未结题

来源：
https://gtr.ukri.org/projects?ref=studentship-2436588
关键词：
Appliance Science Appeals Medical Scientific

项目摘要

The project examines the role of gender, popular understandings of 'health', and rhetorical appeals to medical authority within the advertising of food products in modern British consumer culture. Working in collaboration with the History of Advertising Trust, this project examines advertisements housed within HAT's archives, drawing upon original artwork, posters, point of sale promotions, brochures, press cuttings, TV and cinema commercials, photographs, audio tapes, and a collection of campaign research materials to explore how scientific authority was represented, discussed and disseminated by popular advertisements between 1930 and 1980. Contemporary scholarship on public health has highlighted the central role of images displayed in public spaces in informing popular understandings of what the healthy body should look and feel like, and the importance of altering personal behaviour in the aspiration to be 'healthy'. As nutrition increasingly came under the purview of experts in the early twentieth century, the voices of dieticians, nutritionists and physicians were given increasing authority to speak on the public diet (Neswald, Smith and Thoms, 2017). This project asks how these voices were represented to the British public and how the perceived 'healthiness' of products was framed to sway consumers on the high street, in their homes, and across Britain.

该项目探讨了性别的作用，流行的理解“健康”，并在现代英国消费文化中的食品广告的医疗机构的修辞上诉。与广告信托的历史合作，这个项目检查HAT档案中的广告，利用原始艺术品，海报，销售促销点，小册子，剪报，电视和电影广告，照片，录音带，以及一系列竞选研究材料，探索科学权威是如何被代表的，在1930年至1980年间通过流行广告进行讨论和传播。关于公共卫生的当代学术研究强调了公共空间中展示的图像在告知公众对健康身体应该是什么样子和感觉的理解方面的核心作用，以及改变个人行为以实现“健康”的重要性。随着营养学在世纪初越来越多地进入专家的视野，营养师、营养学家和医生的声音越来越有权威来谈论公共饮食（Neswald，Smith和Thoms，2017）。这个项目询问这些声音是如何向英国公众表达的，以及产品的“健康”是如何影响商业街、家中和英国各地的消费者的。