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PurposeThe aim of this paper is to examine the nature of newspaper advertisements for goods in Stockholm newspapers in the 18th century by studying what goods were advertised, how frequently they were advertised and what marketing strategies were used. The findings are discussed in relation to...
PurposeThe purpose of this paper is to draw a parallel between color combinations in coats of arms of the twelfth century and color combinations in current brand logotypes of 400 companies from the Forbes Global 2000 list.Design/methodology/approachIn this work, the frequency of color...
PurposeThe purpose of this study is to examine negative depictions of male homosexuality in US print and video advertising during the twentieth and early twenty-first centuries. It answers three research questions: What sorts of negative depictions of homosexuality are presented? How, if at all,...
PurposeTerminologies 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...
PurposeThe purpose of this paper is to review a popular business handbook – The Business Guide – by James L. Nichols, first published around the turn of the twentieth century. The analysis is geared toward determining how it fits within the development of marketing thought and...
PurposeThe purpose of this paper is to review and summarize Pierre Martineau’s Motivation in Advertising and to assess its status as a valid forgotten classic of the marketing literature.Design/methodology/approachMotivation in Advertising is reviewed and summarized, and its contributions to...
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