Selling Swedish summer: the marketing of Pommac, 1920–1960
نویسندگان
چکیده
This paper offers the first case study of Swedish soft drink Pommac, launched in 1919, and how brand established itself as ‘taste summer’. Using multimodal critical discourse analysis to examine a large dataset Pommac advertisements, it traces brand's development over its forty years on market (1920–1960), identifying ways which summer was depicted this shifted time accordance with changes society worked tandem other secondary themes, such luxury, sophistication alcohol substitution. It finds that concept initially promoted highly idealised oriented towards middle-class public. In 1940s, began include working-class audiences advertisements for time, thereby creating segmented based around each group's supposed tastes, cultures forms socialisation. Ultimately, demonstrates leisure has long been exploited by brands engage specific target enhances our understanding class-based approaches lifestyle marketing, while also showcasing some uniquely marketing characteristics emerged response particular social, cultural political developments country.
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ژورنال
عنوان ژورنال: History of retailing & consumption
سال: 2023
ISSN: ['2373-5171', '2373-518X']
DOI: https://doi.org/10.1080/2373518x.2023.2172248