Advertising in times of war: Themes in Argentine print advertising during the Malvinas/Falklands War

Mundel, Juan; Nieves-Pizarro, Yadira

doi:10.1080/13527266.2017.1345777

Cited by 5 publications

(2 citation statements)

References 44 publications

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“…The campaign is a clear example of how the commercial sphere is shaped by the political realm. While on the one hand it represents promotion of patriotism as discussed by Gross and Sheth (1989), it also envisages a shift in advertising style and content as can be observed in the work of Mundel and Nieves-Piazzaro (2017). Akkor (2021) notes that this campaign had as its reference point a similar campaign by the Greek-Cypriot freedom fighters, which aimed to cultivate and leverage ethno-nationalism.…”

Section: Analysis and Findingsmentioning

confidence: 95%

Advertising as discursive reflections of the political realm: Turkish-Cypriot advertisements between 1940-1974

Yalkın

Kahveci

Uygur³

2023

JHRM

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Purpose The purpose of this paper is to explore how conflict/war and its political economic and socio-cultural reflections influenced Turkish-Cypriot advertisements. It provides an analysis of the Turkish-Cypriot advertisements during 1940–1974, which was characterised by intermittent inter-ethnic armed conflict, to illuminate how they are related to the commercial, political, economic and socio-cultural unravelling of the era. Design/methodology/approach Compositional interpretation and social semiotic analysis (Rose, 2016) with a critical lens have been adopted as research design. Social, cultural, economic and political conditions of the time were also used in the analysis. Findings Firstly, this paper shows that the advertisements increased in complexity although very incrementally through the studied period, especially in comparison to the advertising of the countries that directly influenced the commercial sphere in Cyprus such as Britain, Greece and Turkey. Secondly, this paper shows that the advertisement messages were directly shaped by key events in the socio-political realm. Especially during the 1940s (British rule) and the bicommunal Republic of Cyprus era, the Turkish-Cypriot community newspapers featured a cosmopolitan range of advertisements paid for by Greek-Cypriot, Armenian-Cypriot and Turkish-Cypriot businesses. After 1963, when the armed conflict began and the communities retreated to separate parts of the capital city, the featured advertisements mostly reverted back to the 1950s political economic agenda: firstly, they intended to build ethno-community consciousness by transforming Turkish-Cypriots who were scattered around in different towns, villages and cities into a public/community; secondly, they were used in developing the burgeoning Turkish-Cypriot business enterprises and the making of a consumer class. Originality/value As no such study was conducted so far, this paper shows, through the continued and increasing existence and variety of the advertisements printed in Turkish-Cypriot newspapers, the trajectory with which the Turkish-Cypriots met the consumption codes of the era under armed conflict. Secondly, the authors observe the “state” authority (in this case, the community administration) directly and indirectly influences both the business agenda and the building of community consciousness. Thirdly, the authors show that the Turkish-Cypriot community had normalised commerce under armed-conflict.

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Section: Analysis and Findingsmentioning

confidence: 95%

Advertising as discursive reflections of the political realm: Turkish-Cypriot advertisements between 1940-1974

Yalkın

Kahveci

Uygur³

2023

JHRM

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“…Advertising expression and content during war time Research shows that in times of war, it is common for companies to adjust their advertising style in different ways to reflect changes in society (Mundel and Nieves-Pizarro, 2017). Given that emotions are easier to be elicited during times of crisis and economic downturn (Ahn et al, 2011), marketers tend to place ads showing patriotism and loyalty for a country in an attempt to build brand loyalty.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Malvinas/Falkland Islands War: a look into ads

Mundel

Nieves-Pizarro

Wickham

et al. 2019

JHRM

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Purpose Little is known about patriotic appeals and Latin American symbols in ads. The purpose of this study was to content analyze Argentine and English print newspaper ads to examine how advertising expression and content differed in the two countries while they were fighting the Malvinas/Falkland Islands War. Design/methodology/approach A total of 3,707 ads were analyzed from La Nación and The Times from April 1, 1982, to December 31, 1982. Appeals, advertised products, cultural values and code-switching were studied. Findings The War resulted in marginal changes to advertising in Argentina and England. Interestingly, while the use of national symbols was scarce across both countries, Argentina accounted for the majority of the references to the war. A number of Argentine brands that adapted their names from English to Spanish are taken into account. Research limitations/implications By drawing comparisons to English ads, this paper illustrates the boundaries of strategies and appeals in two different cultures over the same time period. This study extends the literature on the use of advertising during periods of conflict. Practical implications This content analysis provides a look at the strategies, tactics and symbols used by print advertisers in Argentina and England during the War. Originality/value The study provides a depiction of advertising campaigns featured in Argentine and English newspapers during one of the most recent armed conflicts in South America. The study provides a summary of changes in advertising as a result of the War. In doing so, the paper extends the advertising literature to an understudied market.

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Impact of COVID-19 on TV advertisements: informational, transformational & narrative analyses of post-COVID-19 TV advertisements

Sharma

Meena

2022

Journal of Marketing Communications

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Advertising in times of war: Themes in Argentine print advertising during the Malvinas/Falklands War

Cited by 5 publications

References 44 publications

Advertising as discursive reflections of the political realm: Turkish-Cypriot advertisements between 1940-1974

Advertising as discursive reflections of the political realm: Turkish-Cypriot advertisements between 1940-1974

Malvinas/Falkland Islands War: a look into ads

Impact of COVID-19 on TV advertisements: informational, transformational & narrative analyses of post-COVID-19 TV advertisements

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