Anzac for Sale: Consumer Culture, Regulation and the Shaping of a Legend, 1915–21

Hawkins, Jo

doi:10.1080/1031461x.2014.994539

Cited by 7 publications

(5 citation statements)

References 3 publications

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“…85 Many also called for comparable regulations to those passed in Australia, in May 1916, which prohibited the use of Anzac, "or any word resembling Anzac," in "connexion with any trade, business, calling or profession" without permission from the Governor-General or of a Minister of State. 86 The New Zealand Free Lance, for example, called for legislation "which will prevent the abuse of that sacred word, Anzac, by a base commercialism which can only look at the noblest things in life through the spectacles of its own sordid spirit . .…”

Section: Anzackery Circa 1914-1918mentioning

confidence: 99%

“They’ll Go Like British Shells!”: A Historical Perspective on Commercial “Anzackery” in New Zealand

Loveridge¹

2021

JNZS

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The term “Anzackery” was regularly employed in New Zealand during the centenary of the First World War to condemn a sense of irreverent exploitation of Anzac remembrance, with commercial exploitation forming a particular concern. This article contends that such sentiments continue a much older dynamic and seeks to offer a historical perspective by surveying the relationship between marketing and war, circa 1914–1918. It examines the rise of a distinctive mode of branding goods and services in the decades leading up to and including the First World War, investigates the wartime mobilisation of this consumerism and contemplates the nature of the resulting criticism. In doing so, it provides some perspective on and insight into the contemporary concerns of the relationship between commercial activity and Anzac remembrance in New Zealand.

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Section: Anzackery Circa 1914-1918mentioning

confidence: 99%

“They’ll Go Like British Shells!”: A Historical Perspective on Commercial “Anzackery” in New Zealand

Loveridge¹

2021

JNZS

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“…In New Zealand, the early years after WWI saw commemorative monuments erected throughout the country, and events, such as annual dawn services and marches commenced to pay homage to the ANZAC forces and to show the depth of appreciation felt for returning soldiers by the New Zealand population. Soon after the earliest battles in which ANZACs fought, in both Australia and New Zealand, it became very apparent that the term ANZAC/Anzac had significant symbolic and “commercial pull” and that the Anzac legend and associated signs and symbols could be commercialized to benefit manufactured products (Hawkins, 2015). In Australia, by mid-1915, the word ANZAC/Anzac was increasingly used to brand a range of consumer products, including tea, soap, toys, beer and other goods with traders seizing opportunities to incorporate the word “Anzac” in businesses through trademarks, even enlisting returned soldiers to endorse their products in advertising (Hawkins, 2015).…”

Section: Study Contextmentioning

confidence: 99%

“…In Australia, by mid-1915, the word ANZAC/Anzac was increasingly used to brand a range of consumer products, including tea, soap, toys, beer and other goods with traders seizing opportunities to incorporate the word “Anzac” in businesses through trademarks, even enlisting returned soldiers to endorse their products in advertising (Hawkins, 2015). In both Australia and New Zealand, governments moved quickly to prevent commodification (Hawkins, 2015, p. 8).…”

Section: Study Contextmentioning

confidence: 99%

“…The products of war can become powerful brands with equity built on their ability to evoke strong emotions and capture collective symbolic meanings for a nation or group (Holt, 2004). Memory and myth, whether based purely on factual account or repurposed for a better “fit”, can be profitably wrapped into products (Hawkins, 2015), such as books, commemorative events, children’s toys and stories, films and touristic structures and landscapes (for example, museums and dark tourism offerings). War also produces heroes and, occasionally, heroines.…”

Section: Introductionmentioning

confidence: 99%

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New Zealand’s ANZAC nurses: marketizing the great war for a 21st-century fit

Krisjanous

Hallett

2021

JHRM

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Purpose The aim of this paper is to demonstrate how a historical event packaged as an iconic heritage cultural brand can be marketized and modified over time to ensure brand longevity and continued emotional commitment and loyalty through the leverage of stories and associations more closely aligned with modern-day audiences. The authors do this through examining the marketization of the New Zealand World War 1 (WWI) nurse to today’s audiences. The periods of study are WWI (1914–1918) and then the modern day. The New Zealand Army Nursing Service (NZANS) during WWI has previously had little attention as a key actor in the Australia and New Zealand Army Corp (ANZAC), Today ANZAC is held as pivotal in the birth of New Zealand’s perception of nationhood and as an iconic heritage cultural brand. The history and legend of the ANZAC plays an important role in New Zealand culture and is fundamental to the “Anzac Spirit”, a signifier of what it means to be a New Zealander. Design/methodology/approach A historical case study method is used. The primary source of data is 1914–1918, and includes contemporaneous articles, and personal writings: diaries, letters and published memoirs. More contemporary works form the basis for discussion of marketization as it relates to the NZANS. The article first presents conceptual framing, then the development of the Anzac brand and the history of the NZANS and its role in WWI before turning to discussion on the marketization of this nursing service to today’s audiences and as part of the ANZAC/Anzac brand. Findings Today the story of the WWI NZANS nurse, previously seldom heard, has been co-opted and is becoming increasingly merged as an integral part of the Anzac story. The history of the NZANS during WWI has a great deal of agency today as part of that story, serving many functions within it and providing a valuable lever for marketization. Originality/value To date, there is a scarcity of marketing analysis that examines the marketization of history. By focusing on New Zealand WWI nursing as a contributor to the Anzac story, the authors contribute to the understanding of how marketers package and contemporize history for appeal to audiences through both sustaining and reworking cultural branding.

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“…and branding is emerging as an area of increasing attention (Khamis, 2009(Khamis, , 2012Hawkins, 2015;Sanin Santamaria, 2015), with tourism becoming an area of particular interest (Wells, 2009;Greenwood, 2014;Frew and White, 2011;White and Frew, 2013;Harvey et al, 2014). Research concerning "place" has principally focused on the practices and cultures surrounding shopping.…”

mentioning

confidence: 99%

Editorial

Crawford

2016

JHRM

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Introduction: mapping Australian marketing history "Marketing has never been a particularly well respected discipline in Australia", declare Roberts and Styles (2001, p. 106). Such indifference, they suggest, is a reflection of Australia's economic development and broader Australian cultural norms. For the greater part of its history, Australia's economy was driven by primary industries, and trade was primarily conducted with Britain. The relative lack of competition provided little impetus for innovative marketing practices. Over the twentieth century, increased tariffs for local manufacturers, depression and war-led austerity collectively resulted in the insatiable appetite of consumers during the post-war boom. However, this boom would also impede local innovation -although not completely as this collection of papers attests. The lack of serious attention being paid to marketing was also consistent with general Australian attitudes. Stating that Australians possess a "'cut the bull shit' mentality", Roberts and Styles contend that such cynicism has meant that marketing has been interpreted "as froth and bubble rather than a systematic way of ensuring alignment between productive capability and user needs" (2001, p. 107). With local consumers and industry leaders sharing a mutual scepticism of marketing's value, it is perhaps unsurprising that Australian marketers faced an uphill battle to gain respect.Scholarly work on the history of Australian marketing industries and practices has been relatively inconsistent -a situation that reflects marketing's struggle for recognition in Australia and the broader neglect of business history in Australia (Merrett, 2001, p. 103; Fleming et al., 2004, p. 7). It should therefore come as little surprise that no definitive history of marketing in Australia has been published. Of course, this is not to say that Australian marketing history has gone undocumented -far from it. Crawford's (2016) overview of marketing practices in Australia from European settlement in 1788 to the emergence of the marketing profession in the 1960s in the recently published The Routledge Companion to Marketing History presents an overdue starting point for scholars seeking to develop a more comprehensive account of Australia's marketing history, whereas Amanda McLeod's (2007) Abundance offers a more detailed study of marketing practices during the post-Second World War economic boom. Research on the history of marketing has tended to focus on more specific aspects of marketing practice, notably market research (

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Anzac for Sale: Consumer Culture, Regulation and the Shaping of a Legend, 1915–21

Cited by 7 publications

References 3 publications

“They’ll Go Like British Shells!”: A Historical Perspective on Commercial “Anzackery” in New Zealand

“They’ll Go Like British Shells!”: A Historical Perspective on Commercial “Anzackery” in New Zealand

New Zealand’s ANZAC nurses: marketizing the great war for a 21st-century fit

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