"Buying European": The Marshall Plan and American Department Stores

Amerian, Stephanie

doi:10.1093/dh/dht130

Cited by 7 publications

(8 citation statements)

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“…Amerian, 2015;Fox, 2016;Fox et al, 2005;Reid, 2002;Tadajewski, 2006aTadajewski, , 2009aTadajewski, , 2013. Nevertheless, there is a great deal of room for further research.…”

Section: Introductionmentioning

confidence: 99%

“…Over the past 10 years, our knowledge about the relationship between marketing and the Cold War has increased markedly (Amerian, 2015;Fox, 2016;Fox et al, 2005;Reid, 2002;Tadajewski, 2006aTadajewski, , 2009aTadajewski, , 2013. Nevertheless, there is a great deal of room for further research.…”

Section: Introductionmentioning

confidence: 99%

“…It pluralises the way we reflect on any given subject, adding nuance where there was little before, and encourages us to reconsider assumptions that we have previously taken for granted. Specifically in terms of our focus, it fosters a sceptical stance towards the prevalence of Americanisation, cultural imperialism and the empirical validity of Cold War binaries, and focuses our attention on the growth of overt marketing and black-market activities within communist countries and the willingness of the Soviet state to ignore them in preference for securing its legitimacy (Amerian, 2015;Castillo, 2005;McDonald, 2010;Millar, 1985;Reid, 2002Reid, , 2016.…”

Section: Introductionmentioning

confidence: 99%

“…Many of the articles in this issue explore the economic mechanisms and cultural techniques that assisted in the marketing of US values. One of the major forces that shaped the cultural climate and eased American access to European markets was the European Recovery Programme (ERP), also known as the Marshall Plan (Amerian, 2015). Implemented in 1948, the ERP served to contain the communist system and offered a benchmark against which the advantages of each system -capitalist and communist -could be easily visualised, with the case of Germany heliographically directing attention on this front.…”

Section: Introductionmentioning

confidence: 99%

“…The government would receive help in its propaganda efforts and the producers and exporters could tap into consumer goodwill. Initial brainstorming forays culminated in the "Saving America Overseas" campaign through which the Advertising Council connected the promotion of the Marshall Plan and the quality of the products produced by those involved in the communications blitz to literally widen the market for American products: ideological as well as material (see also Amerian, 2015).…”

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confidence: 99%

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Marketing and the Cold War: an overview

Tadajewski

Stole

2016

Journal of Historical Research in Marketing

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The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. AbstractPurpose -This paper situates the contents of the special issue in historical context. It reviews each manuscript, highlighting pertinent interconnections.Design/methodology/approach -This is a review paper.Findings -The content of the special issue challenges and deflates many key assumptions in the literature on marketing and the Cold War.Originality/value -This special issue explores Cold War rivalries in a geopolitical context. It traces the ways in which political and economic contestation have impacted consumers and discusses how they have negotiated these challenges.

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“…Amerian, 2015;Fox, 2016;Fox et al, 2005;Reid, 2002;Tadajewski, 2006aTadajewski, , 2009aTadajewski, , 2013. Nevertheless, there is a great deal of room for further research.…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

mentioning

confidence: 99%

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Marketing and the Cold War: an overview

Tadajewski

Stole

2016

Journal of Historical Research in Marketing

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How to Shop and Dress like Mrs. Consumer: Rebuilding La Rinascente the American Way

Harris

2020

Italian Women's Experiences With American Consumer Culture, 1945–1975

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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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"Buying European": The Marshall Plan and American Department Stores

Cited by 7 publications

References 0 publications

Marketing and the Cold War: an overview

Marketing and the Cold War: an overview

How to Shop and Dress like Mrs. Consumer: Rebuilding La Rinascente the American Way

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

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