From overt provider to invisible presence: discursive shifts in advertising portrayals of the father in<i>Good Housekeeping</i>, 1950–2010

Marshall, David; Davis, Teresa; Hogg, Margaret K.; Schneider, Tanja; Petersen, Alan

doi:10.1080/0267257x.2014.945471

Cited by 38 publications

(48 citation statements)

References 44 publications

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“…In guiding our thematic analysis, we have been influenced by Warde's (1997) seminal work on food dichotomies and media representations (including novelty/tradition, health/indulgence, economy/extravagance and convenience/care) and subsequent studies applying such dichotomies together with analysis of gender and family roles (see for example, Schneider and Davis, 2010). As in other interpretive works that use documents and visual data (Marshall et al, 2014a;Marshall et al, 2014b) our reading of the available material is only one of the possible interpretations, and it illustrates our interest in the evolution of a family practice in relation to a brand's myth.…”

Section: Documentary Evidencementioning

confidence: 99%

“…This conciliatory role is indeed central for the legitimisation of a new family practice, in which the mother, as the main actor of the practice, is portrayed as someone who takes care of the family without increasing the domestic labour for herself. In what has been called the emotionally engaged father (Marshall et al, 2014a), a fathering role typical of the 1980s advertising in the UK and Australia, who provides support for the children but is not involved in domestic labour.…”

Section: Cementing the Articulation: The Family Campaign (1990-1995)mentioning

confidence: 99%

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The Italian breakfast: Mulino Bianco and the advent of a family practice (1971-1995)

Pirani

Cappellini

Harman

2018

European Journal of 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 article examines how Mulino Bianco, an iconic Italian bakery brand has reshaped the symbolic and material aspects of breakfast in Italy, transforming a declining practice into a common family occasion. Methodology:A socio-historical analysis of the iconisation process has been undertaken with a framework investigating the symbolic, material and practice-based aspects of the brand and their changes over time. Archival marketing material, advertising campaigns and interviews with brand managers constitute the main data for analysis.Findings: Three crucial moments have been identified in which the brand articulates its relationship with the practice of breakfast. During the launch of the brand, the articulation was mainly instigated via the myths of tamed nature and rural past, and the material aspect of the products reinforced such an articulation. In the second moment, the articulation was established with the brand's materiality, emphasised through the use of promotional items targeting mothers and children. In the last phase, a cementification of the articulation was achieved mainly via the symbolic aspect of the brand -communicating Mulino Bianco as emblematic of a new family life in which the 'Italian breakfast' was central.Originality: Theoretically this paper advances our understanding of the pervasive influence of brands in family life, showing how they do not simply reshape existing family food practices, rather they can re-create new ones, investing them with symbolic meanings, anchoring them with novel materiality and equipping consumers with new understandings and competences.

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Section: Documentary Evidencementioning

confidence: 99%

Section: Cementing the Articulation: The Family Campaign (1990-1995)mentioning

confidence: 99%

The Italian breakfast: Mulino Bianco and the advent of a family practice (1971-1995)

Pirani

Cappellini

Harman

2018

European Journal of Marketing

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“…In the past, scholars have for example analyzed film (Holbrook and Grayson 1986), literature (Fitchett 2002), and music (Askegaard 2010). In this article, we follow this path by using Bävman's fatherhood imagery as a basis for understanding consumer cultural discourses about gender (Gregory and Milner 2011;Marshall et al 2014;Robinson and Hunter 2008;Schroeder and Borgerson 1998;Schroeder and Zwick 2004;Wall and Arnold 2007) and more specifically about fatherhood.…”

Section: Introductionmentioning

confidence: 99%

Hero shots: involved fathers conquering new discursive territory in consumer culture

Molander

Kleppe

Östberg

2018

Consumption Markets & Culture

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In this paper, we explore how visual expressions of culture offer new discursive territory within which consumer cultural ideals can be negotiated on a global scale. Through a critical visual analysis of the revelatory case Swedish Dads, we find hero shots depicting involved fathers where children's needs and the hermetic confines of the home take center stage, as opposed to the traditional fatherhood ideals portrayed in western contemporary advertising, media, and popular culture. We demonstrate how the Swedish state's gender ideology was encoded into a communicative event in the form of hero shots and subsequently dispersed by visual consumers as well as political and commercial stakeholders pushing this particular agenda and/or capitalizing on its tendencies. This in such a way that the event conquered new discursive territory fostering new types of consumer cultural negotiations on fatherhood ideals also in other cultural settings.

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“…Content analysis has proven to be a useful technique in similar historical investigations of advertising (Scully, 1996;Marshall et al, 2014). Advertising first appeared in Good Housekeeping in 1916 coinciding with the beginning of the home economics movement and the early adoption of electric appliances in the home (Frederick, 1913;Litshey, 1973;Richards, 1911).…”

Section: Methodsmentioning

confidence: 99%

Electric appliance advertising: the role of the Good Housekeeping Institute

Paulson

Schramm

2017

JHRM

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Purpose This paper aims to explore how home economists, employed by the Good Housekeeping Institute, may have influenced the use of principles from the home economics movement in advertising appeals for electric appliances. Design/methodology/approach A content analysis of more than 400 print advertisements from Good Housekeeping magazine, from 1916 to 1929, was conducted to determine whether manufacturers used appeals derived from the home economics movement in their advertising. Then, the Good Housekeeping Institute’s history is explored to suggest how its relationship with manufacturers may have resulted in the use of the home economics movement’s principles in advertising appeals for electric appliances. Findings The content analysis shows that principles of the home economics movement appeared in advertising appeals for electric appliances in advertisements placed in Good Housekeeping magazine during the period studied. Through its unique relationships with electric appliance manufacturers, the Good Housekeeping Institute seems to have taught manufacturers how to position electric appliances by incorporating the principles of the home economics movement in their advertising appeals. Practical implications This research demonstrates how a commercial organization successfully navigated its relationships with manufacturers and consumers for mutual benefit. Originality/value This work is the first to link the Good Housekeeping Institute’s work with manufacturers to its influence on advertising appeals. This work also expands understanding of the influence of women on marketing practice. Existing literature on women’s publications is also broadened by analyzing Good Housekeeping, rather than the more frequently studied Ladies’ Home Journal.

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From overt provider to invisible presence: discursive shifts in advertising portrayals of the father inGood Housekeeping, 1950–2010

Cited by 38 publications

References 44 publications

The Italian breakfast: Mulino Bianco and the advent of a family practice (1971-1995)

The Italian breakfast: Mulino Bianco and the advent of a family practice (1971-1995)

Hero shots: involved fathers conquering new discursive territory in consumer culture

Electric appliance advertising: the role of the Good Housekeeping Institute

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