Introduction

McCracken, Ellen

doi:10.1007/978-1-349-22381-7_1

Cited by 2 publications

(1 citation statement)

References 2 publications

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“…Advertising and promotional campaigns have historically viewed the consumer primarily as female (Ballaster, et al , 1991; McCracken, 1993; Husz, 2004; Arnberg, 2018). Women were also given access to barbells when Atletik/Kraftsport became focused on selling various products – such as protein powder – and began to view exercise not merely as a way of performing in competition, but more as a way of developing a beautiful body.…”

Section: Female Barbell Trainingmentioning

confidence: 99%

The Weider brothers and the advertising of dietary supplements – commercialisation of Scandinavian fitness culture in the 1950s

Pihl Skoog

2023

JHRM

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Purpose By studying marketing strategies of the global Weider Nutrition International Group, this study aims to analyse how the industry surrounding fitness equipment and dietary supplements interacted with fitness culture through marketing, advertising and consumption in 1950s Scandinavia. The emphasis is on how the Weider Group established their position as a world leader in sports nutrition through mail order partnerships and advertising using bodies and body ideals in their campaigns. Design/methodology/approach The Weider Group’s marketing campaigns are studied through close reading of text and images in Scandinavian weightlifting and bodybuilding magazines in the 1950s, guided by a theoretical understanding of the body as a constant and ongoing project. Findings This study deepens the historical knowledge of market-driven aspects of sport and exercise. The market for nutrition and fitness products was internationalised in the 1950s. The study shows that cooperation between commercial and civic organisations played a major role in the enterprise of selling fitness and nutrition products. Originality/value This paper shows that in marketing the products, the advertisements – which appealed to both men and women – not only struck a tone of intimacy and desire but also cultivated a sense of insecurity and inadequacy, as well as individuals’ responsibility for maintaining their own bodies. The latter was reflected in young men’s letters to magazines in which Weider’s products and training programmes were praised. For women, this opened up a previously male-dominated gym environment.

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Section: Female Barbell Trainingmentioning

confidence: 99%

The Weider brothers and the advertising of dietary supplements – commercialisation of Scandinavian fitness culture in the 1950s

Pihl Skoog

2023

JHRM

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Beyond the group mind: A quantitative review of the interindividual-intergroup discontinuity effect.

Wildschut¹,

Pinter²,

Vevea³

et al. 2003

Psychological Bulletin

295

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This quantitative review of 130 comparisons of interindividual and intergroup interactions in the context of mixed-motive situations reveals that intergroup interactions are generally more competitive than interindividual interactions. The authors identify 4 moderators of this interindividual-intergroup discontinuity effect, each based on the theoretical perspective that the discontinuity effect flows from greater fear and greed in intergroup relative to interindividual interactions. Results reveal that each moderator shares a unique association with the magnitude of the discontinuity effect. The discontinuity effect is larger when (a) participants interact with an opponent whose behavior is unconstrained by the experimenter or constrained by the experimenter to be cooperative rather than constrained by the experimenter to be reciprocal, (b) group members make a group decision rather than individual decisions, (c) unconstrained communication between participants is present rather than absent, and (d) conflict of interest is severe rather than mild.

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Introduction

Cited by 2 publications

References 2 publications

The Weider brothers and the advertising of dietary supplements – commercialisation of Scandinavian fitness culture in the 1950s

The Weider brothers and the advertising of dietary supplements – commercialisation of Scandinavian fitness culture in the 1950s

Beyond the group mind: A quantitative review of the interindividual-intergroup discontinuity effect.

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