Marketing health education: advertising margarine and visualising health in Britain from 1964–c.2000

Hand, Jane

doi:10.1080/13619462.2017.1305898

Cited by 22 publications

(6 citation statements)

References 35 publications

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“…Some marketed commodities directly; others saw their messages deployed in commercial advertising. Although not all were successful, their force was evident in changing social attitudes and a long-term legacy of health-related commercial advertising (Hand, 2017).…”

mentioning

confidence: 99%

Modernity in British advertising: selling cocoa and chocolate in the 1930s

French

2017

JHRM

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Purpose The purpose of this paper is to analyse the evolution of “push” marketing in the confectionery industry in Britain during the 1930s. It examines the interplay between a manufacturer and advertising agency in creating advertising for cocoa and chocolate. Design/methodology/approach A survey of the literature examines the uses of health and well-being in the design of advertising in Britain between the wars. The records of Rowntree and its main advertising agency, J Walter Thompson, are used to examine the themes and tactics used in advertising for cocoa and Aero chocolate bars during the 1930s. Findings The paper emphasises the different ways in which health and nutrition was used in advertising for the two products. The campaigns of the 1930s built on earlier use of these themes. J Walter Thompson looked for ways of presenting commodities as “new and improved” and their role extended into pressing for changes to production methods and the nature of products. Themes of modernity, sexuality and lifestyles all featured, confirming conclusions of earlier studies. However, targeting of mothers and of different age and gender groups indicated that market segmentation was used extensively via print media and tailored advertising messages. Originality/value Although Cadbury, Rowntree and confectionery have been studied in depth before, this paper emphasises their role in applying new advertising ideas to everyday items. It points to the influence of advertising on the mass of consumers compared to the middle- and upper-income groups targeted in the marketing of houses, motor-cars and new consumer durables.

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confidence: 99%

Modernity in British advertising: selling cocoa and chocolate in the 1930s

French

2017

JHRM

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“…Health consumerism demonstrated respect for the development of new diet markets and consequently the marketisation of nutrition and health itself. 27 In this process images were key. They repeatedly constructed and coded notions of acceptable health behaviour within established modes of representation -notably those pertaining to gender, beauty norms and the role of the individual.…”

Section: Health Education and Nutritional Health Policymentioning

confidence: 99%

‘Look After Yourself’

Hand¹

2020

Balancing the Self

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“…As noted throughout the book, health education campaigns in the postwar period were frequently targeted at getting individuals to change their behaviour. Whether it was healthy eating, alcohol consumption or cigarette smoking, individuals were encouraged to take responsibility for their health by choosing an appropriate course of action (Hand 2017;Mold 2017;Berridge and Loughlin 2005). Such a view was predicated on a particular kind of self-an autonomous individual capable of self-government in response to expert advice (Miller and Rose 1990).…”

Section: Personal Responsibility and Individual Choicementioning

confidence: 99%

Changing Publicness

Mold¹,

Clark²,

Millward³

et al. 2019

Placing the Public in Public Health in Post-War Britain, 1948–2012

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In this chapter, we reflect not only on the challenges to publicness in public health but also its persistence. The increasing focus on individual behaviour as both a cause of disease and its remedy, posed a danger to collective understandings of the public and its health. Emphasising personal responsibility for health shifted liability from the state to the citizen, from public to private. At the same time, we point to ways in which publicness was retained, remade and even reinforced. 'The public' was increasingly recognised as an important actor in public health policy, practice and research. In the final section of the chapter, we consider developments beyond the dichotomy of 'public' and 'private' that were nonetheless crucial to changing conceptions of the public and public health. Keywords Choice • Risk • Private • Public • Social structure • Environment By now it should be abundantly clear that neither 'the public' nor 'public health' ever had a fixed or entirely coherent set of meanings. Yet, in the postwar period, the 'publicness' of public health seemed to undergo a radical shift. In this chapter, we reflect on both the challenges to publicness in public health but also its persistence. In the first section of the chapter, we concentrate on the increasing focus on individual behaviour as both a

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Marketing health education: advertising margarine and visualising health in Britain from 1964–c.2000

Cited by 22 publications

References 35 publications

Modernity in British advertising: selling cocoa and chocolate in the 1930s

Modernity in British advertising: selling cocoa and chocolate in the 1930s

‘Look After Yourself’

Changing Publicness

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