TY - JOUR
T1 - Malvinas/Falkland Islands War
T2 - a look into ads
AU - Mundel, Juan
AU - Nieves-Pizarro, Yadira
AU - Wickham, Douglas
AU - Aiello, Melinda
N1 - Publisher Copyright:
© 2019, Emerald Publishing Limited.
PY - 2019/7/12
Y1 - 2019/7/12
N2 - Purpose: Little is known about patriotic appeals and Latin American symbols in ads. The purpose of this study was to content analyze Argentine and English print newspaper ads to examine how advertising expression and content differed in the two countries while they were fighting the Malvinas/Falkland Islands War. Design/methodology/approach: A total of 3,707 ads were analyzed from La Nación and The Times from April 1, 1982, to December 31, 1982. Appeals, advertised products, cultural values and code-switching were studied. Findings: The War resulted in marginal changes to advertising in Argentina and England. Interestingly, while the use of national symbols was scarce across both countries, Argentina accounted for the majority of the references to the war. A number of Argentine brands that adapted their names from English to Spanish are taken into account. Research limitations/implications: By drawing comparisons to English ads, this paper illustrates the boundaries of strategies and appeals in two different cultures over the same time period. This study extends the literature on the use of advertising during periods of conflict. Practical implications: This content analysis provides a look at the strategies, tactics and symbols used by print advertisers in Argentina and England during the War. Originality/value: The study provides a depiction of advertising campaigns featured in Argentine and English newspapers during one of the most recent armed conflicts in South America. The study provides a summary of changes in advertising as a result of the War. In doing so, the paper extends the advertising literature to an understudied market.
AB - Purpose: Little is known about patriotic appeals and Latin American symbols in ads. The purpose of this study was to content analyze Argentine and English print newspaper ads to examine how advertising expression and content differed in the two countries while they were fighting the Malvinas/Falkland Islands War. Design/methodology/approach: A total of 3,707 ads were analyzed from La Nación and The Times from April 1, 1982, to December 31, 1982. Appeals, advertised products, cultural values and code-switching were studied. Findings: The War resulted in marginal changes to advertising in Argentina and England. Interestingly, while the use of national symbols was scarce across both countries, Argentina accounted for the majority of the references to the war. A number of Argentine brands that adapted their names from English to Spanish are taken into account. Research limitations/implications: By drawing comparisons to English ads, this paper illustrates the boundaries of strategies and appeals in two different cultures over the same time period. This study extends the literature on the use of advertising during periods of conflict. Practical implications: This content analysis provides a look at the strategies, tactics and symbols used by print advertisers in Argentina and England during the War. Originality/value: The study provides a depiction of advertising campaigns featured in Argentine and English newspapers during one of the most recent armed conflicts in South America. The study provides a summary of changes in advertising as a result of the War. In doing so, the paper extends the advertising literature to an understudied market.
KW - Advertising history
KW - Argentina
KW - Consumer society
KW - Content analysis
KW - Cross-cultural advertising
KW - United Kingdom
KW - War
UR - http://www.scopus.com/inward/record.url?scp=85067846284&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85067846284&partnerID=8YFLogxK
U2 - 10.1108/JHRM-01-2018-0002
DO - 10.1108/JHRM-01-2018-0002
M3 - Article
AN - SCOPUS:85067846284
SN - 1755-750X
VL - 11
SP - 227
EP - 248
JO - Journal of Historical Research in Marketing
JF - Journal of Historical Research in Marketing
IS - 2
ER -