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

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Hand, Jane (2017) Marketing health education : advertising margarine and visualising health in Britain from 1964–c.2000. Contemporary British History, 31 (4). pp. 477-500. doi:10.1080/13619462.2017.1305898

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Official URL: http://dx.doi.org/10.1080/13619462.2017.1305898

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Abstract

During the post-war period, margarine was re-conceptualised as a value-added product with distinct health benefits. This article contextualises the advertising of margarine as a healthy food, focusing on Unilever’s Flora brand as an important case study in legitimising the emergent role of disease prevention as a marketing tool. It uses the methodology of visual culture to examine how advertising employed chronic disease prevention as a selling tool. This article assesses how the post-war environment gave rise to new ways of visually advertising food, and how these promoted innovative visualisations of food, the body and their interactions with health.

Item Type: Journal Article
Subjects: R Medicine > RA Public aspects of medicine
R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Divisions: Faculty of Arts > History
Faculty of Arts > History > Centre for the History of Medicine
Library of Congress Subject Headings (LCSH): Medical care -- Marketing, Public health -- Marketing, Advertising -- Great Britain -- History -- 20th century, Margarine
Journal or Publication Title: Contemporary British History
Publisher: Routledge
ISSN: 1361-9462
Official Date: 11 April 2017
Dates:
DateEvent
11 April 2017Published
Volume: 31
Number: 4
Page Range: pp. 477-500
DOI: 10.1080/13619462.2017.1305898
Status: Peer Reviewed
Publication Status: Published
Access rights to Published version: Open Access
RIOXX Funder/Project Grant:
Project/Grant IDRIOXX Funder NameFunder ID
096712/Z/11/ZWellcome Trusthttp://dx.doi.org/10.13039/100010269

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