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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
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 | ||||||
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| Subjects: | R Medicine > RA Public aspects of medicine R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine |
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| Divisions: | Faculty of Arts > History Faculty of Arts > History > Centre for the History of Medicine |
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| 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 | ||||||
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| 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: |
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