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Guest editorial

Guest editorial The World of advertising: International perspectives on advertising history The modern advertising industry began as a national phenomenon in the nineteenth century with the exception of imperial countries such as Britain, France and Austria-Hungary where some companies advertised across the whole of their respective empires. The English language historiography has tended to focus on the United Kingdom and United States notwithstanding some recent monographs on the advertising histories of Australia and Germany. This is perplexing, given that virtually all countries and cultures around the world have relied on advertising to communicate messages about products and services to targeted buyers. The Conference on Historical Analysis and Research in Marketing (CHARM) Association organizes biennial international conferences which in recent years have encouraged historians from outside the United States and United Kingdom to add to the English language historiography by exploring their own nations’ advertising history. Blaine Branchik has served in various CHARM senior executive roles and Richard Hawkins is currently vice-president of the association. This special issue of the Journal of Historical Research in Marketing, “The World of Advertising: International Perspectives on Advertising History,” draws upon papers first presented at the Liverpool CHARM in 2017 and other scholarship. The eight articles http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

Guest editorial

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1755-750X
DOI
10.1108/JHRM-02-2020-082
Publisher site
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Abstract

The World of advertising: International perspectives on advertising history The modern advertising industry began as a national phenomenon in the nineteenth century with the exception of imperial countries such as Britain, France and Austria-Hungary where some companies advertised across the whole of their respective empires. The English language historiography has tended to focus on the United Kingdom and United States notwithstanding some recent monographs on the advertising histories of Australia and Germany. This is perplexing, given that virtually all countries and cultures around the world have relied on advertising to communicate messages about products and services to targeted buyers. The Conference on Historical Analysis and Research in Marketing (CHARM) Association organizes biennial international conferences which in recent years have encouraged historians from outside the United States and United Kingdom to add to the English language historiography by exploring their own nations’ advertising history. Blaine Branchik has served in various CHARM senior executive roles and Richard Hawkins is currently vice-president of the association. This special issue of the Journal of Historical Research in Marketing, “The World of Advertising: International Perspectives on Advertising History,” draws upon papers first presented at the Liverpool CHARM in 2017 and other scholarship. The eight articles

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Feb 17, 2020

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