All that glistens is not (green) gold: historicising the contemporary chlorophyll fad through a multimodal analysis of Swedish marketing, 1950–1953 release_oanmqtlaajbc3jsyjj2mk7yfym

by Lauren Alex O'Hagan

Entity Metadata (schema)

abstracts[] {'sha1': 'f27e38d993d9ae98cf205496544120cb29458779', 'content': '<jats:sec>\n<jats:title content-type="abstract-subheading">Purpose</jats:title>\nThis paper aims to historicise the contemporary chlorophyll trend through the first academic study of its early marketing in Sweden (1950–1953). Using multimodal critical discourse analysis, it demonstrates how brands used advertisements to convince female consumers of chlorophyll\'s necessity to fulfil certain aspirational goals.\n</jats:sec>\n<jats:sec>\n<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>\nIn all, 150 advertisements for chlorophyll products were collected from the Swedish Historical Newspaper Archive, as well as 600 additional advertisements for the three most popular products (toothpaste/mouthwash, sanitary towels and soap) from 1940 to 1950 and from 1954 to 1964. Then, multimodal critical discourse analysis was used to investigate how the products were marketed before, during and after the chlorophyll trend, identifying the general themes and linguistic/semiotic structures of the advertisements.\n</jats:sec>\n<jats:sec>\n<jats:title content-type="abstract-subheading">Findings</jats:title>\nThis paper shows how the commercial use of chlorophyll offered a lucrative opportunity for marketers, acting as a "tabula rasa" on which they could use discourses of science, nature, idealised femininity and luxury to draw connections with health, modernity and beauty, despite the product having no real purpose or value.\n</jats:sec>\n<jats:sec>\n<jats:title content-type="abstract-subheading">Originality/value</jats:title>\nViewing this fad from a historical perspective emphasises how brands, marketers and influencers continue to capitalise on the anxieties of female consumers with promises around beauty, hygiene and health. It, thus, offers us critical distance to reflect on contemporary claims about chlorophyll\'s health benefits to make informed choices.\n</jats:sec>', 'mimetype': 'application/xml+jats', 'lang': None}
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release_date 2022-07-14
release_stage published
release_type article-journal
release_year 2022
subtitle
title All that glistens is not (green) gold: historicising the contemporary chlorophyll fad through a multimodal analysis of Swedish marketing, 1950–1953
version
volume 14
webcaptures []
withdrawn_date
withdrawn_status
withdrawn_year
work_id d5g7revfmnebzdbsieisktlv5q
As JSON via API

Extra Metadata (raw JSON)

crossref.alternative-id ['10.1108/JHRM-11-2021-0057']
crossref.subject ['Marketing']
crossref.type journal-article