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All that glistens is not (green) gold: historicising the contemporary chlorophyll fad through a multimodal analysis of Swedish marketing, 1950–1953
2022
Journal of Historical Research in Marketing
Purpose This 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. Design/methodology/approach In all, 150 advertisements for chlorophyll products were collected from the Swedish Historical Newspaper Archive, as well as 600
doi:10.1108/jhrm-11-2021-0057
fatcat:oanmqtlaajbc3jsyjj2mk7yfym