ABSTRACT This article uses a study of the politics of marketing and advertising to consider the role that British World collaboration played in consumer politics in the UK and the Dominions between the 1920s and 1950s. We will assess how politicians and businesspeople in the Dominions responded to the Empire Marketing Board’s efforts to encourage the habit of ‘Buying British’ in the inter-war years, as well as exploring the activities of the leading American marketing agency, J. Walter Thompson. The article concludes with a discussion of how the politics of patriotic trade was recast in the 1950s. While this was a cause which had taken on different forms in Australia, Canada and South Africa during the 1930s, in each country its advocates shared a wider concern with imperial development. And yet, changes in the advertising and marketing industries, and the growth of market research, cut across efforts to promote the consumer habit of buying imperially. By the early 1960s patriotic trade campaigns in the ‘old’ Dominions were nationally focused and shorn of their earlier ‘Britannic’ identity.

中文翻译：

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出卖帝国？：营销与英国世界的灭亡，c.1920–1960

摘要本文通过对营销和广告政治的研究来考虑英国世界合作在 1920 年代和 1950 年代之间英国和自治领的消费者政治中所扮演的角色。我们将评估自治领的政治家和商人如何回应帝国营销委员会在两次世界大战期间鼓励“购买英国”习惯的努力，以及探索美国领先营销机构 J. Walter Thompson 的活动. 文章最后讨论了爱国贸易的政治如何在 1950 年代重新塑造。虽然这一事业在 1930 年代在澳大利亚、加拿大和南非采取了不同的形式，但在每个国家，其倡导者都对帝国发展有着更广泛的关注。然而，广告和营销行业的变化，以及市场研究的增长，跨越了促进消费者购买帝国主义消费习惯的努力。到 1960 年代初期，“旧”自治领的爱国贸易运动以全国为重点，并剥夺了他们早期的“不列颠”身份。