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The Daily Mail Rose
Media History Pub Date : 2021-06-08 , DOI: 10.1080/13688804.2021.1937973
Robert Piggott

In the Edwardian period the Daily Mail utilised a range of sophisticated marketing techniques to promote its brand. This article explores a series of competitions run by the newspaper, including the Daily Mail rose. As publicity stunts, these competitions associated the newspaper’s brand with the lifestyle of the suburban middle class, and were promoted through exhibitions, including the Ideal Home Show. The leisure pursuit of gardening in particular was tied into these competitions, and the newspaper offered its readers both advice on this subject and the opportunity to participate in this activity in its pages. The Mail thus played on their aspirations and associated itself with an ideal of Englishness, often targeting women in particular. Through these conceits, it attached its branding to everyday objects transforming them into vehicles for advertising. Its success meant the Mail established an enduring link with material culture into the Post-War.



中文翻译:

每日邮报玫瑰

在爱德华时代,《每日邮报》利用一系列复杂的营销技巧来推广其品牌。本文探讨了报纸举办的一系列竞赛,包括每日邮报玫瑰。作为宣传噱头,这些比赛将报纸的品牌与郊区中产阶级的生活方式联系起来,并通过展览进行宣传,包括理想家居展。对园艺的休闲追求尤其与这些比赛联系在一起,报纸在其版面中为读者提供了关于这个主题的建议和参与这项活动的机会。因此,《每日邮报》发挥了他们的愿望,并将自己与英国人的理想联系起来,通常特别针对女性。通过这些自负,它将其品牌附加到日常物品上,将它们转化为广告载体。它的成功意味着邮报与战后的物质文化建立了持久的联系。

更新日期:2021-06-08
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