Purpose

This paper aims to showcase the range of historical records held at The National Archives of the UK which are potentially highly useful to researchers in marketing and advertising history, but have so far been under-appreciated in these fields.

Design/methodology/approach

By taking key record collections, primarily intellectual property records and records of government publicity, and examining them from the perspective of different fields of study, the potential of these collections is brought to light. This paper also draws out key examples of past research with these collections to show both the effectiveness of these records as sources for research and at the same time the limited way they have so far been approached by academics.

Findings

This review of the records demonstrates how researchers working in advertising and marketing history fields might supplement their research or open up new research avenues with the benefit of new sources. It shows how assumptions about government archives need to be reconsidered to avoid missing research opportunities.

Practical implications

Sharing knowledge and increasing connections between government archives and academics in these fields may encourage archives to improve their own approaches to archival practice and academic engagement, to make records more accessible to these new research audiences. This would of course be beneficial both to researchers and government archives.

Originality/value

This paper provides a detailed examination of government records in the specific context of the field of marketing history. This unique focus makes a valuable contribution to the literature exploring historical sources for this field.

中文翻译：

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通过英国国家档案馆的记录探索英国的广告和营销历史

目的

本文旨在展示英国国家档案馆保存的一系列历史记录，这些记录可能对营销和广告历史研究人员非常有用，但迄今为止在这些领域尚未得到充分重视。

设计/方法/方法

通过收集重点档案馆藏，主要是知识产权档案和政府宣传档案，并从不同研究领域的角度审视它们，这些馆藏的潜力就会被挖掘出来。本文还通过这些馆藏提取了过去研究的关键示例，以显示这些记录作为研究来源的有效性，同时也显示了迄今为止学术界对它们进行研究的有限方式。

发现

对记录的审查表明，在广告和营销历史领域工作的研究人员可以如何补充他们的研究或利用新资源开辟新的研究途径。它显示了需要如何重新考虑有关政府档案的假设以避免错失研究机会。

实际影响

在这些领域共享知识并加强政府档案馆和学者之间的联系可能会鼓励档案馆改进自己的档案实践和学术参与方法，使这些新的研究受众更容易获得记录。这当然对研究人员和政府档案都有好处。

原创性/价值

本文在营销历史领域的特定背景下对政府记录进行了详细检查。这种独特的焦点为探索该领域历史渊源的文献做出了宝贵的贡献。