Purpose

The interwar period was a time of technological and social change. This paper aims to understand how these changes impacted the marketing communication of mobility through the lenses of safety and of the changing place and role of women in society.

Design/methodology/approach

The research is based on a review of over 2,000 posters together with visual and textual material from the contemporary specialist press and company brochures, magazine advertisements and promotional film.

Findings

As women’s place in society developed during the interwar period, they became travellers and decision makers in their own right. Companies responded to and influenced these changes by encouraging women to take opportunities previously beyond their reach. However, even within this context, women were seen to retain a priority for safety linked to their more traditional societal roles. This message was set within the context of a wider safety communication dependant on the maturity of the mobility technology. Established modes of transport took a connotative approach whilst the new technologies (cars and airlines) were far more explicit in their claims.

Research limitations/implications

The paper provides an approach to understanding the impact of advertisers’ technologies (new or established) on the style and content of their marketing. As such it can be used in other areas besides those discussed in this paper: for example, in a comparison between traditional car engine technologies and emergent “green” alternatives.

Originality/value

To the best of the author’s knowledge, this is the first cross-modal comparison of marketing communications by companies representing the majority of key mobilities. Further, whilst there is considerable discussion on topics such as gender and motoring, other sectors (for example, women airline passengers) have been given scant research attention.

中文翻译：

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变革时期的营销传播：两次世界大战期间英国和北美的出行服务提供商、安全和女性

目的

两次世界大战期间是技术和社会变革的时期。本文旨在通过安全以及女性在社会中不断变化的位置和角色的视角，了解这些变化如何影响移动性的营销传播。

设计/方法/方法

该研究基于对 2,000 多张海报以及来自当代专业媒体和公司宣传册、杂志广告和宣传片的视觉和文字材料的审查。

发现

随着妇女在两次世界大战期间社会地位的发展，她们本身就成为了旅行者和决策者。公司通过鼓励女性抓住以前无法企及的机会来应对并影响这些变化。然而，即使在这种情况下，女性仍被视为与她们更传统的社会角色相关的安全优先事项。该信息是在取决于移动技术成熟度的更广泛的安全通信的背景下设定的。已建立的交通方式采用内涵式方法，而新技术（汽车和航空公司）的主张更为明确。

研究限制/影响

本文提供了一种方法来了解广告商的技术（新的或成熟的）对其营销风格和内容的影响。因此，除了本文讨论的领域之外，它还可以用于其他领域：例如，在传统汽车发动机技术与新兴“绿色”替代品之间的比较中。

原创性/价值

据作者所知，这是代表大多数主要移动出行公司的营销传播的第一次跨模式比较。此外，虽然对性别和驾驶等主题进行了大量讨论，但其他部门（例如女性航空公司乘客）却很少受到研究关注。