Projects per year
Abstract / Description of output
This project is an empirical example of using historical advertising archives to investigate how today’s anti-perspirant and deodorant industry gained legitimacy by stigmatising those who are ‘smelly’. By connecting the processes of (de)legitimation with (de)stigmatisation of sweat and smell, the authors argue that stigmatisation and legitimacy are gendered, given differing norms and expectations for women and men regarding propriety, impacting the inclusion of women in society as equals.
Original language | English |
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Title of host publication | Proceedings of Academy of Marketing 2023 |
Subtitle of host publication | Annual Conference and Doctoral Colloquium: From Revolution to Revolutions |
Editors | Finola Kerrigan |
Place of Publication | University of Birmingham |
Publisher | Academy of Marketing |
ISBN (Electronic) | 9781399958042 |
Publication status | Published - 6 Jul 2023 |
Event | Academy of Marketing Conference - Birmingham, United Kingdom Duration: 4 Jul 2023 → 6 Jul 2023 |
Conference
Conference | Academy of Marketing Conference |
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Country/Territory | United Kingdom |
City | Birmingham |
Period | 4/07/23 → 6/07/23 |
Fingerprint
Dive into the research topics of 'A historical account of the stigmatisation of sweat and smell and the legitimation of the anti-perspirant and deodorant industry'. Together they form a unique fingerprint.Projects
- 1 Active
Activities
- 1 Participation in conference
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Academy of Marketing Conference 2023
Kristina Auxtova (Presenter)
4 Jul 2023 → 6 Jul 2023Activity: Participating in or organising an event types › Participation in conference