A historical account of the stigmatisation of sweat and smell and the legitimation of the anti-perspirant and deodorant industry

Kristina Auxtova, Stephanie Schreven, Stelios Zyglidopoulos

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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 languageEnglish
Title of host publicationProceedings of Academy of Marketing 2023
Subtitle of host publicationAnnual Conference and Doctoral Colloquium: From Revolution to Revolutions
EditorsFinola Kerrigan
Place of PublicationUniversity of Birmingham
PublisherAcademy of Marketing
ISBN (Electronic)9781399958042
Publication statusPublished - 6 Jul 2023
EventAcademy of Marketing Conference - Birmingham, United Kingdom
Duration: 4 Jul 20236 Jul 2023

Conference

ConferenceAcademy of Marketing Conference
Country/TerritoryUnited Kingdom
CityBirmingham
Period4/07/236/07/23

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  • Stigma of smell

    Schreven, S., Auxtova, K. & Zyglidopoulos, S.

    11/01/21 → …

    Project: Research

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