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A Cultural Semiotic Study of the Print Advertising of the Oil Industry (1900-2000)

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A Cultural Semiotic Study of the Print Advertising of the Oil Industry (1900-2000) Good Guys: A Cultural Semiotic Study of the Print Advertising of the Oil Industry (1900-2000) Pamela Vang Linköping Studies in Arts and Science No. 621 Studies in Language and Culture No. 25 Linköping University Department of Culture and Communication Linköping 2014 Linköping Studies in Arts and Science • No 621 At the Faculty of Arts and Science at Linköping University, research and doctoral studies are carried out within broad problem areas. Research is organized in interdisciplinary research environments and doctoral studies mainly in graduate schools. Jointly, they publish the series Linköping Studies in Arts and Science. This thesis comes from the Graduate School in Language and Culture in Europe at the Department of Culture and Communication, Division of Language and Culture. Distributed by: Department of Culture and Communication Linköping University SE-581 83 Linköping, Sweden Pamela Vang Good Guys: A Cultural Semiotic Study of the Print Advertising of the Oil Industry (1900 – 2000) Edition 1:1 © Pamela Vang Department of Culture and Communication 2014 ISBN: 978-91-7519-318-2 ISSN 0282-9800 Cover image: Original water colour by Ida van Der Woude Printed by LiU-Tryck, Linköping 2014 Images removed due to copyright. For a complete copy contact [email protected] or [email protected] To Christopher Acknowledgements No project can be accomplished solo and as this project is nearing its completion, it is time to thank the people who have helped me along the way. First of all, I would like to thank Per-Olof Brehmer and Johan Holtström for making it possible by giving me the time that I needed to reach the goal. Then special thanks to my supervisors Jan Anward and Angelika Linke. Angelika’s detailed reading, pertinent questions and honest, constructive comments have helped me to think more critically and objectively. Her enthusiasm for my project has been inspiring. I would also like to thank her for opening my eyes to the centrality of culture in our lives. Janne’s belief in me and especially his optimism and ability to make mountains into molehills have given me the confidence to continue. Even when he cast me down the last, precipitous slope without any better safety net than the promise of a plaster! Particular thanks are due to Susanne Tienken, whose perspicacious comments on my work in its earlier stages were extremely useful. I am deeply indebted to her for reminding me that some fifty per cent of the world’s population is male; an observation that opened up a whole new world and changed the direction of my study, adding a new and extremely valuable dimension. I must also thank Per Linell who has also contributed in a number of ways, firstly, by introducing me to dialogism and later through his comments at my final seminar. I am also grateful to Lars-Håkan Svensson who introduced me to “the reader”, a concept that has been invaluable to my work. I would also like to thank colleagues at the Department of Management and Engineering for their moral support and interest in my study. In particular, I would like to thank Jörgen Dahlgren, not only for his interest but also for his helpful comments. Thanks are also due to the helpful and friendly staff at the B.P. Archives at Warwick University and especially to Bethan Thomas. I would also like to thank Tomas Hägg at UniTryck for his help and for rescuing the footnotes in Chapter 8 and for giving his professional touch to the contents pages. I would also like to thank the different people who have aided me with my all too frequent computer problems, particularly Mats Lindberg from the IT group at IEI, the Department of Management and Engineering and Bo Hagström at IKK, the Department of Culture and Communication who rid me of the computer virus that threatened my work and bugged Chapter 3. Gunilla Christiansen has also helped me quickly and efficiently with some of the computer-related problems that I have encountered along the way. Thank you. Thanks are also due to my fellow doctoral students and especially those who have gone before both for practical information and advice and for showing me the living proof that it is possible to survive and that there is a life after “D. Day”. I am also grateful to Gwenäelle Clairet and Mechtild Tronnier who have sometimes dragged me away from my oil companies to see and experience other things and places. Special thanks go to Gwen for checking all my references! A thankless job which she did brilliantly and any mistakes that are still there are mine and mine only. My very special thanks must go to Ida van Der Woude, one of those who have gone before, both for the beautiful water colour which adorns the cover of this book and for the word clouds that feature in Chapter 11. Not only was she their inspiration, but it was also her practical help and technical expertise in creating them made them possible. “We are family!” Finally, I would like to thank the family and friends that I have neglected and hope that this book will now throw some light onto what I have been busy with for these past five years. Ole, I hope that you enjoy reading it. Christopher, this is for you! Linköping April 2014 Contents Chapter 1 Introduction 1 Setting the scene The Conceptual Basis of the Study 3 Bourdieu and the Forms of Capital 4 Goffman and the Presentation of Self 5 The function of advertising 6 Purpose of the Study Analytical Approaches 9 Structure of the Study 10 Chapter 2 Five thousand years with oil 13 “The magic liquid flows” The Birth of “Big Business” 15 The Rise of the Oligarchs 17 The Dissolution of an Empire 21 In the Nation’s Interest 26 The Cast of Players Grows 32 Turbulence and Turmoil 36 Winds of Change 43 The Twilight of the Oil Gods? 46 Chapter 3 Advertising as a Communicative Genre 55 How do we recognise an advertisement? 56 What is a genre? 57 Prototypical advertisements 62 The dialogism of advertising 68 The new rhetoric 70 The role of the reader 74 Bakhtin, Bourdieu and Beyond 76 Chapter 4 Oil Companies in the History of Oil 81 What is advertising? The Beginnings 83 The Early Years in America 85 The Early Years in Britain 87 The Contributions of the Oil Industry to the Development of Advertising 88 The Advertising of the Oil Companies in the United States The Advertising of the Oil Industry in Britain 91 Trends and Developments in Advertising 93 The Decade of Experimentation Consumption Engineering 94 Recent Trends in Advertising 97 Advertorials 98 Story Telling 99 Some Closing Words 102 Chapter 5 Research into Advertising: the State of the Art 103 Research Trends Early Research Trends 104 Endorsement 105 The communicative turn Semiotics in advertising 106 Rhetoric 108 Poetics 111 Humour 113 Internationalisation 114 Language Culture Context 115 Gender The Narrative Turn 117 Genre revisited 118 Myth and Corporate Identity 121 Research into the Advertising of the Oil Industry 122 General studies of the advertising and discourse of the oil companies Mobil’s advertorials 124 The Op-eds page “Observations” 126 The Perspectives of this Study 127 Chapter 6 Corpus 129 Chapter 7 The Semiotic Landscape 133 A World of Signs and Symbols Shifting Sands of Meaning 134 Roland Barthes and the Semiotics of Advertising Text and Image 135 The relationship between text and image Typography 142 Colour 145 Summary 146 Chapter 8 A Century of Rhetorical re-Presentations 147 Shell and the first decades 148 The Pre-War years: Art and Humour 154 You can be Sure of Shell British Petroleum 162 The Golden Age of Oil 167 Caltex, partners in progress 168 The World of BP 169 “I’ll tell you something about Shell …” 170 Shell and the dragon 174 Shell in America 176 Mobil 178 Shell Valentines 179 The years of turmoil 180 Advertising in America 184 Shell in America The American Companies 187 The turn of the century 192 “For all our Tomorrows” 192 Profits or Principles 195 Towards a new beginning 200 British Petroleum Beyond Petroleum 201 ExxonMobil: Taking on the world’s toughest challenges 205 The world of Chevron 207 Total: Our energy is your energy 214 Shell in the twenty first century 216 Presentations and re-Presentations 222 Chapter 9 The Myth of Oil 223 A World of Myth and Adventure The Bringer of Life The Magic Liquid The Sun and the Stars 225 Horse Power 226 Modern Myths 230 Superman 231 Einstein’s Brain The Myth of the Hero 233 The Adventurer 234 The Alchemist 240 The Cast of Participants Expands 242 The Entrepreneur The Expert 243 The Educator 245 The Myth of the Lady 246 Summary 251 Chapter 10 Doing Being the Good Guys 253 Shell, the Crusader 254 BP, the Missionary 256 Total, the Visionary 257 Chevron, the Partner 258 ExxonMobil, the Expert 259 The Damsel in Distress Summary 261 Chapter 11 Advertising: a Mirror of Society? 265 A Mirror of Innovation and Technical Progress Oil Company Advertising as Social Comment 267 Cultural Knowledge and the Lifeworld 268 Socio-Political Conditions 269 Language 273 The Changing Face of Oil 276 Changing Participant Roles 277 From Paternalism to Partnership From Present to Future 279 From Product to Presence Changing Participant Roles and Shared Responsibility 283 From Oil to Energy 284 Summary 287 Chapter 12 Conclusions 289 The Diachronic Analysis 290 The Semiotic Analysis The Intended Reader 291 Research Questions Answered 292 A Mirror of Society? 294 References 295 Chapter 1 Introduction Setting the scene Oil! Black gold! The stuff of adventures, a fountain of health and beauty, a source of wealth but also of strife, a seemingly bottomless well spewing out death and destruction! The life-enhancing possibilities that this residue of a time when dinosaurs walked the earth some 180,000,000 years ago1 first beguiled and then entrapped us in a dependency which has had a devastating impact upon the planet.
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