Advertising Alcohol in New Zealand, C.1900-1945
Cheers! Selling Health and Happiness: Advertising Alcohol in New Zealand, c.1900-1945 By Marie J. Duncan A thesis submitted to the Victoria University of Wellington in fulfilment of the requirements for the degree of Master of Arts in History Victoria University of Wellington 2020 2 Abstract At the turn of the 20th century New Zealand’s newspapers were filled with advertising material offering information on a wide variety of products. Among these advertisements were those for alcoholic drinks, a commodity which the advertisements claimed to have multiple benefits, including those of a restorative and curative nature. This thesis will examine how two groups of products, alcoholic beverages claiming medicinal value, and patent medicines containing alcohol, were advertised in selected New Zealand newspapers and magazines during the years 1900-1945. The advertising of these two groups was, in many ways, similar. Both used evocative text and images, with the images changing from drawn illustrations to photographs, and both targeted groups, linking these to specific drinks. For example, tonic wine advertising was aimed at women suffering from psychological distress, while beer and spirit advertisements targeted men and sporting codes, and patent medicine advertisements were designed to attract mothers and those suffering from respiratory illnesses. While both alcohol and patent medicines were subject to legislation this was not always effective. The Quackery Act 1908, which should have impacted on both alcohol and patent medicine advertising had no effect on either group. Patent medicine advertisers however, responded to the Physical Welfare Recreation Act 1937, and the Social Welfare Act 1938 with images of active, healthy children.
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