“The ‘Ministry of Food’ Then and Now: Changing Discourses of Thrift in Britain (1939 – 2012)"
We explore thrift as a consumption disposition, and how it became linked to British heritage. We examine how thrift-related discourses direct consumption in British social-marketing texts from 1939-2012. These discourses pertain to family, good parenting, community and citizenship. We describe how public-sector bodies contribute to the ideological shaping of consumption.
Elizabeth Parsons and Benedetta Cappellini (2013) ,"“The ‘Ministry of Food’ Then and Now: Changing Discourses of Thrift in Britain (1939 – 2012)" ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 23-26.
Elizabeth Parsons, Keele University,UK
Benedetta Cappellini, Royal Holloway, University of London, UK
E - European Advances in Consumer Research Volume 10 | 2013
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