Close menu


Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

Marketing behaviour and social change

Ewins, Neil (2020) Marketing behaviour and social change. In: Conference on Historical Analysis & Research in Marketing, 4-6 Jun 2021, Duke University, Durham NC, USA. (Submitted)

Item Type: Conference or Workshop Item (Lecture)


Purpose The intention of this paper is to consider whether forms of ethical marketing occurred in more nuanced ways during the nineteenth century. Previously, ethical marketing has been perceived as being rather sporadic, or even as a more recent phenomenon.
Methodology The research identifies advertisements, related to ceramics, that appeared in a American newspaper styled as ‘religious’. The analysis then considers the backgrounds of the individuals who placed these advertisements, in order to determine whether advertising in certain newspapers had a particular significance.
Findings The evidence shows that individuals who placed advertisements in religious newspapers also had strong ties to religion, and in one case, the family were actively involved in issues relating to racial equality. Their views are not immediately obvious from the wording of advertisements, or the nature of the advertised merchandise. Only by exploring their wider activities might a commitment to social change be highlighted.
Originality/value It appears that ethical marketing has often been identified on the basis of the wording of the advertisements. This would explain why previous examinations of ethical marketing have concluded that it was less significant during the nineteenth-century. But, it is proposed in this paper that there were reasons for businesses advertising in a newspaper with a religious ethos, since this was a way of demonstrating shared sympathies. In this respect, it is argued that ethical marketing existed by association, and becomes recognizable when greater information is gathered about the views of the people who owned these businesses. Conceivably, other religious newspapers could be surveyed to see if they also reveal similar tendencies, and whether other businesses selected newspapers for particular reasons.

[img] Microsoft Word (Research paper Abstract)
Abstract Proposal June 2021.docx - Other

Download (13kB)

More Information

Depositing User: Neil Ewins


Item ID: 13344

Users with ORCIDS

ORCID for Neil Ewins: ORCID iD

Catalogue record

Date Deposited: 16 Apr 2021 14:32
Last Modified: 04 Jun 2021 02:38


Author: Neil Ewins ORCID iD

University Divisions

Faculty of Arts and Creative Industries


Glass and Ceramics > Ceramics

Actions (login required)

View Item View Item