Book chapter "Advertising and the Economy in Sweden"

Advertising and the Economy in Sweden | Sofia Murhem | The Routledge Companion to the History of Advertising

Abstract

Economics play an integral role in advertising. In Sweden, the impact of economic factors on the face of advertising and the operation of the advertising industry has been significant and can be traced back to the sixteenth century. However, it is in the twentieth century where we have seen the real advances being made. Media technologies have seen the proliferation of advertising from outdoor and print to radio and television, and on to digital platforms. The face of advertising has similarly changed, from press inserts and posters to digital search engines and the embedding of products in media content. In each case, the impact of economic interests – directly or indirectly – has played an important role. Of course, this relationship between economics and advertising is not necessarily simple or straightforward. Sweden’s multitude of regulations, for example, have further complicated this relationship. Ironically, Sweden’s unique conditions also create an opportunity to revisit and reconsider advertising’s relationship with economics. By unpacking this important relationship in the Swedish context, we can generate new insights into advertising’s economic history with a view to better understanding the degree to which advertising has been informed by broader economic factors and drivers.