“Historical Analysis of Gender-based Marketing Strategies”

Call for Papers – Special Issue: “Historical Analysis of Gender-based Marketing Strategies”

Journal: Journal of Historical Research in Marketing
Publisher: Emerald Publishing
Submission deadline: 17 July 2026

Overview

This special issue foregrounds gender as a central lens in marketing history, exploring how gendered strategies evolved over time. It integrates feminist theory and visual culture with historical analysis to reveal how marketing shaped—and was shaped by—gender representations, particularly focusing on women as both consumers and producers. The journal seeks original, comparative studies spanning diverse eras, regions, and media, from early‑20th‑century print ads to contemporary digital campaigns, including post‑feminist and reactionary shifts (e.g., #girlboss to “tradwife”).

Core Themes

• Representations of femininity/motherhood in ads across periods.

• Gendered segmentation and identity construction for female consumers.

• Women as creators (illustrators, copywriters, brand designers, entrepreneurs).

• Domesticity, beauty, and hygiene narratives in campaigns.

• Cross‑cultural and class‑gender intersections in marketing.

• Visual symbolism in posters, packaging, and promos.

• Women’s roles in marketing departments and branding history.
  Submissions: archival, visual, or theoretical papers (no empirical focus required).

Guest Editors

• Xavier Jou-Badal, ESCI‑UPF, Spain

• Lara Martín-Vicario, UIC, Spain

• Maria Elena Aramendia-Muneta, University of Navarra, Spain

Submission Details

• Platform: ScholarOne – https://mc.manuscriptcentral.com/jhrm

• Select “Historical analysis of Gender-based marketing strategies” under issue choice.

• Deadline: 17 July 2026; follow guidelines: https://www.emeraldgrouppublishing.com/journal/jhrm

• Must be unpublished, original work.

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